What the Client Asked For
WMV, a machine manufacturer, needed a multi-purpose video that would work on laptops at sales presentations, a large screen at trade shows and the web. They needed graphics that would feature the benefits of their machine as well as narration that added valuable information.
How to make an industrial video interesting?
Producing a multi-platform promotional video presents unique challenges: it has to work when looping at a trade show, where it has to grab the attention of busy people in a large and busy room. It has to present enough new information that it stays interesting and informative without overwhelming the viewer with graphics, spoken words and images. Finally, it has to stand out from the competition enough to make the viewer want to purchase the product.
A Machine is not a Person
Since a machine is the star of this video, and machines tend to be less interesting than people (well, most people I know, anyways), the right balance of “eye candy” and informative narration is critical. The fact that the intended audience for this video is technical and looking for as much relevant information as possible does not mean that they don’t need to be entertained a little, as well. Presenting the information in a friendly yet steady manner is the key to the success of more traditional formats such as product, promotional and training videos.
Why the Client was Thrilled
WMV had a limited budget, limited time, no script and a collection of video clips from their archives, some useable and some not. They needed Video Burst to conceive and produce a 20-minute video for engineers that would bring their customer base up to date on their products’ features, tie together lots of information and present it in a compelling way. Once again, Video Burst beat the deadline by 3 days and the client couldn’t have been happier.