Amelia Lane
Client: Amelia Lane
Service: Promo Video - End to End Production
Project Overview
Amelia Lane, a well-established brand in the stationery industry, was preparing to expand into lifestyle products with a brand-new product line - beach bags. To successfully launch this collection, they needed to 'make a splash' with a product promo video that would introduce the product to new customers while maintaining the brand’s signature aesthetic.
At a glance:
4 weeks end to end - a speedy turnaround!
One-day shoot
End to end video production
Talent casting
Challenges overcome: Extreme Sydney summer heat, coastal winds, baby sleep & feeding schedule, toddler attention spans
1x promo video (used as launch video)
Social-first video B-Roll for organic and ads
The Situation
Having built a strong reputation in stationery, Amelia Lane faced the challenge of branching into a new market. They needed a high-quality promotional video and supporting content that would not only showcase their beach bags beautifully but also connect emotionally with their audience. The goal was to create versatile, evergreen content that could be used across multiple platforms, from their website to social media and paid ads.
As a returning client, Amelia Lane had previously worked with Heist Creative on a successful promo video and knew they could trust the team to deliver. Their past experience gave them confidence in Heist’s ability to plan, execute, and produce high-end visual content that aligned with their brand vision.
What we did
Heist Creative took a strategic approach to ensure the new beach bag collection was showcased in the most engaging and versatile way possible. We started by gaining a deep understanding of the product’s key features—such as its waterproof design—allowing us to craft scenes that highlighted its real-world functionality.
We carefully considered all the different scenarios in which the bag could be used and developed different scenes and narratives around them. During pre-production, we meticulously crafted a video storyboard and a detailed shoot plan to ensure every scene flowed seamlessly.
To bring this vision to life, we carefully selected the right talent for each part of the story. Chanel’s beautiful children became a central part of the campaign, adding authenticity and warmth, while a professional model helped diversify the visual appeal.
Project Particulars
This shoot was not for the faint of heart. Filming during the height of Sydney’s summer meant battling intense heat and unpredictable coastal winds. Timing was critical—we had to work around baby’s sleep schedule and two toddlers’ ever-shifting attention spans, while ensuring every scene was captured flawlessly.
Nick, one of our crew members, showed feats of endurance, holding up a massive diffuser against relentless beach winds, pushing through arm fatigue to ensure the lighting was perfect.
And then baby Isabelle—one of our key talents—who required a precise sleep schedule and regular feedings from her mum. Every scene was carefully structured around her needs, proving that when it comes to capturing the perfect shot, logistical-prowess and adaptability are just as important as creative vision.
The Outcome
The result was a stunning, high-impact launch campaign video that beautifully showcased Amelia Lane’s new product line. It remains an evergreen promotional video on their website. But we didn’t stop there.
Understanding the power of versatility, we provided additional B-roll clips optimised for social media, allowing Amelia Lane to create multiple ad variations, reels, and even add motion elements to their e-commerce website.
By maximising the shoot’s output, Amelia Lane ensured long-term value from their investment, extending the longevity of their content while making a strong entrance into the lifestyle product market.
Watch Amelia Lane’s promo video
“The video looks AMAZING! I can’t believe how quickly you guys turned that around, thank you! I’m really, really happy with how this all turned out. Thank you Nikki, so happy with it all!
Chanel White, Amelia Lane