Questions Answered: Sterilizer Dryer Advanced

Production Insight from Ryan Maderic, Creative Producer

With this project, you explored different equipment setups than we have used in the past, what generated that idea?

We’re always trying to find new ways to tell a story. In filmmaking, there are so many tools at our disposal that we can use to create a new perspective. For this project, we needed to tell the story of a product which makes cleaning and sanitizing your baby’s feeding accessories simple. The Baby Brezza Sterilizer Dryer Advanced performs a lot of different functions and we wanted to find visually interesting ways to show off everything it can do. The challenge was getting the perspective from inside the sanitizer to show how it fills with steam. After running through some different ideas, we experimented with placing a GoPro inside the product and turning it on. We loved the perspective of seeing the steam from inside the product. Another great tool we used was a probe lens. We used this to get a unique shot of a bottle drying rack that can get pretty gross when you’re going through a lot of bottles. The combination of wide angle and macro (close focus) makes you feel like you’re on the drying rack amongst these giant bottles and shows them dripping with milk. Clearly not the way you want to keep your baby’s bottles!

In your experience, what is the best way to handle working with new equipment? How do you prepare?

Preparing starts with the ideas of shots we want to capture. Then we research online for inspiration shots and what tools can we get our hands on that will help us achieve our goal. Once we had the equipment we needed, it was time to experiment. We needed to see if the execution would be what we were looking for. We can’t leave our ideas up to chance on shoot day, so preparation and experimenting are essential for anything new. 

What is the greatest challenge you face when producing a product video?

I think that would be showing the product’s character. With a person, you can see their body language, hear them speak, etc. You gain an understanding of who they are. We really wanted to show how sophisticated yet simple this product is while making the visuals stand out and appeal to our audience.

Do you think that your experience as a parent helps you in working with a client like Baby Brezza? If so, how?

Being a parent provides a good perspective for a client like Baby Brezza. It’s normally an “I wish I had that!” moment when we get the details on a new project with a product that’s created to make a parent’s life easier. I can place myself in the shoes of the customer and think about what they would look for in a product. What features stand out to me as a parent? Those sorts of things can help create the narrative for the video and guide us on what we should highlight.

Is there anything else you want people to know about this project?

It’s always fun to challenge yourself on a project. Trying to communicate the visuals we wanted to capture to the client wasn’t easy. But I always like finding at least one thing that’s different to add to a project. We have to help it stand out. Luckily, we’ve worked with this client on many productions in the past and they really trusted us to deliver. I’m happy to say that we had a great production and the final product made our clients happy. Win/Win! 


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