“It was a high-pressure project going to thousands of retail locations, with a crazy deadline. The end result was a fantastic video that met my objectives and got wide praise. Throughout the process, she was a partner, not a contractor. Her process, expertise, commitment, communication, and drive made sure we were always in sync and always working together to create the best video possible. Jesse’s creativity and strategic perspective always helped us tackle challenges as well as enhance the end product.”

— Chris Taylor, VP Channel Marketing

Project Details

Yuneec received $60M in funding from Intel Capital, and integrated Intel RealSense Technology into their units. This technology enables the drone to scan its environment and create a 3D map of the world. It learns intelligently. We needed to differentiate Yuneec from its competitors in a crowded in-store experience. The new Typhoon H, drone was a professional and consumer or “prosumer” drone. The key demographics for this drone included the National Geographic crowd, photographers, filmmakers, and adventure athletes.

I conducted secret shopping research for my client to gather data on what the in-store shopper’s experience is like, and what role the store employee played in the sales process. Discovery and differentiation were both challenges. The display had to function as a salesperson, given high employee turnover, grabbing the customer’s attention, educating the customer on the product, and distinguishing it from the other choices that sat next to it. It had to simultaneously charm, connect with, and inspire the consumer, but also educate the viewer in a very short period of time.

I presented my findings and a strategy for the video to include some lifestyle footage, product feature information, motion graphics, and instruction. I also wanted to include a broader representation of lifestyle footage to appeal to more applications and different customers’ lives, outside of the standard typical extreme sports. We decided to incorporate actual customer footage from around the world, as a way to show not only uses, but to show that actual people (not just professional photographers) could capture beautiful images of their lives.

The video is in thousands of Best Buy stores across the US.