Rescued WOOD Rehab

Case Study: Rescued WOOD Rehab – Centerpiece Video

Project Overview:
Rescued WOOD Rehab, a woodworking company in Fuquay-Varina, specializes in transforming reclaimed wood into high-quality furniture and home décor. Their target audience includes women and people over the age of 65, a demographic that values craftsmanship, authenticity, and sustainability. Our task was to create a compelling website video that told their story while resonating with their audience.

Our Video Strategy:
From our research, we found that women and especially those over 65 are drawn to brands that feel "authentic" and "homemade." This insight shaped our entire approach to the video. We aimed to highlight the craftsmanship and passion behind Rescued WOOD Rehab’s work in a way that felt genuine and personal. Our strategy included:

Pre-Production – Understanding the Brand’s Essence
Discovery Session: We met with the owners to discuss their story, mission, and the emotional appeal of their products.
Audience Research: We analyzed what elements would most effectively engage their target demographic, emphasizing authenticity and the hands-on, homemade feel of their work.
Storyboarding: We planned a sequence that showcased the transformation of raw reclaimed wood into finished products, emphasizing the care and attention to detail involved.

Production – Bringing the Vision to Life
Warm, Natural Aesthetic: We used warm lighting and natural settings to reflect the inviting, handcrafted nature of the brand.
Close-Up Details: Focused on hands crafting the wood, showing textures, grains, and the intricate process of restoration to highlight craftsmanship.
Narrated Storytelling: Instead of on-camera interviews, we recorded the owner, Marty, reading a carefully crafted script aimed at the target audience. This approach ensured a heartfelt, engaging narrative while maintaining the authentic, homemade feel.

Post-Production – Enhancing the Emotional Connection
Editing: Created a smooth, heartfelt narrative that seamlessly connected the brand's mission with the visual storytelling.
Music Selection: Chose a soft but upbeat, organic acoustic track to complement the “homemade” and “authentic” feel.

Challenges & How We Overcame Them
Challenge: Ensuring the video felt personal and relatable rather than overly polished or commercial.
Solution: We avoided overuse of cinematic effects, instead opting for handheld shots and natural lighting to enhance the homemade, authentic feel.
Challenge: Capturing the essence of their craftsmanship in a short video.
Solution: Focused on close-up shots of the woodworking process and testimonials from the owners to create an emotional connection with viewers.

Results & Impact:
Increased Website Engagement: The video significantly improved time spent on the website, with visitors staying longer to watch the story unfold.
Positive Audience Response: The client received numerous comments from customers appreciating the authenticity and warmth of the video.
Stronger Brand Identity: The video reinforced Rescued WOOD Rehab’s position as a passionate, skilled, and community-driven brand.

This project demonstrated the power of understanding the audience and tailoring video content to align with their values. By focusing on authenticity and a homemade feel, we created a video that truly resonated with Rescued WOOD Rehab’s target demographic.