Problem: The CMO approached Motive’s creative team with two questions:

1. Can we shoot videos that tell the stories behind our products but also showcase the people who make these products?

2. And can we shoot four of them in half a day to keep the budget low?

Solution: Folks from product, product marketing, and sales met with the me and the creative director to figure out the most effective way to make this happen. We decided to:

1. Choose four product team members with upcoming product/feature releases—and make sure they’re good on camera.

2. Have one host lead the conversations across all four videos.

3. Make the videos conversational but polished.

4. Create a single narrative outline to use across all videos.

I developed the product story outlines by analyzing several videos from companies who’d done similar things and made it our own. The product marketing team figured out which features to highlight and took a first pass at outlining with respective product team members. Then I refined each and led dry runs with the talent to get everyone prepped and feeling relaxed. And on set, I made sure everyone hit all major story beats.

Result: We achieved the unthinkable: We wrapped early. The sales team loved these videos and regularly used them in conversations with prospects and current customers looking to expand.

Watch the videos below. ↓ ↓ ↓