Smart Onion x BearJam
Client Spotlight: The Inside Scoop from Trey
Ever wondered what it’s like working with a brand called Smart Onion? Sounds intriguing, right? That’s because it is. They’re not just smart - they’re sharp, layered, and seriously innovative. We teamed up to help them peel back those layers (yep, pun fully intended) and showcase what makes their offering so fresh.
But don’t just take our word for it - here’s the inside scoop from our very own Trey, who was deep in the trenches with the Smart Onion team:
Smart Onion: Making Sense of the Mess
Smart Onion was SUCH a fun project to work on!
Founders Julie and Keith came to BearJam looking for a video to help launch their new venture an online platform that centralises all your important documents in one secure, easy-to-access place.
What stood out from the start was how committed they were to the process. Julie and Keith came into our office for a few in person meetings, and that made a huge difference. It meant I could really get to know them, understand their story, and dig into the heart of what Smart Onion is, why it exists, and why it matters to them.
Here’s the thing: it took them 5 to 10 minutes to explain what Smart Onion does. That’s totally normal , it’s a new product solving a layered problem. But that’s the challenge. Most people visiting their website or watching a video don’t have 5 to 10 minutes. They have seconds.
So the brief became clear:
- Explain what Smart Onion does in under 60 seconds
- Create an emotional connection so that by the end, the viewer is thinking: “I need this in my life.”
For me, that emotional connection was crucial. A simple 60-second explainer wasn’t enough not for something this personal and problem-solving.
I wanted to tap into some of the classic principles of great advertising:
- Highlight the pain point , then show the relief
- Be aspirational , help people imagine a better version of themselves
- Be relatable , show them a mirror so they think, “That’s me!”
- Take them on a journey , people are drawn to transformation: before, during, and after
I pitched three creative directions, each with a narrative slant. Since all three were story led, animation felt like the best medium to bring them to life.
The best part? Julie and Keith loved all the ideas and wanted to do all three! After some great conversations, we landed on one:
‘A Thousand Papers.’
I think it turned out beautifully. It’s clear, emotional, and compelling. By the end, you don’t just understand what Smart Onion does you’ve felt the problem it solves. And hopefully, you’re thinking exactly what we set out to make you feel:
“I need Smart Onion in my life.”
Case Study
