Our team recently created a promotional video for Electric Vintage, who specialise in electrifying classic cars and installing custom built screens for digital advertising. 

Our brief was to create a video which would appeal to brands who advertise to consumers. The client wanted the video to reflect the ‘cool’ factor of their innovative approach to advertising. Electric Vintage reached out to a few video production companies but they chose Bold Content because of our experience filming cars and working with the automotive sector.

The video is designed for a social first audience but it also needed to work on a website landing page to communicate who electric vintage are, what they do and why people should care.

To achieve this, we first set out on our strategic process, which involves asking the right questions to determine who the audience are and the mindset shift we need to take them on. 

In a brand video we take viewers from being unaware that the brand exists, through the realisation that the product or service could help them, to a place where they are intrigued enough to want to enquire further. We call this the mindset shift and it’s something we work hard to achieve. All the messaging in the film is designed to grab the attention of our intended audience then intrigue them enough to get in touch. 

Once we all agreed on the correct strategic approach, we then analysed the creative ideas that the client had suggested. We recommended taking a different approach because the video would be used for lead generation on social media channels, and we knew that we would need to grab attention straight away. We suggested a fast-paced montage that would appeal to the target market.

Using information the client had supplied to us we wrote the voiceover script. There was a lot of information to condense into a short video but by planning how to disseminate information using the visuals, the voiceover, the music and the editing style we were able to simplify a complex brand message into a short, high-impact video. 

Once the script was finalised we moved onto planning the visuals. We knew we wanted to demonstrate that the vehicles could attract a large audience, so we showed them driving through a busy town centre, turning heads as they went. We know that attracting eyeballs is the goal of advertising, so showing that these vehicles can achieve that was our first strategic intent. Advertisers also want to know that their advertising will turn heads so we suggested showing exactly that. As the vehicles drive through the streets we show people looking at the high resolution digital displays.

It was important to also show the vehicles going off-road because that’s one of their USPs so we arranged to film them going over rough terrain in the Surrey countryside. We incorporated dynamic drone shots, showcasing the vehicles’ versatility and the freedom to go anywhere. The concept involved a festival environment because that’s one of the places these vehicles are used to draw attention.

Despite initial concerns about recreating a festival atmosphere, we succeeded by hiring 15 extras and creating a lively scene with props and set dressing. We filmed tight shots to make the limited number of people look like a crowd. We recorded the client reading the script to see whether it would work as an authentic voiceover but it didn’t sound quite right so instead we used a professional voiceover artist to convey the information.

We knew that the budget was tight but we wanted the project to be a success so we added in a free edit of a TikTok video as we knew the eye-catching visuals would perform well on that platform. We chose a fast paced music track with some attitude and created a 9×16 edit. Instead of dialogue we used on-screen text to convey important messages.

Sustainability was a key theme throughout the project. We used our green set initiative, and followed industry guidelines to help keep our carbon footprint to a minimum. The project had a tight deadline, with filming on the 1st of May and a two-week turnaround to showcase the video at an event. The feedback was overwhelmingly positive. As can be seen in the glowing testimonial they gave us: