SoPure | Product Launch Campaign
Full launch campaign for a Canadian hand sanitizer brand going to market. Two brand videos (B2C and B2B), complete product photography for their entire lineup. Shot entirely in a home studio on a tight budget with green screens, wire rigs, and heavy post-production.
Brand Videos
Product Photography
Case Study
The Brief
SoPure, a Canadian Health Canada-approved hand sanitizer brand, needed launch content to enter both retail (B2C) and distributor (B2B) channels. They needed two distinct brand videos and a full product photography suite covering their entire lineup, from 2oz travel sprays to 4L bulk refills.
Budget was minimal. No studio rental. No crew. The entire shoot was executed in a basement studio using green screens, wire rigs for suspended product shots, and extensive post-production to achieve a polished, market-ready look.
The Approach
Two videos with different audiences, different tones, same constraint: make it look like it cost 10x what it did.
- B2C Video: Consumer-facing. Lifestyle energy. Shows the product in everyday moments, emphasizes the spray format, scent variety, and portability.
- B2B Video: Professional tone. Product-forward. Built for distributor meetings and retail buyer pitches. Focuses on the brand story, Health Canada compliance, and product range.
Production
1. Home Studio Setup
Converted a basement into a controlled shooting environment. Green screen backdrop for product isolation, seamless white for clean product shots. DIY lighting rig tuned for product photography and video simultaneously.
2. Wire Rigs & Practical Effects
Products suspended on wire rigs for floating/dynamic shots. Spray effects, water elements, and product rotations all captured practically, then cleaned in post. Wire removal done in After Effects.
3. Product Photography
Complete lineup photographed: individual bottles, family groupings, lifestyle scenes with props (greenery, desk setups). Multiple compositions per product for e-commerce, social, and print use.
4. Post-Production
Heavy post on both videos: green screen compositing, wire removal (After Effects), color grading, motion graphics, and sound design. Product photos retouched for consistent lighting and color accuracy across the full range.