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Creating new buzz for an old-school New York institution.
Opportunity
B&H is a beloved photo and video retailer that has transformed into an iconic industry powerhouse. But they were at a crossroads: how can a legacy brand reach a younger generation in a world shaped by algorithm-driven, one-click retail? Building on its completely unique shopping experience, B&H needed a new campaign to remind audiences what truly sets it apart.
Solution
Less Expected. More Honest.
A series of videos narrated by New York filmmaker Ed Burns, created to embrace the humanity, expertise, and New York soul of B&H — not just highlight its products. Built specifically for YouTube, the series is developed in partnership with Google, using real-time analytics to optimize and improve results. By focusing on the deep knowledge and honest approach of employees, the campaign showcases B&H’s radical transparency and what truly sets the brand apart.
Impact
- 157+ million views across all videos
- 67% increase in brand awareness
- 65% increase in ad recall
CREDITS
Phase 01: Brief History + Meet the Staff
CCO / Co-Founder
Joe Wright
Director + Creative Director
Lauren Hartstone
Executive Producer
Daniel Navetta
Head of Production
Joanna Fillie
Associate Creative Director
Lauren Infante
Line Producer
Kirstin VanSkiver
Editor
Gabe Darling, Jon Dean
Copywriter
Amy Swift
DP
John Schmidt
VO
Ed Burns
Music
Yessian
Phase 02: Customer Stories
Director + Executive Creative Director
Lauren Hartstone
Producer + Line Producer
Julia Oetker-Kast
Director of Strategy
Anita Olan
Associate Creative Director
Lauren Infante
Executive Producer
Joanna Fillie
Head of Production
Kathryn Henderson
Copywriter & Strategy
Allison Gutman
Editor
Keith Roberts, Jon Dean
Assistant Editor
Adrian Randall, Jonah Greenstein
Design & 2D Animation
Johnny Lee
Designer/Animator
Larisa Martin, Sandy Pan
Animator/Compositor
Cyp Sadlon
Design Intern
Ennis Johnson, Lucie Shahinian
DP + Production
Tyler Isaacson
Color
The Mill, Nick Metcalfe
VO
Ed Burns
Music
Yessian
Phase 03: Creativity Clicks
Executive Creative Director
Lauren Hartstone
Creative Director
Frances Yeoland
Executive Producer
Joanna Fillie
Head of Production
Lindsay McQueen
Producer
Julie Zivic
Editor
Jon Dean
Assistant Editor
Dee White
Design
Eduardo Palma
2D Animation Lead
Lucas Bell
Animator
Zach Horn
