When the Director of Product Strategy for Bitbox first reached out about creating a testimonial film, he wasn’t convinced we could create a great video out of the little they had to work with.
They had three clients and their CEO visiting Austin, for one day only. We would have about an hour with each before they had to head out and catch flights.
We immediately recommended utilizing our studio setup. As luck would have it, we’re located about 10 minutes from the airport and it would be an easy, centralized way to host each interviewee in a relaxed environment that we knew we could optimize for recording.
But to complicate matters further, we were dealing with a highly technical, jargon laden subject matter. But what Bitbox does is actually really interesting- in lay terms, they allow IT administrators to remotely monitor and manage their edge data centers.
For example, you can monitor the temperature of the room hosting your computer servers from 3,000 miles away, and then remotely unlock the door for the handyman if something starts melting down.
But that wasn’t quite how they describe it to their tech-literate clients… so we needed to get on their level, and fast.
Three or four preproduction calls later, we managed to become if not experts, then extremely proficient in both what Bitbox was offering but also who they were offering it too. The who was just as important as the what- we wanted to speak to the intended audience with an appropriate level of expertise.
With all that prep under our belt, we were able to have great conversations with the clients. They each had great things to say and we were able to directly address potential customer pain-points and make a compelling case for why Bitbox is a good solution for others.
So now we had subject matter mastery, and quality interview content. But we still had to make something exciting and engaging. Something people would want to watch and that Bitbox would want to share.
We let the music bed be our guide in post production. We selected a percussion-heavy track with a fast beat to create a sense of urgency and excitement and then we wove together each client’s most engaging soundbites to create one cohesive narrative.
We kept the look and feel of each interview consistent with our studio setup, then varied focal lengths in our cuts to create a more dynamic feel. In the end, it’s customers pitching other customers a product they say has revolutionized their business, authentically and with enthusiasm.
And the client was thrilled.
Four minutes after sending the first draft:
“Holy Crap. It’s awesome.”