Brand Awareness

live action
Telling the story
of a New York City icon
Less Expected. More Honest.

If you live in NY, take pictures, make movies, listen to music, sing songs, you know the iconic superstore B&H Photo — they’re an institution with a seriously loyal following.

As B&H’s agency of record, our goal is to generate brand awareness and expand their consumer base, so we have created a series of buzz-worthy campaigns specifically for the social media giant. To date, our videos for B&H have more than 193M views and counting.

brand awareness
In all our work for B&H, we lean into their disarmingly simple values – fair pricing, consumer-first policies, and honest business practices.

These are the things that make them unique and so incredibly charming. We write, design, direct, and animate videos to reflect this authentic personality and capitalize on the brand’s longstanding (but largely unknown) company pillars.

We also hand-picked the loveable New York filmmaker, Ed Burns, to be the voice of B&H. He perfectly captures the energy and tone of the brand. He’s also a super nice guy.

customer stories
Our most recent campaign focuses on 100% true customer stories. We selected customers from target demos who embody a passion for creating and building meaningful experiences to inspire potential customers to join this thriving community.
Meet Steph Mantis

Steph's an artist and pizza maker who uses a camera with her microscope to capture incredible bio-art photography of many things, including pizza toppings. Her unique artform might make it seem like her photography needs are out of the ordinary, but, without hesitation, B&H knew exactly how to help.


We know NASA needs no introduction, but their B&H story sure does.

Unable to find a rare Hasselblad lens, NASA called B&H who had the exact lens they were looking for. Sound out of this world? B&H often has what others don’t, and that’s just one of the reasons they’re the go-to photo + video superstore for customers big and small.

Meet Fred Smith

When we first talked with Fred, he said that B&H changed his life. We had to know more! After the fitness studio he worked for shut down after Covid, he turned to B&H to help him start his own fitness platform, Workout with Fred, and a podcast.

Meet Jack + Barbra

As loyal B&H customers for 30 years, Jack + Barbra regaled us with tales of receiving their B&H packages after a journey from plane to smaller plane, then thrown from one guy to another guy, and ultimately landing on a dusty gravel landing strip — intact! The way they described how perfectly B&H packaged everything, we knew they would make an excellent Customer Story. Don’t you think so, too?

data driven creative
Creating for YouTube

Armed with support from Google’s brand team — we were able to use real time trends, data, and analytics to adjust and readjust our creative for maximum impact on the platform. To date, our videos for B&H have more than 193M views and counting.

a brief history of b&H
Blimie + Herman

For our first brand awareness film we created a celebration of the special superstore, sharing their unique ingredients with love and charm.

meet the staff
It could be argued that the best thing about B&H is the people who work there. They are intelligent, helpful, honest, and never overly salesy. Rare, right?

This film introduces real B&H employees in one camera move, across one long counter. Through a sequence of interactions, the viewer gets to experience the real magic of B&H and why it is so important to do business with real people instead of algorithms.

The B&H campaign was one of YouTube’s Top 10 True View Ads for 2019, as listed in AdWeek, with 157+ million views.

Our campaign delivered above industry benchmark lifts in brand awareness and ad recall – 67% and 65%, respectively — proving a performance focused campaign can also have a positive impact on brand metrics.

The Customer Stories campaign has garnered 36+ million views and a brand awareness lift by nearly 7% in key demo.

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