How to easily find your script for your product presentation video?
10 case studies, from Audi to Gucci to John Deere.
Want to promote a product that's still in development, but don't have any visuals?
Worse still, don't have any ideas?
This guide is intended for any company wishing to showcase a physical product that does not yet exist, with the aim of:
Raising funds
Finding customers
Conveying your vision.
“Finding ideas for scenarios can be difficult when you don't have time or when you're not feeling creative.
Fortunately, there's a simple solution: Take inspiration from typical scenarios from successful videos from recent years."
Over time, I have explored a wide variety of brands and projects. Here are some references that I have carefully selected for you.
I guarantee that at least one of these videos will contain an idea that you can directly apply to your product presentation.
Some products will not appeal to you, and that's okay!
We're only going to focus on how the products are shown, not the products themselves or the brand.
I invite you to keep an open mind to other sectors. Your competitors haven't dared to seek inspiration from what's being done elsewhere. You'll get a head start.
Audio is an important part of the experience, so we'll also talk about it briefly.
The goal is to give you ideas for writing your script. There will be interesting ideas in each video.
A budget of 5 is proposed:
1 to 2 can be done by one person
3 and 4 require a small team
5 a great team
If you like an idea but don't have an Apple-level budget (99.9% of people), don't worry, we can find creative alternatives that are optimized for you.
About the author:
My name is Nicolas, or "Spatial Nick." I am an engineer and designer by training. I help industrial companies raise funds and find customers using 3D technology. I have helped many companies, startups, and entrepreneurs showcase their products and express their vision.
Enjoy reading!
PS: One of these projects was carried out by Spatial Nick. Can you guess which one?
TRANSPORTS
//
TRANSPORTATION //
AUDI
Year: 2023
Duration: 6min43
Medium: live action + 3D + VFX
Number of shots: 96
Music style: Ambient, Cinematic
Voice-over: Yes, male
Sound Design: Yes
Typical scenario: "The Journey": The vehicle travels to several locations, with each journey and stop showcasing a feature or characteristic.
Description: A couple and a man leave their homes to start their day. The couple goes to the golf course while the man meets up with another man for a mountain biking activity. They all use augmented reality glasses to display navigation information. Door openings and storage compartments are shown and used. The two cars switch to a new mode when driving on gravel roads or snow-covered mountains. The AR glasses system also displays information during golf, mountain biking, and skiing activities. The infotainment system allows them to confirm their evening restaurant reservation. The two men go to a lake and use an Audi electric foil. In the evening, the two couples meet at a restaurant in Vancouver, Canada.
Opinion: An excellent clip, with a gentle rhythm in keeping with the brand's premium tone. The visual quality of the effects and the integration of the vehicles is spectacular. Only a trained eye will notice a few elements that are slightly less excellent than in a Hollywood movie. A benchmark in every respect. A Special mention for the skiing scene, where you can feel the thermal comfort. A close-up shot of the user's hand, coupled with the warm colors of the interior, evokes the comfort of a chalet.
Estimated budget: 5/5
POLESTAR
Year:2023
Duration:0min30
Medium: real + VFX
Number of shots:10
Music style: cinematic +epic
Voice-over:No
Sound Design: Yes
Typical scenario: "The Teaser" Often short, this contemplative scenario only includes information about the product's appearance and character. No explicit information is given, but it generates curiosity. Ideal at the beginning of a presentation or to build excitement ahead of a public announcement.
Description: The vehicle moves through a blurry, colorful environment, evoking speed. Vibrations and chromatic aberrations correspond to the codes of technological innovation, while bringing a sense of freshness. The vehicle is partially stretched in the same way as the blurred environment. At the end, classic, powerful, and sharp angles affirm the robustness and reliability of the product. No intro or outro.
Opinion: The innovation of a product is also demonstrated by the way you show it. Here, Polestar innovates with a bright color palette and blur and distortion effects rarely seen in the automotive industry. With an audience of young adults or tech enthusiasts, it works. A very good introduction just before talking about the model's new features.
Estimated budget: 4/5 (Possible in 3D at 2/5)
ZAPATA
Year:2023
Duration: 0:48
Medium: 3D
Number of shots:34
Music style: epic + hip hop
Voice-over:No
Sound Design: No
Typical scenario: "The Teaser" Often short, this contemplative scenario only includes information about the product's appearance and characteristics. No explicit information is given, but it generates curiosity. Ideal at the beginning of a presentation or to build excitement ahead of a public announcement.
Description: The vehicle is placed in a hangar, and we first see details such as logos, stickers, and textures. Then, the vehicle is shown in its entirety. Lighting effects and camera movement give rhythm and evoke the vehicle's dynamism.
Opinion: The brand's character is well conveyed, with a strong emphasis on the technical nature of the product. The absence of effects and embellishments allows the viewer to focus on the product design. As there is no additional information, curiosity is piqued, and we want to understand how this innovatively shaped vehicle works. This simple video, which was unveiled at Viva Tech 2023 alongside a 1:1 scale prototype, is a successful gamble.
Estimated budget: 1/5
CITROËN
Year: 2021
Duration: 0min57
Medium: real
Number of shots: 55
Music style: pop + claps
Voice-over: No
Sound Design: Yes
Typical scenario: "The Journey": The vehicle travels to several locations, with each journey and stop showcasing a feature or characteristic.
Description: A couple quickly loads their vehicle with accessories. We see storage spaces and the various bags available. They then leave their home and quickly arrive at the seaside, where they start swimming. At this point, the story unfolds in several scenes: roads, the man's office, the garage with an electrical outlet, and two spaces by the sea. Film inserts evoke authentic and simple memories, like those experienced by the parents of these young people. This spirit is reflected in the man's office, where he works with paper and pens. Wireless speakers and phones are shown, and some shots are filmed with a drone. This emphasizes that the product fits into a contemporary lifestyle. The vehicle is often shown from below or close up with a wide angle lens to make it look robust and stable.
Finally, we end with a backlit sunset, where the camera angle shows an oversized Ami, as massive and protective as a 4x4.
Opinion: The very fast pace of the video may seem too pronounced, but the target audience should be receptive. The richness of the shots creates a complete universe with a particular focus on the lifestyle of users: a third of the shots do not feature the vehicle. The way in which the product is made to look more robust than it really is is an interesting choice by the brand. This limited series of 800 units in Europe sold out in 10 hours, which is a resounding success.
Estimated budget: 4/5
INDUSTRY
//
INDUSTRY //
JOHN DEERE
Year: 2021
Duration: 1:31
Medium: 3D + Real
Number of shots: 27
Music style: electronic
Voice-over: Yes
Sound design: No
Typical scenario: "The explainer" is a presentation in which the problem is outlined at the beginning, then the solution is explained point by point, with a conclusion.
Description: A wide shot with voice-over at night shows us two vehicles on a construction site. A low-angle shot takes us under a backhoe loader. We then see a container onto which real images are projected. The voiceover reveals the context and the problem in two sentences, then begins to address the solution in the third. The choice of 3D/real mix is carefully considered. Experience and expertise are presented with real shots to demonstrate the projects that have been completed. 3D shots are used to simply present the motorization architecture. A real shot would have required significant resources and would probably have produced a poorer result. The 3D evokes product design and the future, and demonstrates the ingenuity with which projects can be carried out. The voiceover explains that it is not necessary to start the design from scratch, and that the solution is flexible and scalable. All these strong benefits are followed by a call to action, which invites viewers to explore the possibilities of electrification.
Opinion: This is about services, not a product. The choice of an "explainer" is therefore entirely appropriate, as it allows complex issues to be communicated. The very brief introduction is a strong asset. The simple 3D is effective. The projection of real images onto the container creates a strong and subtle link between the past world of experience and the future world of endless possibilities. It is clear here that what the audience expects is not superior image quality with special effects to sell a dream, but rather corporate communication on complex issues. The target audience is corporate or technical. It is probably not used to being addressed with such visual care. We therefore stand out by using content such as this.
Estimated budget: 1/5
NEOPOLIA
Year:2023
Duration:2min22
Medium:3D
Number of shots:4
Music style:Lounge
Voice-over: No
Sound Design: No
Typical scenario: "The journey" presents a series of viewpoints, one after the other, in the form of a list. Ideal for reinforcing consistency between elements: products in a range, family of companies, use cases.
Description: A title shot shows the name of the company and the context of the product, namely an airplane. The interior of the aircraft is shown in its entirety, then a zoom brings us closer to the first element. This is the beginning of a long sequence shot that will last almost 2 minutes. Twelve companies will be presented in turn, with an insert pointing to their product, which is subtly surrounded by a halo. This clearly isolates each object from the rest of the setting. A transparency effect is used for an electronic card. Metal seat frames spring up from the floor, catching the eye and reinforcing attention.
The last company, which does not have a physical product, is presented in a different insert.
Note: This video is intended for the International Paris Air Show. This scenario and sequence plan are well suited for continuous playback on screens, like an animated display window. Passersby immediately understand the concept, which creates familiarity. The result is more time spent in front of the booth, which can lead to more conversations. The realistic lighting, colors, and materials demonstrate credibility and attention to detail. Indeed, the quality of the medium will reflect the quality of your company.
Estimated budget: 2/5
LUXURY & APPAREL
//
LUXURY & APPAREL //
ZEPHALTO
Year: 2023
Duration: 1min18
Medium: 3D + live action
Number of shots: 22
Music style: ambient + orchestral
Voice-over: No
Sound design: Yes
Typical scenario: "The Journey": The vehicle travels to several locations, with each journey and stop showcasing a feature or characteristic.
Description: The capsule suspended from its balloon moves peacefully through the air before reaching the stratosphere. We discover natural landscapes and the Earth as seen from the sky. This evokes the "Overview Effect," the feeling experienced by astronauts when they see the Earth as a whole. A traveler is shown, dressed in everyday clothes.
Opinion: The product is mainly shown from the outside, which helps to preserve some of the mystery of the experience. The landscapes and views in the clouds are accompanied by slow music. This envelops us in a cocoon of softness. The sharp reflections on the capsule and balloon evoke high-end quality and reliability, which is at the heart of the vehicle and the experience. Simple 3D and real shots emphasize the sustainable aspect.
Estimated budget: 3/5
GUCCI
Year: 2022
Duration: 1min00
Medium: real
Number of shots: 37
Music style: ambient + chords
Voice-over: Yes
Sound Design: Yes
Typical scenario: "The Journey": The vehicle travels to several locations, with each journey and stop showcasing a feature or character trait.
Description: A young woman takes us on a dreamlike journey, expressing her relationship with her passion. We travel in a car with an invisible driver, passing through nature and encountering a horse and a guitar. The product, a handbag, is a travel companion, which we rarely dwell on. Here, the focus is on the artist.
Opinion: It is enriching to draw references from other fields. In the luxury sector, it is common practice not to talk about features, but rather to create images that appeal to the emotions. Here, this is done with gentleness and depth. Watch this video several times and you will see more and more details. The writing, production, cinematography, and technical mastery are exceptional.
Estimated budget: 4/5
SALOMON
Year: 2022
Duration: 0min43
Medium: real
Number of shots: 24
Music style: ambient
Voice-over: No
Sound design: Yes
Typical scenario: "The functional" Each feature is shown and explained one by one, highlighting the benefits.
Description: Two scenes are presented simultaneously in the form of a split screen: a studio with a product and a natural environment in which two users are using the product. The features are presented one by one, with a title and through close-up shots. We see water and mud coming into contact with the shoe. The abstract, fluid music evokes the natural freedom that the product provides.
Opinion: The split screen in the form of rectangles creates an interesting and unusual effect. On the one hand, the slow-motion shots create a feeling of calm and control. On the other hand, the speed at which the inserts appear evokes a high level of technicality and complexity. The message is: enjoy your activity with peace of mind, our engineers have created a sophisticated product that works.
Estimated budget: 4/5
ELECTRONIC
//
ELECTRONIC //
APPLE
Year: 2023
Duration: 9min21
Medium: real + VFX + 3D
Number of shots: 78
Music style: cinematic + ambient + epic
Voice-over: Yes
Sound Design: Yes
Typical scenario: "The functional" Each feature is shown and explained one by one, highlighting the benefits.
Description: From the very first shot, a major feature of the product is shown: you can see the face through the product. Then, the introduction puts what the product does at a high level into context in a living room, on the home screen. By linking it to their existing applications and products, they create familiarity. They then present human-machine interactions: the eyes, hands, and other users.
Each use case is then presented. We enter another living room with a man, and this begins the photo/video section. In other rooms, we discover the meditation feature, then a movie. Each of these shots incorporates VFX to show what users see, giving it a magical and futuristic feel. A gamer then launches a game on a large screen, a professional launches a presentation during a video call, and finally we are transported to an airplane, which puts the isolation feature into context. The music and sound design are tailored to each situation and support the message. In the second part of the video, the design and technology are presented.
The textile materials are shown up close, the ergonomics are highlighted, and the power is explained. Each sense that will be stimulated by the product is carefully described: audio, touch, sight, and proprioception (the sixth sense that allows us to feel our own body). The technology is described using comparisons (4K TV) or superlatives (Our most advanced, phenomenal performance, incredible speed). In conclusion, the main points of the video are reviewed one by one with a summary.
Opinion: The strength of this video is its structure, which gets straight to the point from the outset, puts use cases first, relays the technology last, and provides a summary, all with a rhythm that alternates between rest and acceleration. If you want to create an interesting product presentation video, resist the urge to talk about the technology first, even if it's part of your company's daily business. The visual effects are stunningly pure. The soundtrack is particularly well crafted, with touches of voice and textures placed just right.
Estimated budget: 5/5
