Ka’Chava

Reaching A New Demographic

the client

A blend of organic superfoods and plant-based proteins inspired by ancient wisdom. All your essential nutrients in one. The whole body meal.

objective

To position Ka’Chava as the #1 nutritional health product available. For health conscience people AND for those wanting and needing to get healthy. Ka’Chava is not only for the highly adventurous thrill seeking individual, but also for common citizens who work hard and still make an effort to get out in nature and move their bodies.

our role

Outlive Creative approached Ka’Chava and pitched a concept they couldn’t resist. After hearing the initial pitch, Ka’Chava ended up tripling the scope turning it into a full fledge campaign. Outlive was contracted to lead full creative / story development, pre-production, production, and post-production.

responsibilities

Creative / Story Development

Concept creation + script writing.

Pre-Production

Sourcing talent, casting, location scouting, organizing crew, obtained film permits, develop shoot logistics.

Production

Shooting, directing, location sound, lighting, hair & make up.

Post-Production

Sourcing music, editing, color correction, sound design.

Photography

Lifestyle and product images used for branding, lookbook, social media, and website.

Project Management

Oversaw the production end of the project to ensure the visual content would be delivered on time and within budget.

TESTIMONY FROM KA’CHAVA’S SENIOR CREATIVE DIRECTOR

WAS IT WORTH INVESTING IN OUTLIVE FOR YOUR VIDEO AND PHOTO NEEDS AND WHY? PLEASE SHARE THE DIFFERENCE IT MADE.

“Absolutely. Outlive Creative took our video quality from 40 to 100. This is now our new standard to reach on every production we do. We use video on social, for ads and our website. On every touch point we can.”

WHAT ARE THE PROS OF VIDEO IN GENERAL?

“Video expresses more than pictures or words can. In today’s fast-paced world you need video to capture attention on social media. Different people respond to different types of ads. Some respond to photos while others act in video. You can’t market with one or the other. You need both.”

WHAT WAS IT LIKE WORKING WITH OUTLIVE VS. OTHER OPTIONS LIKE A BIG AGENCY OR ONE INDIVIDUAL FREELANCER?

“Outlive Creative are fun to work with. They are transparent, have great aesthetics, are competitively priced. They quickly learned the brand and helped define our video style. Jess and Race are great communicators and deliver work beyond what’s expected.”

Do you see a return on investment with our photos & video? If so, can you share some numbers or percentage increases?

“Absolutely. We use the video content in everything and always go back to their content. I cant share specific numbers as the video is used for different purposes. All I can say is it’s worth investing in video for a brand.”

Would KA’CHAVA be at the level you are at today without our photos & videos?

“Content is King. We have a great product which has built our brand in the beginning, but photos and videos are what help communicate our product. It’s what gets us in front of people and makes them want to try our product.”

story development + pre-production

The goals of this campaign were to speak to Ka’Chava’s older audience and expand the reach there, target health consicious 45+ year old, increase sales, and provide Ka’Chava with a library of high quality photo and video assets of older demographics. We wrote the script, developed the concept, and designed the storyboards.

production days

This scope of work consisted of 5x full day productions on location in Phoenix, Arizona. We worked with 6 professional talent/models from 2 different local agencies who were amazing. Each shoot day was a mix of on camera interviews and lifestyle content. Additionally, we spent another 5x full days in our studio shooting product photos and videos of each of their offerings.

timeline

From pitching the proposal to final output took around 4 months to complete. We spent 1 month in the proposal, contract, and booking phase, 1 month in story development and pre-production, 10x shoot days over the course of 2 weeks, and about 1.5 months in post-production.

deliverables

The deliverables included 1x 60 second brand video with voiceover, 1x 30 second cutdown, 12x 7-15 second social media videos with 3x different output resolutions per video, and 80x high-resolution images.

The script

“Today, it’s more important than ever to build and maintain a healthy and strong mind and body. The first thing you eat can positively or negatively affect the course of your day. So start it off right with the world’s healthiest and most delicious meal shake, Ka’Chava.

Our ingredients are sourced from nature. Bringing together all the best organic superfoods and plant-based proteins. It’s free of nonsense. And it’s the best thing for your body. A single ready to go meal for health conscious people.

Whether you’re getting in shape, maintaining your fitness, recovering, restrengthening, or raising a family... Ka’Chava gives you all your essential nutrients. Providing you with more energy to keep up and power on through this journey of life.

So join us on our mission to empower healthy lifestyles with the help of our Whole Body Meal. It’s amazing what we can achieve when we feel our best. Welcome to the Ka’Chava Tribe. ”

Distribution

Ka’Chava was in charge of distribution of the content.

TEAM

Client: Ka’Chava @kachava

Production Company: Outlive Creative @outlive.creative

Director: Jessi Jones @jessi.rae.jones

DP: Race Jones @racejones

Cinematographer / Sound: Ruvim Karamalak @rkkino_rev

1st AC: Karla Sainz @k.ar.l.a

Photographer: Derek Gaumer @derekgaumerphoto

Gaffer: Ian Grau @iangrau

PA: Jamason Upton @jvmvsin

Key Grip: Cody Carlson @abidestudios.video

Hair & Makeup Artist: Lauren Reid @laurenreid_mua + Melissa Evans @melissaevansmua

Model Agency: The Agency AZ @agencyaz + Signature @signaturemodelsandtalent

BTS: Jordan Tortorello @jordantortorello

Behind The Scenes Day 1

Behind The Scenes Day 2

BEHIND THE SCENES DAY 3

BEHIND THE SCENES DAY 5