The Projects that Challenge Me, are Usually My Favorite.
- Jan 12, 2018
- 2 min read
When working on a video for IBM’s Bid Optimization, I had no clue as to what it was and how I was going to explain it. Especially not in an entertaining way.
IBM was looking to create an internal video explaining Bid Optimization and how they were leading the charge on the technology. I was tasked with creating a video that was engaging and humanized the story of Bid Optimization. After the initial download, I gathered the team to figure out how we were going to make this work. I knew we needed an anchor point in the video for viewers to connect with and see themselves in, but beyond that I was lost.
Leaning on my team, we came up with the idea of showing all the information and insights that surround a single person everyday. Using NYC as a backdrop was the perfect setting. It allowed us to play off of the incredible number of people and data, but still focus on the individual.
Shooting the opening scene in a studio, we then ventured out to the Flatiron District and took advantage of a beautiful spring day. From there we mixed what we had shot with some stock footage and put together what I thought was a decent rough cut. The client didn’t share my view.
You learn a lot about yourself when you are proud of something and it gets ripped to shreds. After a grueling call, I knew the team was looking at me to figure out next steps. While I was beaten and defeated, I knew I had to dig deep for the team, but I wasn’t sure where to go. We had the bones for this video, we just had to flesh it out. I knew I wouldn’t be able to fix this alone, and the team was ready to put in the work. As a group, we worked hard to figure out how to create that missing piece. Once we talked it through the animators went off and worked their magic.
The next day I got to the office early and the animators were still there. They had pulled an all nighter and were excited to show off what they had done. What they had created was exactly what the video needed. The graphical style they developed, created a seamless weave that allowed us to move through the video and highlight all of the key points the client was looking for.
The next call was drastically different. The client was elated with the latest edit and couldn’t wait to show the rest of the team. They thanked me and I immediately turned the thanks to the team. I wasn’t an island on this one. What happened next was a bit of a shock. IBM was so happy with the finished product that they decided to share it publicly. Once that was announced, ADAge had picked up the video. The cherry on top of this sundae was that Jon Iwata, IBM’s Chief Brand Officer, had tweeted the video.
Without the writer, editor, and animators on this one I would have been sunk. That day, I learned that I needed to trust the team and lean on their strengths.
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