WAYFAIR x KELLY CLARKSON
"CHANGE STARTS AT HOME"
DIRECTOR / EDITOR / COLORIST TIMOTHY MOLLEN
EXECUTIVE PRODUCER SCOTT HAINLINE
YEAR: 2021
CAMPAIGN: WAYFAIR / KELLY CLARKSON
DIRECTOR / DP/ COLORIST / VFX : TIMOTHY MOLLEN
EXECUTIVE PRODUCER : SCOTT HAINLINE
IN OUR CLIENT'S WORDS:
"Thank you so much for all the amazing work on this project. It was absolutely an exercise in trust but you went above and beyond. I absolutely agree that we have something great here."
- Trevor O'Brien-Jones (Senior Creative Lead -Wayfair)
"You guys crushed it! This is exactly the kind of work we need to be doing more of."
- Steve Howard (Creative Director/Broadcast Video - Wayfair)
Wayfair, working with Kelly Clarkson, engaged Mahalo Content to produce two online videos featuring two families resdinig at a Mobile Home Community in Lake Charles Louisiana who were hit hard by Hurricanes. Wayfair was responsible for multiple construction repairs impacting both the interiors and exteriors of the homes. Additionally, Wayfair provided all new furniture and appliances to each family.
Wayfair wanted to feature a reveal moment when the families, who had been put up in hotels for a month or more, would return to their newly renovated homes.
Mahalo Content had initially only been engaged to capture the images as Wayfair’s internal teams would write and edit the final pieces.
Mahalo Content, working on a very tight budget, developed fully realized stories that would feature each of the two families. We wrote scripts and developed interview questions that would shed significant insight into the history of each family, how they ended up in Lake Charles, what they liked about the area, what it was like when the hurricanes hit, what they lost and how that experience influenced them.
Mahalo Content was responsible for resourcing local Interior Designers who would work closely with the Wayfair Team that was not allowed to travel to the shoot due to Covid restrictions.
Mahalo spent two days gathering in-depth interview footage with each family and capturing hours and hours of additional b-roll footage to tell the stories. Working 15 hour days turned into even longer nights as we eagerly worked on rough edits each of the two days to send back to the Wayfair Creative Team to help demonstrate and visualize what we had captured.
These rough edits were received so favorably at Wayfair that Mahalo Content was given a bigger role in the post-production. We were brought in to help consult and shape the edits. Wayfair then contracted Mahalo Content to do all the color correction so that the appropriate mood and tone would be conveyed, The initial Mahalo Content rough edits were nearly intact when the final in-house edits were approved. All involved felt a strong creative partnership truly made the best product possible.