Bella Coco is a crocheter and Youtube influencer who approached us to create a 3-part reality show. She’s had huge success so far with over a million subscribers on Youtube. The overall aim was to add some character to her Youtube channel and strengthen her brand, so that once people had come for her crocheting tutorials they’d stay for her bubbly personality and obvious passion.
Bella Coco was moving into a new studio and entering an exciting new phase for the business and she wanted us to document this, as well as looking back at her past career. The idea was to create 3 episodes of around 10-15 minutes each plus a suite of short-form content including trailers for each episode, a channel intro video, and some motion graphics design assets.
So how do you make something like crochet engaging at a human interest level? For us the key for this was all in the relationships. Sarah-Jayne AKA Bella Coco’s PA and head of customer relations is her mum and her head of content is her best friend and the three of them had a really sweet and affectionate relationship. So that became a central theme across all 3 episodes. The other was the pranks and hijinks they get up to as part of their working day, going to meet the neighbours in the studio next door, playing good-natured tricks on each other and generally having a blast!
We built in mini moments of jeopardy in the edit and cliffhangers with a preview of what was to come. We had 2 roaming cameras to capture the action with a director tucked away in a cleaning cupboard(!) watching the footage in real time to check we were getting the right material for the show.
We highlighted the drama of having to move office and raise a family whilst juggling a hoard of fans hungry for content (Sarah-Jayne gets recognised everywhere from garden centres to the school gates!) as well as having a bit of a trip-down-memory lane vibe as old boxes are unpacked and hidden treasures found.