Beta Pets Mart

Prepare a three-month plan of pure video — "I'm just going to do pure videos for now... I don't want to do too much statics at this point of time" — then monitor and review before taking it forward.

Client requests payment for the three-month package be split monthly rather than a lump sum up front.

Jil and Nigel to come back with a content plan (video quantity and schedule) and package pricing for the three-month term, probably early next week.

Volume must stay sustainable — client cannot manage anything like 20 videos a month, but is fine being pinned down to a locked-in shoot day.

Vary shooting locations across the factory, their workplace and events rather than filming everything at one site.

The "journey" / rags-to-riches storytelling series is the format that works; client likes the high production quality and the subtle product placement in every video.

The original package was recurring with six statics (aesthetics + carousels), but was halted after one month on the client's instructions; another round remains available for July. The video shoot was a one-time purchase.

Videos have not launched yet; client will monitor the first three or four once live to judge effectiveness and tweak content accordingly.

Client to capture video and B-roll at the cat expo this Saturday and Sunday for the team to edit into future content.

Jil's advice: aesthetics and carousels still matter for brand identity when people land on the Instagram profile — a balance is ideal, though client is prioritising video for now.