Petal & Post
creative direction
see an overview of the creative campaign below
the Campaign
overview
Two shoot days, one story: the journey of a posy from bud to bloom to you, told through the cards people send when they can't be there in person.
Everything we capture across both days feeds three types of content:
Hero films (3). 30 to 60 second narrative pieces, each built around a voice over of a card attached to a posy.
Vignettes. Short, music, or ambient sound-led scenes from the farm and studio, each ending on the Petal & Post logo and Send Love.
Product shots. Clean, portrait-frame clips of a hand holding each posy option against a natural background, for ads and product-focused posts.
The overall look is organic and naturalistic: soft natural light, hands doing work, and a quiet, personal tone.
shoot 1 - half day
The farm
Here are rough examples of the shots we'll look for on location:
Wide / establishing
The farm from a distance: rows of flowers, the landscape, the sky
The entrance, sheds or packhouse in context
Rows of blooms with the farmers small in frame, working
Medium
Farmers walking the rows, inspecting stems
Cutting and gathering flowers into bunches or buckets
Carrying buckets and crates to the packhouse
Sorting, stripping and bundling stems
Bunches being loaded for the trip to the studio
Close-up / detail
Buds still closed on the stem
Hands cutting a stem
Water droplets, petals
Hands holding a fresh-cut bunch
Soil, boots, gloves, tools
shoot 2 - half day
The studio
Here are rough examples of the shots we'll look for on location:
Wide / establishing
A street view of the studio.
The studio space.
The team at work together.
Medium
Florists unpacking and conditioning stems
Building a posy.
Wrapping, tying, trimming stems
Packing gift sets
Orders lined up and ready to go
Close-up / detail
Hands arranging stems, scissors trimming
Paper folding, ribbon or string being tied
The card: a pen writing a handwritten note, the card being tucked into the posy (key shot for the hero films)
The Petal & Post logo on paper, stickers, boxes
A finished posy
Staged delivery
A delivery team member loading Posies into the car
Driving shots (window, mirror, flowers on the seat)
Walking up to a front door, posy in hand
Knocking or ringing the bell
The door opening and the hand-over
The recipient opening the card
I will rely on Kim's presence and guidance for both shoot days!
Ideally, the team just works as normal. I'll fit around the process and capture. I may ask for a short repeat of a moment (a cut, a tie, a fold) to catch it from a second angle.
The Hero Films
Narrative card suggestions
Each hero film episode follows the process from farm to front door, while we hear the card that's attached to it being read aloud.
The card is the story, the footage is the journey. We will capture enough footage to create visually distinct videos for each of the 3 narrative episodes.
The voice overs below are examples written for the team to edit. Each is under 30 seconds when read slowly and warmly, like someone reading a note they wrote themselves. This gives breathing room for natural pauses and visuals to create episodes 30-60 seconds in length.
They lean into the idea at the heart of Petal & Post: being there for someone when you can't be there in person. (Sending love…)
Please feel free to create the narrations as you see fit.
congratulations
From a friend overseas, sending love on a big day.
Hey you.
I heard the news this morning and I haven't stopped smiling.
I'm sorry I'm not there to hug you, or to open something fizzy in your kitchen.
So these will have to stand in for me.
They were picked this morning, still in bud.
A bit like you, when we first met.
Look at you now.
I'm so proud of you. Congratulations.
Love, Sam.
Mother's Day
From a son living abroad.
Mom.
It's early here, and I've just made my coffee the way you make yours. Too strong, two sugars.
I wish I was in your kitchen today instead of mine.
Thank you for every lunchbox, every lift, every phone call I didn't return fast enough.
I'm far away, but I'm never really gone.
Put these by the window.
Every time one opens, that's me saying I love you.
Happy Mother's Day.
Your boy.
Romance
From a partner who's away for a while.
To my person.
Two time zones, and too many goodnights through a screen.
I counted, by the way. Forty-three days until I'm home.
Until then, I need you to know you're still the first thing I think about every morning.
And I still can't believe I get to love you.
These are for the kitchen table.
Leave a space next to them for me.
I love you. J.
Easy swaps: Mother's Day becomes Father's Day by changing the opening and a few details. Other occasions that fit this format later: get well soon, sympathy, new baby, just because.
additional content
vignettes
Vignettes are short scenes (5 to 15 seconds) cut from footage we've captured over the same two days, with no narration. Just music or natural ambient sound, and every one ends on a "logo reveal" the Petal & Post logo and Send Love slogan.
They're built to keep you posting often and they work as ads, without needing the full context of the hero films.
They are "world-building" assets that supplement the entire campaign.
additional content
product videos
If posies are provided, we can create a set of simple, consistent "product videos" that resemble the way the posies are represented on your website.
A hand holding each finished posy in a still portrait frame, against a soft natural background (greenery, a garden wall, dappled light).
These can also end in a "logo reveal", and we can add a visual Call To Action: "Order now", etc. (Since these are likely to be used as retargeting ads at the bottom of the funnel.)
