Anatomy of a Product Launch Video Project
The Project
Our client Strato Footwear is launching a new line of footwear and they asked us to create a suite of video and photography content they can use on their social channels, in email campaigns and on their site. The deliverables include six 15-second social media ads, one 30-second product video and 20 photographs of the footwear and model.
The Important Stuff
The shoes are the stars of this content. So it was important to show them in the best possible light (no pun intended since we shot outdoors). Our client wants their audience to see the many different ways the shoes can be used; on the beach, hiking on trails, walking in the city and just taking it easy. Of course, they also wanted the shoes to look good in each shot, so that meant plenty of pauses to wipe them clean as needed from shot to shot.
The client wanted the content to be bright and the scenes to be energetic. In other words, they wanted more than just shots of the product sitting on a beach or on a sidewalk. After some discussion, it was agreed that we would bring on some talent to show the footwear in action in different scenarios.
The Shoot
Filming the content for our client consisted of 6 unique locations; a beach, an open-air trail, a pine forest, a boardwalk, a nature reserve and a downtown area. As filmmakers, you quickly learn that filming outdoors provides a number of challenges, and the one we had the least control over was the weather. Sometimes we just have to wait it out and that was true for this project as we had to reschedule 3 times to ensure a nice, sunny day.
We hired one actor to be in all the scenes but dressed him in different outfits for each location. It was important to make sure all the outfits matched the client brief about the type of clothing their customers might wear. For example, hoodies, sport shorts, classic tees, chinos, etc. in neutral colors.
We made sure to include close-up shots of the shoes to show them off, shots of the actor walking in the different locations, nice wide shots of each location to let the audience know where the scenes were taking place, and close-ups of the actor.
The Outcome
Our client has material for their launch and website, and some great shots of the new footwear. We can mark off another successful product video shoot with a happy client. We’re looking forward to working with Strato even more in the coming months as they extend their line of footwear to include new designs, new colors and new products.
