Qualitate's Launch
A VC-baacked startup needed videos to anchor their launch announcement. Together, we created four videos that turned a complex B2B solution into a compelling investor narrative.
Service
video
Industry
Finance & Tech
Use Case
fundraising
The Challenge
Qualitate needed videos to publicly launch their company and fuel fundraising. Founder & CEO, Sagar Kadakia, was looking for video that could tell the company's story, showcase their product to potential users, and help drive future investment.
The videos needed to:
Showcase real customers and market traction
Work across multiple contexts: investor decks, website, social media, PR
Position the company for credibility in a competitive fundraising environment
Translate a complex B2B solution into a story that resonates with institutional investors and users
The company was moving from stealth to public launch, which meant every piece of content had to land right the first time.
Behind the scenes of filming the "frustrated analyst" scene with Luis
Strategy & Pre-Production
I started by understanding the business, its solution in the market, their target audience, and the founder's visual and creative direction. Because of my background in private equity, I understood the pain of expert calls and what was required to market to institutional investors and other sophisticated audiences.
Together, our teams mapped out:
Qualitate's main three differentiators
Key personas, clients, and real-world use cases
Common frustrations with the expert call process, and how Qualitate helps
Competitor differentiation
Messaging designed for their target audience
I helped write the first draft of the script, scouted the filming locations, communicated shoot-day timelines, tested lighting, and holistically prepared for the shoot day so that everyone- from Sagar to the marketing team, were on board.
Production & Shoot Day
Half-day shoot at their office. Two-man crew operating two cameras, professional lighting, and rolling broadcast-quality audio. Using the script developed in the planning phase, I coached, laughed, and guided Sagar towards delivering lines that matched what we wrote while allowing room for flair. We also filmed a scene with 3 teammates (featured in the full, 3 minute video) who shared more details about the products. A combination of planning, intentionality, and leaving room for new ideas on the shoot day meant the final video felt fresh and on-brand.
Post-Production & Revisions
The project took about 12 weeks. We went through a few rounds of post-production revisions to ensure the music, pacing, on-screen text, sound effects, and branding were perfect.
The editing process included:
Editing four separate cuts for different use cases
Motion graphics and branded elements
Color grading and sound mixing
Iteration on messaging and pacing based on stakeholder feedback
Behind the Scenes
Watch this short behind the scenes video to learn about what went into the production.
Watch the Full Video
"Matthew was easy to work with, went above and beyond, and delivered something that exceeded our expectations — and our metrics. We set a goal of 100,000 views for our launch video, and it hit 250,000 in the first 24 hours. If you're a founder looking to make noise around a raise or launch, he's the guy!"
Sagar Kadakia
Founder & CEO, Qualitate