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Fab 15
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Sears Holdings Corporation
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Each year, Kmart names their 15 top toys for the holiday shopping season. This year, they turned to Real Art and Rico Rodriguez from ABC’s Modern Family to help introduce the Fab 15 list to their shoppers.
We were lucky enough to be involved in the 2011 Fab 15 project from the very beginning, developing the full creative concept for the project.
Using the 2011 Kmart holiday style guide to design a Flash experience for the promotion, we developed a three-part video series to get shoppers excited about the Fab 15. Several members of the Real Art team wrote the video scripts, created a storyboard and then turned it into animatics to help visualize the concept. After assembling a production team of Real Arters and freelancers, we embarked on a six-day shoot—complete with wardrobe, props and all. After the shoot, we handled all post-production work in-house, splitting the video editing and motion graphics between team members.
Of course, the Fab 15 videos don’t just list Kmart’s top 15 toys for their customers. They also invite the customers to participate in a sweepstakes and then get them involved in the whole NUTSO experience. NUTSO stands for Nearly Uncontrollable Toy Smile Outbreak—the result of some truly awesome toys. Visitors can upload their own NUTSO images into the NUTSO Gallery, which pre-screens photos before sending the images live.
In the end, we’re sure that Kmart’s customers are set to have an amazing holiday with these Fab 15 toys.
Watch our Fab 15 case study on Vimeo.
• Video: Episode 1
• Video: Episode 2
• Video: Episode 3
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