When Google asked us to make a marketing video about a product used by computer engineers, we started by reaching out to developers about videos they liked and hated. When telling a story with a community we’re not a part of, our first step is to find collaborators in the community — we had to get some techies in our corner.
They explained: the product is called Android Studio: it’s an app that builds apps. The next thing we did was let them tell their story. Honestly. Authentically. With all the jargon and terminology that they actually use to talk to each other. (We learned a ton.) At the end of the day, we created a video that’s not for us — and it’s probably not for you. But that’s our favorite thing about it. Developers resonate with it — and they’re the ones who should.