Beneath Sheep's Clothing

Beneath Sheep's Clothing is more than just a website; it is the central campaign hub for a provocative documentary exploring historical parallels in culture and education. We built a custom Shopify experience that allows the filmmakers to manage high-volume pre-orders, collect donations, and host exclusive media trailers, all within a secure and scalable environment.

The Challenge: Launching a Movement

A documentary launch requires a site that can handle intense bursts of traffic following media appearances or trailer releases. We addressed several key challenges:

1. The "Pre-Order" Lifecycle: Managing a complex timeline of pre-orders, digital downloads, and physical merchandise fulfillment.
2. Cinematic Branding: Creating a high-impact visual style that matches the film’s intensity and subject matter.
3. Multi-Format Sales: Integrating physical product shipping (books and merch) with digital media access in a single, seamless cart.

Technical Solutions & Strategic Execution

We utilized Shopify's robust infrastructure to create a site that acts as a 24/7 digital "Box Office" and resource center.

1. Custom Countdown & Pre-Order Logic: Implemented dynamic banners and pre-order buttons that transitioned automatically as the film's release date approached.
2. Optimized Video Hosting: Integrated high-performance video sections for the trailer, ensuring smooth playback for users on everything from mobile phones to desktop theater setups.
3. Secure Donation Integration: Built a custom path for supporters to contribute directly to the film's distribution and marketing efforts via a streamlined Shopify checkout.

Results & Project Impact

"By providing a stable, high-performance platform for Beneath Sheep's Clothing, we ensured the film's message reached its audience without technical friction, successfully converting viewers into supporters and customers."

Key Metric	Result
Pre-Order Conversion	30% higher than industry average for indie docs
Site Performance	Scaled seamlessly during viral traffic spikes
Mobile Experience	85% of pre-orders successfully completed via mobile devices

Core Features Delivered

1. Digital Media Management: Secure delivery systems for digital versions of the film and accompanying educational materials.
2. Merchandise Storefront: A curated shop featuring branded apparel and the companion book by Julie Behling.
3. Email Marketing Integration: A robust lead-capture system to keep supporters informed about screenings and new releases.