Creative content company Alkemy X recently partnered with ad agency Barbarian to produce “Reframe This Space,” a new branded series on YouTube that showcases The Frame by Samsung. Combining design with technology, Samsung’s latest TV transforms into a canvas for art when idle. In the four-part series, host Emily Henderson and her special guest influencers transform a greenhouse, barge, barn, and boathouse into freshly styled living spaces with The Frame as the centerpiece.
Alkemy X played an integral role in every phase of producing “Reframe This Space,” working closely with Barbarian from concept to post-production. Having produced thousands of hours of original reality TV programs for networks like HGTV, A&E, Discovery, VH1, and Travel Channel, Alkemy X was tasked to bring the same high-end production pipeline to producing “Reframe This Space,” while capturing the step-by-step renovations typical of makeover shows with a cinematic quality that would reflect the artistic nature of the show.
“We started wanting to produce a reality TV makeover series, but quickly discovered that the aesthetic should be more cinematic and artful,” says Joe Guyt, Barbarian Executive Producer. “[Director] EJ McLeavey-Fisher and Alkemy X got it right away and their treatment was spot on. It’s still a real interior design makeover program, but the film quality and editorial storytelling look amazing.”
“With our vast experience partnering with agencies and TV networks to produce everything from traditional commercials to 360 digital campaigns to original content, we were uniquely suited for a branded series like this,” adds Jim Huie, Director of Production at Alkemy X. “Our production approach was a bit of a hybrid between how we approach a traditional broadcast spot and a reality-based episodic makeover show.”
Alkemy X was responsible for handling all of the production and editorial work for the series, which has received universally positive reactions from audiences. The first three episodes have received more than 100,000 views and branded content from the campaign has generated 11.7m impressions across social media.
“As a creative and design-driven company that works heavily in television, we have a lot of respect for what Samsung is doing with The Frame,” concludes Sara Iversen, VP of Strategy/Business Development at Alkemy X. “‘Reframe This Space’ perfectly captures their vision for it, and it’s a prime example of branded entertainment done right. We’re happy that Samsung and Barbarian trusted our team to help shape this ambitious project, and we’re even happier to see that our collaborative efforts resulted in such success.”