Audience: people meeting it cold
First-time visitors with no patience for a presentation.
Video production case study · One Marketplace
18 minutes of explanation became 6:20. Reported demo clicks: 2% to 3.5%.
HELM is a video production studio. For One Marketplace, we replaced a long, diagram-led presentation with a directed film that leads with the viewer and brings in the system later.
The result
- 2% → 3.5%
- Demo clicks
- 18:42 → 6:20
- Explanation to directed film
HELM produced this film as an independent video production studio. HELM does not offer, promote or endorse One Marketplace’s membership, compensation plan or any income or earnings claims made in the film. Result as reported for this project; results vary.
How to read these numbers. The demo click figures were reported on this single project and have not been independently verified. The 6:20 running time comes from the film file. The 18:42 length comes from the project record for the original presentation.
The brief
One Marketplace was explaining its platform through a long, diagram-led presentation. New viewers had to sit through the mechanics before they had a reason to care. The job was to reach the same people with a story they’d stay for.
Three directing decisions
Opening idea: start with their world
The film opens on one serious question. The brand doesn’t arrive until about 50 to 60 seconds in, once it matters.
What we cut: the diagram as the opening
How it works moved later, after the reason to care.
The same playbook applies to SaaS product videos, explainer videos and videos for AI products: buyer first, reason to care next, features last. We explain the structure in what a 60-second film should show.
What the founder said
“People may not even ask another question. They may just say: ‘Let’s get involved.’”
Send the product. We'll find the story worth showing.
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