"Response has been amazing! The new AI product resonates well and the video helps a lot in telling the story."
-Mikko Saari, CEO of Vire Labs
Tech companies are fast innovating ways to turn AI into successful products and services; great care needs to be taken in communicating what, to most people, still remains an unknown.
With the potential of such a device still largely shrouded in mystery, even fear, production of a use case video was ideal to bring the multitude of applications under one clear visual umbrella.
Vire Labs from Finland approached us with the need to produce a use case video for the second edition of their Virebox IoT device. This time, the re-designed box had been equipped with dedicated neural hardware to enable truly intelligent processing of relevant data.
Virebox.AI enables the use of a wide variety of sensors to collect and process data utilizing AI. With the potential of such a device still largely shrouded in mystery, even fears, production of a use case video was ideal to bring the multitude of applications under one clear visual umbrella.
The very idea of Virebox is to be industry agnostic, only limited by the inventiveness of its user - this is what we set out to bring forth with our video.
VIREBOX AI's Customers
tone Of voice
It was paramount to have the right tone of voice throughout the video to make all connotations to “Big brother” vanish from the viewer’s mind.
The communications challenge faced by tech companies entering the age of AI: as a long-time suspense trope in popular culture, AI has left its mark in the collective consciousness; in producing a product or brand video, great care needs to be taken not to incite these feelings - though not all concerns are totally without merit.
Fears of cyber attacks, unauthorised surveillance, and breaching of individuals’ privacy through collection of sensitive data are as sound as ever. Due to people’s awareness of threats posed by misuses of emerging technologies, even the slightest miscommunication between a company and its target audience can spell disaster to an otherwise well thought-out communication strategy.
In our ad for Vire Labs, it was paramount to have the right tone of voice throughout the video to make any connotations to “big brother” vanish from the viewer’s mind.
In the writing stage, we made sure to hit key points about Virebox’s ability to securely store and send data to the cloud, both with the use of visuals, as well as appropriate voice over narration. Casting a voice actor with an appropriately soothing and warm, yet strong tone of voice aided in driving the video’s message home; this was also reflected in the selection of a soothing, yet appropriately energetic piano-driven soundtrack.
The Finnish winter provided the perfect backdrop for a product innovated in the Nordics. Ice blue was chosen as the complementary color to Virebox’s striking orange housing, and as a color of calmness and security, blue also provided the right hue to the video’s message of data security.
Due to the number of use cases included in the video, locations had to be selected carefully to find a balance between visual variety and harmony. To lend scale to Virebox’s IoT solutions without inciting feelings of surveillance, dynamic aerial shots without the feel of CCTV cameras were chosen; low angles in crowd shots also helped achieving this goal.
Dynamic compositions together with flatter, at times orthographic shots gathered at each location formed the building blocks of the video's visual grammar. Pace of the edit and rhythm of scene changes were controlled by alternating dynamic and flat compositions, with the final cut picking up pace towards the end without tiring or boring the viewer along the way.
From the get go, it was clear that graphics would play a major role in the final video, helping convey the right information at the right times in an engaging fashion. “Less is more” proved to be the right approach; minimal but striking 2D and 3D elements were used to take the production value to the next level.