Vince Camuto for Costco.com

To help push conversions, I was asked to create a product video for a Vince Camuto watch being sold on Costco.com. After a bit of research, I realized that the watch would likely be competing against more distinguished watch brands such as Citizen, Seiko and Casio. However, the one advantage we had was a lower price-point.

We needed to show the sleek design and quality craftsmanship while also portraying the watch as a luxury timepiece. This would position the watch to customers not as a cheaper alternative to the other brands, but as a more affordable watch of equal value— in other words, a “steal.”

The final video performed so well after it was placed on the site, that the watch sold out in only a few weeks. It drove conversion rates that exceeded Costco’s sell-through targets, leading to a national inventory reorder within that same quarter. It performed so well, in fact, that I was asked to do the same exact thing for the same watch in a different color. Check out the videos below!

Direction, Production, Shooting & Editing