GrantBoost is an AI-powered grant writing platform for people who need funding but are drowning in the process. The founder came to me wanting a video that would attract clients to the software, and instead of the usual corporate talking head, we gave him a story.
As Creative Director and DP, I built the concept around a real scenario: what does it actually feel like to struggle with grant applications? We cast actress Rebecca Casselman as a woman buried in paperwork. She's typing, she's printing, she's scribbling notes, and she's crumpling up page after page because nothing is working. Then she discovers GrantBoost, and the shift is immediate. Her desk clears, her confidence comes back, and she's actually moving forward.
The whole idea was to make the viewer feel it. Not explain what the software does feature by feature, but show the frustration and the relief so someone watching thinks, "that's me." It was about creating a scenario people could put themselves into, not a product demo.