Mixbook partnered with Filmkraft to develop a national TV campaign designed to drive brand consideration, differentiate in a crowded category, and support purchase across TV and CTV.
While Mixbook is the #1 rated photo book platform, many viewers had never created a photo book themselves. The campaign needed to shift perception and behavior — showing that creating a personalized book with Mixbook is not only meaningful, but genuinely easy and enjoyable.
Mixbook operates in a category dominated by legacy brands with similar promises. Awareness of photo products was high, but actual photo book creation lagged.
The creative needed to:
This was a mid-funnel problem — not just a branding exercise.
Filmkraft approached the campaign with a brand-led, performance-aware mindset grounded in three principles:
1. Creativity should feel joyful, not overwhelming
Making a photo book should feel like self-expression, not a task.
2. Show how the product works — clearly and confidently
AI-powered design, smart recommendations, and customization needed to be visible, not implied.
3. Design for modular performance
Creative needed to hold emotional attention while still supporting conversion across TV and CTV.
The campaign blended cinematic storytelling with product and UI visualization, allowing Mixbook’s platform to live naturally inside emotional narratives.
Live-action spots focused on moments of creativity at home — people taking time to be thoughtful, expressive, and connected. The tone was warm, energetic, and modern, positioning Mixbook as a brand that celebrates creativity and individuality.
UI overlays and product interactions demonstrated how Mixbook simplifies the process — from photo selection to layout and design. Viewers could clearly see how quickly a unique, personalized book comes together.
The result was creative that felt emotional but actionable, never sentimental or vague.
The campaign was produced with modularity and collaboration in mind:
Throughout production, Filmkraft worked closely with Mixbook’s team, challenging decisions thoughtfully, maintaining alignment, and delivering exceptional creative within scope and budget. Every asset was designed not only to tell a strong brand story, but to perform — with clear product moments, disciplined pacing, and formats built for measurement across TV and CTV.
Post-launch results validated the effectiveness of pairing brand-led storytelling with clear product visualization across TV and CTV.
The Screenbridge Evergreen Reviews :15s delivered the lowest cost-per-visit (~$2 CPV), outperforming higher-production creative and legacy executions.
Multiple Filmkraft-produced TV assets consistently drove visits in the $2–$3 CPV range, demonstrating that the creative system scaled beyond a single spot.
Openers that clearly positioned Mixbook as “not just another photo book app” showed stronger engagement, reinforcing the importance of early product differentiation.
The campaign delivered:
Beyond the work itself, Mixbook gained a creative partner known for craftsmanship, collaboration, and attention to detail, ensuring the campaign delivered against both creative and business objectives.
When emotional storytelling is paired with clear product visualization, brand-led TV campaigns don’t just look good, they perform.
