The value and support Electra Partners bring, shown by the success of Hotter
Above: How two different companies share one aim.
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Hotter Shoes have been manufacturing in the UK since 1959, seeing substantial growth since 2000. Private equity company Electra have invested and are offering support to ensure growth continues.
Electra commissioned Shoot You to produce a video demonstrating Hotter’s success, in their own right and to reflect the support a good private equity partner can bring.
The focus would be on Hotter, although the video needed to demonstrate the value of Electra’s input. All parties felt this could best be achieved with a talking heads approach, interviews with senior Electra and Hotter staff.
We worked with Electra to establish the look and feel of the video, to capture the spirit of both companies. An outline script then created, to ensure the ethos portrayed would be backed by solid information.
The dual purpose of ethos and detail were to be enhanced using motion graphics. A subtle addition but one able to bring clarity.
Two C300 cameras were used, one fixed, the other on a slider. This ensures differing angles are available and assists the recording process.
If interviewees have a slight stumble, we can cut to the second angle and the freedom the set up allows them tends to stop that happening anyway.
Our producer (in this case Quint Boa) acted as interviewer. Quint familiarised himself with Hotter and Electra before the shoot, to ask the right questions, help the interviewees develop useful points.
The staff of both companies had taken well to their on camera role. Our editor’s main task was to use the footage to create balance, the focus on Hotter, with benefits from Electra woven in.
Our C300’s provide an amazing depth of field, ideal for animated video additions. Motion graphics used to introduce the companies, the characters and to emphasise aspects of the narrative.
All involved felt the video met the twin purpose, portraying Hotter’s success and the benefits brought by Electra. Both companies used the video online and this went down well at an Electra investors conference.