Innovative technology
Content leadership for innovative technology
Hardware, product and engineering led businesses, where the thing you sell is hard to see and harder to explain. The work starts by deciding which question each piece has to answer.
What the role covers here
- One film, one questionA technical film does one of four jobs well: what is it, how does it work, does it actually work, how do I use it. Pick one per film, because no film does all four.
- Showing what cannot be seenTreated against untreated, before against after, shot identically. Animation only where the eye genuinely cannot reach, and presented as a diagram rather than as footage.
- The translation problemYour engineers know which detail matters. Getting that into the language a buyer uses, without flattening it into adjectives, is the work.
- Renders and real footageWhere a render earns its place, usually before the product exists or at a scale a camera cannot reach, and where only the real thing will convince anyone.
What usually needs fixing first
- A corporate film full of sweeping shots and adjectives that never says what the product does.
- A fifteen minute engineering explanation that only an engineer will finish.
- Animation used to illustrate a claim rather than to reveal something real.
- Specifications published with no indication of which buyer they are for.
- Nothing showing the product working in real conditions.
Work I have directed for a marine coatings business turned on exactly that logic: the product’s value is invisible until treated and untreated surfaces sit side by side under water, and the film’s job was to make the comparison legible rather than to dress it up.
The work behind it
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Product renderfaceLITE for iSmart Developments -
Consumer technologyBang and Olufsen -
Case studyOff The Deck, on board M/Y Loon
Written for this sector
- Explaining a technical product on filmReading
- What a fractional Chief Content Officer does, and when a business needs oneReading
Production is quoted separately from the advisory work, and using my agencies for it is always your choice. How it works and what it costs.
Start with a conversation about how your business runs today.
Thirty minutes on what you are producing and what it is meant to achieve, and a straight answer on whether this is the right hire.