First Tube

Video directing for brands is about balancing creative vision and client expectations while capturing stories that resonate. After all, at the heart of all video content is storytelling. Whether it’s a live concert or a social campaign, your video has to capture the brand's essence while authentically engaging their audience. Check out our Senior Production Lead, Jara Wallace’s article on First Tube’s website. https://lnkd.in/d7zUuAZZ #directing #brandedcontent #production #setlife

Last week, First Tube brought the whole team to New York for our 2024 Summit, and it was an unforgettable two days! Here’s what we accomplished… We engaged in brainstorming sessions and discussions that set a clear path for the 2025 road ahead. Took a creative pause with a fun brain break art activity to recharge and spark new ideas. Planned the next stages of product development and client strategy, preparing for another exciting year of growth and innovation. We invited Horizon leadership to share their insights and inspire innovation, further solidifying our partnership with them. And to top it off we hit the popular jazz club, Blue Note, to enjoy live music together. As we head into 2025, we’re ready to continue building moments that matter. Stay tuned for what’s ahead! #Summit #2025  #TeamFirstTube

In 2019, First Tube and Grubhub launched SoundBites, a brand-owned music platform featuring the hottest artists. These tune-in worthy live music moments featured live performances, meet and greets and fan engagement, with talent from Megan Thee Stallion, Charli XCX, and Khalid. SoundBites took an “always on” approach, featuring a new artist each month and included both a digital and in-person fan experience. The SoundBites platform allowed Grubhub to create cultural authority and increase brand affinity, as well as drive sales. Through discount codes and LTOs cross-promoted in-app and in-episode, Grubhub acquired new and engaged existing diners alike. They also incorporated enterprise partners into the platform, expanding their partner offering, while offering more value to their Grubhub customers by way of exclusive offers and promos.  This formula turned out to be a major success as Grubhub created a loyal following and reached 124 million viewers, which generated 195 million impressions and hundreds of thousands of orders through the program. Sure, we might be biased, but we think the Grubhub SoundBites platform is a best-in-class example of a new wave of loyalty marketing - one rooted in offering customers unique experiences centered around their passions and moments they actually want. #SoundBites

We’re saying farewell to summer 2024 by reflecting on the last 4 months and all that we accomplished as a First Tube team and individually. Here are some of our highlights! 🛫 Celebrated the launch of the Southwest Airlines Hawaii Heart Beats documentary and concert film we produced (catch the latter on the Southwest in-flight entertainment portal through October!)  🚀 Launched the next phase of our LiveAMP Ad Suite with some exciting Live and Highlight campaigns for our brand and IP partners that achieved incredible results (more to come - we’re getting ready for our official GTM launch!) 🌧 Braved the rain as an Olympic spectator in Paris, during a break from filming the next iteration of New Balance’s Conversations Amongst Us speaker series 🏆 Won the Innovation & Creativity award in Horizon Media’s internal Business Impact Awards 🍕 Office rooftop happy hours and pizza parties! 📈 Welcomed our new Chief Growth Officer, Mike Owen, and put him through his paces (kidding, he settled in like a pro!) Our First Tubers had a lot of personal highlights too: 📚 From little kids starting pre-school, sending big kids to college, sleep-away camp first-timers, to one of our very own starting their MBA, we had some big new beginnings for First Tuber's and their families to celebrate. ☀ From soaking up the sun and sea in Mallorca to a 2-week bike trip in Crested Butte, plus many other stay-cations and adventures, our team enjoyed well-deserved downtime too. Fall is here, Q4 is around the corner, and with it often comes a shift in momentum and energy as we near the end of the year. We’re looking forward to the season ahead and the highlights to come that we’ll be able to reflect back on soon enough. Andrew Beranbom Scott Hoffman Mike Owen Howard Rubin Tom Snelgrove Jamie Harju Hallquist Brian Davidson David Clevinger Marissa Roberts Nicole Ransom Wes Fulghum Jara Wallace Audrey Stiffle Shannon Crawford Jordan Canell Makda Tekeste-Berhan #SummerHighlights

First Tube had the best time at TwitchCon San Diego this past weekend! Our team was selected to capture content for all the official brand sponsor activations & live streams from the event. We spent three days watching the incredible Twitch Community & their favorite Streamers game, dance, connect, laugh, & celebrate. Here are some of our favorite photos from the weekend. Thanks for having us, Twitch! Marissa Roberts Audrey Stiffle Jara Wallace Torre Catalano Karen Chiang Victor Lu Christopher Babers Shirin Nazemzadeh #TwitchCon #TwitchConSD #Contentcreation #streamers #gaming #live #events

Over the past three years, First Tube has grown a strong partnership with several agencies to help expand Mastercard priceless™ experiences to cardmembers globally. From evolving the loyalty platform and scaling reach through a custom-branded online environment where cardmembers can engage with talent, these experiences have driven loyalty and made exclusive experiences accessible for all valued cardmembers. Featuring cooking demonstrations, mixology classes, panel discussions, sport lessons, among many more, First Tube has been involved in over 50+ events with 50+ unique talent and 10+ enterprise partners. The Mastercard priceless platform is a trailblazer in a new wave of loyalty marketing that fosters a deeper connection with your customers through unique experiences. #priceless #loyalty

Tubular Labs' latest report reveals a significant trend: while shorter videos are still popular, users are increasingly engaging with longer videos on platforms like Twitch and TikTok. This shift in attention spans, coupled with a desire for both short and long-form content, presents new opportunities for creators and marketers to tell more compelling stories across different formats.

As we wrap up the week, our CEO Andrew Beranbom shares how we start our week as a team: This week on our Monday Standup, like every week our team kicks off our week with our “Big 3” Standup. We share our top priorities each team member is focused on achieving for the week combined with one TOP SONG. We have been building this First Tube Playlist now for 6+ years and I love the expression each team member gets to bring outside of their day job responsibilities, providing a simple way of getting to know and connect with each other. Not only are we sharing songs, but we typically are sharing a bit of inspiration on why and that is where the magic happens. Our SVP Creative Services, Brian Davidson and I have both moved our daughters to college over the past week and needless to say our emotions are high (Go Badgers + Roll Wave!). Upon his return, he was inspired to select the poignant song “She’s Leaving Home” by the Beatles to align with this personal milestone he was experiencing. As Brian shared his Big 3 and Top Song we could all feel his emotions he was working through, and with that our First Tube family took one step closer as a community. Sometimes we all need the simple reminder, how a great song can bring us all a little closer together.  What is your top song of the week? #WorkCulture #CulturethatOutperforms https://lnkd.in/djsebx_P

Good design sparks attention and draws people in to engage with content. It’s a crucial starting point for any interaction a brand has with people, be it social content, digital experiences, events, and even packaging. Keeping up with what’s trending in our visual landscape is one way to stand out from typical design pitfalls to help brands stay relevant. Adobe defines these 2024 trends accurately, with color blocking and geometry making an appearance during the Olympics, and bright, nostalgic, anti-design defining “Brat Summer.” With just under half the year left, we’ll be seeing these trends continue to take center stage throughout 2024. We predict that into 2025, you’ll see even more reliance on nostalgic design trends from the early 2000’s, such as archival “early internet” style pixelation and color palettes. What’s your favorite design trend of 2024? #2024design #2024 #adobe #geometric https://lnkd.in/dNaAFiS5

First Tube worked with BODYARMOR Sports Nutrition to launch their partnership with the incredible Global Music Icon - Anitta, for their Rapid Rehydration drink, BODYARMOR FLASH I.V. Working closely with Anitta and BODYARMOR, the team flew to Miami and spent two days shooting content - ranging from social content, radio spots, photography for POS & OOH, and an epic ad spot directed by world renown director Símon Brand. The First Tube team swiftly went into post production - creating over 60 assets in English and Spanish for BODYARMOR to use throughout their entire campaign and Anitta partnership. Anitta was a pro the entire time and the BODYARMOR team was a dream to work with. BODYARMOR FLASH I.V. and Anitta’s partnership is just getting going and we are excited to see what they do together!  Check out a snapshot of our Day in the Life working with the team. FT: Nicole Ransom, Marissa Roberts, Manuel F. , Jara Wallace, Steve Beal, Andrew Beranbom, Howard Rubin, Brian Davidson, Mark Gonzalez, Martin Casamayor BA: Kristen Rumble, David Rokeach, Steve Powers, Brian Ford #creativecampaign #realrehydration #brandmarketing