Unboxing Things Video Series
PRODUCER • DIRECTOR • ART DIRECTOR • WRITER
Opportunity
Our customer base was changing with our business model — from solopreneurs ordering boxes by the hundreds to operations teams ordering by the hundreds of thousands. Our new users had experience with packaging. They knew the basics, but they wanted new ideas. What were other companies in their industry doing? What are strategies to lower their packaging footprint without increasing costs? How much insulation do you need to keep food frozen?
Execution
Unboxing Things was a video series hosted by Lumi founder Jesse Genet. It flipped the unboxing trope on its head, focusing only on the box (and other packaging) instead of what was inside. With over 100 episodes, these packaging reviews spoke to a broader audience — from packaging novices to seasoned operations pros. Internally and externally, our team used the videos to see all types of packaging in action.
The series was also an opportunity to build authority. As Lumi became a leader in this ecommerce packaging niche, having your brand featured on Unboxing Things was the supply chain professional’s version of a Jonathan Gold writeup. Plus, the SEO wasn’t too shabby. If you search “unboxing [insert brand here]” you’ll find one of our videos at the top of the search results.
Process
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To be featured on the show, a brand didn’t have to be a Lumi customer, they just had to have good packaging. Good packaging was not over engineered, but delivered products safely. Good packaging had interesting and unique design elements, either in the engineering or the print. Good packaging didn’t leave a heap of plastic for the consumer to toss in the bin.
It was also important to cover various industries, product types, and packaging types. With these criteria, I’d handpick from our customer and prospects lists to find a handful of brands to shoot every month.
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Layer by layer, each element of an unboxing represents the verdict of many choices about materials, engineering, color, and protection. In pre-production, I’d unbox each brand, and list out each packaging element. Sometimes this meant researching new materials or engineering styles I wasn’t familiar with.
This packaging audit was important because Jesse had to speak not only to what each layer of packaging was, but why a brand might have chosen that element. We were in a unique position to illuminate these behind-the-scenes choices and the tradeoffs that come with them.
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We batched filming to shoot 5-7 episodes at a time — that’s 5-7 weeks of videos in one afternoon! The setup was simple: A camera, mic, a couple lights and as much sunlight as we could capture. It was a two-person operation, just Jesse in front of the camera with an oversized mailbox, and me behind the camera.
An important aspect of the show was that it felt like Jesse was unboxing each brand for the first time. Before each shoot, I briefed her on the brand, and gave her a heads up about any out-of-the-norm materials she may need more background on, but by and large, the audience was seeing her real first impression. The result was a really natural pacing, and some surprises that we could never have scripted.
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Courtney Hood was part of our fantastic freelancer fleet. She edited episodes, striking the perfect balance between natural and succinct, occasionally pulling out the funniest bits for cold opens.
Besides posting on YouTube, when a new episode was released, we’d share clips on Twitter and Instagram — sometimes as Reels and sometimes as Stories. This brought more viewers into the Unboxing Things world.
Fun fact: Our photographer William Callan shot an image of each packaging element. We used these shots to create cover images for the video on YouTube and our blog. But these product shots also lived in our internal image gallery, where our team could use filters to search different brands and types of packaging.
🕺🏽 Packaging in motion. Blink and you’ll miss it, but one of my favorite parts of shooting the Unboxing Things series was making the stop motion animations at the top of most episodes. The stop motion served as a pre-show teaser to give viewers a glimpse of what’s to come, while also bringing each element of packaging to life.
I loved every step, from storyboarding and shooting to assembling the final animation. It always felt like an homage to one of my favorite Sesame Street stop motions. Below is a behind-the-scenes play-by-play we posted on Instagram stories.
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