wistiafest presentation by sabrina skau, sandwich video
TRANSCRIPT
“The Perfect Content Delivery System”: A Sandwich Video Guide
to Making Compelling Product Videos
#WistiaFest / @sandwich
#WistiaFest / @sandwich
Using Sandwich’s Creative Process with Your In-House Team
• Separate yourself from your product. Pitch your product to potential users to find out what they view as the most compelling thing(s) about it.
• Brainstorm as a group.
• Consider multiple video styles and choose one that best supports what you want to share about your product.
• Consider casting outside talent.
• Plan ahead for post.
#WistiaFest / @sandwich
The Direct-to-Camera “Spokesperson/Explainer” Video• Compelling character who oftentimes embodies brand
characteristics and/or is relatable to target audience
• Tone of familiarity, like sharing something with a friend
• Explicitly explains product features and benefits
• Great for apps, products that may not be super visually interesting, more complex products or unfamiliar concepts
#WistiaFest / @sandwich
• Aspirational
• Often uses voiceover
• Generally a fair amount of product shots
• Great for connecting emotionally or intellectually with an audience, are generally less comedic
• Good for products & services with which an audience may already be familiar or that lend themselves to interesting metaphors
The Lifestyle Video
#WistiaFest / @sandwich
• Can be an actual documentary (interviewing founders, people at the company, product users), docu-style (shot and edited like a documentary but with actors), or mockumentary (using documentary style and tropes for comedic effect)
• Can lend a “testimonial” aura of authenticity
The Documentary or Docu-Style Video
#WistiaFest / @sandwich
• Similar to a short film, tells a story about characters using the product
• Uses actors (Sandwich almost always uses actors for all videos)
• Good for connecting with viewers on an emotional level
Narrative Video
#WistiaFest / @sandwich
Using Actors• Potentially stronger
performances
• Good for different styles of videos (narrative, lifestyle)
• Increased opportunity for diversity and inclusion
• Downside: They’ll cost you more!
#WistiaFest / @sandwich
“We’ll fix it in post!”• Organize your assets. Develop a folder structure
and naming conventions that work for you and your team and use them for every project.
• Hire freelance specialists
• Give yourself enough time
• Attention to detail is key!
• Hire a post supervisor