Qualitate was moving from stealth to public launch and needed videos to tell the company's story, show the product to potential users, and support an active raise. The client wanted something that worked across investor decks, the website, social, and PR, which meant every frame had to hold up in four different contexts.
I came on as Director of Photography, with Director Matthew Hicks, and shaped the look before a single frame was shot.
I scouted locations, built the set design and art direction, and designed a lighting plan that made a startup office read like a film set. During the shoot, I ran a two-camera setup with multiple audio sources so the edit had full coverage for four separate cuts.
The team set a goal of 100,000 views across all channels. The launch cleared 250,000 on Twitter in the first 24 hours and finished at 325,000+, landing 151% above KPI with 500+ comments, 200+ reposts, and 700+ likes. The videos anchored a $7M raise and became the company's public face across the launch.
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