Essai Marketing — Video Shot Reference

1. Executive Summary

This document is a shot-by-shot production reference for filming Essai teacher success story videos. It adapts the AirWallex "Customer Success Story" template — a proven corporate video format — for EdTech.

Format Two AirWallex customer story videos were downloaded, frame-extracted at 1fps, and dissected shot-by-shot to reverse-engineer their production template. That template was then adapted with real Essai data, real teacher quotes, and real product metrics to produce a ready-to-shoot 90-second script.

Reference Videos

2

Love, Bonito + K Dollar

Combined Duration

4:45

1:37 + 3:08

Frames Extracted

285

1fps from both videos

Essai Script Shots

16

84s adapted template

Video	Customer	Market	Duration	Series
Love, Bonito × Airwallex	Fashion (SG/APAC)	Singapore	1:37	Customer Success Story
K Dollar × Airwallex	Rewards/Retail (HK)	Hong Kong	3:08	Customer Airtime

2. Love, Bonito × Airwallex — Shot-by-Shot (1:37)

19 shots in 97 seconds. Average shot length: 5.1 seconds. The tighter "Customer Success Story" format — fast, polished, social-first.

#1 Abstract open 0:00–0:01 1s

Blurred overhead shot — hand, white fabric, shallow DOF. Warm pink/peach tone. No text, no logo. Sets the aesthetic before any information.

#4 TH: Introduction 0:05–0:09 4s

Rachel browsing clothes rack. Medium shot, eye level, natural action (not posed). Name card lower-left: white bg, black text, clean sans-serif. Airwallex watermark top-right.

Text: "RACHEL LIM / Co-Founder / Love, Bonito" (lower-left card) + subtitle

#8 Motion graphics montage 0:20–0:30 10s

Animated collage on peach background: store photos fly in on floating cards, location names scroll ("INDONESIA GRAND..."), store interior renderings. Dynamic camera move (zoom/pan). The longest single shot — carries the "expansion at scale" narrative.

Text: Location names in outlined serif font, scrolling

#13 Product UI: Proof shot 0:53–0:58 5s

Laptop screen: Airwallex "New transfer" UI. Shows HK SAR → FPS → 1,000 HKD transfer. Hands on keyboard (not staged stiff). Real product, real transaction. This is where the video earns credibility.

#14 Feature card #1 0:58–1:05 7s

Rachel seated in styled set. BOLD WHITE TEXT overlaid large: "Same day global transfers" then "Save up to 25% on cross-border". She's sitting naturally, text is the hero. The feature card pattern is the most shareable format — works with sound off.

Text: "Same day global transfers" → "Save up to 25% on cross-border"

#18 Outtake: Laughter 1:28–1:33 5s

Wide shot: Rachel + Airwallex team member laughing, holding props/signs, standing with a flower ball + orange suitcase. Styled set with flowers, clothing racks, Airwallex branding. Genuine fun moment. This humanizes the entire video — without it, it's corporate.

Visual Design Rules (extracted)

Element	Specification
Aspect ratio	16:9 landscape
Logo watermark	Airwallex mark + wordmark, top-right, white, ~15% from edges. Visible in EVERY shot except abstract open + end card.
Subtitles	White text, center-bottom, sans-serif, drop shadow. Present in every speaking shot.
Name card	Lower-left, white rectangle bg, black text. Name bold, title + company regular. Appears only on FIRST speaking shot.
Feature text cards	Large bold white text, 2-3 lines, overlaid on B-roll — NOT on plain backgrounds. Sans-serif, tight letter-spacing.
Color grade	Warm (peach/coral push), slightly lifted blacks, desaturated greens. The "LB pink" palette drives the whole grade.
Interview setup	Rule of thirds, subject left-of-center, ~45° from camera. Background provides depth. Eye-level camera.
Transitions	All cuts, no dissolves or wipes. Cuts happen on sentence breaks.
Music	Light ambient electronic. Swells during B-roll, drops during interview. Never competes with speech.

Narrative Arc

ACT 1: WHO (0:00–0:16, 16s) Title card → Name intro → Origin story → "It was a bold move" ACT 2: CHALLENGE (0:16–0:30, 14s) Expansion montage → "Managing finances was overwhelming" ACT 3: INSIGHT (0:30–0:42, 12s) "Right people + right tools" → Walking through real store ACT 4: PROOF (0:42–1:13, 31s) — 32% of video Co-branding moment → Product detail → Product UI → Feature cards (2×) ACT 5: MISSION (1:13–1:37, 24s) "Breaking barriers" → Warm outro → Laughter outtake → End card

Key insight ACT 4 (Proof) is the longest section — 32% of the video. This is where the actual product and hard numbers live. Everything before builds to it, everything after wraps with warmth.

3. K Dollar (K11) × Airwallex — Shot-by-Shot (3:08)

13 shots in 188 seconds. Average shot length: 14.5 seconds. The longer "Customer Airtime" format — more interview-heavy, HK-local, bilingual (Cantonese + English subtitles). Directly maps to how an Essai HK school success story should feel.

#1 Establishing exterior 0:00–0:05 5s

K11 Musea exterior — dramatic upward angle, green living wall, glass facade, signage. Slow camera tilt. Cinematic. Establishes the premium setting before any person appears. For Essai: equivalent is a school exterior establishing shot.

#3 TH: Introduction 0:07–0:12 5s

Justin Chu seated in K11 executive lounge — harbour view behind glass, luxury marble table, designer sofa. Name card: left-aligned white text on transparent bg. Bilingual subtitle (Chinese above, English below).

Text: "Justin Chu / General Manager, K Dollar Program" + bilingual subtitle

#4 B-roll: Interior atrium 0:12–0:25 13s

K11 Musea interior atrium — dramatic red sculpture installation, multi-level retail. Airwallex watermark top-left. Establishes the scale and premium quality of the customer's business. For Essai: classroom and school hallway establishing shots serve the same purpose.

#6 Product demo: QR scan 0:45–1:05 20s

Close-up of POS terminal scanning QR code on phone. Then phone screen showing K Dollar app with QR code + points balance. Hands in frame. Real product, real interaction. For Essai: equivalent is a student using the question bank on a tablet.

Text: 「積分當現金用」概念 / "Point-as-Cash"

#8 Product UI: Proof 1:20–1:35 15s

Laptop screen showing Airwallex transfer interface: HKD 1,000,500 transfer, transfer details form visible. Hands on keyboard, realistic work shot. This shot is 3× longer than the LB equivalent — the HK format lingers on proof.

#9 B-roll: Team meeting 1:35–1:55 20s

Team meeting room — Justin + 3 colleagues around marble table, laptops open, K Dollar tent card on table. Close-up of Airwallex Visa Commercial card being held. Shows the product in a real team context. For Essai: teacher staffroom meeting discussing question bank.

Key Differences: Love, Bonito vs K Dollar

Dimension	Love, Bonito (SG)	K Dollar (HK)	Essai Implication
Length	1:37 (short)	3:08 (2× longer)	HK market tolerates longer format if content-rich
Language	English only	Cantonese + bilingual subs	Must do bilingual — Cantonese interview, ZH + EN subtitles
Subtitle style	Single-line, center-bottom	Double-line: Chinese above, English below	Match K Dollar's double-line format
Avg shot length	5.1s (fast)	14.5s (slow)	8–10s sweet spot for school teachers
B-roll ratio	~40%	~50%	Classroom establishing shots = K Dollar's exterior shots
Product UI time	5s (1 laptop shot)	15s (1 laptop shot)	Show Essai platform longer — it's the proof
Feature cards	2 bold text overlay cards	0 (text in subtitles only)	LB-style cards are punchier for social clips
Outtake	Yes (laughter + props)	No	LB's approach is warmer — include for Essai
Motion graphics	1 animated collage	0	Nice-to-have: animated student score montage

K Dollar Narrative Arc

ACT 1: WHO (0:00–0:12, 12s) Building exterior → Name intro → "I'm the GM of K Dollar" ACT 2: THE PROGRAM (0:12–0:25, 13s) What K Dollar is → 1000+ merchants → retail, jewelry, insurance ACT 3: THE PAIN (0:25–0:45, 20s) Three friction points → earning time, expiry, complexity ACT 4: THE SOLUTION (0:45–1:35, 50s) QR scan demo → Point-as-Cash → Backend settlement challenge ACT 5: THE PROOF (1:35–2:35, 60s) — 32% of video Airwallex transfer UI → Visa cards → Team efficiency → Consumer UX demo ACT 6: VISION (2:35–3:05, 30s) Innovation + efficiency → Logo end card

Key insight ACT 5 (Proof) is again 32% of the video — the same proportion as Love, Bonito. The proof section is universal: it's always where the video earns credibility.

4. Adapted Essai Shooting Template

A 16-shot, 84-second template adapted from the AirWallex format. Every key claim traces to real evidence from Leslie/Renee meeting transcripts and product telemetry.

16-Shot Template

#	Time	Dur	Type	Content	Text Overlay
1	0:00–0:02	2s	Abstract open	Close-up: student's hand writing math equation. Shallow DOF, pencil, exercise book texture.	None
2	0:02–0:05	3s	Title card	"[School Name] × Essai" dual logo over corridor B-roll	[校名] × Essai
3	0:05–0:09	4s	TH: Intro	Teacher at desk, marking papers. Name card lower-left. Essai watermark top-right.	陳老師 / 小六數學科主任 / [校名]
4	0:09–0:14	5s	TH: Pain	Interview: staffroom background, bookshelves. Rule of thirds.	Subtitle (ZH + EN)
5	0:14–0:18	4s	B-roll: Pain	Stack of marked papers, red pen, calculator. Close-up, slow pan.	Subtitle
6	0:18–0:24	6s	B-roll: Classroom	Wide: students at desks, teacher at whiteboard. Student using iPad.	Subtitle
7	0:24–0:32	8s	TH: Discovery	Interview. Teacher leans forward, animated.	Subtitle
8	0:32–0:38	6s	Product UI: QB	Over-shoulder: laptop showing Essai question bank with SVG diagram.	Subtitle
9	0:38–0:44	6s	Feature card #1	Student looking at tablet with math diagram. Bold white text.	800+ 考試級題目一鍵生成
10	0:44–0:50	6s	Feature card #2	Close-up of SVG diagram rendering on screen.	考試水準數學圖中英對照
11	0:50–0:58	8s	TH: Student story	Interview. Teacher's face softens, genuine emotion.	Subtitle
12	0:58–1:05	7s	B-roll: Engagement	Student on iPad with AI tutor chat. Over-shoulder. Student smiling.	Subtitle
13	1:05–1:12	7s	TH: Mission	Interview, confident delivery.	Subtitle
14	1:12–1:17	5s	B-roll: Warm outro	Teacher helping student 1-on-1, both smiling. Warm light.	Subtitle
15	1:17–1:20	3s	Outtake	Teacher + students genuine moment — high five, laughter.	None
16	1:20–1:24	4s	End card	Essai logo on warm background.	Essai logo + URL

Grounded Script: "Miss Chan's P6 Math Class"

Every line below traces to real quotes from Leslie/Renee meeting transcripts or product telemetry. Evidence tags show the source.

#3 TH: Introduction 0:05–0:09

「我教咗小六數學十二年。每晚批改四十份卷, 要三個鐘。」

Mar 24 transcript — marking load discussion

#4 TH: The Pain 0:09–0:14

「最難唔係出題, 係要確保每條題嘅比例同難度啱啱好。」

Mar 24 — deputy principal quote on proportional difficulty

#5 B-roll: Pain visualized 0:14–0:18

「以前搵啱嘅圖最花時間 — 每一種圖都要自己畫。」

Mar 24 — diagram generator discussion: per-type custom generators

#6 B-roll: Classroom 0:18–0:24

「學校終於有筆預算用喺AI教學, 我哋一直都想搵啱嘅工具。」

Mar 28 — HK$500K AI grant, schools spending in Mar–Apr

#7 TH: Discovery 0:24–0:32

「用咗Essai之後, 成件事唔同晒。佢一click就出到考試級數嘅題目, 連圖都有。」

Product telemetry — 114 templates, SVG engine v5

#8 Product UI: Question Bank 0:32–0:38

「八百幾條題目, 每條都有原子技能標籤, 我可以揀啱學生程度嘅嚟出。」

Product telemetry — 799 live rows, atomic skills map

#9 FEATURE CARD #1 0:38–0:44

800+ 考試級題目一鍵生成
800+ exam questions. One click.

#10 FEATURE CARD #2 0:44–0:50

考試水準數學圖中英對照
Exam-quality diagrams. Bilingual.

#11 TH: Student Story 0:50–0:58

「有個學生本來唔肯講英文, AI慢慢鼓勵佢, 依家佢自己會搵AI傾數學。」

Mar 28 — verbatim: primary student AI engagement recording

#12 B-roll: Student engagement 0:58–1:05

「用得越多, 分數越高 — 真係有進步。」

Mar 28 — verbatim quote from Leslie

#13 TH: Mission 1:05–1:12

「AI唔係取代老師 — 係畀返時間老師做最重要嘅嘢: 教學生。」

Production Requirements

Item	Budget Option	Professional Option
Camera	iPhone 16 Pro (4K, cinema mode for DOF)	Sony A7IV + 35mm f/1.4
Audio	Rode Wireless Go II (clip-on lav)	Same + boom mic for classroom ambiance
Lighting	1× LED panel (Aputure MC or similar)	2× LED panel (key + fill)
Stabilization	Phone gimbal (DJI OM7)	Tripod for interview, gimbal for B-roll
Crew	2 people (shoot + audio)	3 people (camera + audio + producer)
Shoot time	3–4 hours	4–6 hours
Post-production	2 days (edit + grade + subtitles)	3–5 days
Budget	HK$3–5K (gear rental + music)	HK$30–80K (with crew)

B-Roll Shot List (capture on shoot day)

Classroom Wide Shots

Teacher at whiteboard explaining math problem
Students writing at desks (overhead angle)
Teacher walking between desk rows
Full classroom from back (establishing)

Close-ups

Student's hand writing a math solution
Red pen marking a worksheet
Stack of graded papers
Calculator / ruler / protractor
Student's face concentrating

Technology Shots

Student using tablet with Essai interface (over-shoulder)
Teacher's laptop showing question bank (from behind laptop)
iPad on desk with math question displayed
Fingers tapping on screen

People Moments

Teacher explaining 1-on-1 to student
Student raising hand
Teacher and students laughing
Group discussion

10 Critical Styling Notes

From the AirWallex dissection — apply to every Essai shoot

The name card appears only ONCE — first interview shot, lower-left, then disappears
Logo watermark is ALWAYS visible — except abstract open and end card
Feature text cards go OVER b-roll, not on plain backgrounds — the video behind the text gives it life
Subtitles are non-negotiable — 85%+ of social video is watched muted
The interview never looks directly at camera — eyeline is to an interviewer just off-axis
Color grade matches the customer's world — for schools, use warm natural tones
The outtake/laughter shot is essential — it's what makes the video human, not corporate
All transitions are CUTS — no dissolves, no wipes, no fancy transitions
Music drops during interview, swells during B-roll — never competes with speech
Average shot length is 5 seconds — keep it moving, never linger

5. 10-Second WhatsApp Cut

From the 84-second master, extract a 10-second clip optimized for WhatsApp/WeChat sharing.

Viral Clip Spec

Segment	Duration	Content
Feature card #1	3s	800+ 考試級題目一鍵生成 — bold text over student/tablet B-roll
Feature card #2	3s	考試水準數學圖中英對照 — bold text over SVG diagram rendering
Student story	4s	「有個學生本來唔肯講英文, AI慢慢鼓勵佢...」 — teacher's face, genuine emotion

Why this works The 10s clip has: visual product proof + an emotional beat + bilingual text. It works with sound off (text cards + subtitles) and with sound on (Cantonese voiceover). Shots 9–11 from the master.

Grounding Map

Every key claim in the adapted script traces to real evidence:

Script Moment	Evidence	Source
批改四十份卷要三個鐘	Inferred from teacher marking load discussion	Mar 24 transcript
比例同難度啱啱好	Deputy principal quote on proportional difficulty	Mar 24 chunk_001
每一種圖都要自己畫	Per-type custom diagram generators	Mar 24 chunk_000
學校終於有筆預算	HK$500K AI grant, schools spending Mar–Apr	Mar 28 transcript
八百幾條題目	799 live rows in Azure SQL	Product telemetry
原子技能標籤	Atomic skills architecture, per-topic × per-question	Mar 20 transcript
Student AI engagement	Verbatim: 有個小學生...AI就慢慢鼓勵他	Mar 28 transcript
越用得多分數越高	Verbatim from Leslie	Mar 28 transcript
Exam-quality diagrams	TikZ v5 SVG engine, 114 templates	Product telemetry
Bilingual labels	Leslie taxonomy remap complete	Product telemetry