Jewel Street – Paraffle Embroidery

Jewel Street has commissioned Video Production Edinburgh to unveil the intricate world of this exceptional artist through a captivating promotional video.

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// Overview

The Brief

Jewel-Street London, the global community for independent designers, commissioned Video Production Edinburgh to produce a promotional video showcasing local artist Paraffle Embroidery. This video has been included in their artist’s portfolio and used for promotional purposes.

  • Objectives: Produce a video that tells a story and creates a connection between the artist and the audience
  • Audience: 23-55-year-olds interested in art and crafted objects
  • Challenge: Create a bridge between the audience and the artist and her work. Find the right tone and voice.

The Approach

Before filming we spent some time with the owner of the business getting to know her and her work. We then produced the script and, once agreed by the client and the artist, we started filming. The production included:

  • Creative Strategy and Pre-production: Producing the script making sure it resonated with the targeted audience and delivered the key messages
  • Filming: We decided to film with one camera and minimum lights due to the restricted studio space and to be as discreet and non-invasive as possible
  • Post-Production: We delivered one 3:27min-long video that has been used on the client’s website and across different social media, including Youtube, Vimeo and Instagram

The Outcome

The video has the highest volume of views on YouTube among many other videos produced by other companies. This has driven public engagement towards the client’s business and specifically this artist.

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Production Stills

A person wearing a denim jacket walking into an entrance of a building with a sign that reads "Edinburgh Palette.×
Large spools of thread in yellow, blue, turquoise, and orange are arranged on a wooden shelf.×
Woman holding large spools of red, purple, and blue thread in a workspace with shelves and documents.×
Yellow wildflowers with a black and yellow striped caterpillar and a small bee flying nearby in a green blurred background.×
Hand with rings reaching towards a purple thistle flower in a blurred natural outdoor setting.×
Woman walking on a dirt path surrounded by lush green bushes and trees with Edinburgh hillsides in the background.×
Close-up of colorful embroidered butterfly on bright blue fabric in wooden hoop.×
Person stitching a colorful fruit slice embroidery on a hoop with blue background.×
A hand rests on a stack of art and embroidery books on a wooden surface. Visible titles include "The Subversive Stitch," "Threads of Life," and "Threads: Contemporary Embroidered Art."×
// Client FeedbackSamantha BishopOwnerPraffle Embroidery ★★★★★

“It was wonderful working with Paolo and the team! I wanted a video for my small business (craft/embroidery) that conveyed my brand message, while showing off my art and the studio I work in. They did an amazing job, and even helped me to feel comfortable and relaxed during the interview. I'm incredibly happy with the results, and their attention to detail was brilliant. They made it a great experience, and the video will be a huge benefit to my business. Highly recommend!”

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// Next Steps

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