Portal Holiday 2021

As for any hardware product, holidays are a critical sales period for Portal. This holiday, we positioned the gift of Portal as the "the gift of a deeper connection." Our campaign was specifically targeted at on-platform audiences on Facebook and Instagram. This meant the ads had to be short (less than 15 sec) and built for quick visual engagement, aware of the behavior of the audience on this medium (auto loop for lazy thumbs/view without sound on) and when possible, use unique formats like online quizzes, built for social interaction. As ACD on this project, I was responsible for the complete life cycle: conceptual development, winning internal alignment, filming and production supervision and post-production.

The "Go Deeper" film, was meant to capture interest by breaking the "fixed square frame" of Instagram and Facebook posts. The main aim was to showcase the portability of the newly-launched Portal Go device. The film was technically complex and the craft lay in taking calculated leeway on showing some elements in ways that weren't strictly product-accurate but at the same time, made the spot more fun and engaging. Also, more rotoscoping than I believed possible happened on this one spot! 

Agency: Chiat NY / Copy: Sara Iravani and Amanda Hughes-Watkins / Art Direction: Parul Sharma and Paul Stechschulte / Producer: Mariana Perin / Project Management: Vicky Tran
The "Inception" film used the device of the never-ending loop to symbolize that Portal allows people a seamless connection with the people they wish to connect with. As with the Go Deeper film, this film was technically complex as well and required precise staging, highly complex post-production work and close attention to detail.
Agency: Chiat NY / Copy: Sara Iravani and Amanda Hughes-Watkins / Art Direction: Parul Sharma and Paul Stechschulte / Producer: Mariana Perin / Project Management: Vicky Tran
Girlnado, a short 10s film shows off the incredible smart camera feature that allows even the most hyperactive kid (and grandma) to remain "in frame" while they engage in shenanigans over video calls. Portal allows calls to feel natural and easy and ensures that generations do not lose their connection with each other through pandemics and geographic distance. Even though this film was most likely to be viewed with sound off, we deliberately chose to use a real bilingual family and Spanish dialogue throughout. The little girls' delight can be felt through her laughter and roars, sound "on" recommended.

Agency: Media.Monks / Copy: Sara Iravani and Amanda Hughes-Watkins / Art Direction: Parul Sharma and Paul Stechschulte / Producer: Morgan Burrows / Project Management: Rebecca Bartley
3 Generations, a short 15s film shows how grandparents can shoulder parenting with their children and be part of their grandchildren's lives via Portal's smart calling devices. We cast a real family, which truly helped the chemistry come to life. The grandfather is life-size on the Portal TV and the grandson feels completely at ease talking to him as dad dozes off to the bedtime story. The simple vignette is easy-to-understand with sound off but is even more heartwarming with sound on.

Agency: Media.Monks / Copy: Sara Iravani and Amanda Hughes-Watkins / Art Direction: Parul Sharma and Paul Stechschulte / Producer: Morgan Burrows / Project Management: Rebecca Bartley
Two irreverent promos rounded up the social assets for holiday 2022. Is it ridiculous to show people calling each other on Portal in earnest to talk about our promos? Dance in excitement? Gloss over their pregnancy and nesting plans to gleefully share how much they saved? You bet it is. Which is exactly why we decided these over-the-top promos were worth putting out there.
Agency: Media.Monks / Copy: Sara Iravani and Amanda Hughes-Watkins / Art Direction: Parul Sharma and Paul Stechschulte / Producer: Morgan Burrows / Project Management: Rebecca Bartley
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