Caribou Sizzle Reel
Short form video created to communicate Caribou's brand through a circuit of business conventions.
Context
In Fall 2023 Caribou’s Director of Business Development & Strategy, Theresa Vitale, reached out to my class for a project.
Caribou needed to communicate its brand to potential business partners through a series of business conventions. They requested a 1-3 minute vertical format video that would loop at their booth. Drawing in and keeping the viewer's attention while informing them about Caribou and their brand. It had to be effective with or without audio.
I was provided with pre-shot footage of products, people, and the stores.
By focusing on Caribou’s, Brand, Values, Financial growth, Employment and Ownership Opportunities, as well as their product line, potential business partners would be quickly informed on what Caribou has to offer.
Using my knowledge of how effective short-form content works in the digital landscape of social media where every piece of content is fighting for the viewer's attention similar to the environment of a business convention, I was able to identify key aspects and techniques that when applied would create a steady yet quick flow of information that capturing and keeping the viewers' attention.
I did this by using the tempo of the music to inform the movement of graphics and texts focusing on leading the viewer through the information at a fast pace without overwhelming them with information. Adhering to Caribou's style guide to uphold their branding and went through multiple rounds of revisions from not only the branding team but also the legal team.
What I did and why it worked.
Following a presentation where each group from my class presented their video Infront of Caribou's execs. My video was selected as the winner. I was then tasked with working with the branding and legal team to finalize the video.
The video was used at multiple business conventions and will also be used at a series of international conventions in 2025.
As Caribou Coffee looks to expand internationally in airports throughout the U.S and rest of the world my video will be a the first thing potential clients see. Acting as a impactful first impression leading Caribou Coffee as they expand into new territories
"Luke – our teams absolutely LOVE your sizzle reel. Many tradeshow attendees have been commenting positively on the design, pace, and content of the video you and the team created."
Client reaction and results.
- Theresa Vitale
Director, Business Development & License Strategy
Caribou Coffee®
reel being played at a recent tradeshow to over 3k attendees in the airport industry