Portfolio: Reframing Retail | LAI Video

Reframing Retail

Bombarded by news reports of an industry on the defensive, long-time partner the National Retail Federation reached out to us to tell a new story. A positive story. A story that communicates that retail is not on the brink of extinction. It's transforming. We produced a new series that dives into retail's impact on community, innovation, careers, diversity and the economy. A series that seeks to reframe retail itself.

Fight Fire with... Really Positive Videos!

With big box retailers closing their doors and mom and pops threatened by online commerce, conventional retail has been under attack. But rather than take the conventional approach of addressing reports with other reports, we opted for an enlightening message. Something emotional that shows the real good retail is doing. Tori, Helena and Loizou brainstormed honest human stories that could resonate with the public and rally together retailers. Stories like Rachel Shechtman's groundbreaking shop that's a cross between an art exhibit and magazine. Stories like a DC neighborhood's revitalization and transformation into a sparkling retail hub. Stories like Academy Sports opening its doors to house victims of Hurricane Harvey.

Retail Made for Retelling

Tori and Dylan traveled across the country to produce these carefully selected spotlights. Conducting preliminary interviews before each shoot, the days were planned with heartfelt interviews, guided tours and spontaneous b-roll that captures the little moments that make up the days of some super passionate professionals. Jun, Phil and De'von pulled out the cinematography stops, using slow-moving slides, sweeping glides and natural audio to present the spirit of retail in a very cinematic but also very real way. Jun and Justin cut together the series that varies in tone, creating episodes that inspire, entertain or move viewers. "Reframing Retail" debuted at NRF 2018 Retail's Big Show, serving as a setup to each panel that discussed complementary topics. The series continues to exist as a reason why retailers and the NRF should be optimistic and proud for an industry very much on the offensive.