Hurom: Making Healthy Living Easy

Expertise

Marketing Strategy, Video Production

Platforms

Social Media, Paid Ads, Website, Email

Deliverables

Five Product Videos

Website

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“Since we launched our videos in June, sales have increased by 82% and conversion rates have increased by 19%. We are seeing measurable results!”
– Brian Crandall, Director of Marketing, Hurom America

Project Overview

I created a product video series introducing Hurom America – the inventors of the slow juicer. Narrated by award-winning private chef Ana Machado, whose clients include professional athletes like Nick Bosa. The challenge was to introduce and differentiate four different Hurom America juicers, each with unique selling points and functionality. We worked closely with Hurom's creative team, including Director of Marketing Brian Crandall, to design several short videos that balanced product information with lifestyle intrigue.

Execution

We had only one day to film, and our team at Flow Video worked diligently for weeks to optimize it – scouting and securing a film location in Fort Lauderdale that conveyed the friendly lightness of a residential kitchen. Our 5-person film crew configured the entire rental home to facilitate production: controlling for light, creating prep space for product setup and configuration, even swapping out background dishware in the kitchen to match Hurom's brand guidelines. And, of course, we purchased tons of fruit to juice!

The production was a major success, especially as we learned to play to Ms. Machado's strengths as a private chef in the kitchen. In our characteristic way, we didn't stop rolling film until we had captured everything – including gorgeous macro b-roll shots of product and juice. Now to the edit room.

I worked closely with my editing team and the client team to faciliate the editing process over several months in Summer/Fall 2024. The result was a series of five videos that everyone could be proud of – and we put them to work, eventually also localizing them to a Spanish-speaking audience utilizing state-of-the-art AI-powered visual dubbing tools.

Results

The results of Hurom's paid and organic media campaigns with our videos were undeniable, as their Director of Marketing notes as he details the uptick in sales and the strength of their conversation. And the customer service experience for their team was equally positive:

“Flow takes the stress out of video production. I recently worked with them on a product-focused video series. They very quickly grasped all of the technical jargon and kept everything organized and transparent from start to finish. I would highly recommend them to any organization looking for a production company with the skills necessary to get the job done and the values you want from a long-term partner.”