Case Study: GenesisBPS Product Video

This month we are taking a look back at a successful product video we completed this year for GenesisBPS, a medical device company whose mission is to meet client needs for the collection, processing, storage, and preparation of blood and other biological fluids. They were beginning to market a new product called the Rapid Weld STW Sterile Tube Welder, and needed a professional product video to go along with it. Here were some of their main project requirements:

• Create a training video for the professional consumers that buy the product

• Use as a trade show piece to attract new customers

• Use as a promotional video for their website.

The Approach

The first issue we discussed with the client was how different the tone and style of a promotional video are compared to an educational/training video. It is very difficult to combine these two goals into one concise video.

Solution: We advised Genesis to produce two separate videos. One would be a product video that introduces the product for training purposes, explaining to users what it does, how it works, how to use it, etc.This would be explained by a voiceover and text graphics on screen. The second video would be exclusively for promotion. It would be shorter and only highlight the most important features of the product. The video would be faster-paced, driven by music and graphics. There would be no voice over, but text on screen highlighting the features. After explaining that we would be able to shoot all the footage for both videos in the same day and setting, GenesisBPS took our advice and decided to break the video up into two.

Style and Look

The next obstacle to overcome was how to shoot the video. GenesisBPS wanted a clean, professional look, but avoiding actual hospital or lab settings.

Solution: Our vision was to shoot the product on a completely white space to achieve the look the client wanted. In pre-production we sent the client reference examples of other videos with a similar look to what we had envisioned. Once they understood and were able to visualize the concept we put together a storyboard with supportive visuals. This storyboard also acted as a shot list on the day of production. Using white parchment in our studio and lights from all directions, we created a frame that made the product look like it was floating in infinite white space.

Shooting

The next shooting obstacle was showing the audience exactly how the the product worked in detail. The product itself was about the size of a toaster oven, plus there was detail in the inner workings we needed to show.

Solution: By shooting the video in 4K, we were able to utilize the high resolution to our advantage. In post-production we were able to zoom in on our image, make slides and moves that helped keep the video engaging while maintaining a high quality picture.

Conclusion

After the video was complete we added graphics that were consistent with the GenesisBPS company brand guidelines and the tone of the video. We were very meticulous with our edit and our sound design as well. We cut the music specifically to each scene of the promo video to have the greatest effect on the audience. The client even sat in with us on multiple editing sessions so that both parties were on the same page. GensisBPS had high expectations for this video and we made sure we delivered by creating a video that was brand consistent and engages the audience. All in all, we believe we produced two of the best product videos currently in our protfolio
and left Genesis with two great video marketing assets for their new product.

STANLEY’S BIO

Stanley is an experienced professional in video production, marketing, and social media. He is a highly innovative and compelling visual storyteller who turns businesses into brands.

He is adept at establishing company images, transforming businesses into recognizable and exciting icons. Stanley’s passion for bringing ideas to life is evident in every video and animation created by True Film Production.

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