Letters of Love | Spec Commercial

This spec commercial for Carlton Cards tells the heartfelt story of two lovers staying connected through letters, showcasing the brand’s role in preserving emotional bonds. Targeting a younger audience, I used Gen Z actors and a relatable storyline to modernize the brand’s appeal. To fit the 90-second online format, I leveraged storyboarding and animatics to craft a compelling narrative that resonates within limited attention spans.

Overview

Carlton Cards is a greeting card company in Canada. This is a spec narrative commercial for Carlton Cards featuring two lovers going through the heartbreak of physical separation but whose presence is mutually found through distance letter exchange. The primary goal was not to make a sale action, but rather to make consumers connect with the brand on a personal level, hence the experiential marketing (emotional branding) approach.

Credits:

Writer/Director: Ebenezer Somado

Director of Photography: Sammy Vu

Talent: Malvika Garlyal, Ebenezer Somado

Production Designer: Ebenezer Somado

Set Dressers: Malvika Garlyal, Selina Kang

Storyboard Artist: Sotelo Fernando

Editor/Colourist/Sound Mix: Ebenezer Somado

Special Thanks: Selina Kang, Jeden Sutanto, Aurora Yol

Challenge

The challenge was to create a Carlton Cards commercial that connects a younger generation to the products they sell, in a 90-second timeframe.

Solution

I chose to unfold the story of two lovers. The concept aimed to emphasize that Carlton Cards helps keep people connected to their loved ones. Additionally, I decided to include GenZ actors and craft a storyline to capture their attention.

To address the timeframe challenge, considering the need of the commercial to air online, where the attention span is reduced, storyboarding and animatics where my allies in the pre-production phase.

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