Product launch films, feature announcements, and behind-the-scenes content for Airtable's AI product releases. Each project translates a complex platform shift into something people actually want to watch.
Every major Airtable AI release needed video that could carry the narrative across multiple surfaces — keynote stages, web, social, demand gen, and sales enablement. The challenge each time was the same: take a deeply technical platform shift and make it feel exciting, accessible, and worth an audience's time.
The approach varied by project — a 60-minute produced webinar for one, a tight launch video for another, a behind-the-scenes documentary for a third — but the creative philosophy stayed consistent: lead with story, let the product reveal itself through the narrative, and treat every format like it deserves real production value.
A 60-minute video that rethinks the simulive webinar format. Rather than a screenshare with talking heads, this was built as a fully produced piece — live action filmed in New York City, Riverside interviews with customers and executives, ScreenStudio product demos, and close collaboration with product engineers to capture feature updates as they shipped.
The edit was structured in chapters, each self-contained but flowing into the next. Sound design and a custom score evolve across the hour, giving each segment its own energy while holding the full runtime together.
Omni was Airtable's most significant product release — a connected data platform that unified the entire product suite under one AI-powered experience. The launch video needed to match the scale of the announcement: a single piece that could carry the narrative across keynote stages, web, social, and demand gen.
The production combined product demos, executive messaging, and brand storytelling into one cohesive flow. Rather than treating each element as a separate segment, the edit moves between them naturally — the product demo illustrating what the executives describe, the brand moments giving it emotional weight. A custom music bed escalates across the piece, giving it the feel of an announcement rather than a walkthrough.
Cobuilder was Airtable's most ambitious AI feature — and this behind-the-scenes piece was designed to humanize the engineering effort behind it. Rather than leading with features, the film opens with the team: their ambitions, their debates, the whiteboard sessions at midnight. The product reveals itself through the people who built it.
Shot across Airtable's San Francisco headquarters, the piece interweaves sit-down interviews with verité-style footage of the team working through real problems. A compact cinema rig kept the crew footprint small and the atmosphere natural. The edit was structured around emotional beats rather than feature timelines.
Each of these projects required a different format, but the underlying approach was the same: find the human story inside the product announcement, and build the production around it.