I spent the summer of 2022 creating a 5 part customer case study series with Robin, a workplace technology company in Boston.
This was a large project that included:
- a conceptual development process with client and customer
- a full pre-production process with scriptwriting, storyboards and production logistics
- multiple days of solo filming: interviews, drone shots, and b-roll at multiple locations
- editing, narration and motion graphics
- output of multiple videos for owned and organic channel placement
To be efficient with cost, I chose to tackle the production of the series by myself, and split filming across multiple days in June, July and August. I had a light gear footprint: filming with a single camera, minimal lighting, and a motorized slider.
As part of the pre production process, I worked with the team at Robin to create a content strategy to deliver over a dozen assets as a release package for the series that went live in September. This enabled them to have collection of content that can be distributed across channels over months of time in way that feels new to their audience, while being constantly refreshed.
When working on something this big, I start by breaking down how to capture the backbone of the story. We decided to do as many of the interviews as possible first. From there I created “scripts” based off of rough interview edits, and then when that felt right I made shot lists of all the things I needed to film. Working in this way helped me prioritize artistry while having peace of mind knowing I was making progress towards each episode’s goal.
This series is the type of content I advise many of my clients to experiment with. It blends story, product marketing, and customer testimonial. I spent a lot of time in pre production planning how to make the output versatile across mediums and distribution channels, so Robin has taken much of the interview content from the series and converted into a series of written assets as well.
This is one of those projects that doesn’t come around very often:
- Great story: clear purpose, conflict, and defined resolution
- Great customer: ease of access & excitement to participate
- Great client: allowed time to execute & appropriate budget
Another fun outcome from this project is that it won a platinum marcom award. A great accomplishment for the team as this was done on a tight budget and with a small group of contributors!
The team is still gathering metrics, but so far the series is the most viewed and engaged with piece of content in company history. Pretty cool!
