In this episode of Behind the Craft, host Aaron Huskins sits down with Margo Luey, the Video and Photography Specialist at BrandCraft, to explore how branding informs video production, the importance of storytelling, and how to create campaigns that are both creative and strategic.
From early inspirations to technical execution, Margo shares her journey into video production and how her expertise in lighting, cinematography, editing, and color grading brings brands to life.
Margo's love for video started at an early age. Given a camcorder as a child, she spent summers creating homemade movies with her siblings, crafting stories from scratch, and even editing on a VCR to VHS tape. This hands-on experience developed her technical skills long before she pursued a formal education in cinematography.
Initially unsure if video production was a secure career path, she explored other options before realizing that filmmaking was what truly made her happy. Margo went on to earn a degree in digital cinematography from Full Sail University and gained diverse experience in live sports broadcasting, photojournalism, and commercial production before joining BrandCraft.
Her early exposure to both storytelling and technical execution shaped her approach to video, balancing creativity with strategy.
She says, “It wasn’t about the story at first; I was fascinated by the technical process. But over time, I learned that the best videos seamlessly combine both.”
BrandCraft’s philosophy is simple: brand first, always. Every piece of marketing material, including video, should align with a company's core messaging, values, and audience expectations.
Margo highlights that a successful video campaign doesn’t just look great, it must reinforce the brand’s identity. This requires a deep understanding of:
Brand positioning – Who is the audience, and what message needs to be communicated?
Storytelling approach – How can the video make the customer the hero?
Tone and style consistency – Does the video match the brand’s overall aesthetic and personality?
For McCurley Dealerships, a long-time BrandCraft client, this philosophy shaped a campaign that shifted from emotional, cinematic storytelling to humor-driven narratives, while still reinforcing the brand’s core message: “Your Way Home.”
“When McCurley wanted to experiment with comedy, we had to ask: How do we do this without straying from their established brand voice? The answer was finding relatable, everyday moments that still tied back to their theme of ‘Your Way Home.’”
The McCurley Dealerships campaign represents a significant evolution in the brand’s video advertising strategy. Traditionally, their commercials focused on heartfelt, emotional storytelling, but this time, they wanted to introduce humor while staying true to their brand identity.
The campaign features three unique spots, each highlighting how customers see themselves in their new vehicles, whether imagining street racing, handling chaotic family road trips, or even rapping in their dream car.
A young man envisions himself as a fast and furious street racer, only to be brought back to reality when his grandfather suggests something more practical.
Filming the car scenes required green screen techniques to transition between the dealership lot and the imagined high-speed race.
By shooting outdoors under shade and carefully matching perspectives in post-production, the team created a seamless, dynamic effect.
A mother reflects on whether her new car can handle the realities of parenthood, from kids throwing snacks to endless rounds of “Baby Shark”.
Filming with young actors and dealing with unpredictable weather made capturing the perfect chaotic moment tricky.
Giving kids Cheez-Its and Goldfish crackers as props led to natural, unscripted reactions, including an unexpected goldfish-to-the-eye moment, which made the final cut.
“We wanted to showcase the chaotic yet heartwarming reality of family life in a car. The key was finding those relatable moments that parents would immediately connect with.”
The campaign’s most attention-grabbing spot features an elderly woman rapping in her car, envisioning herself as a hip-hop superstar.
Finding the right actor who could commit to memorizing rap lyrics and deliver an authentic performance.
Margo’s great-grandmother, an experienced performer, was cast in the role and spent three months rehearsing the lyrics to deliver a hilarious, energetic performance.
“This spot was all about playing with expectations. We wanted a moment where viewers go, ‘Wait—did I just see that?’ and then immediately remember the brand.”
Shooting a multi-spot campaign requires a balance of technical precision and creative problem-solving. Some of the biggest challenges included:
Filming inside vehicles: Reflective surfaces made green screen work more complex, requiring meticulous lighting adjustments.
Directing actors for comedic timing: The team tested multiple delivery styles to ensure humor landed naturally and memorably.
Synchronizing rap lyrics with performance: Lines were fed one at a time to ensure proper timing, and the song was carefully selected to match the campaign’s theme of individuality.
“Great videos aren’t just about execution—they’re about preparation. From casting to script revisions, we made sure every detail aligned with the brand’s story.”
A high-quality, scripted commercial campaign requires investment. While pricing varies based on actors, locations, and production complexity, BrandCraft typically recommends:
Starting at $7,500 per commercial
Around $23,000 for a three-spot campaign
Factors affecting cost include:
Pre-production – Scripting, location scouting, casting
Filming days – Camera crew, lighting, direction
Post-production – Editing, color correction, music licensing
While budgeting for video production can seem daunting, a well-executed campaign delivers lasting brand recognition and engagement.
“A great video isn’t an expense, it’s an investment. It should create an emotional connection with your audience that sticks long after the ad ends.”
The McCurley campaign showcases how branding and video production go hand in hand. When executed correctly, video can:
Strengthen brand recall
Connect with audiences emotionally
Stand out in a crowded digital landscape
For businesses considering a video marketing strategy, Margo’s biggest advice is: Get your brand story right first. “If your brand story is solid, video production becomes easier. The visuals, script, and execution all flow naturally from a strong foundation.”
Want to craft a video campaign that truly represents your brand? Listen to the full Behind the Craft episode for more insights on storytelling, technical execution, and making video advertising work for you.
