Explain the product, then show it working.

The challenge

FoodCycler is a home appliance that turns food scraps into a soil supplement, and people needed to understand what it does before buying it.

A product that is new to many homes needs two things: a clear explanation of the proposition and visible proof of how it works.

That content had to work on a mobile screen and support face-to-face selling.

How we approached it

Separate explanation from demonstration, and take both to the point of sale.

1. Product film. A 56-second portrait film introducing the device and its proposition.
2. Demonstration. A 27-second film showing the device processing waste.
3. Sales tools. A sales presentation for the meet and greet, and business cards.
4. Event. Invitation and brochure for the January 2024 event.

A product story, in portrait

The main film combines device presentation and product narrative in 56 seconds. The second, at 27, focuses on showing it processing waste. Neither is presented with sales figures or measured environmental impact.