“Working” From Home.

Branded content | Activaiton | Social

CRAFTING during A global pandemic

Fabric and craft retailer JOANN wanted a holiday activation in 2020 to build awareness to their extensive assortment of crafting and baking supplies. To break through the pile of “We’re In This Together” ads, we wanted to play off the 2020 zeitgeist in a fresh, much more honest way. Knowing that crafting and baking was surging in popularity primarily because of all of us were now being forced to work from home, we begin discussing ways to spoof our new collective WFH culture.

With nothing truly capturing work culture like a certain favorite sitcom series based in an office, we began to reimagine what it would be like if based in the 2020 WFH context that we were all stuck in. We sold the concept in and dove deep into some major sitcom inspired script-writing.

Phyllis

Our goal was to keep it as true to the mokumentary genre and as far from feeling like a long form infomercial as possible. We focused on fan-favorite Phyllis since she was already known for her crafting habits, and launched the activation with three episodes. Each episode co-starred a craft influencer and featured a mini-tutorial on all-new crafts that were later featured on Joann.com and in store demonstrations.

The campaign was so successful, we created a Halloween and Holiday special the following year.