The Request

Fashion tech incubators are extremely competitive. When New York Fashion Tech Lab's annual Demo Day was cancelled due to COVID-19, they reached out to Fresh TV. NYFTL is a global business catalyst and Tech Demo Day is crucial to connect select female fashion tech entrepreneurs with retailers, fashion houses and tech companies. NYFTL wanted more than a standard webinar. They needed to shine.

Solution Time

Fresh TV had many issues to solve. The main complication - how to film ten women spread across America as well as in France, Austria, and Singapore with a limited budget and quick turn-around time? Sending kits wasn't an option. We didn’t want to use Zoom or other remote recording options due to the recording quality. We did a tech survey and once the results were in, decided everyone should record on their own Apple devices for clearer images.

Fresh TV created an extremely detailed best practices filming guide with framing suggestions, set up directions, and suggested a specific ring light and app to use to enhance their recordings.

Second issue - usually, on stage, the lab companies present slides and video demonstrating their tech as they speak. If we had used Zoom, the start ups would have been on screen briefly at the beginning and then have shown their slides for the rest of the video. It would have been visually stale and super long. We wanted to engage the audience with compelling presentations. We had the lab companies send us their presentations so we could intercut their slides with them on camera and edit any pauses and stumbles out.

Third hurdle - NYFTL had already created a PowerPoint presentation for the event to bookend the lab companies’ presentations. But, that would feel flat in this new format. So, Fresh TV tweaked and animated it to come alive. We created new graphics and placed the lab companies and alumni in a graphic environment to standardize their look.

Fourth - how to explain who NYFTL is and make them stand out from their rivals. Fresh TV tapped into our promo skills and created an opening sizzle using existing footage and key graphic cards.

Speedy Delivery

We did all the pre-pro, production and post in two fast months. Once approved, we graded it on our in-studio DaVinci Resolve, delivered it virtually to the streaming company based in Canada, and had a drink to celebrate a job well done.