Northshore Magazine

ne Design & Sales of Custom Cabinetry Throughout your Home business ce 1981 In bus ess since 19 36 BROADWAY (RT 1 NORTH), SAUGUS 781-233-7171 WWW.KITCHENSBYHASTINGS.COM HOURS: MONDAY & FRIDAY - 9 TO 5 TUESDAY, WEDNESDAY, THURSDAY - 9 TO 8 SATURDAY 9 - 3 · SUNDAY BY APPOINTMENT Business experience causes the women to reconsider the way they see themselves. The result for Dove: Countless shares and "likes." Tens of millions of views. Priceless publicity. Ted Jendrysik, creative director for the Newburyport ad agency Mechanica, which has worked with Grain Digital, calls the focus on storytelling with Web videos "a big shift and a nice shift." "It allows marketers like ourselves to really engage the consumer in a deeper and richer experience, and engage them in a way you just can't do in a 30-second TV spot," Jendrysik says. "That tipping point has happened in just the last couple of years, maybe even more recently than that, where you can reach a mass audience on the Web." The results sometimes defy categorization. When Grain Digital was commissioned to create a video about the construction of the new Cambridge headquarters for the international education company EF Education First, Davis and Dorris came up with a two-and-a-half minute spot about the ironworkers who constructed the building's frame. The workers, decked out in hard hats and yellow vests, feel lifted straight out of a casting call for a Boston-based film, with their dropped "R's" and talk of union brotherhood. "You can look at all these buildings, you know your name is in a lot of them, because everybody signs the beam," one man says. "You feel good about yourself." "We are like a special breed of people, you know?" says another, his words laid over footage of a worker climbing a ladder on the job site, an American flag rippling in the breeze in the background. "Not many people can do this. So I take pride in that." EF Education First offers programs centered around language and travel, as well as degree programs, but you'd never know that from watching the video. Walking away, you might wonder, Wait, who are these people? And why don't they seem to care if I buy whatever it is they're selling? That's sort of the point. "I think in the past, there's been all this emphasis on this one-brand touch point," says Davis. "Now, there's an opportunity to make hundreds of touch points. If you think about the number of people who drive by that building every day, it's one of those things where even a handful of people seeing that are now going to be able to explain it and say, 'I know what that is. I just saw that—that's the EF building.' It's amazing PR for them. It has a ripple effect." It's just a few images, a handful of words, and some stock music, all spliced together the right way. "We walked around this construction site, picking out great details," Dorris says. "We used a lot of the construction sounds, and it just feels like progress." "Really, it's just a bunch of guys turning screws and sawing things," he further explains. "But somehow it [becomes] n more than that." graindigital.com ● 102 9493_KitchensbyHastings.indd 1 KJ NBDec13 Grain.indd 102 7/23/13 11:10 AM 10/25/13 3:11 PM

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