Editorial Challenge:  Having studied all the footage, we realized there were four main problems to solve. First, we had to
create a new commercial and call-to-action. We simplified the o ffer and added new product shots. Second, we integrated testimonials from real, non-racing
users of Synergyn throughout the show to communicate that the additive was for regular vehicles and not just race
cars. Third, we edited and rearranged the interviews with racers to emphasize the benefits of using Synergyn. Fourth,
we recommended adding a new lab demonstration showing how Synergyn keeps an engine running smoothly. After several
days in the editing bay, we finished with an infomercial and a contented client. |
Objective:
This client looked to ONYX to "fix" an existing infomercial that promoted their engine o
il additive. Dyson originally had hired an ESPN 2 production company
that shot automobile race shows to do their infomercial, instead of choosing a DRTV production specialist. Their
infomercial looked so much like a regular TV program that viewers did not recognize the show as a sales vehicle.
They had excellent endorsements from professional racers and engineering experts but they did not have an infomercial.
Our task was to create an infomercial for Synergyn in the edit bay using existing footage, new copy, and a lot
of creativity.