AthloTech – Startup Video Case Study

AthloTech is a smart soccer system that conveniently provides measurable data to help players improve their game and compete against others around the world, without a private coach. The product is currently in development and the company needs a startup video that helps explain their product clearly to potential investors and future customers.

AthloTech | Smart Soccer Commercial from Amazing Studios on Vimeo.

When a startup company is seeking investors, an engaging pitch is necessary. This triggered AlthoTech to reach out to Amazing Studios for help with creating a strategic video to communicate what the product is, how it is used and the benefits to their target market. Creating a video for a product that is still in development can come with some challenges, especially when the video plans to be used throughout the life of the campaign. Amazing Studios needed to develop a story that explained the product in detail and enticed prospective investors and customers, but without giving too many specifics that could possibly make the video out-dated (for example: if changes were made to features based on beta and trial feedback). Additionally, because soccer is a world-wide sport, the video needed to be relatable to a global audience.

Amazing Studios recommended a :60-:90 second video that combined live action with dazzling 3-D animation and appealed to a technically savvy, athletic audience. The objective of the video was to capture the attention of potential investors and consumers, therefore the timing must be short and under 2 minutes. During pre-production, the studio researched athletic promotional videos and found that a combination of real speed and slow motion, set with a high contrast background, would create the ideal style allowing the AthloTech product to shine. The style for this shoot was inspired by the movie, “300”.

The studio worked closely with AthloTech to draft a script that clearly explained the product in detail and focused on the benefits of the product, within the time frame. Once the script was final, the studio got to work on a storyboard to illustrate how the scenes would correspond with the audio. During this time, the studio was also waiting for the product to be manufactured. This extra time in pre-production time allowed the animation team to develop ideas around incorporating 3-D animation into the video. This later benefited the director and film crew once production was in full swing, because they had insight into what types of shots to capture in order to create a smooth transition into 3-D.

The studio screened talent and worked with AthloTech to select voice-over and music that would relate to a global audience. It was important to find athletes who fit the product user profiles, so AthloTech invited local soccer players with varied ages, backgrounds and athletic skills. Video production took place at night in order to achieve the style outlined in pre-production, which created a high contrast setting between the dark sky, stadium lights and the product itself. The studio filmed on Red Epic at 4K, which allowed for 240 frames per second and the ability to create slow motion effects.

Key Take-Aways:

When creating a product video it is important to remember the following:
– Use your time in pre-production wisely.
– Keep it brief.
– Simplify your message.
– Show the product in action.
– Highlight the benefits.


The video is currently used in product presentations and is the sole content on the AthloTech landing page to provide a product description and overview.

Watch the Video