HOW WE Enabled A resurgence OF VIDEO WITHIN A LEGACY COMPANY
In 2024, ABC Warehouse was referred to BeMVP for a commercial video project.
The Goal
➤ Create ABC Warehouse’s first theater-ready commercial, and begin a return to their strong roots in video advertising.
The Challenge
➤ ABC’s Limited internal experience with commercial video production.
The BeMVP Advantage
➤ A local, nimble team able to guide the process and lead execution from start to finish.
INITIAL IDEAS
PHASE 1: VIDEO CONTENT
ABC introduced Chad the Biggest Fan — an awkward, relatable 25-year-old whose enthusiasm for ABC became the creative anchor for the campaign.
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What began as a :60 commercial experiment grew into a larger content package, including an extended cut, dedicated BTS film, and on-set photography.
☆☆☆ CHAD ☆☆☆
(ABC’s BIGGEST FAN)
We assembled a lean six-person crew covering lighting, sound, drone, and camera support, with each role serving a clear purpose on set.
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The streamlined approach gave ABC a stronger, more complete production without unnecessary scale, setting a new standard for how the brand approached video.
THE FIRST GIG +
PHASE 2: VIDEO CONTENT
Soon after the first commercial, the relationship expanded into a second video production—this time at a different ABC Warehouse location. We brought back the same streamlined commercial production process while working with a new concept, crew, and cast for the campaign.
We sourced the crew and select on-screen talent, directed filming, managed post-production, and delivered campaign-ready video.
Here’s a BTS video of how things went for our first shoot ⤷
Commercial Video Campaign Performance
Deal Therapy Supporting Positive ROAS
Our Role
‘We helped turn a campaign concept into video content that paired ABC Warehouse’s offers with personality and entertainment. With Deal Therapy (2026) we were tasked with our usual duties of sourcing crew, directing production, filming and editing. In addition, we casted the on-screen talent! This brought fresh energy on set, as well as increased engagement.
Compared with an earlier 15-day evergreen advertising period, Deal Therapy generated the numbers seen below
The Takeaway
Deal Therapy demonstrated the value of commercial video content and the inclusion of micro-influencers and independent actors.
*Results reflect the overall campaign, not video production alone. Revenue is digitally attributed, CTV includes view-through attribution, and search tracking validation remains pending
CAMPAIGN CLIPS
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“DEAL THERAPY – CHEY”
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“DEAL THERAPY – JACK”
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“DEAL THERAPY- AL”
TWO YEARS LATER
PHASE 3: ON SET, FULL ROTATION
We’ve maintained a relationship since 2024 with ABC relying on BeMVP for video production for advertising campaigns.
We put together a library showing all of our work with ABC, starting from our most recent projects.
2026 CAMPAIGNS
2026 CAMPAIGN LIBRARY
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2025 ARCHIVES
In 2025, we expanded our output into more frequent commercials alongside in-studio shoots and event recaps. We experimented with differnt workflows, locations, outside talent, and larger crews, developing a resourceful, guerrilla-style approach inspired by music videos and documentaries.
We also produced movie-themed commercials tied to theatrical releases. Our collaboration with ABC’s creative manager, James, strengthened, with concepts developed collaboratively by the ABC marketing department with assistance from BeMVP.
DEAL IMPOSSIBLE
DEAL WORKSHOP
SUPERBOWL SWEEPSTAKES
ABC 62ND ANNIVERSARY
ABC "Wicked" Experience
ABC 2025 Recap
BLUEY + BINGO
ABC GOLF OUTING RECAP
CHAD + SYLVIA
ABC 62ND ANNIVERSARY (MINI-DOC)
2024 ARCHIVES
In 2024, our focus was executing 3 independent commercials and a retainer designed to teach ABC the fundamentals of video production internally. We also advised on equipment for their in-house studio, primarily lighting and rigging.
Throughout the year, we experimented with content styles to explore what excited ABC and what could serve their marketing. Most projects were completed in their studio, where we handled shooting, direction, and editing while providing consult on projects edited internally. We also covered company events for social content.
For more coordinated and complex commercials, we brought in additional crew for audio, lighting, drone, BTS, and rentals. Early on, nearly all on-camera talent was ABC staff.
We closed the year by pitching Chad’s Big Year to showcase the variety of work produced and further establish Chad as a recognizable figure.
ABC THEATER COMMERCIAL
ABC NASCAR EVENT RECAP
ABC "DEALS AREN'T DEAD"
ABC BLACK FRIDAY MUSIC VIDEO
ABC FLINT COMMERCIAL BTS
ABC "DEALS AREN'T DEAD" BTS
CULTIVATING THE RELATIONSHIP
WE'RE HAPPY TO PARTNER WITH ABC
As mentioned initially, our retainer journey with ABC Warehouse has been truly a unique and enlightening experience. While the majority of our production has been in the development of Chad The Biggest Fan through video production, we’ve also created broader branding content for ABC (documentary, commercial, events), and have acted generally as a liaison into the world of video production.
BeMVP is sincerely grateful for this wealth of experience, and hopeful to build upon our offerings with ABC, as well as new clients in the years to come.
