Overview Demo Video
Challenge
Kindful had circulated a low-production demo video for the first handful of years after founding. So one of my first tasks joining the team was to create a higher quality video to highlight the core values and features of the platform.
After I created a first version of the overview video, the product underwent some significant UI updates that would require the video to be updated. At that point, rather than just updated the visuals, I decided to take a new look at the content and script to make sure the most unique value propositions were front and center in the video.
The goals of the video:
Give a high-level explanation of the features Kindful provides.
Build and sustain interest throughout the video.
Tie the brand and product positioning together through presentation media and visuals.
Plan
I sourced ideas for the outline from team members in sales, success, and product, as well as from user interest data via our site and downloaded materials. These inputs gave me a good understanding of what questions prospects had when they came into funnel, what made us different from our competition, and what features customers raved about.
To tie the brand and product positioning together, I leaned into the pillar of modern and cutting edge technology. This was very much part of our product vision. So to paint that concept onto both the product and the brand, I used perspective FX treatments on the screenshots, giving the product images a sense of three dimensionality.
Once I had the basic outline, I started executing:
Captured all product shots in tailored Kindful accounts
Recorded and edited the voice over
Placed screenshots and voice over onto the timeline
Composed backing music to sustain interest
Applied visual effects to product shots
Cut into 30, 15, and 6 second snippets for YouTube ads
Final mix and export to YouTube
Product
The final export resulted in a polished overview video that quickly and professionally explained what Kindful offered and where it thrived.
