Product Launch

Ready (formerly Argent) is a crypto super-app. They’ve raised $56m to date and were about to launch a new brand called Ready Wallet. Ollie Armitage, who is their Marketing Lead, came to us because his team wanted to make a video that articulated the vision behind the new brand. 

The video would be mainly for Twitter where Ready has +400k followers as well as LinkedIn. 

For this project, we made 1 x hero video and 3 x cut-downs for social. Read on to see what we made and how we made it. 

Objectives

The first step as always was to define the objectives for this project. As Ready was already a well-known name in the crypto community with +400k followers on Twitter, the main goal for us was to articulate their vision for the new brand in a way that was consistent with the old brand and original mission. 

Based on this objective, we decided that the main video would feature the Founders as well as the Creative Director of Ready. It would be 2-3 mins long and split into the following sections

1. CEO announces the new brand 

2. CTO showcases the product

3. Creative Director connects the new brand with original mission 

In addition to the main video we would also create 3 x cut-downs for LinkedIn dedicated to each section.

Storyboarding

Ready’s Marketing Lead Ollie Armitage put together a great script and then it was our job to turn it into a storyboard. 

We decided that being ‘ready/Ready’ would be the key theme for the video so we wanted to visually connect those two concepts by showing founders “getting ready” and showing that the brand is called “Ready” 

Get it? 

The first 30 seconds of the video is the most important for two reasons. First, it’s the section everybody will watch. Second, audience engagement here will determine whether the algorithm distributes it to more people. 

Based on this we came up with a fast-paced sequence where the Founder walks through the city into the film studio. We would then show some behind-the-scenes shots as the Founder then looks into the camera and says “We are Ready”  

The video would then cut to a countdown animation that showed the new Ready brand before switching to interview shots of the CEO, CTO and Creative Director. 

In order to transition between the different shots we would shoot some nice b-roll and also have one fun whip-pan off-screen to reset the flow of the video. 

Once we got the storyboard signed off we put together a shot-list so we knew what footage we had to capture on the day. 

Location Scouting

We scouted a few different locations for this shoot but ended up choosing this great place in Hackney Wick. 

We liked it because it was big enough to set up 3 different shots and it had unique elements that would create a nice backdrop to the interview shots. 

We sketched out a rough floor plan to help us figure out where we should put the lights on the day we settled on the below for one of our set-ups. 

Filming Day

We’d booked the location for 8 hours (8am - 4pm) which ended up just enough time for us to set up 3 interview shots, get some b-roll and do a quick tidy-up at the end. 

The only challenge with this location was that the sun kept moving throughout the shoot so we had to improvise our lighting set-up a few times. 

Editing

We got most of the footage we needed from the shoot but decided to elevate the video with this cool cash animation. 

We also used a stock video of the London cityscape to set the scene at the beginning, which we colourgraded to make it look consistent with the rest of the footage. 

Overall the editing turned out to be a breeze because we had a solid storyboard and script from the very beginning. 

The only feedback on the first draft was to cut out a few sections in order to shorten the video. 

Additional deliverables

As the video was already getting too long for socials, where the recommended duration is < 60 seconds, we decided to create cut-downs of each speaker in vertical format for LinkedIn. 

That’s it for Ready. If you’d like to chat about an upcoming video project – book a call with us here.