60 Second
Product Teaser

Project background

While the partial cancellation of HS2 may appear to indicate otherwise, rail travel is well and truly on the up. With air travel accounting for 2.5% of global CO2 emissions, some governments are opting to phase out short internal flights. And as companies look to meet their net zero targets, bans on air travel for business are increasing.

So why is it so hard to buy rail on your favourite travel apps and websites? Well, it’s… complicated. But not if you know SilverRail.

The team came to us to create a short film to capture the interest of the travel agents and sites who thought selling rail would be too challenging (spoiler: it isn’t).

Our solution

60 second script

To make the video as easy to digest as possible and to maximise its usage for events as well as online we embarked on a challenge to condense SilverRail’s proposition into a short-and-sweet 60 seconds.

Knowing that the target audience (time-starved senior/exec level) were interested in opportunities and not necessarily technical background, through the scriptwriting phase we maintained a laser focus on the ‘why and what’ and largely left out the ‘how’. This kept the duration down and made the quickest possible case for adoption.

Mixed media for a hyper-real feel

It was important that the film captured a sense of the ‘real world’: What it feels like to take the train. We also wanted to clearly visualise that there’s real demand from real people. But stock footage wasn’t the right option - we needed something with more ‘wow’… A style befitting a revolutionary product for the travel sector.

The answer? Carefully crafted mixed media. We combined 100s of real images to create typical cinematic shots/compositions from scratch, treating everything using the SilverRail palette for a truly branded look and feel.