Feinerman's General Store Roxburgh | Content Creation

Feinerman’s is one of those stores you don’t just visit. You feel it.

Warm timber. Thoughtful shelves. A genuine country welcome.

In-store, it works beautifully.
Online, that feeling wasn’t landing yet.

Central Performance Studio was brought in to shape the initial strategy, plan and manage a professional photoshoot, and produce a brand video that could carry that atmosphere into the digital space.

This project wasn’t about creating more content.
It was about creating the right content.

Clear. Consistent. Commercially smart.

The Brief

Based in Roxburgh, Central Otago, Feinerman’s wanted to:

• Strengthen their digital presence
• Increase online orders and click & collect
• Position themselves as a must-stop destination on the Otago Central Rail Trail
• Capture the personality behind the store
• Build professional assets for website and social media use

They didn’t need fluff.
They needed focus.

Phase One: Brand & Positioning Strategy

Before any camera came out, we tightened the thinking.

Audience Clarity

We identified and prioritised key audiences:

• Women travelling through Central Otago
• Cyclists riding the Otago Central Rail Trail
• Local Roxburgh customers
• Online shoppers looking for curated, thoughtful gifts

This shaped everything. Tone. Styling. Product selection. Messaging. Even where the camera would sit.

Brand Narrative

We refined the core story:

• What Feinerman’s stands for
• Why it feels different to a generic gift store
• The importance of Sally and Carl in the brand
• The emotional driver: warmth, quality and considered curation

Every photo and every video clip needed to reinforce this. No filler. No random content.

Phase Two: Photoshoot Planning & Creative Direction

This wasn’t a “show up and hope for magic” shoot.

I developed a structured, conversion-led shot list aligned to:

• Website hero imagery
• Product category sections
• Click & collect messaging
• Social media use
• Paid advertising creative

We captured:

• Exterior storefront imagery to anchor the Roxburgh location
• Interior atmosphere and shelf styling
• Best-selling product highlights
• Grab-and-go options for travellers and cyclists
• Owner-led storytelling moments
• Online ordering and unboxing experiences

The direction was simple and intentional: natural light, real interaction, genuine warmth.

No over-styling.
No forced retail perfection.
Just the truth of the space, captured well.

Phase Three: Brand Video Production

To anchor the website and strengthen social presence, we conceptualised and produced a full brand video.

Delivered in two formats:

• Landscape version for website homepage
• Portrait version optimised for Instagram and social media

The video centred on:

• Sally’s voice and personality
• The story behind Feinerman’s
• The feel of the store
• Why travellers stop in
• Why locals keep coming back

This created a core storytelling asset that can now be repurposed across website, email marketing, paid ads and social content.

One clear narrative. Multiple platforms. Long-term value.