After being acquired by multi-billion-dollar innovation conglomerate Fortive, Advanced Sterilization Products (ASP) tapped best creative video agency Spin Creative with a goal of reconnecting with their customers and reasserting their industry position through a branded video campaign.
Image shows a surgery in progress at a hospital, from ASP's brand videos produced by Spin Creative.
As a leader in infection prevention in healthcare settings, ASP aims to provide the safest possible environments for patients and their families, healthcare workers and communities. ASP wanted a video campaign that conveyed the scope of the new company and expressed confidence in its future potential. To do this, we helped ASP create a new brand video and four employee testimonial videos.
Spin Creative’s approach
Our approach began
by speaking with ASP to understand their project goals. We learned about ASP’s story – their history and future – and discussed their values and mission. ASP wanted videos that could be used externally for marketing, as well as internally for employee retention and attraction.
Additionally, ASP wanted to create an
emotional connection
with their audience. Because ASP’s mission is “To protect patients during their most critical moments,” we leaned into the company’s and its products’ significance to people everywhere.
ASP Brand Video produced by Spin Creative.
With this foundational understanding, we decided to create one two-minute-long brand video and four 20-second testimonial videos focused around the idea, “ASP is.” The inspiring theme of the videos supported ASP’s pride in what their company is today and what it can be in the future.
Directed by
Matthew Billings, all five of the videos were filmed on a single day in a Seattle-area studio. The same ASP team members are featured in the brand video and their individual testimonials. Each provided authentic statements driven by the pride they have in the company.
For all videos, soft, frontal lighting was used against a light-gray background to convey a clean and optimistic image. Spin Creative still photographer
Miguel Cornelio
was also on set to shoot still photos that we incorporated into the videos alongside clean and fluid animated graphics to add visual interest.
In the brand video, we also included carefully curated stock footage of the life-saving work ASP does in those “critical moments” to support the storytelling. We maintain an agency-level partnership with one of the largest stock footage providers in the world, which gave us access to high-quality cinematic footage that
fit seamlessly with ASP’s story.
ASP Employee Testimonial Video (Crystal Stanfield), produced by Spin Creative.
The end result
The five videos Spin Creative delivered feature many elements of ASP’s new branding, such as the colors light gray and purple. The earnest statements from ASP team members were arranged together in a way that created “goose-bump moments” for the viewer, hammering home ASP’s messages of pride, inspiration, innovation and opportunity. As the importance in their statements and the story built, so did the music, culminating in an emotional climax near the end of the brand video. Some of the team members’ statements overlap between videos, creating a cohesive message across the entire campaign.
The videos were well received by ASP’s team, with the client providing this feedback:
“Spin Creative was top notch in assisting the production of our new corporate video. Planning, preparation, creative execution was spot on. They are a fabulous partner.”
If your business is in need of brand or testimonial videos, or video campaign that tells an emotional story, Spin Creative can help.
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ASP Employee Testimonial Video (Justin Breazeale), produced by Spin Creative.
ASP Employee Testimonial Video (David Amuda), produced by Spin Creative.
ASP Employee Testimonial Video (Paul Oanes), produced by Spin Creative.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
