Kaeser Compressors asked us to create a promotional video to feature their products, but they wanted to find a way to incorporate renowned paint specialist, Charlie Hutton. Charlie is well-known celebrity within the custom auto-painting industry, and has starred in several television shows and has clients around the world.
It made sense to film the video in Charlie Hutton’s working studio, both logistically and creatively. We knew we wanted to show some finished cars as well as some cars in progress, and show Charlie in action. We also wanted viewers to see Kaeser Compressors in the video, not only intentionally, but also in the background. And given that we needed to interview Charlie himself, it made sense to do it in the environment where he worked his magic.
Kaeser had requested that we do everything possible to not make the video feel too much like a Kaeser advertisement, while at the same time relaying a lot of information about their compressors. We decided the best thing to do was to skip an outside voice over and just use Charlie’s voice to drive the video. Charlie is an artist, and a very relaxed and casual type. Kaeser had also expressed that they didn’t want to make uncomfortable at all during the process of video production. So given these points, we elected to shoot the interview very casual, by having Charlie in his typical work clothes (sweatshirt and shorts) and we had him sit on a table in the workshop instead of placing him more formally in a chair.
The resulting promotional video is one that delivers a significant amount of information, but in a way that feels fairly relaxed and informative.