ALDI Video Case Study
1. Project Overview
ALDI, a leading international grocery retailer, approached us with a clear objective: to create “Day-In-The-Life” videos that highlight their warehouse employees through engaging narratives. Drawing inspiration from the EY videos, our mission was to produce six distinct videos, each showcasing a unique employee personality, and to condense them into impactful 30-second clips. I took charge of the entire project, from filming each employee on-site to overseeing the production and editing of all the videos. Despite encountering various challenges and a tight deadline, we successfully ensured that every aspect aligned seamlessly with the ALDI brand.
Early first concept of storyboards
2. Business Problem
I encountered several challenges during this project, such as limited equipment, lighting, and people who were not used to being filmed. We relied solely on a phone to film all the employees, and the warehouse setting presented significant lighting issues. I took the initiative to work closely with each employee to capture genuine smiles and create a natural atmosphere, which made the editing process more demanding. We were also under a tight one-month deadline to deliver all six videos, including client revisions. Additionally, ALDI’s strict design standards required careful adherence as I crafted each video to have its own distinct personality.
3. Role and Ownership
My role involved overseeing and designing all videos, which included both filming and final production. Our objective for these videos was clear: to craft a powerful narrative that resonates with viewers while embodying the same style as the EY videos showcased below. We moved swiftly from storyboarding to production, ensuring there were no delays because we were on tight deadline of 2 weeks to just deliver the first video after filming.
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Examples of other client video sent for original proposal
ALDI identified a select group of videos that exemplified the desired look and feel, and is committed to mirroring that aesthetic while staying true to the ALDI brand identity.
4. Team and Collaboration
For filming, I worked with the in-house ALDI team to help with employees and location. I partnered with the copywriter to develop scripts and voiceovers for the videos. We strategically integrated elements from each person’s life to craft a compelling narrative.
5. Creative/Process Decisions
Producing the first video was a significant challenge, as I had to create multiple videos without official static storyboards for each. We had to move straight into video production because of the tight deadline. So I essentially was designing these videos on the fly. I utilized the first video, the Maurice video, as a definitive template or base design for the rest of the videos.
A challenge during production was syncing the b-roll footage with the on-screen dialogue. While also thinking about where I would use other elements from the base video (Maurice’s video). As I got farther into production, I brought in more elements that would relate to each person and bring more personality to each video.
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6. Final Deliverables
I am currently able to showcase only two of the videos, as the remaining four have yet to be released. In the meantime, here are additional screenshots from those four videos until they are made available.
7. Outcomes/Results
The client was incredibly happy with the videos and is actively exploring a version for store employees. While this project posed several challenges, I successfully learned essential lessons, including how to master lighting in low-light environments, how to work with tech limitations, and how to showcase the best in the individuals being filmed.