The Paper and Packaging Board creates preference for paper and paper-based packaging by reinforcing why paper is an everyday, earth-friendly choice that allows consumers to feel good about their purchase decisions. 

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To inspire greater use for paper-based products with their online community, Paper & Packaging created a reality competition series called Pack It! The Next Great Package. However, the production value and performance of the first season was less than desirable, and left them wanting more.

Enter Praytell and MALKA. Our two teams put our heads together to produce not one, but two seasons of Pack It!  over the course of one year.

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To increase production value and give this show the pizazz it needed, we casted Tennessee-based art teacher and influencer, Cassie Stephens, to host the show. Our production team also built a bespoke competition stage, and a custom camera and lighting rig to be mounted on the ceiling for those birds-eye-view moments — all within 24 hours! We also sought out the best directors and DP possible — Yelena Jeune, Nicco DeRosa, Andrea Buccilla, and Jake Moore — who have extensive experience in the world of reality TV. 

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By optimizing the production value of Pack It!, our teams were able to increase viewership from a mere 50,000 views, to over 1 million views on YouTube alone.

These episodes were so much fun to produce, and were a career highlight during my time at MALKA. Check them out below and see how life unfolds!