The Knot
THE KNOT
MAKE TRADITION
Client
The Knot is a wedding planning and media platform owned by the XOGroup. They’re probably the most recognizable brand in weddings.
Requirements
The Knot enlisted Good Brother to help them create a series of direct-to-camera monologues featuring engaged social media influencers highlighting the new traditions they planned to incorporate into their weddings.
Solution
Good Brother helped identify questions that would elicit the most resonant responses from the influencers. We also were tasked with dressing a minimalist set that would appeal visually without distracting the viewer from the stars.
Services
• Pre-Production
+ Logistics
+ Scouting
+ Prep
• Production
+ Produced
+ Directed
+ Shot
• Post-Production
+ Post Supervise
+ Offline Picture Edit
+ Sound Mix & Master
+ Color Grade
+ Online Picture Edit & Final Assembly
Shoot Days: 2
Production City: New York, NY
Creative Concept
The Knot wanted a video that celebrated the individuality of every relationship. Their hope was to encourage couples to make their own traditions at their weddings and celebrate their union joyfully, however that may be. To promote this concept, they brought in several leading social media influencers - Cassey Ho (@Blogilates), Hunter McGrady, Janelle Ginestra & WilldaBeast, and Deandre Upshaw & Stu Hausmann - to talk about how they’re going to make traditions at their weddings.
Live Action Shoot
This was a 2 day shoot filmed at XOGroup’s headquarters in Manhattan.
Timeline
From start to finish, this project took 3 months. The bidding process and negotiation took about 2 weeks, creative development and in-house prep took 2 weeks. Pre-production took another 2 weeks, and the shoot itself took 2 days. Post-production - including color grading and sound mixing - took over a month and a half. Post-production timelines vary wildly depending on organization size and how long it takes to get feedback and approval on edits, so in this case, it took a little longer than normal.
