The Method Behind the April Fool’s Madness

Behind the Scenes with ModCloth's April Fool's

At the start of each year, a group of carefully chosen ModEmployees gather in a room to discuss one of our most-loved annual events: our April Fool’s Day prank. People try to fight, bribe, and beg their way into what is known around these parts as, “The funnest meeting of the year.” But to ensure our prank is pulled off to perfection, we know secrecy is of the utmost importance.

Luckily for you, it’s April 5th, so we’re pulling back the curtain to reveal a look into the making of this year’s prank and how we made our prank video, “Insta-greatness,” into an instant classic.

This year’s great idea came from our Editorial Specialist, Erin, and our videographer Jon. The premise? Though we at ModCloth take our social media seriously — what if we took it too seriously?

Behind the Scenes with ModCloth's April Fool's

Our first stop in this exclusive, behind-the-video post? The ModDogs, of course! The ModDogs love being in any kind of video, because it means we’re handing out treats. Pups like Charlie (above) gets the star treatment – except, of course, when they’re being lovingly insulted by Erin in her quest for the perfect Instagram shot.

Behind the Scenes with ModCloth's April Fool's

Behind the Scenes with ModCloth's April Fool's

After filming the ModDogs, we took to the kitchen to recreate some of the food shots popularized by Instagram — cupcakes, cookies, tarts, donuts, and even a toy sea otter — were tested. Alas, they were cut from the final video, but the goodies were enjoyed by a many a ModEmployee.

Behind the Scenes with ModCloth's April Fool's

Unable to secure the ‘perfect shot’ in the office, Erin took to the streets to find inspiration. A look at the day’s shoot schedule reveals stops at the office’s favorite coffee shop, Showplace Caffè, and San Francisco’s famed Ferry Building. But still, what Erin found wasn’t quite cute enough.

Behind the Scenes with ModCloth's April Fool's

Behind the Scenes with ModCloth's April Fool's

Behind the Scenes with ModCloth's April Fool's

Behind the Scenes with ModCloth's April Fool's

By the time we arrived at the Ferry Building, Erin’s phone battery had died, but you’d never know it from the enthused look she’s giving the crabs in this tank.

Behind the Scenes with ModCloth's April Fool's

Behind the Scenes with ModCloth's April Fool's

Can you spot Erin running after the cable car in the photo above? Thanks to her talents (and a regularly running trolley schedule!), we were able to wrap this scene pretty quickly. Jon confirmed it from across the street.

Behind the Scenes with ModCloth's April Fool's

Behind the Scenes with ModCloth's April Fool's

Direction from Jon in the shot above included, “Can you tell the Bay Bridge it looks cute?”

Behind the Scenes with ModCloth's April Fool's

A final shot of our talented team at the end of the day, and that’s a wrap! We headed to post-production and came out with this!

What did you all think of this year’s April Fool’s video — an insta-classic or a flat farce?

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sarah

About Sarah

Who would have thought the little girl in the oversized Goofy T-shirt would grow up to work in fashion? Definitely not young Sarah; she was too busy singing her heart out to Whitney Houston. Today, her eclectic fashion tastes lean toward purses large enough to stash her latest read, way too high of a heel, and the occasional vintage baseball tee.

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10 Responses to The Method Behind the April Fool’s Madness

  1. Dani 04/05/2013 at 2:27 pm #

    So fantastic!

    Dani // andbubblegum.com

  2. Dom 04/05/2013 at 5:20 pm #

    Haha. This is pretty fantastic! Love the satire.

  3. Nadya N. 04/07/2013 at 4:04 am #

    I was like “they have an instagram editor?!” hahaha

  4. Eileen McGuire 04/07/2013 at 11:01 am #

    Uuuummmmmm… what?!

    Maybe next year you could have the dogs take the photos?

  5. Amy 04/07/2013 at 6:52 pm #

    Hehehe! That was fantastic!

  6. Kenzie 04/07/2013 at 9:39 pm #

    Such a funny video! I totally think it’s a great April fool’s. “I mean, if you didn’t instagram it, did it really happen?!” SO FUNNY! <3 it

  7. PrincessMononoke 04/09/2013 at 8:12 pm #

    Love it! So funny, love the dogs!

  8. Yvy 04/16/2013 at 8:18 am #

    Hahahah that was great.

  9. Speckhen 04/17/2013 at 6:51 pm #

    Before Instagram how did we know what was cute? Truly very funny. I teach rhetoric – I’m tempted to use this in class – thanks for the laughs!

  10. Alexandra 04/25/2013 at 6:37 pm #

    so funny- when I first saw this I didn’t realize it was April Fools so I was like, ” Wow, she’s a little obsessed” haha

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