DEEPCOOL

The brand connection.

DeepCool is part of my creator portfolio. This sits on the creator side of my work: making content for my own audience through brand partnerships.

That experience informs the way I work with businesses today, from developing an idea to planning the content and shaping the final edit.

My approach to the creative.

I approach product content by asking what needs explaining and what can be shown. That choice shapes the concept, the shots and the way the story is edited.

About DeepCool.

DeepCool makes PC cooling hardware, including CPU coolers, fans and cases. Cooling is a category where the benefit is easy to feel but hard to see, which makes explanation the main creative job.

What this means for your business.

A single video for DeepCool reached more than 6K views. Products whose value is invisible, such as cooling, insulation, software or maintenance, need a visual way to show the result.

Look for a comparison, a measurement or a before and after the viewer can follow without a technical background. When I plan content for a client with an invisible benefit, I start by asking what the viewer could see that would prove it.

A local example: a home energy or HVAC contractor can show a thermal photo before and after a job, which proves the result more convincingly than any claim about quality.