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Bowlmor AMF, the largest owner and operator of bowling venues in the world, approached us to develop two high-end promotional and training videos for their team. Just as Bowlmor defies expectations about what bowling night can be, their training videos needed to be anything but typical.
Our team collaborated with Bowlmor’s marketing department to bring this video to the next level and be the antithesis of your generic training video. They wanted it to remain clear and informative, but to also have a refreshing look that allows new employees to understand the Bowlmor brand and the central concept of their philosophy: S.A.L.V.E. S.A.L.V.E. is the trademarked acronym that Bowlmor AMF uses to craft the ideal environment within their bowling venues; Sound, Air, Light, and Video = Energy. We came to the conclusion that showing the character of their brand using this philosophy would be both more effective and more entertaining than simply telling viewers about it.
In addition to developing the creative concept, we also handled production and post. To best epitomize the feeling of being at a Bowlmor venue, we used typography, color, cinematography, and custom music tracks in conjunction with a captivating voiceover and genuine talent performances to create a truly audiovisual experience and adhere to the core concept of S.A.L.V.E. Bowlmor’s overarching goal is to create a contagious energy in their spaces that is comfortable yet stimulating, engaging clients and making them eager to return. We were focused on that goal throughout production, and sought to give viewers a taste of the environment that Bowlmor cultivates.
The final product reflects the singular energy behind Bowlmor and captures the goals and tone of their brand. The film’s poetic voiceover, low-key lighting, and gorgeous cinematography successfully work together to bring viewers into the world of Bowlmor’s bowling lanes. The final film was unlike any training video, carrying a similar level of entertainment to that of a music video or short film, while educating sales and marketing teams about the Bowlmor philosophy. We received positive feedback from Bowlmor on the video’s use as a tool to acclimate new employees with the company’s unique environment.