Format / Product
A product video ages fast. If it is edited in blocks and the rushes are classified, updating it is re-editing rather than reshooting.
LITE plan free forever, with a 250 GB library.
Updated: September 2026
This page explains how a product video gets made, whether the product is physical or software, and how to stop it expiring with the next change. The key is not the shoot but the structure: pieces edited in blocks and tagged rushes let you update only what changed. Play has two pieces that work separately or together: Play Platform, where that material stays classified and reusable; and PLAY /Services, the team that shoots with local talent. You can start free with the platform alone.
It is not the shoot. It is having to repeat it every time something changes.
A new colour, a different pack or a redesigned screen forces a shoot from scratch, because the piece was edited as one indivisible block.
A modular edit in blocks, to replace only the affected part.
The ecommerce listing wants a clean shot, social wants it vertical with a hook in the first second, and sales wants it explained. One video covers none of them well.
Per-channel variants planned from the brief and delivered from the same shoot.
Twenty new references a year are twenty jobs, twenty quotes and twenty approval processes, each treated as though it were the first.
One repeatable production format, with cost comparable across references.
The raw footage from the previous shoot is not to hand, so updating means starting again even though eighty per cent of it still works.
Tagged rushes in your library, available for the next version.
Play is a Production-Tech company: software and a production team in the same house. What decides things here is how the piece is structured from the brief.
You or your supplier shoot, and you use Play so the rushes stay classified and the piece can be updated in blocks.
Free on the LITE plan
See Play PlatformYou commission the batch of references to a repeatable format, on a fixed quote with the per-channel variants included.
Per project, on a transparent rate card
See PLAY /ServicesThe platform is your video catalogue and our team produces inside it at the pace of the launches.
Platform included, production per project
Talk to the teamThe three ways are doors into the same place, and you can move between them without migrating anything. Most teams start at way 1 or way 2 and end up at way 3 once the content volume grows.
Different formats, with different demands on the shoot.
| Variant | What it is used for | What the production demands |
|---|---|---|
| Packshot | The ecommerce listing and the catalogue, on a clean background. | A studio, controlled lighting and consistency across references. |
| Product in use | Showing the product in a real context, for social and campaign. | Location, casting and direction, closer to a commercial. |
| Software demo | Explaining a feature on the website, in sales and in onboarding. | Interface capture and a modular edit, updatable per screen. |
| Motion explainer | Explaining how something invisible works. | Post-production and design, with no shoot. |
| Range comparison | Helping people choose between references in the same family. | A shoot planned as a batch, to a common standard. |
| Detail and materials | Conveying quality and finish on a physical product. | Macro, controlled movement and colour post-production. |
What stops a video catalogue having to be remade every year.
Rushes and masters AI-tagged and grouped by product, to find in seconds what has already been shot for that range.
Each output format is a version of the same piece, with its history, rather than loose files with improvised names.
Both teams comment on the piece itself, by version, avoiding the contradictory last-minute correction.
Which references are being shot and when, in a view shared with whoever plans the catalogue.
Budget and spend inside the project, to know what it really costs to add a product to the video catalogue.
The photographer, the production company and the agency join without taking a licence, on every plan including the free one.
The piece is built in blocks precisely so that a change of reference does not force it to be remade entirely.
Several references in the same day to a common standard, which is what brings the catalogue's unit cost down.
Formats, durations and languages from the same edit, without going back to the studio for every channel.
Crews in more than 20 countries, to shoot where the product or the market is, with no added logistics.
The flow is the same whether you produce or we do. The only thing that changes is who carries out step 3.
You open the project and describe the need. KAMI AI helps turn it into a structured brief, with formats, markets and dates, so that everyone is working from the same thing.
This is where you pick a way: your team produces it, your agency does, or PLAY /Services does with local talent. If you commission it from us, you get a fixed quote on a transparent rate card before anything starts.
Shoot, edit and versions in the same project. Approvals happen through videofeedback and public links, with no email chains. If PLAY produces, your Account Manager oversees every stage.
The finished piece and the raw footage stay in your library, tagged and ready to reuse on the next campaign.
Recurring shoots across multiple European markets under one coordination system: Barcelona, Rotterdam, Manchester, Oslo, Warsaw, Dublin, Madrid, Istanbul, Lyon and Stockholm, among others.
A centralised system for creating content quickly and consistently across multiple formats, channels and locations in Spain, with a single point of contact adapting each message to its audience and platform.
The full case studies, with the detail of each production, are on the services page. Download the full case studies.
The platform is paid per workspace. The shoot is quoted per project, and in batches the cost per reference drops considerably.
0 €
149 €/month /workspace
Custom
Access to Play Platform is included at no cost with every PLAY video production service. In other words: you can come in through the platform door and pay only for the software, or come in through the production door and take the software with it.
Annual billing works out at 10 months. Extra storage at 29 €/TB per month. With a catalogue, PRO justifies itself: 1 TB holds the rushes from several batches, and the AI tagging is what lets you reuse rather than go back to the studio every time a reference changes. See the full plan comparison.
By editing the piece in blocks from the brief and keeping the rushes tagged. When a reference or a screen changes, that block gets replaced rather than the whole video remade.
It depends on the type: a studio packshot does not cost the same as a product-in-use video with location and casting. It is quoted per project on a transparent rate card, and shooting several references as a batch brings the unit cost down considerably.
Yes. Demos combine interface capture with narration and motion, and they are edited in blocks precisely so that only the screen that changed needs updating with the next release.
Yes, and it is worth planning from the brief. The same material yields the clean shot for the listing, the vertical with a hook for social and the explained version for sales.
They stay in your workspace library, tagged and grouped by reference. It is the condition for being able to update later without depending on the production company.
The timeline is settled with the scope before starting. In a batch, several references in the same day shorten the calendar considerably against commissioning them one at a time.
Open a free LITE workspace and upload the rushes from the last product shoot. At the next launch it shows whether re-editing comes out cheaper than repeating.
The same problem from whoever decides what needs explaining
When the product video has to travel through a whole channel
The alternative when what has to be explained cannot be filmed
How the library, the AI tagging and the links work
Get started
Open your workspace free and upload the rushes from the last product shoot. At the next launch it shows on its own whether re-editing comes out cheaper than repeating.
No card required. Unlimited external collaborators on the free plan, and the platform included with every production service.