WESCO INTERNATIONAL: PRODUCT AWARENESS VIDEO SERIES
Product Storytelling for a $22 Billion Distributor
CLIENT: WESCO International
PRODUCT PARTNER: APC by Schneider Electric
PROJECT: Product Awareness Video Series (3 service lines)
LOCATIONS: St. Louis APC facility + Chicago suburbs
ROLE: Solo Producer (concept design, pre-interview, location scouting, production, editing)
DELIVERABLE: 3 hero product videos (~4 minutes each) for educational marketing
OUTCOME: WESCO Communications Manager "delighted" with process. Hired for additional projects afterward. Videos deployed across website, social media, sales enablement, and partner presentations.
the stakes
About WESCO International
WESCO International, Inc. is a publicly traded American holding company for WESCO Distribution, an electrical distribution and services company based in Pittsburgh, Pennsylvania. In 2023, its total revenue was approximately $22 billion, employing approximately 20,000 employees and serving more than 150,000 active customers worldwide.
About APC by Schneider Electric
APC by Schneider Electric is a WESCO supplier partner, providing infrastructure and software solutions that help build, connect, power, and protect critical IT equipment. APC is one of the leading global brands for integrated IT physical infrastructure for wiring closets and data centers, enabling businesses to build robust power and cooling environments for mission-critical applications.
The Partnership
APC is WESCO's largest provider of power & cooling products (PDUs, UPS, power strips) and one of their largest metal providers (racks, cabinets, cable management). APC is known for "Legendary Reliability" and cutting-edge technology, with state-of-the-art training facilities and excellent distribution support programs.
What this means:
When you're creating product awareness content for a $22 billion distributor showcasing their largest supplier partner, the content has to match the sophistication of both brands.
the brief
WESCO's Communications Team
needed updated product awareness videos for three key APC service lines:
Custom Rack Systems
Variety, scalability, and solutions for diverse IT environments
Smart UPS / Smart Connect
Uninterruptible power systems with remote monitoring capabilities
NetBotz
Rack monitoring and environmental sensors for data center protection
Why These Videos Mattered
WESCO distributes APC products to thousands of customers from contractors, government agencies to telecommunications providers, data center operators. These customers need to understand:
✓ What problems each product solves
✓ How APC's solutions compare to competitors
✓ Why WESCO's partnership with APC delivers value
The challenge: Create compelling, educational content that showcases technical products without overwhelming non-expert audiences and do it with fast turnaround and a lean production budget.
THE CHALLENGE
Create Product Awareness Videos That Educate and Convert
Why They Hired a Fractional Producer
1. Fast turnaround capability
Communications teams work on tight timelines. No time for months-long agency processes.
2. Expertise with APC systems (as an actual user of the products)
Technical credibility matters. Understanding the products means sharper pre-interviews and more intentional B-roll.
3. End-to-end production skills (concept to delivery, solo operation)
No crew overhead. No multiple vendors. One producer who can handle everything.
4. Strong visual storytelling (not just technical documentation)
Product videos need to educate AND engage. Dry technical walkthroughs don't convert.
THE APPROACH
How I Solved It: Pre-Interview, Strategic Scouting, Solo Production
This project required full-service producer capabilities from concept design through final delivery.
Phase 1: Pre-Interview & Content Strategy
Before filming, I conducted pre-interviews with 6 product representatives, one for each product line, plus additional technical experts.
These weren't casual conversations; they were strategic.
Questions covered:
✓ Product history and evolution
✓ Distinctive features vs. competitors
✓ User personas (who benefits most)
✓ Problems solved / pain points addressed
✓ Software integrations, scalability, warranties
✓ Why APC is superior / why WESCO is the right distribution partner
Why pre-interviews matter:
They shaped the entire narrative. By understanding each rep's expertise and communication style before filming, I could design interview flows that felt natural while covering all key talking points.
This is the difference between a videographer and a producer: Videographers show up and shoot. Producers design the narrative before the camera turns on.
Phase 2: Location Scouting (The Visual Strategy)
Filming locations:
✓ St. Louis APC facility (state-of-the-art training and manufacturing center)
✓ Chicago suburbs (additional interview locations)
What I was looking for:
1. Depth in shots
Cinematic backgrounds, not flat walls. Depth creates visual interest and professionalism.
2. Context
Equipment, technology visible in frame to reinforce product messaging. The environment tells the story before anyone speaks.
3. Quiet spaces
Clean audio in active facilities. Background noise kills product videos.
4. Out of people's way
Filming during an open house without disrupting operations. Respect for the client's workflow = trust.
Why this matters:
I'm very particular about interview backgrounds. The visual environment tells as much of the story as the words. A well-scouted location makes a $22 billion distributor look like a $22 billion distributor.
Phase 3: Production (2-Day Solo Shoot)
Setup:
✓ Full production gear: 2 cameras, professional lighting, sound, slider
✓ Solo operation: No crew—just me managing all technical and creative aspects
✓ Day 1: B-roll on the factory floor during an open house (capturing equipment, manufacturing processes, facility atmosphere)
✓ Day 2: Interviews with product reps in scouted locations
The style:
Cinematic, professional, technically precise, matching the sophistication of APC's "Legendary Reliability" brand.
Why solo works:
No crew coordination. No communication overhead. Faster setup, faster execution, lower cost without sacrificing quality.
When you have 20 years of experience, you can operate 2 cameras, lighting, sound, and slider simultaneously while directing non-actor talent. This isn't typical. This is specialized efficiency.
Phase 4: Post-Production (5-Day Edit)
Post-production workflow:
✓ Editing: Integrating interviews with B-roll to create narrative flow
✓ Minimal graphics/motion design: Clean, professional, product-focused
✓ Minimal sound design: Natural, authoritative tone
✓ Client revisions: Incorporated feedback efficiently
Turnaround: From shoot to final delivery in roughly one week.
Why this speed matters:
Communications teams have launch deadlines. One week from shoot to delivery means product videos can go live while the campaign is still relevant.
Agencies take 4-8 weeks for the same work. Fractional producers who've built efficient systems can deliver in 1 week without sacrificing quality.
WHAT I LEARNED (And How It Helps Future Clients)
For B2B Companies, Distributors, and Manufacturers
Lesson 1:
Pre-interview strategy shapes everything.
Not just "showing up and shooting." Pre-interviews shaped the narrative, ensured coverage of key talking points, and made on-camera talent comfortable before filming.
Why this matters:
Product reps aren't professional actors. They're experts in their field who may or may not be comfortable on camera. Pre-interviews build rapport, identify their strengths, and design a flow that plays to those strengths.
The result: Natural, confident delivery that educates without feeling scripted or stiff.
Lesson 2:
Location scouting is visual strategy.
Finding cinematic interview backgrounds in active facilities is a skill. The visual environment reinforces brand credibility.
Amateur approach: "Let's shoot in your office."
Professional approach: "Where can we find depth, context, and clean audio that visually communicates the sophistication of your brand?"
Every frame communicates professionalism, innovation, and the sophistication of APC's technology without overwhelming the message.
Lesson 3:
Solo production capability is a strategic advantage.
Managing 2 cameras, lighting, sound, and slider - solo -Â while directing non-actor talent in a fast-paced environment requires:
20 years of technical mastery
Efficient workflows
Ability to multitask without losing quality
No crew needed = lower cost, faster execution, simpler logistics.
Lesson 4:
Technical product knowledge accelerates production.
As an actual user of APC systems, I understood the products I was filming.
This meant:
Sharper pre-interview questions
(I knew what to ask)
More intentional B-roll
(I knew what mattered visually)
Faster editing (I understood technical terminology and product context)
When your producer understands your products, production goes faster and output quality goes higher.
THE PROOF
3 Public Videos: Technical Storytelling with Cinematic Polish
All three product videos are public and showcase:
✓ Carefully scouted interview backgrounds
✓ Professional lighting design
✓ Cinematic B-roll from APC's St. Louis facility
✓ Clear, educational narratives that make technical products accessible
What the videos demonstrate:
Technical credibility without jargon overload
Product reps explain features in accessible language. Complex systems become understandable.
Visual sophistication matching brand standards
APC's "Legendary Reliability" is reflected in every frame. Professional lighting, cinematic backgrounds, intentional composition.
Educational value for diverse audiences
Contractors, government agencies, telecom providers, data center operators—all can understand the value proposition.
"Daniel, I forwarded the link to the bosses for their feedback, but as far as I’m concerned, this is (...) awesome. Very well done."
Sagar Chowdhury
Marketing Director, Emerging Technologies& End Users
Need Product Videos that educate, engage, and convert?
If you're a B2B company, distributor, or manufacturer that needs compelling product content, but don't have the internal resources or budget for a full agency, let's talk.
I specialize in:
Solo, full-service production (concept to delivery)
Pre-interview strategy for technical products
Fast turnaround (1-2 weeks, not 4-8 weeks)
Technical expertise (I understand the products I'm filming)
Cinematic execution on lean budgets
No pitch. No pressure.
Just a conversation to see if this fits your goals and your workflow.
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