A Creative Promo Video Designed For XR Glasses (Behind The Scenes)

Earlier this year, we had the pleasure of working with long-time client ICE (Industrial Cleaning Equipment) to produce a creative promotional video for their updated Smart Call customer support platform. The video debuted at the Cleaning Show, one of the UK’s major industry trade shows, and showcased key new features like live translation, an AI assistant, and a carbon calculator.

This project was a little different from our usual work with ICE, which typically includes training videos and case studies. This time, the brief was to go bigger – to create a high-impact promotional film that would turn heads at a busy exhibition.

From Concept to Storyboard

After an initial meeting with ICE’s marketing manager Julie, we suggested a more scripted, story-driven approach. Instead of fly-on-the-wall footage, we proposed three staged scenarios demonstrating the platform’s features in action – complete with voiceover and visual effects.

We storyboarded the idea using AI-generated visuals to convey our vision, and then refined a detailed script for voiceover and dialogue. Everyone was on board – it was a new direction, but one that matched the ambition of the product and the platform.

Filming at M&S Hedge End

The first shoot took place on a chilly March morning at an M&S store in Hedge End. We had a narrow window before the store opened, so the pressure was on! Using a Canon C400, dolly and slider shots, and battery-powered lighting, we captured two of our scenarios featuring ICE team members Julie and Ria, alongside an actor we hired for the live translation scene.

We kept things slick and efficient thanks to a clear script, working as a team, and smart lighting choices that complemented the store’s own lighting setup.

Shooting at ICE HQ

A few days later, we filmed several office-based scenes at ICE’s Southampton HQ. This shoot involved ICE’s engineering help desk team and focused on their side of the Smart Call support system.

We used a Canon R5C and turned off the office overhead lights in favour of controlled, portrait-style lighting with softboxes and accent lights. Again, with a short, clear script and a well-planned shot list, we wrapped the shoot smoothly and efficiently.

A Tight Turnaround

With filming completed on March 10th and the Cleaning Show just days away, we had a tight deadline to hit. Thanks to a pre-booked voiceover recording and quick approval from ICE on the initial edit, we were able to move swiftly through post-production.

We brought in a motion graphics artist to create pop-up visuals, and a colourist to give the footage a polished, cinematic look, both delivering within 48 hours to meet the deadline.

Taking It to the Show Floor – in XR

One of the most exciting parts of the project was ICE’s decision to showcase the video using XR (extended reality) glasses. Instead of relying on a traditional display screen, attendees could view the video through immersive glasses connected to iPads. A futuristic and eye-catching way to stand out at the show.

Seeing the final result in action at the Cleaning Show was a proud moment for our team. It was a brilliant collaboration with ICE and a great example of how creative storytelling, technical precision and innovative thinking can bring a concept to life.

Want a Creative Promotional Video Like This?

Whether you’re planning for an event, launching a product, or just want to showcase what your company does best, we’d love to help. Let’s chat about your next video project!