Case Study: Bluecore’s 2021 Keynote
Client
Bluecore is a marketing technology company that works with the fastest-growing retail brands to intelligently connect casual shoppers to the product and offers that transform them into lifetime customers.
Requirements
During the height of the pandemic, Bluecore could not hold its usual yearly Summit which would normally involve a Keynote presentation from their CEO. They came to us to create a video they could use in place of that in-person presentation. They wanted to feature a client of theirs who would be filmed in Columbus, and also wanted their leadership team filmed in NYC.
Creative
The Bluecore team gave us some great reference material to inspire our concepts which helped us immediately hone in on some ideas that they loved. One big consideration for the creative process was that with a 20-minute run-time and relatively dense material, we needed several strategies to work together to help keep the material digestible, and the video from feeling like it was dragging on. The concept we all ended up agreeing on involved a Brooklyn Loft, floating cameras, and split screens, broken up by sequences of collage-style animation.
“The initial concepts and scope were so well thought out and got us very excited about the project. Jump Point brought creativity and expertise to the project that complemented Bluecore’s internal skills.”
Pre-Production
Coordinating all the details for the shoot from Chicago added a layer of challenge to the project, but we were able to utilize to great effect the established relationships we have with New York based directors and crew. Those partnerships were critical to the success of the shoot and project. We also developed safety protocols for our crew and the client to follow that involved PCR testing within 48 hours of the shoot, designated areas for specific crew members on each floor, and a separate location across the street for the client to monitor the shoot from. At the same time we had to work with a Columbus-based crew to plan and coordinate the other shoot day where one of Bluecore’s clients would be recorded.
Production
The shoot took place in two days: one in NYC and one in Columbus. Everything was coordinated remotely on both days via livestream from the Jump Point team in Chicago and Bluecore’s marketing team in NYC. There were a ton of moving parts, but with all the preparation that went into this shoot on both our and Bluecore’s side, it was a relief but not a surprise when the shoot went off without a hitch.
“Filming this was an absolute highlight of the project. The team was so professional and made the Bluecore team feel so comfortable.”
Post-Production
The edit timeline for this was very fast considering the long runtime, and the many elements involved in the animation and splitscreen. Thankfully we were able to collaborate with Bluecore’s design team to get a lot of the design elements created that would be used for the animation even before the shoot was done. After the shoot, we sourced high-quality retail-focused stock footage to help provide more interesting visuals and some context during the rest of the talk.
“The end result is an OUTSTANDING product. It’s so clear how much thought went into this production from all angles. We have never taken on a video project of this caliber in Bluecore’s history, and together we created something we can all be very proud of.”
Timeline
Bluecore came to us in early December with the brief and we had pitched and agreed on a final concept just one week later. COVID and the holidays presented challenges for pre-production, but we were able to get everything ready for a mid-January shoot. Post-production was left with only four weeks to integrate the animated elements, and get the entire 20 minute talk organized, mixed, color corrected and set with music and graphics. Start to finish this was a 10 week process that went over the winter holidays.
