When I started at K2 Sports back in April my first big project was to create product videos for K2 Skis and Snowboards. Prior to starting at K2 and in preparation for my interview I created a sample product video with some footage I had while filming at Crystal Mountain with K2 athlete Bryce Phillips. This video was a quick edit but contained many of the key points I felt should be in a ski/snowboard product video but it was also missing a few.

Product video had:
• Action – engage viewers and correspond to technical features
• Professional voice – Bryce is the founder of Evo.com and a K2 athlete
• Product – shots of the ski and its features

Video was missing:
• Intro/outro – placing the product in a category and creating a call to action
• Product details – graphics are important and the video didn’t have any closeups
• Text – dimensions are a primary purchasing factor

Product videos need to engage, inform and not be BORING! They must be created specifically for your market and customer. Where the videos will be hosted and distributed is also a key factor.

Once starting at K2 I had most of the resources needed to create high quality product videos. However I was missing a lot of action specific to each product and the raw time to create almost 150 videos in a few months. To get these done in time for the website launch some details had to be removed this season. I also worked with several videographers and editors who had action content and could produce the ski product videos.

Here’s this years final product video for the K2 Pon2oon skis. Ross Reid produced the video and I supplied the studio footage of the product and audio interview with Bryce Phillips. The video contains action, professional voice, detailed product shots, an intro/outro and on screen text. There is also a bumper at the end to select similar products using YouTube annotations. I will go into more details about this in future posts.

On the K2 Snowboard side I had less assets to work with and a greater number of products that needed videos. The lack of resources meant the product videos would not include all the parts I had envisioned. Below is a sample of the K2 Panoramic Splitboard product video for this season.