Case study:

Cawood Scientific

Film: 'Lab Leadership'

To kick off the project, we filmed this promotional video for prospective customers, for the Cawood Scientific website. Titled 'Lab Leadership', it reveals the firm's agricultural and industrial capabilities and processes. It was a 2-day shoot, a 3-day edit and around 2 days pre-production. The Cawood team were wonderful - guiding round the dangerous and industrial parts of their labs with care and patience.

The challenge

Cawood Scientific is the UK's largest independent soil-testing laboratory. They provide analyses to the agricultural, animal, amenity and environmental industries. Although they were market leaders they had a tendency to understate their true value to prospective clients. Cold prospects weren't getting an initial sense of the firm's capabilities and value. The challenge was to demonstrate these right at the start of the sales process, online.

Our task

Our aim was to make prospecting easier by building reach and trust with new prospective customers online.

How we helped

We created a new promotional video. We filmed the labs at 2 sites and were amazed the huge variety of nutrient and toxin tests on offer and the equipment required. We interviewed the senior figures in the business, learning much about the fascinating explosion of micro-technology in the field (pun intended). Then we filmed their wonderful labs to illustrate how high-tech they've become. We got up at dawn to film fallow and cropped fields to dramatise the piece (before and after). And finally we tied it all together with a STAR story structure (Situation Task Action Result).


Our client is delighted with the piece and it's now in use front and centre on their website and within their sales process.

Nigel Patrick, Chairman, Cawood Scientific

Very good. The video portrays an accurate picture of the business in an informative and creative manner that fits well with the format of our web portal. Many thanks.
Nigel Patrick, Chairman, Cawood Scientific

Learnings that may be relevant to your firm

We learned from this creating this short film for Cawood Scientific. We're sharing a few of our learnings here in the hope that they'll help you prepare for your next next video.

  1. When you're filming machinery, try to hero the mechanics and movement
  2. Build narrative momentum with steady zooms (in camera or in post production)
  3. Place your interviewees in the thick of the action - better than a quiet room
  4. Use a simple call to action to end
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