EXECUTIVE CASE STUDY
Client: Postman
Product: Keynote address & demo
Abhinav Asthana, Co-founder and CEO — Postman Galaxy Conference
Overview:
Postman is a leading API platform that simplifies the API lifecycle and promotes collaboration, enabling developers and teams to create better APIs faster. For the 2021 Postman Galaxy Conference, the keynote video by CEO Abhinav Asthana needed to showcase a vibrant and dynamic introduction montage, delve into public workspaces, feature executive presentations from Twitter, Dropbox, and Salesforce, and culminate with a summary of new Postman products and services. The video was a critical element of the conference and had to reflect the company’s innovative ethos, while also communicating key advancements to a global audience of developers and business leaders.
Challenges:
This production came with several significant challenges, the most prominent being the need to film during the height of the Covid-19 pandemic. Safety protocols had to be strictly adhered to, ensuring that all talent and crew maintained proper social distancing and sanitization measures. Additionally, the client wanted the shoot to take place in a modern, visually striking environment, which led to the decision to film outdoors.
Shooting on a rooftop with the skyline of Oakland, California as the backdrop introduced logistical and environmental hurdles, including wind management and safely transporting equipment to the 12th-floor location. Ensuring the production was both aesthetically appealing and safe for everyone required strategic planning and creative problem-solving.
Solution:
Our video production team embraced these challenges by implementing a series of innovative solutions. To meet Covid-19 safety protocols, we followed best practices by maintaining social distancing, using personal protective equipment (PPE), and regularly sanitizing shared spaces and equipment. This allowed us to ensure the health and safety of everyone on set while keeping production on schedule.
We chose a rooftop location to capture an open-air, modern look, using the city’s skyline as a visually appealing backdrop. Drones were used to capture sweeping aerial shots and stylish B-roll footage, which added cinematic flair and supported the CEO’s message throughout the keynote. The wind on the rooftop posed challenges for managing scrims and silks, but with the help of additional crew and careful planning, we were able to secure the necessary equipment and keep the shoot moving smoothly.
Results:
The final keynote video was a visually stunning, high-quality production that exceeded client expectations. The drone footage provided engaging transitions between topics, while the rooftop setting gave the keynote a fresh and innovative feel. We were able to blend the core messaging with dynamic visual elements, maintaining Postman’s forward-thinking image. The video ended with a unique behind-the-scenes sequence, capturing the entire crew and equipment on the rooftop, giving the final product a reflective and personal touch.
The keynote was well-received by Postman’s global audience, serving as a key component of the 2021 Postman Galaxy Conference and helping to communicate the company’s vision and latest product developments in a compelling way.
