Creating an Engaging Event Video for Hoxhunt
Hoxhunt needed an engaging video for its tradeshow event booths that would convey the company’s new brand positioning and serve as a conversation starter for the sales team. Before this, we used a simple slideshow with social proof and stats from case studies, but it wasn’t very engaging, and it didn’t stand out among all the other booths.
Role:
Producer & Project manager
Concept + Design
Once we got approval, the project became a top priority—our event was just 5 weeks away. We needed a streamlined process to ensure the video would be ready in time.
With both time and budget in mind, we decided to handle the concept, art direction, and design in-house, outsourcing only the motion design to a freelancer. The Content Marketing team came up with the concept and script, focusing on how insider threats have evolved over time, positioning Hoxhunt as the solution.
Within a week, the design team (myself and the art director) developed two visual directions. One was a more literal interpretation with illustrative art direction, while the other was a more abstract, conceptual take on the concept. After internal discussions, we chose the abstract concept for its potential to capture attention and stand out in a busy event environment.
Motion Design
I had already lined up a motion designer, An Dinh, so as soon as we agreed on the visual direction, I brought her into the project. She had about 2 weeks to complete the motion design, which meant we needed to keep the process smooth and efficient.
We had two feedback rounds. The first came after about a week, where we provided the bulk of our feedback, and the second was for smaller tweaks. Given the tight deadline, we kept the feedback loop primarily within the design team, with input from the Event Marketer and a few others.
My background in motion and design was a big asset during this phase, helping me turn feedback into clear, actionable steps for the motion designer and keeping the project on track.
Results
The video was completed on time, which was a major achievement given the tight deadline. Everyone involved was really happy with the outcome.
While it’s difficult to measure the direct impact on leads and deals, we received immediate positive feedback at the first event where the video was shown. Attendees were drawn to the video and even asked about it, proving that it was an effective tool for engaging the audience.
This video will continue to be used at future events and will hopefully help increase engagement and ROI for Hoxhunt’s event presence moving forward.
