Narrative Before Interface
Define what changed, who it matters to, and the emotional arc before deciding which screens belong in the film.
Airtable · Product Storytelling
Make the Product the Story
Launch Films · UI Capture · AI-Enabled Production
Software should be understandable without looking like a software tutorial.
I built a repeatable visual system for Airtable launches: start with the audience problem, choreograph the interface around the narration, and combine polished UI capture with live action, sound, and editorial rhythm. The format changed with the release; the point of view stayed consistent.
The Product Film System
UI as Performance
Rehearse clean product states and capture polished ScreenStudio demos that reveal one idea at a time.
Design the Attention
Use crops, movement, timing, sound, and live action to direct the eye instead of asking viewers to scan an entire screen.
Use AI to Remove Friction
AI-enabled research and production organization accelerated iteration; product claims, pacing, and final creative judgment stayed human-led.
Selected Launch Work
01
Airtable AI: The New Playbook
Simulive WebinarA 60-minute simulive program built like an editorial film rather than a webinar: live action in New York, Riverside interviews, customer voices, and ScreenStudio product demos organized into clear chapters. Product engineers stayed close to the capture process as features changed, while sound and score held the full piece together.
02
Airtable AI: Omni Product Launch
Product Launch VideoA launch film for a major platform release, designed to travel across keynote, web, social, and demand generation. Executive messaging establishes the stakes; carefully staged product capture proves the idea; brand moments and an escalating score give the announcement momentum.
03
How We Built It: Cobuilder
Behind the ScenesA product story told through the people who built it. Interviews and verité footage from Airtable's San Francisco office reveal the feature through the team's ambitions, debates, and working process, making the engineering effort feel human before the UI takes center stage.
Different formats. One point of view.
Show the interface clearly, give the audience a reason to care, and let production value support the product instead of overwhelming it.