A 60-minute video that rethinks what a simulive webinar can be. Instead of the typical screenshare-with-talking-head format, this was built as a fully produced piece — live action filmed in New York City, Riverside interviews with customers and executives, ScreenStudio product demos, and close collaboration with product engineers to capture real-time feature updates as they shipped.
The goal was to make an hour of product content feel like something worth watching, not something you leave running in a background tab. Every segment was paced like a documentary, not a sales deck.
Simulive webinars are a staple of B2B marketing, and most of them look the same: a host on a webcam, a screenshare, maybe a panel. The New Playbook was designed to break that format entirely. The production combined four distinct shooting styles into one cohesive piece:
Live action in NYC — Cinematic B-roll and location shooting across New York to establish tone, energy, and visual breaks between segments.
Riverside interviews — Customer and executive interviews captured remotely via Riverside, edited to feel conversational rather than corporate. The subjects carried the narrative.
ScreenStudio product demos — Clean, polished product walkthroughs captured with ScreenStudio instead of raw screenshares. Every demo was rehearsed, lit properly, and edited tight.
Product engineering collaboration — I worked directly with engineers to capture feature updates as they shipped, keeping the content current through the production timeline. When something changed in the product, the video changed too.
The edit was built in chapters — each segment self-contained but flowing into the next. Music, pacing, and transitions were treated with the same care you'd give a short film, not a webinar. The whole thing runs 60 minutes and was designed to hold attention the entire way through, which is harder than it sounds when your subject is enterprise software.
Sound design and scoring played a bigger role than usual for this kind of content. Instead of stock music beds, I built a score that evolved across the hour, giving each chapter its own energy while maintaining a consistent thread.