TextWise creates the semantic Digital DNA of documents, revealing the fundamental meaning of text.
This video was a challenge. TextWise is a pretty complicated API that we had to explain in the simplest terms possible.
Michael O’Connor Clarke from Thornley Fallis headed this project and he brought some really great ideas to the table. After many rewrites we decided that an infomercial was the best format to delver the information.
At first we were going to do a Billy Mays style video, but decided instead to make it more retro. I shot it using a VHS camcorder, that’s how it got its look and for the call to action I recreated the info-graphic from an old Ginzu knife commercial.
In the end think we did a really good job of explaining something really complex in an entertaining way.