Creating the Maple Margin video series has been one of the most meaningful creative challenges of the semester. My goal was to translate the calm and intentional aesthetic of the Maple Margin brand into three platform specific videos for Facebook, Instagram, and Broadcast. Although the videos share the same core footage, each one required its own pacing, emotional tone, and visual rhythm. This project taught me how much the medium shapes the message and how small production choices can dramatically influence the viewer experience.
Developing the Initial Story
I began by creating detailed storyboards for each platform. The Facebook storyboard opened with two bundles of Maple Margin notebooks resting on a warm wood desk, followed by tactile moments like lifting a neutral tone sticky note, opening a pen box, and writing in a calendar journal. The Instagram storyboard emphasized quick, aesthetic visuals, including a close up of a hand holding a taupe pen. The Broadcast storyboard focused on a concise sequence of writing, lifting notes, and ending with the Maple Margin logo.
These storyboards helped me visualize the emotional arc of each video and ensured that the brand identity remained consistent across platforms.
Filming the First Draft
All footage was filmed on my phone using natural window light. I wanted the visuals to feel soft and tactile, so I focused on close ups of paper grain, pen finishes, and ribbon textures. I stabilized the phone with simple supports and experimented with angles that highlighted the craftsmanship of the products.
For audio, I recorded narration on my phone and cleaned it in Adobe Audition. I used noise reduction, equalization, and dynamics processing to create a warm and steady tone. In Premiere Pro, I assembled the first draft using gentle transitions and soft ambient music.
Receiving Feedback
The feedback I received was incredibly helpful and highlighted several areas for refinement. The most consistent suggestions focused on improving the clarity of the narration by lowering the background music, sharpening the focus of certain close-up shots, and making on screen text easier to read. These notes helped me see where the emotional tone was working and where the technical execution needed more attention.
Revising the Videos for the Final Version
I revised the videos with all of this feedback in mind. First, I corrected exposure issues and reshot several clips that were slightly blurry. I also added a new close-up shot of the pen tip touching the paper to strengthen the tactile storytelling and add visual variety.
Next, I refined the voice narration by softening the tone and adjusting the equalizer to make it warmer. I lowered the music and increased the narration volume, so the voice feels clear and centered. This created a more balanced sound mix and made the storytelling easier to follow.
To improve readability, I added a thin layer behind the text in all three videos. This subtle adjustment created contrast without disrupting the soft and dreamy aesthetic. I also softened the black background behind the Write with Intention text and added a smoother fade, so the message appears more naturally within the scene.
Final Reflection
Revising the Maple Margin series helped me understand how small technical adjustments can elevate a brand story. Correcting exposure, refining the voice, adding a new close up shot, and improving text readability made the videos more polished and emotionally cohesive. This project taught me how to adapt a single story across multiple platforms while preserving the heart of the brand.
Storyboards for the Maple Margin Video Series:
The Maple Margin Video Series:
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