Scott Bednar

Ecowell Product Launch

Client: Ecowell
Product: LuLu Multi-Surface Wet/Dry Vacuum
Role: Creative Director, Videographer, Editor
Deliverables: Product demo videos, social content, multi-format video series

The Brief

Ecowell was launching a new line of multi-surface wet/dry vacuums and needed
video content demonstrating product functionality across social channels and
digital platforms. The challenge: create engaging how-to content that showcased
product capabilities without feeling like an instruction manual.

Creative Approach

I developed a demo video series emphasizing real-world use cases and satisfying
cleaning moments. Rather than traditional product demos, the concept showed
the vacuum solving actual household problems; spills, pet messes, multi-surface
transitions, in a way that felt relatable and demonstration-driven.

The visual style kept things clean, bright, and modern, with quick pacing and
clear product benefits. Each video needed to work across multiple platforms
and orientations, so I planned shots with multi-format delivery in mind from
the start.

My Role – Full Production

I handled complete creative execution:

Pre-Production Planning:

  • Developed shot list and storyboard for key product features
  • Planned multi-orientation filming strategy (9:16 vertical, 16:9 horizontal,
    1:1 square) to maximize social platform coverage
  • Selected real-world cleaning scenarios showcasing product versatility

    • Video Production:

  • Directed all video shoots—scene staging, product demonstration, detail shots
  • Managed lighting for product clarity and appetizing “cleaning satisfaction”
    moments (think satisfying before/after reveals)
  • Shot with multi-format framing in mind, ensuring hero product moments worked
    across all aspect ratios

    • Post-Production & Editing:

  • Edited videos in Premiere Pro with platform-specific pacing: faster cuts for
    TikTok/Reels, slightly longer holds for YouTube
  • Color corrected for clean, bright aesthetic reinforcing “effective cleaning”
    brand message
  • Added text overlays, animations, and product callouts with After Effects, highlighting key features (suction power, wet/dry capability, attachments)
  • Optimized file sizes and formats for each platform’s specifications

    • Multi-Platform Strategy

    The videos were optimized for:

  • Instagram/TikTok: 9:16 vertical format, 15-30 second edits, quick reveals
  • YouTube: 16:9 horizontal, slightly longer format allowing more feature detail
  • Facebook: 1:1 square format for feed compatibility
  • Display ads: 16:9 and variations for programmatic deployment

    • Outcome

    The video series successfully launched the product across Ecowell’s digital
    channels, providing versatile content that could be deployed for organic social,
    paid advertising, and retail partner use (Amazon product videos, retailer
    websites). The multi-format planning meant one shoot produced assets for
    6+ months of content needs.