Our latest video project is for an IT company, Tavve, which makes a hardware firewall product targeted at businesses and institutions for which data security is critical. Much to our delight, they gave us free rein to interpret their product’s value proposition and to present it in any way we saw fit. We salivated over the prospect of complete creative control, and set to work strategizing and planning the video.

The first question we asked ourselves was “how can we appeal to our client’s target market and get the message across effectively in an unconventional way?”. We pondered this question at length, then decided to start with some very basic marketing questions. Being a marketer by training, through experience and at heart, I introduced my team to the ever dependable 3C and 4P framework, focusing specifically on the variables we had control over.

Our first task was to understand who Tavve was and what was different about their product, the ZoneRanger. What we learned is that they are an innovative, forward-thinking company that makes a product that answered the data security question in an extremely inventive way. They approach data security from a very different perspective than anyone else, their value proposition is very real and their product can help companies save a LOT of money.

Next, we sought to learn about their existing and prospective customers and the products and technologies that their competitors champion. The industries that their customers operate in is broad, covering financial, medical, insurance and government institutions, among others. The systems these institutions use today are complex, expensive and at times, unwieldy. We knew we had to hammer home the point about how the Tavve product simplified security management and offered the same level of performance at a lower cost.

Armed with all that info and those findings, we crafted a story that would appeal to Tavve’s audience (and hopefully, a few more people than that!). We combined a cool building, some tough guys, guns, a lovely firewall administrator and a cerval cat with a custom score and sound design to produce THIS VIDEO… our take on what corporate and product promotional videos can and should be; fun, engaging, produced well and effective at getting the message across to their intended audience. We hope you enjoy watching it as much as we did producing it.