Case Study: WEYLANDTS
MORE THAN JUST FURNITURE
Client: Weylandts Home Outfitters www.weylandts.co.za
Campaign: 20 Years of Craft
Role: Art Director, Cinematographer & Editor (End-to-End Post-Production) - 2 YEAR EMPLOYMENT
Recognition: 2x Silver Awards – New Generation Social & Digital Media Awards (2019) - www.newgenawards.co.za/winners2019
Key Metrics: High organic engagement, multi-channel reach, and proven commercial ROI
Photo styled, taken and edited by Adam Stark
The Feature Video
The undeniable standout performer of the entire series was "Let Summer In," a vibrant seasonal featurette designed to usher in Weylandts' summer collection. As the sole creative lead on the project, I personally managed the entire end-to-end production pipeline - handling everything from concept art direction, location cinematography, and editorial cut, through to full production logistics, location management, and crew scheduling.
By capturing the warm, relaxed essence of South African summer living through a cinematic, story-driven lens, the piece became the most popular and highest-performing video in the campaign. It generated exceptional organic reach, peak viewer retention, and served as the primary visual anchor for Weylandts' seasonal marketing push across digital and retail channels.
Invite Summer In
The 20 Years of Craft Campaign
To celebrate 20 years as South Africa’s premier luxury home outfitters, Weylandts needed a compelling video campaign that honored its heritage of bold design, natural materials, and artisan craftsmanship.
The primary objective was to move away from traditional catalog-style promotions and instead create an evocative, cinematic brand narrative. The content needed to elevate brand equity, drive high organic engagement across digital channels, and deliver measurable revenue growth across physical showrooms and e-commerce platforms.
Creative Strategy & Execution
As the sole Art Director, Cinematographer, and Editor on the project, I managed the entire creative pipeline from concept to final delivery.
1. Art Direction & Visual Aesthetics
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Tactile Storytelling: Focused on raw textures, authentic materials (timber, leather, stone), and meticulous craftsmanship to highlight the human touch behind every piece.
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Curated Collaborations: Captured bespoke artist and artisan collaborations—such as The Conservatory of Beauty with Blomboy—bridging fine art installation with luxury retail.
2. Cinematography & Production
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Atmospheric Lighting: Leveraged natural, warm lighting and slow, deliberate camera movements to mirror the quiet sophistication of the Weylandts lifestyle brand.
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Showroom & On-Location Shoots: Managed complex multi-location shoots spanning Cape Town studio environments to retail storefront installations like Sandton City.
3. Post-Production & Sound Design
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Editorial Pacing: Cut fluid, rhythmic edits designed to engage viewers within the first three seconds on social feeds.
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Immersive Audio: Layered subtle acoustic scores and ambient sound design to complement the rich visual palette.
20 Years of Craftsmanship Videos
AWARD - WINNING VIDEO CAMPAIGN
Adam Stark’s multi-award-winning work on the Weylandts "20 Years of Craft" digital campaign earned two Silver Awards at the 2019 New Generation Social & Digital Media Awards for delivering exceptional commercial ROI on a video series.
Serving as Art Director, Cinematographer, and Editor, he executed the end-to-end vision for the project, translating raw textures, natural materials, and artisan collaborations into cinematic, high-converting video content.
By combining tactile visual storytelling with precise post-production pacing, the campaign generated hundreds of thousands of organic views, significantly boosted foot traffic to flagship showrooms, and drove measurable growth across Weylandts' e-commerce channels—proving the tangible business impact of high-concept visual craftsmanship.
New Generation Awards Performance
Categoy
Best Revenue Generating Marketing Campaign or Event
Best Digital Series / Digital Optimization
Award Level
🥈 Silver Winner
🥈 Silver Winner
Campaign Submission
Weylandts – Marconi 20 Year Campaign
Weylandts – 20 Years of Craft Series
Primary Metric Focus
Sales Conversion, Store Traffic, & Direct ROI
Engagement Rate, Watch Time, & Video Reach
Campaign Performance & Analytics Overview
Total Campaign Views
Best Revenue Generating Market Campaign or Event
Best Digital Series / Digital Optimisation
Secondary high Performers
Audience Retention
Recorded Performance
450,000+ views across YouTube & social channels
The Conervatory of Beauty (256,000+ organic views)
BLACK BRICK (68,000+ views)
High video completion rate on long-form (1:30 - 3_00 min)
Stratigic Impact
Multi-channel reach without relying on paid media
High organic engagement driven by luxury aesthetic visual appeal
Proven engagement across corporate B2B and design-focused B2B segments
Pacing & audio design held user attention well above social averages
New Generation Social & Digital Media Awards (2019) - www.newgenawards.co.za/winners2019
Brand & Designer Collaborations Series
A core pillar of the video strategy was producing dedicated featurettes that spotlighted Weylandts' collaborations with leading creative talents and innovative property developments:
Photo styled, taken and edited by Adam Stark
