SketchUp for iPad Launch Case Study
Project Objective
When SketchUp, a premier 3D design software product, was preparing to unveil its iPad app, they came to 6162 Productions to produce the launch video. They wanted a creative way to show their current and prospective customers the new app and how it allows you to design on-the-go with capabilities specifically built for iPad. The main theme and message they wanted to convey was that “inspiration can strike at any time.”
Our Solution
Our team talked in depth with the product manager and their video team to learn more about the app and its capabilities to be sure we accurately portrayed it in the video. We asked a lot of questions to fully understand the client’s wants, needs, and desires before planning the shoot.
The creative approach was to make a designer the “hero” of the video and illustrate a common architectural design project pain point: you hit a creative block while sitting at your desk and need to step out of the office and reset. We created a story arc that would be relatable to other designers by following the designer for the life of a project.
In the story, the designer was frustrated with being stuck on using square windows for the building exterior, so she grabbed her iPad, took a walk in the city, and was inspired by a round design element on a building. She was able to open SketchUp on the iPad, make notes, go home to work on her comfortable couch, and easily collaborate with her team through the app. In the video, you can see the real-world project come to life from concept to construction as she works with the architect on the construction site and then we reveal the finished building.
How We Made it Happen
For all our projects, we operate like a collective, finding the right team and strategic partnerships for the scope and budget of each video. This was a large project that required location scouting, casting, scripting, permits, and more to achieve the client’s objectives.
During pre-production, we:
Designed all the shots and compositions needed, keeping a clear vision of the final video in mind.
Worked with SketchUp’s product copywriters and another writer on our team to draft, revise, and finalize the script.
Along with the client, worked with a casting agency to find the right actors to play the designer and construction worker, and also cast a voiceover artist.
Conducted extensive location scouting to find a building with the round window design element and a modern, comfortable apartment. The locations were equally as important as the actors to ensure that everything had the right aesthetic. For example, one reason we selected the apartment was because the couch was almost the exact color of the SketchUp logo! Throughout the process, we communicated with the client, showed them spaces, and collaborated to select the best options.
Hired our crew, which included a cinematographer with extensive commercial experience, an assistant camera operator, a gaffer, a grip, a hair and makeup artist, and of course craft services to keep everyone fed and fueled.
Before we could begin filming, we secured city permits to shoot at the construction site and building that sparked inspiration.
Yetzi, are you ready for your close up?
We spent two production days and because of the thorough pre-production work and solid team, everything ran smoothly and efficiently. The client was on location as we filmed, was involved in the decisions, and ensured the product was integrated correctly. All the on-screen shots of the app were approved and some elements were added later in post-production.
Our collaborative approach with the client continued in the post-production process, working with them to ensure the pacing and style was in-line with their brand voice. We offered multiple music track options and chose an upbeat, soulful piece that gave the piece the “cool” feel they were going for. After a few rounds of revisions, the promo was ready for the product campaign launch!
Behind the scenes footage at the SketchUp video construction site
Client Feedback and Results
Matt Robison, Media Production Specialist at SketchUp, was thrilled with the process and final product. He said, “With a big product launch coming up, we knew we had to elevate the campaign’s visual storytelling to a whole new level. The 6162 team delivered the highest caliber of not only production quality, but also creative collaboration and professionalism.
The experience of working with 6162 Productions was outstanding! They went above and beyond in all phases of production. From ideation with our brand’s emotional resonance as a priority, to sourcing the best talent in front of and behind the camera, it was a joy to know our project was in the right hands.
They addressed our feedback promptly, and executed all the deliverables on time and on budget. It was a pleasure to work with 6162 Productions. I absolutely recommend them for all your production needs!”
As of March 2023, the video has had great results:
-3% click through rate (CTR) on the call to action
-85.9% Average Percentage Watched (much higher than the industry average of 50-60%)
Check out the video below, which is being used on SketchUp’s website and social media channels to promote the product launch:
Do you have an upcoming video project?