Overview
Jordan Ferry, Head of eCommerce at Alva Cookware, oversees the brand's U.S. ecommerce business across its website, marketplaces, paid media, social, and email.
Alva already had useful product footage. Turning it into polished creative for each channel still meant coordinating edits, writing scripts and captions in separate tools, resizing assets, and uploading each version. The full process could take several days.
Jordan uses Tolstoy to connect content creation with storefront delivery. AI Studio helps turn source footage into channel-ready variations. AI Player brings approved video into shoppable product-page experiences.
Tolstoy helps me run Alva's U.S. business with a lean team by making it easy to create and repurpose video across our site, ads, social, and email.
Jordan Ferry
Head of eCommerce at Alva Cookware
The challenge
One product video still required several days of work.
Alva needed enough polished, channel-ready creative to use and test consistently. Each version required editing, copy, resizing, and a separate upload. AI tools could help with parts of the process, but Jordan still had to connect the steps and prepare the finished videos.
The workflow
Jordan starts with product footage Alva already owns. Tolstoy connects the steps from source asset to channel-ready creative and shoppable product pages.
AI Studio creates more channel-ready variations from existing footage.
In a recent project, Jordan started with a longer Alva product video. Using Tolstoy, he created several short-form videos focused on the cookware's design, key benefits, and everyday use. He used variations on Alva's website, in Meta ads, and across organic social.
AI Player makes approved video shoppable on product pages.
Alva uses AI Player to bring product video and linked product cards into its product pages. Shoppers can see the cookware in use and shop the featured products from the same experience.
Results
More creative testing with $0 in added agency or production spend.
Jordan describes a process that could take several days. He can now often create and launch new variations quickly, respond to promotions and product priorities faster, and keep fresh video in market.
- Former turnaround: several daysMove from source footage to new variations without repeating the former multi-day production cycle.
- Four active content surfacesUse video across Alva's site, Meta ads, organic social, and shoppable product pages.
- $0 in added agency or production spendProduce and test more creative without increasing those costs.
I can produce and test significantly more creative without increasing our agency or production costs.
Jordan Ferry
Head of eCommerce at Alva Cookware
FAQ
Frequently asked questions
How does Alva Cookware use Tolstoy?
Alva uses AI Studio to turn existing product footage into short-form variations for its website, Meta ads, and organic social. It uses AI Player to make approved product videos shoppable on product pages.
What content did Alva Cookware repurpose with AI Studio?
Alva started with a longer product video it already owned. Jordan Ferry used Tolstoy to create shorter videos about the cookware's design, benefits, and everyday use.
Where does Alva use the repurposed videos?
Alva uses video variations on its website, in Meta ads, and across organic social. Approved videos also appear in shoppable experiences on Alva's product pages.
What changed for Alva after connecting content creation and storefront video?
A process that could take several days became faster to repeat. Jordan can create and test more creative without increasing agency or production costs.