Vitamix | S30

Having previously directed a series of recipe videos for Vitamix’s revamped website, they back to me with a request to concept a lifestyle video for a new product they were rolling out. The Vitamix S30 was targeted more towards urban professionals and young families and they wanted a video that spoke to that demographic. Since that demo was basically, well, me, I felt well-equipped to concept this one. I based the family loosely on my own, as my wife and I had just had our first child and were Vitamix users as well.

S30 Pre-Roll Campaign

Based on the success of this initial effort, I concepted a follow up series of online pre-roll spots that were meant to target two new demographics, “active users” and “high-performers.” We shot and casted in Chicago, with Columbus crews, and handled post back at Spacejunk.