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This is the most high-profile and successful project I have ever worked on. In total, the campaign managed to raise over $3 million for this project and sell more than 10,000 jackets within 60 days.
I didn't have experience working with clothing (only gadgets), but since this jacket is innovative and partially a gadget, we were able to find common ground :)
Why do I say this? Because advertising clothing, like food or footwear advertising, has its own nuances. Understanding these nuances and positioning them correctly to customers leads to future sales success.
Challenge
My team and I embarked on the challenge of crowdfunding video production for the all-season heated jacket, intended for Kickstarter. And the first challenge we faced was timing.
Project start date – December 21, 2020.
The jacket arrived on December 28, 2020.
The shooting started on January 3, 2021.
In other words, our task was to shoot, edit, come up with branding and campaign design in less than 2 months to be relevant for the season; otherwise, clients would have to postpone the launch for 7 months.
I never say NO or IMPOSSIBLE to clients. I鈥檓 just starting to work more efficiently!
The second challenge is this jacket is designed for active winter recreation. We were filming this video in January 2021, battling harsh conditions that included bitter cold, freezing rain, and strong winds. Approximately 90% of our filming took place outdoors, in locations like the forest, mountains, and even on a frozen river. We utilized 6 different outdoor locations to showcase the brand’s products in the crowdfunding video. These weather challenges posed various difficulties, such as our camera equipment freezing rapidly, experiencing quick battery discharges, and dealing with fogged-up lenses.
This project was the largest and the most difficult in crowdfunding video production, but the campaign was the most successful.
Storyboard Creation for Crowdfunding Video
We didn’t have much time for pre-production on this project since it began on January 3rd, giving us only 13 days for product video production. However, with our team, we managed to structure the video effectively. We planned each shooting day meticulously, carefully selected locations, and tied them to the jacket’s advantages. Collaborating with our in-house artist (who also served as the art director, prop master, and makeup artist), we created a detailed storyboard based on the pre-existing script. This ensured a clear understanding of what and where we needed to shoot.
In my approach to video production, whether it’s for crowdfunding, product promotion, or commercial video, I always create a storyboard. This is a crucial stage where all aspects of the video are carefully planned, shaping the final vision. Ultimately, the storyboard allows us to efficiently manage our time and resources during production and post-production.
It’s worth noting that a storyboard is not the same as a director’s treatment.
Production process
Shooting in Freezing Conditions
So, according to the plan, we had a shoot in the wooded mountains. We needed to go scouting, but it’s far and time-consuming (we don’t have time). There’s ice in the mountains, and we can’t drive there, so we have to carry all the equipment ourselves.
The next location was kite surfing.
To get the kite moving, you need wind.
To shoot on camera, you DON’T need wind.
It was very cold for all of us that day, but the equipment held up well. Lenses were freezing (thankfully, I had 2 cameras and plenty of batteries), and the drone was bravely resisting the winds.
In total, we had 6 locations for the product video production of this project, all scheduled for January. Winter weather conditions posed challenges for both the crew and the equipment. The cold temperatures caused our filming equipment to discharge rapidly, and we had to take precautions to shield the cameras from snow and rain.
To avoid any force majeure in crowdfunding video production due to the influence of the weather on the equipment, we took two sets: two cameras, two stabilizers, a lot of lenses, and extra batteries. Everything was designed to ensure that for the allotted filming period, the equipment performed its functions.
Drone Shots
Oh, how many times has my drone crashed. In this project, my Mavic Air 2 experienced all the challenges: rain, snow, wind, freezing temperatures, and tree branches.
Rainy Day Shots
And finally, we needed rain to demonstrate the jacket’s waterproof feature. The most budget-friendly way to shoot rain is… to shoot in the rain!
Fortunately, the weather was moderately rainy. We had to prepare a little bit for this process. We made a homemade cover for our cameraman that covered him and the camera. Despite everything, we shot the most realistic and valuable footage possible.
Now I clearly understand that I hate shooting in the rain! The equipment stops working due to moisture, actors and the production crew get wet and cold, running to warm up in the car, which stayed on throughout the shoot.
Behind-the-Scenes of Crowdfunding Video Production
Watch a film showcasing our crowdfunding video production process. We adjusted locations, employed extensive lighting equipment to counteract unpredictable winter lighting conditions, transported all necessary gear, and more. We even started a fire in the forest, ventured out early in the morning to capture essential footage within limited daylight hours, adapted to challenging weather conditions, and carried out our product video production with utmost responsibility.
Post-production Services
Everyone loves this stage of work because it’s the most spectacular and revealing. Cleaning up frames allows us to hide all the production flaws or remove unwanted elements in the background. I even named my Telegram channel after it – “Let’s Fix It in Post.” Adding visual effects helps emphasize the product’s advantages. And compositing scenes helps create locations that are either difficult to shoot or very costly.
There are a few noteworthy scenes that I would like to highlight.
Glasses Reflection Cleanup
The first is the scene with the actor wearing glasses, which was initially a cinematic gaffe. A member of our crew was reflected in the mirrors. So in the post-production phase, we corrected this with CleanUp.
This is the kind of process that involves removing any imperfections, errors, or unwanted elements. Services CleanUp can include removing dust, scratches, lens flare, or other undesirable items.
As you can see, there is no more of this gag in the final product video, and everything looks as realistic as possible thanks to high-quality post-production services.
Simulated Airplane Scene
The second was to create several scenes we needed using footage during post-production services. For example, we needed a shot in an airplane for crowdfunding video production. To make it, we filmed an actor in a green suit and then attached it to the footage. Another scene is an actor in an airport terminal. Here also, the footage was used. We shot the actor on the chromakey and put him in the already prepared frame during post-production services.
Draft Video
Following the shoot, we compiled a draft video to assess shot alignment with the storyboard and other considerations. The draft video acts as a working prototype, facilitating a comprehensive review and evaluation of the content before proceeding with any subsequent adjustments or enhancements.
3D Motion Design
As one of the key advantages of our jacket is its heating feature, we made the decision to incorporate 3D motion animation to visually showcase how it works. This animation includes both fully three-dimensional scenes and two-dimensional motion design, emphasizing the importance of each feature. Such a visual approach allows potential buyers to literally see all the product’s benefits, and this graphical representation often becomes a decisive factor in their purchase decision.
Design System
Since I often work with startups, most projects are developed from scratch.
For the Gamma campaign, we designed a logo, created a design system (colors, fonts, icons), developed the design for the crowdfunding campaign, and crafted numerous beautiful animations and GIFs.
The client received a fully customized and ready-to-launch campaign, prepared for promotion.
Since a significant amount of money was invested in the campaign’s advertising, to maintain the hype and leads, we created a website. We redirected all marketing efforts to this site after the Kickstarter campaign ended.
Photos production
When I work on a project, I always take photos simultaneously with video shooting. It’s always more cost-effective than hiring actors and preparing separate locations for video and photo shoots. In addition, the client gets great lifestyle photos that are far superior to UGC but serve the same purpose. In the studio, we then create staged product photos.
Final Video
My team and I were pleased to participate in this project. We gained valuable experience in shooting under challenging winter conditions in various locations. We also dedicated significant efforts to post-production, which provided us with new insights and knowledge.
So, the campaign raised over $2.5 million and, on Indiegogo InDemand, attracted nearly 10,000 backers, contributing a total of $415,890.
All the investments the client made in the project returned to him multiplied by 5 to 7 times.
All the content that I helped create for the project exceeded expectations by 200%. We generated a vast amount of promotional materials that played a crucial role in attracting funds to the campaign.
Similar Crowdfunding Video Project
I always value collaborating with clients who have a long-term vision, and this is one such instance. The client was so impressed by our crowdfunding video production and the quality of our post-production services that they commissioned us for another project. We commenced filming this project prior to the full-scale war in Ukraine and concluded it in Kyiv, amidst daily Russian missile activity over our country.
FREQUENTLY ASKED QUESTIONS (FAQs)
How Can a Video Boost Crowdfunding Success?
A dynamic and visually engaging video showcasing the product’s benefits is crucial. Crafting a clear script for crowdfunding video production that effectively communicates all features and characteristics can significantly enhance campaign success. It provides investors with a clear understanding of your project, building trust and attracting more potential backers.
What are the Key Steps in Post-production Services?
How to Create an Engaging Crowdfunding Video for Kickstarter?
