Chicago Bulls Partnership Announcement Video

About Paylocity:

Paylocity is a software company that specializes in HR & Payroll with many features within it’s app to make the employee lifecycle smooth from hire to retire.

Their Business Needs and Goals:

Paylocity became partners with the Chicago Bulls. This was a huge deal since they had a corporate goal to land more sponsorships. They were going to announce the partnership and the Marketing Team thought it would be cool if we went all out and made a video to showcase the announcement.

The Solution to Their Needs:

The Creative Team, Multimedia Team, and Copy Team collaborated to create this video to showcase the partnership in a short-form video that could be utilized in paid media, organic social, and by sales. The goal was to make this announcement a big splash, to put more eyes on Paylocity to increase their brand recognition.

Results:

(This data was pulled in the first 24 hours after the first video launch.)

LinkedIn:

Total Views: 10,700+
Impressions: 20,200+
CTR: 2.4%+
Engagement Rate: 5.5%+, which is above the average of 1-3%.

Instagram:

Total Views: 6,000+
Accounts Reached: 3,690+
Interactions: 400+

Script & Storyboard

The script was created for this by the Copy Team and was handed to me to create the storyboard. I created the storyboard by using showing shots and angles to guide the Multimedia Team on how I wanted it shot. As well as provided a breakdown of the script in line with the images, film locations in the HQ office, and additional notes for capturing sounds, specific camera set ups, and multiple take requests. The Multimedia Team said the storyboard was very thorough and it made their job much easier with the way I laid it out for them visually.

Script: Jay Miutz

Storyboard: Kayla Martinez (Me)

Video Edit and “ONE” Campaign Insertion

The footage that the Multimedia Team shot for me was amazing! I asked for close ups and wide shots for each scene. I asked for specific sounds effects to be recorded on site and they delivered. Now it was time for me to edit the video. It was fun looking through all of the shots and selecting the best ones to use for the final export. Here you can see the first draft vs the final draft. I liked experimenting with multiple shots, but ultimately the team thought it would perform better if the video was snappier so we quicken the pace. The first draft was 45 seconds and the final ended up being 36 seconds.

During this announcement Paylocity had also newly launched its ONE Campaign announcing that it handled Finance and IT solutions, in addition to the HR solutions it was well known for providing. We wanted to sprinkle in hints of ONE through out the video so here are some places where ONE was added in as Easter eggs.

Video Editing Magic

Some video editing magic was done for this video. Here are three parts of the video where I edited it to be different than the original footage and why.

1. Paylocity Logo on the Building: For this one leadership wanted to show our current logo. In reality the building still has the previous logo on it, instead of replacing it in real life they wanted the current brand logo reflected in the video.

2. Changing the Floor Number on the Wall: Again, this video was created very close to the ONE Campaign so we wanted to sprinkle little Easter eggs of ONE through out the video. This is an example of that. I changed the floor number from 14 to 1 as an Easter egg for ONE.

3. Delaying the Slide In: We wanted a bit more breathing room on this section where Benny is dumping popcorn on the employee in the wide shot. Employee 2 slides in too early so I edited him out for a few frames until the close up where you can see him.

After a few rounds of revisions the announcement video was ready to go live on social media.

Social Media Launch & Closing Thoughts

This video was a huge success. It was the most viewed and interacted with video in Paylocity’s social media history for LinkedIn and Instagram. This was such a fun project to work. Since this video launch Paylocity was able to close partnership deals with 5+ other sports teams, aligning with corporate goals to increase our brand presence in the world of professional sports.

This project was a huge collaboration with lots of moving parts and teams as a part of it. I was grateful to act as a guide and create for any part of it.