When you look at successful crowdfunding videos, one thing they all have in common is a good story. It’s a film, silly, and no one will watch it if you’ve got nothing interesting to say.
The Vulpine story
Vulpine is one of those brands that have a great story to tell. There is its origin story revolving around founder Nick Hussey, whose contagious drive and passion for quality, creativity and inclusivity enabled him to build a company that became a leader in its sector in less than three years. There is the story around the products who perfectly marry function and fashion with great detail and finish. Then there are the people at Vulpine HQ, in particular founder Nick, and Jools Walker, aka Vélo-City-Girl, who’s also a presenter on The Cycle Show. The collaboration with six-time Olympic champion Sir Chris Hoy resulting in Hoy Vulpine, a range primarily geared towards performance road riding, is another great element thrown into the mix.
Personality, passion, authenticity, transparency, accuracy and inspiration are all important ingredients of a film that aims to motivate investors to back a company. Nick Hussey had told the Vulpine story many times before so his draft script could easily be turned into something that included all of the above. We then worked on it so we were able to shoot it in the limited time there was available before the Crowdcube launch. The film was shot in three days, on location in London and Lancashire, mostly with available light, on our beloved Sony FS-7, a range of prime and zoom lenses and the newly acquired DJI Ronin gimbal for those essential steadicam style shots. Lookbook stills, graphics from Vulpine designer Edwin and music from Major Tom were added to complete the project. A great collaboration.
The film was used on crowdcube.com and the four ten-second stings we created were used on social media (#vulpinestory). It was one of the fastest campaigns on Crowdcube ever, reaching its £500,000 target within 5 days. Due to high demand from investors the pitch was closed before the original end date. Total raise: £1,026,280
Credits and technical information
Directed by Remco Merbis and Fern Scott.
Produced by Remco Merbis, Fern Scott and Nick Hussey.
Cinematography, grade and edit by Remco Merbis.
Sound recorded by Fern Scott.
Production Assistant: Joanna Howe.
Music by Major Tom.
Metabones Speedbooster Ultra
Canon EF 24-70mm f/2.8L II USM Lens
Canon EF 50mm f/1.4 USM Lens
Canon EF 100mm f/2.8 USM Macro Lens
Manfrotto 546GBK with 504HD head tripod
Interfit Super Cool-lite 6 (x 2)
Various diffusers and reflectors
Shot at 25, 50 and 120 fps at 1080p and 4K.
Graded in DaVinci Resolve, using Osiris Vision Color film emulation 3D LUTs at 1080p HD with added 35mm film grain.