Fit & Size
Videos: A
Mobile-First
Redesign
Overview
Redesigning Fit Video for a Mobile-First World
Our Fit & Sizing video content was underperforming across every key metric — only 44% of viewers completing videos, a 3-week production turnaround, and flat growth in new brand partnerships despite an expanding market. The diagnosis pointed to a single root cause: we were creating desktop-era content for a mobile-first audience.
The fix required more than creative polish. It demanded a complete rethinking of format, production method, and market positioning — simultaneously, through a three-pillar strategy that turned every constraint into a competitive advantage.
The Challenge
Five Failures. One Root Cause.
The Fit & Sizing video content was underperforming across every key metric. Each problem was a symptom of the same misalignment: a production model and visual format built for desktop and dual-model efficiency that served neither mobile audiences nor brand partners.
Strategy
Three Pillars. One Integrated System.
I identified three fundamental misalignments and developed an integrated strategy to address all of them simultaneously — turning each constraint into a competitive advantage. No hybrid approach: full commitment to where customers and the market actually were.
| Pillar | Title | The Move | Strategic Rationale |
|---|---|---|---|
| 01 | Vertical Commitment | Pivot entirely to 9:16 vertical format with mobile-native visual language. No hybrid approach, no horizontal versions. | Force genuine innovation in how we present fit comparisons. Send a clear market signal and optimise every production decision for a single primary use case. |
| 02 | Constraint-Driven Efficiency | Completely redesign shoot processes around single models rather than simultaneous dual-model captures. | The two-model requirement looked efficient on paper but created cascading inefficiencies. Single model = flexible scheduling, 4-day turnaround, more frequent production. |
| 03 | Modular Customisation | Offer brand-customisable elements while maintaining operational efficiency through modular production templates. | Brands couldn't see their identity in our content. Transform market position from standardised provider (competing on price) to strategic brand partner (competing on value). |
Execution
How Each Pillar Was Built
Dynamic pacing — 3–5 second cuts replacing static, lengthy product displays.
Text overlays — on-screen size information for sound-off viewing, layered with visual and motion elements.
Scroll-stopping opens — focus on the first 3 seconds with immediate visual payoff and quick transitions.
Partnered with post-production to implement dynamic editing between angles, sizes and details rather than static side-by-side shots. Updated (and customisable) audio throughout.
Mobile engagement increased to 89%. Average watch time rose from 3s to 8s. VCR increased from 44% to 72%.
Production — Model able to move naturally, capturing an authentic individuality that resonates more with audiences and enhances the customer shopping experience.
Post-Production — Elevated content through split-screen formats showing the same product in two different sizes, using timing and transitions to draw focus to specific fit differences.
Old model: dual model, 2 schedules, 3-week lead time, complex choreography, multiple takes, limited windows, elongated post-production. New model: single model, flexible scheduling, 4-day turnaround, reduced post-production.
36% increase in productivity. Turnaround: 3 weeks → 4 days. 75% reduction in pre-production coordination. 5x more content with same resource allocation.
Controlled Parameters — Customisation within defined parameters, preventing workflow fragmentation by allowing brands to select from proven options — maintaining production efficiency and scalability.
Brand Discovery — Created intake process understanding brand identity, target demographic, aesthetic values, matching customisation options to brand positioning. Result: videos that feel bespoke while using scalable infrastructure.
Key differentiator in sales conversations, enabling a premium pricing tier and directly contributing to 16 new brand partnerships worth a seven-figure projected revenue.
"We weren't just solving an engagement problem. We were repositioning the entire service — from a production commodity to a strategic brand partner."
— Lolo Jones, Creative Director & Strategist
Results
Across Every Metric. Transformed.
Impact
From Commodity to Strategic Partner
The three-pillar approach did something larger than improve engagement metrics. It repositioned the entire business — from a standardised production service competing on price, to a strategic brand partner competing on value, customisation, and results.
Brands weren't just getting fit videos. They were getting content built around their identity, optimised for where their customers actually were, and backed by a production system that could scale without friction.
Videos
After
Before — click to watch on Amazon PDP
