ADVERTISING
Urban Skyline Studio needed a way to market their new product line without paid advertising. Their goal was to organically reach Millennial and Gen Z customers by building an Instagram presence rooted in authentic, videography shot in NYC and Seattle, WA.
Before filming, I studied organic content trends on Instagram, particularly how small brands were using storytelling to introduce products rather than direct product showcases. One recurring format that stood out was the "narrative reveal" — creators would build a short story or moment of curiosity throughout the video, then reveal the product naturally at the end. I used this structure as the foundation for Urban Skyline Studio's reels, letting places in the city tell a visual story that the product would ultimately punctuate.
RESEARCH & INSPIRATION
As part of my research and location scouting, I filmed in recognizable parts of NYC, like this street in the West Village, identifiable by its iron fencing and brick sidewalks. I chose locations like this intentionally so viewers could recognize and connect with the setting, creating an emotional connection to the video before the product is introduced.
The two videos below are unedited footage taken in recognizable NYC locations: the platform for the 7 train, and the escalator coming out of Penn Station. Like the West Village footage, I chose these spots because they’re instantly identifiable to anyone familiar with the city, helping viewers to feel personally connected to the video before the product appears.
Each reel followed a consistent three-part structure: city footage, a text hook, and a product reveal. For example, in the reel for the "moving to NYC" candle, I opened with footage of the subway, then overlaid a text hook on screen. As the subway moved through the frame, it created a natural transition point — the product was revealed right as the train passed, so the reveal felt like a continuation of the city footage rather than a hard cut to a product shot.