A 32 second reel, cut and live while the show doors were still open, reached 70,862 views and put more people on the stand. Dynamic Wheel Co launched a new brand at the Melbourne National 4x4 Outdoors Show and needed the launch to work on the day, not the week after.
Isabella Mansell, DWC Marketing Manager for Australia and New Zealand, came in with a clear brief. Professional stand photography, plus a short hype video that could be posted the same day to spark interest and pull show visitors to the stand at Melbourne Showgrounds.
Most event coverage is delivered after the event has ended. This one had to earn its keep while the show was still running.
The whole job was built around one constraint, the reel had to go live while the show was on. That decision shaped everything.
I was on site before the show opened, when the stand was clean and the product could be shot without a crowd in front of it. That early window is where the hero product frames come from, and it is the only time of day a trade show stand looks the way the brand intended it to look. Once the doors opened, the coverage moved to people, reactions and the energy of a live launch.
The reel was cut for a phone screen, vertical, 32 seconds, paced to music Isabella supplied from DWC’s own feed so it sat naturally alongside their existing content. Titled “LOCKED IN. Live from Melbourne”, it was posted as a Reel, crossposted to Facebook, then boosted as an ad while the show was still running. The photography was shot on the same half day and retouched for the brand’s socials and website.
The post production was planned before the camera came out. Isabella picked the track from DWC’s own feed ahead of the day, so the edit was pre cut to a known song, its tempo and its structure, and the shot list was built to fill that cut rather than to be sorted out afterwards. Most same day jobs die waiting on a music decision. This one never had to make one.
That planning is the service. On a job like this timing is not a bonus sitting on top of the craft, it is the feature being bought, and everything upstream of the edit exists to protect the deadline.
Half a day on site, one camera bag, one edit turned around fast enough to matter.
One 32 second vertical hype reel, published 21 August at 12:07pm, the same day as the shoot. Run as a Reel and a crossposted Facebook placement, then boosted as a Meta ad.
Retouched stand and product photography, shot in the pre open window and across the morning, delivered for DWC’s socials and website.
Meta reporting supplied by the client for the single reel.
| Metric | Result |
|---|---|
| Views | 70,862 |
| Reach | 6,919 |
| Interactions | 4,870 |
| Likes and reactions | 4,726 |
| Shares | 32 |
| Saves | 40 |
| Comments | 26 |
Ten times more views than reach, which means the reel was watched on repeat rather than scrolled past. Over 4,700 likes and reactions came organically, with the paid boost doing the reach work and the content doing the engagement work.
★★★★★“We’ve had the pleasure of working with this Jordy Scott Media at a recent event in Melbourne and couldn’t be happier with the results. Professional, easy to work with, and highly organised, he ran the entire shoot efficiently while maintaining a great eye for detail. The quality of the photography is outstanding, delivering images that exceed expectations. A reliable creative partner that we would be happy to recommend to any business looking for high-quality photography.”
Dynamic Wheel Co, Google review
By email, Isabella added: “The images and video from the shoot are fantastic,” and a fortnight on, “Definitely seeing an uplift in our website traffic.”
Brand launches, trade show activations and product drops where the content has to land while the event is still live. If the plan is to post it next week, any videographer will do. If it has to be live by lunch, that is the job I build for. See event and conference coverage and social media ad content.