The Week of Frights Instagram Reel was a recap of multiple Halloween events that took place over the course of one week. Its success relied heavily on photography, b-roll, and graphic design templates being leveraged for short-form video.
Goal
My goal for this reel was to showcase inferno’s internal culture and employee participation in a short form video that would boost engagement on Instagram, specifically for the number of Accounts Reached and the number of Impressions.
Execution
I staged and shot a series of photoshoots over several days – employees were encouraged to participate by dressing in costumes to correspond with Goth Day, Decade Day, and Halloween prompts. While the different costume day photos had a similar look and feel, we wanted photos of the staff’s desk decorations to have their own distinct color scheme, hence the bright purple framing.
I used CapCut software to layer a transparent frame over a clip of behind the scenes b-roll for the opening scene, employee photos, and desk photos. This framing gave continuity between the different costume days and enabled us to capture smooth transitions between video and photography.
Results
This reel outperformed the average engagement of inferno’s other Instagram content for the year 2024 by 39% in Accounts Reached and 187.5% in Interactions.
Art Directors: Caroline Cremerius, Amy Lind
Photographers: Morgan McKinney, Drew Flemming
Morgan McKinney 