When Arborica called and asked me if I would create a brand positioning video, two things went through my mind. First, “Hell yes! It would be an honor to help tell that story.” Second, “How are we going to create a video that even gets close to the experience of visiting Arborica?”
We had an excellent starting point with Evan’s clear sense of Arborica’s market position and his laser focus on the audience with which he wants to connect. As we dug into pre-production, a conversation emerged that went something like this:
Tyler: Who is the audience? What is the message?
Evan: Architects and designers. What sets us apart is our scale and our capacity. We can handle the big projects.
Tyler: How do you think we should tell this story?
Evan: Well, I have a crazy idea that probably won’t work. One big fly-through that shows everything.
Tyler: I love that idea! It would be challenging to shoot. But I think we can pull it off. This isn’t usually how these videos are done these days…this could fail. But if it works, it would be powerful. What do you think?
Evan: I’m in.
Tyler: I know a great drone pilot…