0:00exterior store entrance approach
A medium wide shot captures the front facade of a Michaels retail store under bright daylight. The prominent red 'Michaels' logo in a cursive font is centered above the main entrance. Two vibrant crepe myrtle trees with clusters of pink flowers symmetrically flank the entrance, providing a splash of color against the neutral-toned building. The entrance features large, reflective glass doors and windows, revealing glimpses of the store's interior. The ground leading to the entrance is a paved concrete walkway. A red rectangular text box is overlaid at the top center, stating 'New & Now open!', with a black rectangular box beneath it that reads 'The Knit & Sew Shop at Michaels' alongside small yarn ball and spool icons. The lighting is natural and even, suggesting an outdoor setting without harsh shadows. The overall color palette includes the rich red of the logo and text box, the pink of the flowers, green foliage, and the earthy tones of the building and concrete.
0:01interior yarn aisle entry
The camera follows a person into a brightly lit interior of a Michaels store, focusing on a dedicated yarn aisle. Tall, silver metal shelving units, laden with an extensive array of colorful yarn skeins, stretch into the background. A large beige sign hangs from the ceiling, clearly indicating 'The Knit & Sew Shop Michaels x JOANN', positioned centrally in the upper frame. To the left, a vertical sign features the text 'Sew much more' over a pink and blue textured background. The store is illuminated by bright, overhead fluorescent lighting, casting an even glow across the merchandise. The color palette is dominated by the myriad of yarn colors, ranging from soft pastels to vibrant hues, against the stark white and silver of the store fixtures. The same red and black text overlays from the previous scene, announcing 'New & Now open! The Knit & Sew Shop at Michaels', remain visible.
0:02close up chunky yarn skeins
A close-up shot meticulously displays multiple rows of chunky, soft yarn skeins organized on metal retail shelving. The yarn comes in a variety of colors, including muted blues, purples, grays, and whites, with some variegated patterns, all appearing plush and inviting. The skeins are neatly stacked and arranged within individual wire baskets on the shelves. Bright, consistent overhead fluorescent lighting illuminates the display, highlighting the texture and color variations of the yarn. There are no actions taking place; the scene is a static showcase of products. The color palette is rich yet soft, focusing on cool and neutral tones with subtle pops of brighter color. A white text overlay at the top center of the frame reads 'Try 100s of new yarn skeins'.
0:03close up caron cake yarn
This close-up shot features shelves packed with 'Caron Cake' yarn, known for its gradient color transitions. The yarn cakes are round and compact, displayed in an organized fashion on metal retail shelving. Various color combinations are visible, including warm blends of oranges, reds, and yellows, as well as cooler palettes of blues, greens, and purples. Some labels, 'Caron Cake' and 'Caron Cloud Cakes', are clearly visible on the yarn. The lighting is bright and even, emanating from overhead fluorescent fixtures, which accentuates the yarn's colors and textures. The scene is static, purely showcasing the product. The color palette is vibrant and diverse, characteristic of gradient yarns. A white text overlay at the top center of the frame reads 'Try 100s of new yarn skeins'.
0:04close up various yarn types
A close-up shot of multiple rows of yarn skeins on metal retail shelving, showcasing a diverse range of yarn types and colors. The skeins vary in size and texture, with some in wire baskets and others stacked directly on the shelves. Brands such as 'Loops & Threads' are partially visible on some labels. The color palette is extensive, featuring deep reds, earthy grays, sunny yellows, vibrant blues, rich teals, and soft purples, creating a tapestry of hues. Bright, consistent overhead fluorescent lighting illuminates the display, ensuring all details are clear. This is a static product display, with no visible action. A white text overlay at the top center of the frame reads 'Try 100s of new yarn skeins'.
0:06medium shot yarn aisle signage
A medium wide shot looks down a brightly lit yarn aisle within the Michaels store. On both sides, tall metal shelving units are fully stocked with a vast selection of yarn. Prominent signage is visible above the shelves; to the left, a sign reads 'Yarn', and centrally, a large banner proclaims 'The Knit & Sew Shop Michaels x JOANN', adorned with illustrative images of wooden buttons and knit fabric. The overhead fluorescent lighting bathes the entire aisle in a clear, even light, typical of a retail environment. The predominant color palette includes the diverse colors of the yarn, against the white shelves and light grey floor. The text overlay 'Try 100s of new yarn skeins' in white is still present at the top center of the frame.
0:07close up embroidery floss display
A detailed close-up shot captures a vibrant display of embroidery floss and thread spools on a white pegboard wall. Hundreds of small, neatly wound skeins of embroidery floss are arranged in a meticulously organized rainbow spectrum, covering shades from deep reds and bright pinks to sunny yellows, lush greens, serene blues, and rich purples. Below these, larger spools of sewing thread are also visible. Bright, even overhead fluorescent lighting ensures that every color and detail is clearly visible. The scene is a static product showcase. The color palette is exceptionally diverse and vivid, presented in an orderly, gradient fashion. A white text overlay at the top center of the frame reads 'and 1000s of Fabric available in over 800 stores!'. Small 'DMC' brand logos can be discerned on some floss packaging.
0:08medium close up licensed fabric rolls
A medium close-up shot reveals multiple rows of white metal retail shelves laden with rolls of licensed patterned fabric. The fabric rolls are tightly wound and display a diverse range of designs, many featuring popular cartoon characters or recognizable patterns, such as those reminiscent of Disney themes. A sign above the shelves indicates 'Licensed' products. The bright, even overhead fluorescent lighting illuminates the display, making the intricate patterns and vibrant colors pop. The scene is a static product display, showcasing the variety of available fabrics. The color palette is highly varied due to the patterned designs, including prominent blues, pinks, whites, and blacks, along with other character-specific hues. A white text overlay at the top center of the frame reads 'and 1000s of Fabric available in over 800 stores!'.
0:09medium close up solid fabric rolls
A medium close-up shot displays rows of white metal retail shelves filled with rolls of solid-colored fabric. The fabric rolls are tightly wound and neatly arranged, creating a spectrum of colors. A sign above the shelves reads 'Crafting'. The color arrangement mimics a rainbow, featuring white, cream, brown, various greens, blues, purples, reds, oranges, and pinks. The bright, even overhead fluorescent lighting ensures the clarity and intensity of each color. This is a static product display, highlighting the wide range of solid fabric options. The color palette is clean, vibrant, and well-organized, with each color distinctly represented. A white text overlay at the top center of the frame reads 'and 1000s of Fabric available in over 800 stores!'.
0:10person selecting fabric
A medium shot shows a customer actively browsing and selecting fabric in a Michaels store aisle. On the left, white metal shelving units are neatly stocked with various bolts of fabric. In the foreground, a bright red Michaels shopping cart with wire baskets is positioned. The store's interior is brightly lit by overhead fluorescent lighting, typical of a retail environment. The action centers on the customer as they reach for a roll of orange fabric. The color palette includes the striking red of the cart, the diverse hues of the fabric (greens, blues, oranges), and the neutral white of the shelves and light grey floor. The white text overlay 'and 1000s of Fabric available in over 800 stores!' remains at the top center.
0:11fabric cut bar overview
A medium wide shot provides an overview of the 'Fabric Cut Bar' area within the Michaels store. A prominent sign with white letters on a light grey background spans the upper frame, clearly spelling 'CUT BAR' and 'Fabric'. Below the 'Fabric' section, large spools of various threads are displayed. Underneath the 'CUT BAR' sign, four large display panels showcase images illustrating different craft processes such as knitting, crocheting, and sewing. A long, clean white countertop stretches across the scene, indicating a workspace. The area is brightly and evenly illuminated by overhead fluorescent lights. The color palette is dominated by the stark white and light grey of the signs and countertops, contrasted with the rich, warm colors of the displayed threads and the craft images. A white text overlay at the top center reads 'Shop all the brands you love in one place!' accompanied by a small shopping cart icon. Additional text on signs reads 'Need help? See a Team Member at the Cutting Bar.'
0:12close up cutting fabric
A close-up shot focuses on a pair of hands precisely cutting a piece of bright orange fabric. The fabric is laid flat on a clean, white cutting table that features subtle grid lines and a metallic ruler edge along the front. The right hand firmly holds a grey and orange rotary cutter, guiding it along a straight edge to achieve a clean cut. The left hand is positioned to steady the fabric. Bright, even overhead lighting casts soft shadows, highlighting the precision of the action. The dominant color palette is the vivid orange of the fabric, contrasted with the pristine white of the cutting surface and the utilitarian grey of the tools. A white text overlay at the top center reads 'Shop all the brands you love in one place!' with a small shopping cart icon.
0:13medium close up folding fabric
A medium close-up shot captures a pair of hands meticulously folding a long, narrow strip of bright orange fabric on a clean, white cutting table. The table still shows subtle grid lines, and a grey and orange rotary cutter along with a pair of scissors are visible in the background, out of focus. The hands are carefully creasing and pressing the fabric flat. Bright, even overhead lighting illuminates the work surface and the fabric, creating gentle shadows. The primary color palette consists of the vibrant orange of the fabric, contrasting sharply with the white cutting table. The background tools add touches of grey and orange. A white text overlay at the top center reads 'Shop all the brands you love in one place!' with a small shopping cart icon.
0:14exterior store entrance exit
A medium wide shot returns to the front facade of the Michaels retail store, mirroring the opening scene but with a subtle change in action. The prominent red 'Michaels' logo is centered above the main entrance, flanked by two vibrant crepe myrtle trees with pink flowers. The entrance features large glass doors and windows. The paved concrete walkway leads away from the store. Bright daylight provides clear, even illumination, casting soft shadows. The overall color palette includes the rich red of the logo, pink flowers, green foliage, and the neutral tones of the building and concrete. A white text overlay at the top center reads 'Shop all the brands you love in one place!' accompanied by a small shopping cart icon.
