Today I want to talk about product videos... No not Bill Mays OXY clean. Those are too legendary to touch. I want to show you my approach to product videos. Specifically with two amazing companies, SOG Knives and H&K Firearms.
Nearly two years ago neither of these companies even knew who I was. Now I do all their video/photo marketing. I always say, never let an opportunity go to waste right? Here is yet another example. I had a buddy who ended up gaining both of these companies as clients in his social media marketing company. Him and I came up with this wild idea of me doing parkour and throwing tomahawks. We reached out to 11 companies to have them send me all kinds of tactical gear to make this video. In the middle of July with 105 degree weather we shot this video over two days. (2 days because I almost had heat stroke).
Yes that is me jumping around like a crazy person in that video. The talented James Kelley shot the video on his glide cam, he did a stellar job. I also took the opportunity to make some spec product videos for HK and SOG with the gear they sent me. After seeing this video and the spec videos I created, they decided to give me a shot. The rest is history!
For SOG I go with a "cinematic" feel to the videos. My goal when creating product videos is to make the product look so cool that you just have to have it. I use high action music and edit on beats similar to a music video. They are very dramatic and fun to watch.
With HK it's a very different market of consumers. For these I stay a little closer to the "normal corporate" line but I use cool camera movement and angles while filming the gun action. I also try to shoot unique "product" type shots of the firearms with a textured background such as wood. For HK we use someone explaining the features as well. I add subtle "actiony" music in the background to keep the intensity up a tad.
Next time you are tasked at doing any type of product video try to think outside of the box while still holding true to the culture and what the consumer will expect to see. If you have the time, create your own spec ads for products for practice or to pitch to clients. It can't hurt!
With over 8 years of experience in the film industry one of my biggest passions is giving back to the community. Visit, learn, share, love.