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.

The Importance of Location for Your Next Video

At Storyboard, we always talk about the importance of a few things. Namely, script, message and length. But here’s something that can be just as important depending on what your video content is about: Location, location, location.

Location sets the tone, gives the viewer an idea of what your content is about, the tone you’re setting, and it can even match your brand colors which furthers your content’s connection to your brand. So in a way, the location is a character in your video - even if it speaks in a different way than the people in your video.

This screenshot is from a spec ad we shot for an outdoor lifestyle brand. We and the client were very happy with how much the location added to the look and feel of the content.

How Important Is Location?

This depends on your content. For example, if you’re creating an “About Us” type video where you’re sharing your company’s history, products and services, and team then your offices are most likely going to be perfect for this. There’s no need to look for a location, pay for a location, and go to a location to see how the production is progressing. Those are true benefits that make things quick and easy when you shoot in your own location.

Taken from the same video as above, our actress is using our client’s product to bird watch.

However, there are times this isn't enough. For instance, if you want to create a product video you might want customers to see your product being used in the real world. Maybe a park, a woods, or a road in the mountains or in the desert. It’s going to depend on the product. But if you’re an outdoor lifestyle company, you want your setting to be the outdoors. If you’re a company that sells BBQ grilles you probably want to have things take place outside. If you’re a company that installs windows you want to show your windows being installed at a real location.

We’ve shot in County parks, State parks and National parks. Restaurants, factories and apartment buildings. And we’ve shot on rivers, oceans and next to little streams. We work with our clients to suggest and inform them of the best places to show off their product or service whether it be their office or a field in Ohio.

Since expanding to Europe, we can even offer European landscapes, architecture and locations. In fact, the photo above is a screen shot from an outdoor lifestyle brand shoot we’re working on. It was shot in west Europe where pine forests are abundant and offer a very surreal and mysterious atmospere.

So when you’re planning your next video, think about the location and what you need the location to do or say for you. And don’t be afraid to ask for help. This is what we do.

Happy location hunting!