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Feb '18 | Be Adventurous: Gaimglass

Remember: the creative process is, in fact, a process.

Iterations are just part of the game, and this was certainly the case when filming a product demo for Gaimglass introducing their new FPS precision gaming product.

Our Challenge

Product demo video production requires some back and forth and we had to employ smart iterations that didn’t mean doubling the budget. We did so by employing specific check-ins after each phase of production.

Tips for Marketers Who Skim:

  • Create concrete check-in points during each stage of production and don’t move forward until every stake holder is on the same page.
  • Whenever possible, do test shoots before production. Because sometimes you have to see what doesn’t work in order to realize what works.
  • By interviewing the Gaimglass team during the final two hours of production, we were able to capture enough soundbites to create a secondary product video for investors.


San Francisco Production Company

Gaimglass Product Test Shoots

Patina Pictures created an amazing video for us that far exceeded our expectations. We loved working with K’Dee and her team. They listened to our ideas and made us feel like we were an important part of the process each step of the way. Under K’Dee’s guidance, organization, and ability to come up with creative solutions, our video was completed on time and on budget. I would highly recommend Patina Pictures and we hope to work with them again soon! 

~ Founder, Gaimglass

Create Scheduled Check Ins

There are a lot of opportunities for the creative process to go wrong, and lack of communication is the reason behind most errors. When the scope is large and the budget is tight, we suggest scheduling strict check-ins to safeguard against these errors because even the smallest set back can cost time and money.

For Gaimglass, we imposed a check-in after each step of the process:

  • Discovery: Before beginning the script, we narrowed in on typeface treatments, editing styles, and animation designs we wanted to emulate.
  • Scripting: Google Sheets is great for scripting! Each stakeholder had their own column and was able to make comments and suggest revisions in real time.
  • Pre Production: Before filming, we decided on what additional visuals and game play would be incorporated into the cut.
  • Production: During production, we set up Video Village so the clients could watch each product shot captured throughout the day.

Once we got into post production, there were no surprises. We all knew what was captured, and were excited to put the pieces together.

Perform Test Shoots

Whenever possible, do test shoots before your product demo video production day. Especially if you’re capturing a new product. In the case of Gaimglass, we wanted to experiment on how best to light the product’s plexiglass so that it didn’t create unnecessary shine or distract from the gameplay. After experimenting with several techniques that didn’t work, we discovered the perfect shooting style. Remember: you don’t always know what works until you see what doesn’t work.

Get the Most Out of Production

Studios, camera crew, and equipment is typically billed at a 10 hour day. So in order to get the most value out of every production, we spend a lot of time meticulously scheduling our production days. While scheduling Gaimglass, we discovered a surplus of two hours toward the end of production and thus pitched the clients on capturing interviews from the founder, as well as two early adopters. So instead of delivering one video, we ultimately delivered two: a top of funnel product promo and a more technical product story that could be sent to investors. 

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K'Dee Miller is the Founder & Creative Director of Patina Pictures.

Her feature films have premiered at Sundance Film Festival, AFI Fest, Newport Beach Film Festival, among others. Her corporate video clients span from technology companies such as Microsoft, RingCentral, DocuSign and Adobe, to Bay Area nonprofits such as Team4Tech and Hamilton Families.

She's studied her industry from every angle, receiving production training from The Juilliard School, an MFA of Writing from University of San Francisco, and a BFA of Acting from Marymount Manhattan College.

She is currently in the process of writing a memoir about growing up in the wilderness of Alaska.