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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
Editor: 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
Editor: Jon Dean
Assistant Editor: Adrian Randall
Assistant Editor: Jonah Greenstein
Design & 2D Animation: Johnny Lee
Designer/Animator: Larisa Martin
Designer/Animator: Sandy Pan
Animator/Compositor: Cyp Sadlon
Design Intern: Ennis Johnson
Design Intern: 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
