Role Overview
As a salaried employee with the Marketing and Communications department at Atlas Copco North America, my role encompassed a wide range of responsibilities aimed at enhancing the company's brand presence through high-quality video content. I utilized the Adobe Suite and Workfront to manage and execute projects efficiently. Through innovative solutions and expert knowledge of current and future technologies and equipment, I improved the production process and decreased the budget.
In this case study, I will focus on three key projects I worked on: Product Videos, the In the Lab Series, and an Animated Motion Graphics Ad. I will discuss my role and responsibilities in each project, highlighting how I led the studio redesign to improve video quality and efficiency, explored manufacturing concepts through engaging episodes, and created dynamic animated ads.
Product Videos
Objective:
These videos aimed to highlight the unique features and benefits of Atlas Copco's products, providing customers with clear and engaging information. Educating operators
Key Contributions:
- Pre-Production: Collaborated with product managers to develop detailed scripts and storyboards.
- Production: Directed and shot the videos, using advanced camera techniques and professional lighting.
- Post-Production: Edited the footage in Adobe Premiere Pro and added motion graphics in After Effects.
Challenges Overcome:
This project was one of the first we completed using the improved green screen setup I implemented. When arriving at Atlas Copco the studio was a converted conference room with a cloth backdrop. I was able to repurpose a marketing display by adding 3m vinyl to the panels to clean up our setup to eliminate previous lighting inconsistencies and shadows.
IMPACT:
Enhanced customer understanding and appreciation of the products, leading to increased interest and sales inquiries.
In the Lab Series
Objective:
Provide an in-depth look at manufacturing concepts like clamp torque and the science behind mechanical fastening.
KEY CONTRIBUTIONS:
- Content Planning: Coordinated with the R&D department to identify key topics and plan the content calendar.
- On-Site Shoots: Conducted interviews with engineers and captured B-roll footage to create engaging narratives.
- Post-Production: Edited episodes in Adobe Premiere Pro to effectively convey complex concepts.
IMPACT:
Built credibility and showcased Atlas Copco's commitment to innovation, strengthening the brand's reputation as a leader in the industry.
Animated Motion Graphics Ad
Objective:
Promote our launch of the Power Focus 8 ecosystem.
Key Contributions:
- Storyboarding: Collaborated with the marketing team to understand campaign objectives and create compelling storyboards.
- Animation: Designed and animated graphics in Adobe After Effects, ensuring visual appeal and brand alignment.
- Post-Production: Synced the animation with professional voiceover and background music.
IMPACT:
The animated ad effectively captured the audience’s attention, resulting in increased engagement and interest in the promoted product or service.
Achievements:
- Innovative Solutions: Implemented cutting-edge techniques and equipment to streamline the production process, resulting in higher quality videos produced in less time.
- Budget Efficiency: Leveraged expert knowledge of current and future technologies to make cost-effective decisions, reducing the overall production budget without compromising quality.
- Software Proficiency: Mastered the Adobe Suite (Premiere Pro, After Effects, Photoshop, Illustrator) for all stages of production, ensuring professional-grade outputs. Used Workfront for project management, enabling efficient workflow coordination and timely project completion.
Feedback and Results:
- Client Feedback: Received positive feedback from Atlas Copco's marketing team for the high quality and effectiveness of the videos.
- Measurable Results: Saw an increase in video engagement metrics, including views, likes, and shares, indicating successful audience reach and impact.
- Internal Recognition: Recognized by the MarCom department for my contributions to improving the video production process and achieving budget efficiency.
Conclusion:
As a key member of the Marketing and Communications team at Atlas Copco North America, I played an integral role in producing high-quality video content that effectively communicated the brand’s value propositions. Through meticulous planning, skilled execution, and seamless post-production, these projects enhanced customer engagement, built brand credibility, and supported the company’s marketing objectives. The studio redesign and green screen setup innovation were pivotal in elevating the production quality and efficiency of our video content, while my expertise in the Adobe Suite and Workfront ensured that all projects were completed to the highest standard.
