Project Overview
Fox & Fern Florals is a beloved, family-owned flower shop tucked into the heart of a quiet small town. For over a decade, it’s been the kind of place locals stop by not just for flowers, but for conversation, a warm, fragrant fixture of the community where everyone knows the owners by name. The shop is known for its wild, seasonal arrangements wrapped in kraft paper, handwritten tags, and old wooden counters covered in clippings and ribbon.
Despite their long-standing presence and loyal customer base, Fox & Fern had never developed much of a digital footprint. They thrived on word-of-mouth, repeat customers, and walk-ins, and that worked. But over time, more of their customers began asking, “Do you have an Instagram?” or “Can I order online for pickup?”
Recognizing that their next generation of customers was already online, Marie and Walter, the shop’s owners, decided it was time to step gently into the digital world. Not to grow or franchise, but simply to give their community another way to stay connected, share moments, and maybe even place the occasional pre-order during busy weekends.
The goal was to create a soft, welcoming introduction to their online presence, something that felt as handmade and heartfelt as one of their bouquets.
OBJECTIVE
The primary goal of this campaign was to announce the arrival of Fox & Fern Florals on social media, specifically Instagram, Facebook, and X, in a way that felt natural to both the business and its longtime customers. Rather than a flashy launch or aggressive marketing push, the purpose was to quietly introduce their digital presence as an extension of the shop’s existing charm.
The video needed to reflect the values of Fox & Fern: sincerity, simplicity, and community. It wasn’t about driving online sales or attracting a national audience; it was about inviting familiar faces to engage with the shop in a new way, and maybe reaching a few new locals along the way. The ad was designed to feel like a warm hello, not a pitch.
We focused on creating a short-form video that was:
- Authentic: rooted in the real textures of the shop: ribbon, twine, flowers, and quiet moments between customers
- Community-Focused: showing not just what Fox & Fern sells, but what it feels like to walk through their door
- Timeless: avoiding trendy visuals or fast-paced edits in favor of a calm, handcrafted aesthetic
The final piece would serve as a pleasant announcement across all platforms, establishing a consistent tone and visual identity that future content could build upon.
Services Provided
Campaign Concept Development, Brand Moodboard & Logo Design, Video Scripting + Storyboarding, Video Editing (horizontal + vertical formats), Social Media Caption Writing, Platform Optimization (Reels/TikTok best practices)
Final Deliverables
1x Horizontal Video (YouTube / FB), 1x Vertical Video (IG Reels / TikTok), Social Media Post Copy (with hashtags), Branding Assets (simple logo + consistent colors)
Messaging Strategy
Creative Takeaways
This campaign was a valuable reminder that not every ad needs to be loud, fast-paced, or aggressively optimized for clicks. In a world where so much content is fighting for attention, something is refreshing and surprisingly effective about leaning into quiet confidence.
Fox & Fern didn’t want to grow fast or go viral. They simply wanted to let their community know they’d taken a small step online. They were just dipping their toe in the water, and that intention shaped every creative decision. It reminded me that great marketing doesn’t always mean bold headlines or high-energy cuts. Sometimes, the best thing you can do is help a business show up digitally with the same heart and honesty they’ve always had in person.
The biggest insight? Simplicity can still be powerful.
When tone, pacing, visuals, and messaging are all aligned, even the simplest campaign can resonate deeply.
The tone of this campaign was intentionally soft, nostalgic, and familiar. Fox & Fern wasn’t launching something new; they were extending something beloved. Our goal was to reassure longtime customers that the shop they’ve always known is still the same. Because of that, we decided that it’d be best to steer away from the style of commercials you see today with lots of editing and bright colors. We wanted to create something that felt homemade.
There was no flashiness or pressure to buy; only a warm, personal invitation to follow along. The message was simple:
“We’re still here, just a little easier to find.”
