Video Is All About Storytelling. But Sometimes, You Have to Rethink How a Story Is Told.
Last year, I shot a product demonstration video for Oldcastle APG, for their Amerimix brand preblended mortar.
It featured one of their Sales VPs, Garen Graves, explaining how with Amerimix, you get more mud for your money, compared to traditional cement mixed with sand.
He Was An Effective Presenter
Even though he isn't a professional actor, this sales VP did an admirable job. He appeared natural on camera, and told the story in a simple and straightforward way.
But then Oldcastle decided to use that same video as part of a trade show display.
And that presented a whole new problem.
Most Trade Show Videos Can't Rely on Sound
While not all trade shows are the same, most are noisy and frenetic affairs. Exhibitors have little to no control over where their booth is located, or what exhibitors are nearby.
And they certainly can't control sound levels—if three companies want to blare loud music at the same time, well then that's the way it's going to be.
Because of this lack of control, most trade show videos do not rely on audio to tell a story. There't no guarantee anyone will be able to hear it.
So with that limitation in mind, we created a brand new edit for Amerimix, using typography to tell the story.
In this version, Garen Graves doesn't appear at all. In his place, we used a series of short subheads that help break up the action, and deliver the story point by point, so it's easy to follow.
Here are both versions so you can compare.
Product Demo Version:
Trade Show Version: