The Challenge

BioCat is a manufacturer of enzymes used in products and in production processes that impact many consumer products. BioStart is a product of BioCat Microbials and is a natural enzyme developed to improve soil quality and seed germination and to increase crop yield. After success with the product overseas BioCat was ready to launch BioStart in the United States. Distribution agreements with major retailers in the US and Mexico created a need for BioCat to promote the BioStart brand and the challenge was to make the science behind the product accessible to consumers that are not scientists.

The Solution

Paladin Media Group crafted a script that illustrated the benefits and results of BioStart and explained the science behind the product in non-scientific terminology. Using the axiom, "a picture is worth a thousand words" Paladin utilized photos provided by BioCat of root balls, green fields (and not- so-green fields) and treated the images to create a sense of movement. Motion graphic images were created to illustrate the science that makes the product work and kinetic text was implemented to reinforce the features and benefits. All of the information conveyed was narrated with a professional voice-over.

The Results

BioCat launched the BioStart brand using the video as a sales tool at their distributor convention. The feedback from sales representatives was very positive. Comments like "the video made it so easy to understand how and why the product works", "the video explains the science behind BioStart, so accessible to any farmer". Their national distributor committed to placing orders for all of their outlets and requested that their logo be added to the video. Subsequently a spanish language version of the video was created with their Central and South American distributors logo, Spanish voice and text on screen.