In the Summer of 2018, Oxenfree had the opportunity to create a cinematic Brand Story for the newly opened Craft & Common, a coffee shop located in the heart of Downtown Orlando. Over the weeks of Pre-Production, we embedded ourselves into the culture of their business, to better understand their story in order to capture it.
Oxenfree worked with owners, Lindsay & Brandon Duensing to bring their creation story of Craft & Common to screen. Their tagline "Coffee + Goods" gave our story a backbone as we focused on why & how they make this happen daily.
We start off by introducing Brandon & Lindsay and their journey across the country. We wanted to introduce their mantras before fully introducing Craft & Common's. Their journey across the country sets the foundation for the attitudes and ideas developed into the shop. We see Brandon & Lindsay driving to imitate the feel of road-tripping across the country, brainstorming drink ideas with inspiration drawing from these experiences. We then introduce the concept of creating a welcoming "common" space where coffee can be enjoyed, the focus of the film shifts from Brandon & Lindsay's story to the story and creation of Craft & Common. The film presents each aspect of the shop and its intention to the audience, from retail to drink inspiration, before coming together for the opening of Craft & Common. Next, we focus on the environment and interactions between the team and guests. The idea of creating an extension of their home that is inviting and inspiring rules the last act of their story. We end the film with quick shots of drinks offered with a fade to the Craft & Common logo.
As a company whose social media traffic comes primarily from Instagram, we made sure Craft & Common would be able to use this video in multiple ways. We started with the 5-minute video and carved out shorter clips that can be easily shared on Instagram. On top of the clips, we also made a folder with stills from the video that could be used as images for posts. We premiered the film at Craft & Common so patrons could be a part of this experience. Simultaneously, we premiered the video on Facebook in conjunction with Craft & Common, so those who were unable to attend could still be a part of the event. Since its premiere, The Story of Craft & Common has been viewed and shared over 1,000 times.
Craft & Common
Oxenfree Film & Motion
Ben Gill, Christian Harris
& Dane Gerwig
Daniel Wigley & Tim Gill
"Feel Alive" by Summer Kennedy