filtration group
4-minute version of About Us/Mission video module
Filtration Group Video Modules
Client:
Filtration Group’s mission is to make the world safer, healthier, and more productive by providing mission-critical filtration solutions that are designed to enable advanced healthcare capabilities, provide clean air, and drive productivity.
Role:
I served as Creative Director for this project, which centered around creating a series of videos, for the purposes of increasing awareness of the brand and culture, and attracting talent.
The Brief
Goals:
The primary goal was to explain what makes Filtration Group unique and attractive in the areas of Mission, Life Sciences, Indoor Air Quality, and their 80/20 Business Model. The intention was to create evergreen assets, that could be used on their website, YouTube channel, and any other ancillary promotional materials.
Audience:
The target audience for these videos were potential future employees, and companies that could either become a part of the Filtration Group family or could use their products and services, who connect with their mission and value proposition.
SCOPE:
The scope for this project covered four 3-5 minute videos, which included 4 executive interviews, 4 employee interviews, 1 customer testimonial, b-roll, and a standard graphics package. The client would be responsible for writing the script, but we would advise and provide feedback if needed. Any additional coverage needed would be filled with the client’s existing interview and b-roll content.
We produced 2 local shoots, in Buffalo and Atlanta, and 2 remote shoots, in the U.K. and Germany.
Team: Account manager, production coordinator, producer, production crews, post-producer, 2 editors, assistant editor, graphic designer, 2 motion designers, VFX specialist
Budget: $50,000-100,000
process
Creative treatment
My creative process started with a deep dive into researching the brand, followed by a creative explore and questionnaire with the client to understand their needs and goals. I then synthesized everything into a consolidated creative treatment, to get their final buy-in, which guided our look and approach, from production to post. Before shooting anything, we had a fully fleshed out script breakdown, which helped make both the filming and editing much more efficient and effective.
motion graphics look & feel development
Based on the creative treatment and brand guidelines, we fleshed out our graphics style, before starting any motion design or animation, which also made that process much more efficient and effective.
Brand Guidelines
Motion Graphics Look & Feel
cinematography
Our overall cinematography style was designed to align with and reinforce Filtration Group’s brand narrative.
We used a bright and soft lighting style to create a feeling of approachability and trustworthiness. We framed our shots on the wider side to create an overall feeling of spaciousness, while allowing us to reframe in post for tighter angles in more intimate moments. Interviews were filmed with 2 cameras for visual variety and flexibility in post. Our B-Camera was on a slider to create a feeling of momentum and forward movement.
We finished the color grade with daylight white balance and neutral saturation to create a natural feeling.
Portal Element
It was important to Filtration Group that we convey how they create a wide variety of filter types, beyond just water and HVAC filters.
In order to show this, I took inspiration from the Portal Element in their brand guidelines, and used the orbiting blue and green particle arcs to highlight various places where you might not expect to find filters.
We leveled up the original portal concept, by giving it a 3-dimensional wrap and optical warping, making it feel more integrated into the environment of the footage. As a result, this important opening sequence more clearly communicated its intention with increased visual interest.
Limitations & SOlutions
For our primary executive shoot, the client wanted us to film 4 interviews and capture b-roll in the same day. In order to accommodate this request, we added on a 2nd unit dedicated to b-roll, which would operate independently and film simultaneously. We hired a Steadicam Operator to capture the b-roll, so that they could move quickly, with a limited footprint in a working factory, and create footage that added a flowing momentum to the edit. I briefed the Steadicam Op with the shoot details ahead of time, so that he was prepared on the shoot day and could operate independently, while I directed the interviews. We coordinated the schedule between the 1st and 2nd units, so that they would not overlap or interfere with each other.
The client also wanted to capture some international interviews, but we didn’t have the budget for international travel, so we hired local crews and directed them remotely. I briefed and prepped the local teams ahead of time, making the recording session smooth and efficient.
