Behind the LinkedIn CTV Ad: A Two-Day Shoot

Our team created the following spot for our LinkedIn Ads team, which I wrote and directed. The product was announced, accompanied by this video, at the 2024 Cannes Lions International Festival.

The LinkedIn Ads Team tasked us with marketing their newest product, LinkedIn Connected TV, which allows B2B advertisers to leverage LinkedIn’s audience for testing and measuring CTV ad campaigns across streaming platforms, devices, and smart TVs. Marketers can launch video ad campaigns and scale them across networks like Paramount, Roku, and Samsung Ads, with ads appearing as pre-roll, mid-roll, or in the final 15 to 30 seconds of the video. Our job was to create a 30-60 second spot to increase brand perception and drive awareness and excitement around this new CTV offering.

Despite a low budget and a two-day shooting schedule, our team meticulously storyboarded the entire spot. We scouted two locations on campus and one Airbnb, selecting the ideal office and home backdrops for our narrative. Production utlized our Arri Amira with Cooke Prime lenses.

Here are some BTS pics from set:

Producer: Phil Malget
Director of Photography: Hasan Ahmed
Editing: Jeff Croghan
GFX/Motion: Adam Kennedy
Color: Baco Bryles
Audio/Sound: Dan Lujan
Writer/Director: Pari Mathur
Creative Strategy: Katia Stewart, Lauren McGlory
EP: Nicole Atkinson Roach
LinkedIn Ads: Robert Yanik, Morgan Lippitt