What was the scope of their involvement?
We met with Fernando (Brand Strategist & Producer, Cowan Agency) once to scope out the project and define the requirements. We gave him the creative freedom for our product overview video, but we presented stricter guidelines for the demo video, only because it was going to be much more technical. Fernando created the storyline for his video, and we created the storyline for ours. Once those were complete, we exchanged feedback and gave approval.
Fernando assisted with the search for an actor for the videos, but we ultimately selected one of our own customers because we thought he would be the most convincing doctor. We brought Fernando and his team to two production sites: a studio to get some sophisticated product shots and the actual hospital where we have implemented the product. Fernando interacted well with the physicians and coached our actor/doctor as much as he could.
Once we finished filming, we left Fernando to his own devices to edit the videos. He returned a few weeks later with the first iterations of the videos. Overall, his work was high-quality, but we had to make a few rounds of edits with the demo video. Fernando was extremely accommodating in that regard—not limiting us to a specific number of revisions. One video is 2:30 long, and the other is 4:30.
Not only did Fernando complete the videos and exceed our expectations, but he also helped us formulate a go-to-market strategy to monetize the videos. He walked us through the landscape of our competitors and their digital marketing efforts. Fernando helped us define what the sales funnel should look like with these videos.
What is the team composition?
We predominantly work with Fernando. He brought in assistants and a cameraman when necessary, and many of the edits, I believe, are done by contractors he hires.
How did you come to work with Cowan Agency?
Our CTO searched for a production agency, and we were drawn to Fernando’s portfolio. We appreciated his attitude toward creating the videos and trying to accomplish the goals behind the videos, which were to increase sales and awareness.
What is the status of this engagement?
Our engagement began in March 2019 and remains ongoing. The videos were complete by the end of April, but we are still working on the go-to-market strategy.