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Campaigns, Consumer Marketing, Digital Marketing, Mobile, Video

Comedians In Cars Having Coffee: Mobile-First Video Design

by Don GoldbergFebruary 15, 2016
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One of the most popular video series anywhere right now is comedian Jerry Seinfeld’s “Comedians In Cars Getting Coffee,” where Jerry takes other comedians out for rides in classic cars, and then they get coffee. It sounds simple, but it’s very funny, and very well-done. But what’s unique about the series is how it is designed: The videos are made first and foremost to be seen on mobile devices, not on television sets or even desktops or laptops. These aren’t just “mobile-friendly,” they were shot on video for the very small screen.

Once you know that, you can watch and see how that is done. All of the shots are tight on Jerry and his guests. Images of people and cars fill up the screen. Colors are rich and saturated, coffee cups are shown in close up, even the froth of the cappuccino is given over to the screen. There is no small type to get lost or details that can’t be seen on a small device. And while they still look good on larger screens, this is a mobile-first design in its purest form.

What does “Comedians in Cars” tell us marketers about video campaigns?

Number one, it’s a clear sign that consumers are comfortable ingesting rich content in its most compact form—on the small screen of a mobile device. If Jerry Seinfeld is creating for the smallest of video sizes, then that is where the audience is moving. And if marketing is going to reach this audience, it needs to create content that works well in that format.

Number two, creating a mobile-friendly video cannot be an after-thought. Every aspect of the design of the video, from concept and storyboard to shooting and post-production, must contemplate the mobile device as the primary focus. Not only must all of the key images be seen in tight focus, but any calls-to-action must be large and easy to read. Text must be minimal and clear. Subtlety is not your friend. Actions must be obvious and dialog crisp.

Number three, and assuming the video will be hosted on your company website, the video player must be capable of managing a responsive video, and your video size must be device agnostic. Your video content should be visible on an iPhone, a larger mobile device and a large monitor.

Number four, choose a bold image for your splash screen while the video is loading. It will draw viewers in and it’s good for search as it will make your video easily recognizable. Here’s an example of a bold splash screen image:

Finally, think carefully about your Call to Action. CTAs in videos on a mobile device may not be clickable. If you are unable to create a clickable CTA, consider a CTA that’s external to the video but still on the landing page.

As consumers rely on their mobile devices for gathering the information they need to make purchasing decisions, a video that is truly mobile first can move you ahead of the competition.





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Frequently Asked Questions (FAQ)

Why is "Comedians in Cars Getting Coffee" considered mobile-first video design?

The series was created with the small screen in mind, using tight shots, rich colors, and clear visuals that work well on mobile devices. This ensures that details remain visible even on small displays, making the content highly consumable in a mobile-first world.

What can marketers learn from Jerry Seinfeld's approach to video?

Marketers can see that audiences are comfortable watching high-quality video on their phones. Designing campaigns for mobile consumption first ensures they reach users where they spend most of their time.

How should calls-to-action be handled in mobile-first video?

CTAs must be simple, bold, and easy to read since clickable options aren’t always available on mobile players. A good alternative is to include clear CTAs directly on the landing page to guide users seamlessly.

Why is the splash screen image so important in mobile video?

A bold splash image captures attention quickly and improves search visibility. It also helps set expectations for the content and draws the viewer into the video experience.

What role does responsive video design play in engagement?

Responsive design ensures videos work across devices, from smartphones to large monitors. This flexibility maximizes reach and guarantees that the viewing experience is optimized for all audiences.