What was the scope of their involvement?
We started our engagement with animated videos. Their team created 4–5 explainer videos for us that explained each piece of our company. Then, this past year, we had the budget to create a more significant project. We wanted to do our first live-action commercial.
After signing the proposals in December 2018, we began the scripting process in a collaborative effort. We’re a company that provides a lot of client feedback, so our team analyzed every word or every line of the script. The first draft we threw out entirely. The team at VeracityColab worked with us to make sure they understood the dynamics of the company. The scripting stage lasted a few months. We had to run it through many different departments for approval, and their team consistently followed-up. Since it was an expensive venture for our company, we weren’t trying to rush beyond what we needed.
Then pre-production began, and we had to fight them for a few things. Their team had different ideas in mind for casting and location. We had a say in the tone and look of the entire piece. Our decision-making process involved finding where to shoot, the wardrobe that everyone wore, and the actors cast. We pushed for what we believed in, as they did on their end. Sometimes we won out, and in other instances, they did. At the end of the day, we did have the final say.
We began the one-day shoot of the 90-second commercial in April. The VP of Marketing and I were there throughout the entire shoot, relaying every bit of feedback. They would shoot one scene, and we would watch from the cameras, speaking to the director about our thoughts. We got full coverage of everyone’s opinions. Nothing needed to be reshot before we went on to post.
There were pieces on our end that needed creation. We were working on new logos and branding that we had to send to their team. After receiving the first preview of the rough cut, we worked on any tweaks we had with their team. Much of our feedback had to do with the voiceovers, not anything editing-wise. We ended up signing off on the final product, but they relayed some suggestions and created a stronger call-to-action.
What is the team composition?
There were a lot of people behind the scenes. The project manager and Max (Creative Director, VeracityColab) were our main points of contact. When we shot the commercial, I requested to speak with the director one-on-one about our vision. From the script stage, we worked with scriptwriters, and during the day of production, there were about 20–25 people on set performing a variety of tasks. During post-production, there were editors, color-correctors, sound technicians, and animators.
How did you come to work with VeracityColab?
We’ve worked with them for many years on different projects. When this project came along, VeracityColab was the first group we though out. They had great examples on their website, but one caught our eye and drew our attention.
Our team recently went through a rebranding, creating a story brand. By coincidence, VeracityColab was going through a similar process. Even though we had already worked with them, it made their company feel much more in line with our needs and that they would understand what we wanted in the commercial. This prompted us to start the higher-end project with them.
How much have you invested with them?
For this live-action commercial, we’ve spent $75,000.
What is the status of this engagement?
Our most recent project lasted from December 2018–September 2019.