What do a large man, a yoga mat and a purple headband have in common?


Well in this case, a lot. It was all part of a campaign to launch a cloud based service that works with a cable tester. The idea for dang it moments video campaign came from a corporate client. They wanted to know what we thought and I said, “sure, let’s give it a try.” I love it when clients want to reach past “comfort zone” and try something more out of the box. The premise hit a couple of great marketing points – a shared experience and a solution. For Fluke customers, the shared experience was all the dang it moments you have when you have not backed up your test results. We were only expecting to get 4-5 short spots out of it, but we ended up with 9. More on that later.

A larger campaign gave the video legs

The #NOMOREDANGIT campaign was launched in conjunction with a bi-annual industry tent pole event. The client purchased signage around the Anaheim Convention Center to promote it as well. There was a twitter feed going on at the show and a Facebook page that garnered a lot of engagement for the videos on several platforms.\

Talent, Pre-Production Planning, and One Reality Check

We auditioned probably a dozen or so local actors, both male and female, and ended up using Kevin Vander Ploeg, who we’ve worked with in the past. Two of the bits were shot on Hewitt Ave in downtown Everett. Since there have been a few films shot in and around Everett recently, and with a medium sized crew, actors and the client, about 15 people total, I decided to play it safe and actually get a filming permit. The City of Everett actually has a film office. Getting a permit was an easy process, just show them proof of liability insurance and write them a check for $500 which is refundable if you don’t break or destroy any city property. Fair enough. Unfortunately I had to write the car chase out of one of the scenes because it was not covered in our insurance.


For the street scenes we used a crazy rig called a Ronin which is an inexpensive alternative to a steadicam. On it we had our Canon C-100 with a Canon L-Series 24-70 mm lens recording ProRez 422 to an Atamos Samurai external recorder. We actually had to mount the camera upside down for the best balancing position. Obviously it’s an easy fix in post to flip the image.


Later that day we shot in a large parking lot. By that time the sun had come out and got a bit warm. We had as our A-camera the Sony F3 with Zeiss Compact Primes and mounted on the inside windshield, was our B-camera a Canon 5D mark II. The nice thing about bringing our video production van  is that every place we park it, up springs a video village. Clients like it as well.



Actors, Evan Kubena and Richard Garcia played the techs rushing out to see the game. I have used both of these guys in several corporate video productions over the years. Evan recently moved to LA to pursue acting, but tells me a lot of his recent work has taken him back to the Northwest.

The next day we shot in the our studio. Earlier that week we built a set that looked like a construction trailer with 5 pieces of faux wood paneling. I think it worked well. And with the lighting artistry of DP, Chris Mosio, it looked very authentic.


That’s a Wrap!

One of the things that amazes me about the project was realizing that if sometimes when you let your creativity run and trust your instincts you can get some amazing results. Especially if you’re surrounded by a talented video production crew who you’ve worked with in the past. Two of the videos were not even planned, we just came up with them on the spot. “Back Rub” and “After Dark” got a ton of laughs when we played it to an auditorium full of people from that industry. That’s where I get my pleasure. If I can create something that makes someone laugh, then it’s all worth it.

Still want more? If you are interested in setting up a time to talk about video production or creating a video we would be happy to have you. Contact us today to schedule a face-to-face meeting with our founder and creative director, Daniel A. Cardenas.