To illustrate the daily efforts of the runner, we showed him in different outfits in between the indoor shots. He also progresses in various environments, as if each run brings him closer to his goal. The use of slow motion, for which we used a RED camera, both helps make the video more appealing (nicer shots, rhythm) and brings focus to specific parts.
One of the challenges we ran into was that the app was still being developed and tweaked at the time of the shoot. We therefore took shots of the device with a green screen inside, and replaced the footage later on once we had the updated version of the app.
A packshot of the different products at the end of the video shows that STYR Labs provides a whole ecosystem.
With a tight deadline for the shoot, we were able to deliver on time and the video was featured on TechCrunch and the STYR Labs website. We later produced a “combo” video, presenting all 3 products as part of one platform.