Making compelling product videos

1. “The Perfect Content Delivery
System”: A Sandwich Video Guide
to Making Compelling Product
Videos
#WistiaFest / @sandwich

2. #WistiaFest / @twitter-handle
Conceptualizing the
Video

3. #WistiaFest / @sandwich
Using Sandwich’s Creative
Process with Your In-House Team
• Separate yourself from your product. Pitch your product to
potential users to find out what they view as the most compelling
thing(s) about it.
• Brainstorm as a group.
• Consider multiple video styles and choose one that best supports
what you want to share about your product.
• Consider casting outside talent.
• Plan ahead for post.

4. #WistiaFest / @sandwich
The Direct-to-Camera
“Spokesperson/Explainer” Video

5. #WistiaFest / @sandwich

6. #WistiaFest / @sandwich
The Direct-to-Camera
“Spokesperson/Explainer” Video
• Compelling character who oftentimes embodies brand
characteristics and/or is relatable to target audience
• Tone of familiarity, like sharing something with a friend
• Explicitly explains product features and benefits
• Great for apps, products that may not be super
visually interesting, more complex products or
unfamiliar concepts

7. #WistiaFest / @sandwich
The Lifestyle Video

8. #WistiaFest / @sandwich
• Aspirational
• Often uses voiceover
• Generally a fair amount of product shots
• Great for connecting emotionally or intellectually with an
audience, are generally less comedic
• Good for products & services with which an audience
may already be familiar or that lend themselves to
interesting metaphors
The Lifestyle Video

9. #WistiaFest / @sandwich
The Documentary or Docu-Style
Video

10. #WistiaFest / @sandwich
• Can be an actual documentary (interviewing
founders, people at the company, product users),
docu-style (shot and edited like a documentary but
with actors), or mockumentary (using documentary
style and tropes for comedic effect)
• Can lend a “testimonial” aura of authenticity
The Documentary or Docu-Style
Video

11. #WistiaFest / @sandwich
Narrative Video

12. #WistiaFest / @sandwich
• Similar to a short film, tells a story about characters
using the product
• Uses actors (Sandwich almost always uses actors
for all videos)
• Good for connecting with viewers on an emotional
level
Narrative Video

13. #WistiaFest / @sandwich
Using Actors
• Potentially stronger
performances
• Good for different styles of
videos (narrative, lifestyle)
• Increased opportunity for
diversity and inclusion
• Downside: They’ll cost you
more!

14. #WistiaFest / @sandwich
Boost Your Post
Game

15. #WistiaFest / @sandwich
“We’ll fix it in post!”
• Organize your assets. Develop a folder structure
and naming conventions that work for you and your
team and use them for every project.
• Hire freelance specialists
• Give yourself enough time
• Attention to detail is key!
• Hire a post supervisor

16. #WistiaFest / @sandwich
Using Motion Graphics

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18. #WistiaFest / @sandwich

19. #WistiaFest / @sandwich

20. #WistiaFest / @sandwich
Wrap Up