It was only a couple weeks ago that we produced a Kickstarter video for our friends at Skirt Sports. Founder Nicole Deboom and her team are on a mission to break down fitness barriers, enabling women to MOVE. Their newest product, the GottaGo Skirt is off to a great launch. 50% in a week! You may learn more about it here.
The GottaGo skirt fills an absolute need in the fitness market, eliminating timely or embarrassing bathroom breaks and mitigating exercise induced incontinence. Let’s face it folks, going to the bathroom isn’t a fun thing to talk about. So, how do you communicate a new concept about a touchy topic like this to an online audience? Well, here’s how we went about it:
From the very beginning storyboarding stages, we knew we wanted to feature incredible women who run as part of their regular lives. We did this because we hoped they would tell us the TRUTH about their experience. And we hoped that other female runners would see themselves in our talent.
Once on set, we needed two things from our talent: comfort and authenticity. If they were to come across as nervous, or if their responses seemed staged, the piece would seem contrived and the campaign wouldn’t take off. To evoke confidence we saved the hard questions for last, getting to know the person on camera, letting them laugh and settle in before getting down to business. We didn’t use any of this “pre” footage, but I can tell you, it is the majority of what we shot. Allowing your talent to respond without judgement builds trust. Some call it a warm up, but I think of it as a relationship. We’ve got you, and we’ll use what you say in the best light.
Showcasing the skirt was its own challenge. It consists of shorties with a release hatch that you may open to answer nature’s calling. We needed to show an example of this in a discreet way. Putting it bluntly, someone needed to go pee onscreen. Luckily, our actress (a friend of Nicole) had no inhibitions. “When you gotta go, you gotta go.” she said. We set up far enough away from her that she felt like she had a moment of privacy. And of course, we didn’t require her to actually do the deed on camera. The final shot is unimposing and doesn’t make a showcase of relieving oneself. It is what it is, being human.
The I lesson learned is that sensitive subject matter is only sensitive, embarrassing, or taboo if framed that way. If you have the courage to be an outlier, address a need honestly and openly, your intentions will come across as pure. More importantly, people will care and the product will sell. Something we make happen everyday, here at Mighteor.
Chase Bortz is a videographer for Mighteor in Denver, CO.