COIN: beta testing one of the most anticipated products of 2015
Coin needed a piece of content that would do two things. First, they wanted to let backers know that a product was out there, it was live and it was working. They wanted to get people excited for product shipments, which were imminent.
Second, they wanted to show that the Coin was being used by real beta testers, and that the company was hard at work making improvements all the time to revolutionize a system that had been working the same way for decades.
To do that, HardPin, director Christopher Markos, and Coin partnered to document some of the official Coin beta testers in San Francisco.
We had only a few weeks to get the shoot organized, so time was tight. We thought we could organize about four shoot days with a limited budget of around $50k. So we needed to keep the look top-notch, but also keep the crew light and the locations minimal to make it doable within the timeframe and budget.
Keeping the crew and the gear setup minimal has an additional benefit. When filming non-actors we find it important to keep the shoot flowing from scene to scene and make sure the talent isn't feeling pressure to perform. We want them to relax and be themselves as much as possible. When the crew is quick to change gears, it minimizes time in between takes and therefore keeps talent engaged with the shoot more consistently.
The final piece published on the Coin/Amazon Facebook page along with an announcement about an update to the Coin itself. Within the first few hours, 25k views had already been logged on the piece.