Kickstarter campaign film for Edge of Belgavia
Brief
Edge of Belgravia is in the vanguard of contemporary knife production. Over the past five years, the company has built a reputation for combining premium materials with bold design. But they wanted to go further, to create a set that could stand alone as a piece of art.

To do it the way that he wanted to – exceptional quality at an affordable price – founder Freddie Ostlund needed help so he turned to Kickstarter. He then approached me to work on the guide script for a three-minute film. A director was already in place but this was his first attempt at a fundraising video and concept was quite loose.

The core narrative needed to be refined, a structure established and a balance struck between the emotional and rational. Making a Kickstarter video is a tricky task. You only have a few minutes to tell your story, to get people excited about your product, demonstrate why it’s awesome and necessary, and turn viewers into committed backers.

Aside from the quick turnaround (1-2 weeks), another challenge was the lack of manufacturing footage – often an essential element when covering themes such as design and craftsmanship. The range, known as Kuroi Hana (“Black Flower”), is unique and stunning, each blade folded 67 times and hand-etched with a dark mottled pattern. But looks will only get you so far. If you are asking people for their money, you need to convince them that this is a worthwhile investment.    

Response
– Kickstarter campaign research
– Knife industry research
– Content audit (images, written content, rushes)
– Founder interview
– Product trial
– Planning meeting with director and key stakeholders
– Image research and location scouting

Results
Edge of Belgravia smashed its £30,000 target in less than five hours. The campaign has currently attracted more than 700 backers and £170,000 in pledges.

“My main concern on this project was that the video would be dull and have no thread. It also needed to sell, but the director wasn’t too keen. Amar is diligent and attentive but the structure of his work was the most striking quality. He really established a narrative and spent time to find images and moods to anchor the text in the video. He is also a great listener, who tries to adapt his writing to the tone of the brand.”
(Freddie Ostlund, Founder, Edge of Belgravia)
Film by Yury Sharov
Kickstarter campaign film for Edge of Belgavia
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Kickstarter campaign film for Edge of Belgavia

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