IN BLOOM
Supervising Producer
Multi-platform project, 2018
Supervising Producer
Multi-platform project, 2018
In Bloom is a multi-platform teen advice show based on lived experience, for a generation that’s writing their own rulebook. Is it okay to send nudes of yourself to someone? How do I let go of a toxic friend? What is and isn’t sexual assualt? — Asked, answered and shot by gen-Z. This project was specifically produced for a youth audience.
Talent
Talent were sourced globally, with a focus on diversity across race, sexuality, and idealogies. Many with significant online profile, bringing youth audiences of their own. Talent did an initial call out via their social channels for questions which formed the foundation of each episode.
Production approach
The production approach reflected the immediacy and authenticity of how the intended audience create and consume content. Talent were provided with questions to record themselves on their phone, returning their footage to the production team for editing and packaging across platforms.
Multi-platform
In Bloom was transformed into hundreds of assets, pushed out across Instagram, Facebook, over a six week period. With instagram as the priority platform, videos were packaged and optimised for consumption as a mobile-first series.
‘In Bloom’ branding was embedded across all assets, with the option to explore and engage with the project further from each post, driving to a centralised URL hosting all episodes in the series, as wel l as related articles and videos. A holistic approach to performance tracking was divised to monitor the success of the project.
Talent were sourced globally, with a focus on diversity across race, sexuality, and idealogies. Many with significant online profile, bringing youth audiences of their own. Talent did an initial call out via their social channels for questions which formed the foundation of each episode.
Production approach
The production approach reflected the immediacy and authenticity of how the intended audience create and consume content. Talent were provided with questions to record themselves on their phone, returning their footage to the production team for editing and packaging across platforms.
Multi-platform
In Bloom was transformed into hundreds of assets, pushed out across Instagram, Facebook, over a six week period. With instagram as the priority platform, videos were packaged and optimised for consumption as a mobile-first series.
‘In Bloom’ branding was embedded across all assets, with the option to explore and engage with the project further from each post, driving to a centralised URL hosting all episodes in the series, as wel l as related articles and videos. A holistic approach to performance tracking was divised to monitor the success of the project.
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‘VICE Australia launches coming-of-age teen project, In Bloom’ — Mumbrella READ
