Content. Brand advocacy. Teenage girls. What do these three things have in common? They were uniquely combined to create a wonderful piece of content for family-centered vitamin brand SmartyPants.
Working with Ramaa Mosley’s Adolescent, a company which champions the work of teenage filmmakers, SmartyPants commissioned 14-year-old Lily Eliana Walsh to create a video about the brand.
Lily was born in New York, raised in Los Angeles and began taking photos when she was 11. When she was 12, she moved on to video and that’s where her passion blossomed.
Of her work on the video for SmartyPants, Lily said:
I loved working with the younger kids, even though they didn’t always do what I asked. When working with young kids it is easier to set up scenarios for them to play within and then capture real moments, instead of telling them exactly what movements to do. Whereas working with the people my age, I felt that I could give them a couple little bits of action or inspiration and they would jump right in.
One might conclude that it’s a risky bet to place the fate of your brand in the hands of a child. But that line of thinking would be shortsighted. As you view Lily’s video, you will see how she magically captured the beauty, innocence and activity of childhood. And what helps fuel that beauty, innocence and activity? Healthy living. And part of healthy living is proper nutrition. And part of proper nutrition is the intake of proper vitamins.
And that’s why placing your brand in the hands of a child might not be such a bad thing.
Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.