Our production crew spent a handful of days in the San Francisco Bay Area, where dd’s began, visiting several of the original stores. We interviewed a variety of members of dd’s leadership including Alma Mercado, Ross’ SVP in charge of dd’s, to hear about the past, present and future of the clothing chain. Additionally, we shot extensive b-roll in the stores and captured several man-on-the-street style customer interviews telling us what keeps them loyal to the brand. Two interviews with dd’s executives were also conducted virtually to round out the perspectives on dd’s success story - both in the past and looking ahead.

We had worked with Ross before on a 40th Anniversary video and knew the culture of the larger company well. We then took the time to meet and plan with dd’s leadership and came to understand the nuanced differences of the dd’s brand under its parent company. This deeper knowledge was essential to getting the tone of the video correct for its audience of dd’s associates, leadership and shareholders.

The marketing team at clothing store dd’s DISCOUNTS (dd’s), owned by former ESM client Ross Stores Inc. (Ross), wanted to create a commemorative video celebrating the 20th Anniversary of dd’s featuring various leaders, recognizing long-standing associates, documenting its history, and highlighting milestones over the last 20 years. The video needed to be memorable and uplifting – representing the dd’s culture - as it would be shown at the Q4 2023 Meeting.

The 20th-anniversary video project for dd's DISCOUNTS successfully met its objectives by celebrating the store's legacy, engaging with associates, and strengthening brand loyalty. The comprehensive approach, from thorough research to meticulous production and strategic distribution, ensured the video’s success and positive impact on the brand within the company.