Name: Haleema Shiza B
Course: Introduction to Advertising
Paper: Ad Filmmaking
Year: 2024
Client: The Thread Tales Co.
Project: Digital Commercial- The Thread Tales Co.
Objective: Feature and promote the products of the small business ‘The Thread Tales Co.’ to bolster
the brand, captivate the audience, and exhort them to indulge in the act of gifting eclectic products
that are hand-made scrupulously from cruelty-free resources. By gifting memories worth cherishing
to our beloved ones, the ad aims to subsist relationships, friendships, and bonds between families,
friends, and couples.
Key Message: To encourage people to gift their loved one's products that can burgeon relationships
and create memories of a lifetime with the pedantically hand-crafted products, adding a stint of
personal touch and exultance.
Target Audience: What makes this brand impeccably enamoring is its products ranging from phone
charms to AirPod cases to keychains to bags to knitted baby swaddles and clothes. They imbue
products that befit girls and women from every age group, be it a newborn or an old person. Every
girl and woman can elevate their style by using statement bags, crocheted keychains, and air pod
cases from the aforementioned brand at a reasonable price.
Tone and Style: Loving, soothing, heart-touching, thoughtful, amiable, endearing, and supportive.
Duration: Close to 71 seconds.
Concept:
The Digital Ad film imbues the underlying objective to make the act of gifting a memorable
predilection that bolsters love, friendships, and relationships among people. The 71-second
advertisement depicts the laborious efforts taken by the artisans to crochet and sew the products
that are personally crafted and made fastidiously with much care and attention. Each narrative
featured in the ad film portrays the story of two friends/ lovers who cherish the gift given by their
significant other with effulgence and benignity, which highlights how a simple gift can be treasured
with unparalleled love and bring a glistening smile on our loved one’s face.
Scenes and Elements:
Ad Campaign Title: ‘Gifting memories, worth cherishing’.
Scene 1: The founder of the brand walks with the bag of yarns.
Scene 2(Narrative 1): The kids at the tuition, where keychains are featured. Products: Sunflower and
Strawberry Keychains.
Scene 3: The artisan starts to crochet.
Scene 4(Narrative 2): A gallant gifting a bracelet to his friend/ lover in the car. Product: The Thread
Tales Co Bracelet.
Scene 5: Artisan packs the crocheted baby swaddle, cap, and booties.
Scene 6(Narrative 3): Husband gives a hamper of newborn’s swaddle, cap, and shoes to his wife.
Scene 7: The one where the Artisan stitches the cloth etched onto the bag. Product: Thread Tales Co.
Pearl Bag.
Scene 8(Narrative 4): The old lady receives a gift from her husband on the balcony as she scrolls
through her phone.
Scene 9: The artisan writes the tagline of the campaign ‘Gifting memories, worth cherishing’ on the
card, and the logo with the brand’s tagline ‘Handmade with Love’ appears at the end.
Key points:
Mood and Music: Instrumental music of ‘beanie’ is played in the background that is blithe, soothing,
comforting, and pleasing, creating an amiable mood of friendship, love, and warmth.
Call to Action: Exhorting individuals to gift their significant others something dainty yet special that
can make them feel as precious as the spheres of pearls and espouse the unrivalled love that
surmounts the tangibility of the resplendent yarns.
Note: The ad film must delve into the arduous efforts that go into the making of the products and
how artisans work sedulously to handcraft each product with utmost love, fastidiousness, and
gentleness. ‘Gifting memories, worth cherishing’ as the title of the campaign suggests, the idea of
giving presents to our loved ones and making their day is the pivotal goal of this brand that
handcrafts products made with love.