Our client came to us with a big problem: confused investors. Flying Truss is an experiential property development company with ideas so innovative, it was becoming difficult to raise capital. People just didn’t understand the project.
So, they asked us to make a video that would explain the what, why, and how of their novel project in Kansas City—converting a disused railroad bridge into a landmark retail and leisure attraction—and their novel funding scheme—the P4.
"The video has most definitely been helpful with capital raises. It gets attention in great ways."
- Michael Zeller
Just take a look at their Investor Inquiries page to see for yourself what they’ve embedded.
From a writing perspective, we knew for an audience of potential investors, we had to keep the script especially tight and efficient. Information density was the name of the game, but of course, we knew we also had to keep it engaging, rather than some dry string of facts and figures.
To pair with the educational tone and construction/architecture topic, we focused on a sort of blueprint theme for our animations, while we derived our core color palette from the brand identity of the Rock Island Bridge project: orange for the oxidized iron trusses and blue for the Missouri river they span.
A couple of our favorite visuals from the video were: the graphic explaining the unique public-private-philanthropic-partnership funding model (which the founders like to call “hacking capitalism”) and the “postcard” style visuals referencing comparable development projects in America.
With plenty of back-and-forth and productive collaboration, in the end, we were able to produce a compelling and effective explanatory product for Flying Truss, that we were both more than proud of, on time and on budget.
