Case Study: Rapid QCanna Product Launch Video
Client: Gila Bioscience
Project: Rapid QCanna Product Demo and Walkthrough Videos
Deliverables: Product launch video + step-by-step testing walkthrough
Use Cases: Website launch, trade show display, customer education
Overview
Gila Bioscience partnered with WaveMark Media to create a product demo video for the launch of their new subsidiary brand, Rapid QCanna. The goal was to introduce Rapid QCanna’s in-house cannabis testing solutions in a way that was clear, accurate, and visually engaging, while ensuring the video could serve multiple purposes across their website and upcoming trade shows.
In addition to the main product demo, the team also needed a separate, simplified walkthrough video that end users could reference during testing without watching the full promotional piece.
Objectives
Support the launch of a new product and brand
Clearly communicate a technical testing workflow to a broad audience
Create a video suitable for both website use and trade show environments
Provide an additional instructional asset focused solely on the testing process
Pre-Production & Planning
The project began with several phone conversations to align on goals, audience, and messaging. To better understand the product and environment, we also met in person at Gila Bioscience’s laboratory. This walkthrough allowed us to see the testing process firsthand, understand how the product is used in real-world conditions, and identify the best way to visually showcase its features.
With that context, we collaborated on the overall structure of the video, outlined the key messages for a product launch audience, and planned a focused shoot day that would capture both the demo and instructional content efficiently.
Production
Kevin from WaveMark Media handled production on location, filming the product in use and capturing supporting visuals throughout the lab. During the shoot, we gathered additional input from the Rapid QCanna team on voiceover tone, music direction, and visual preferences to ensure the final video aligned with their brand and launch goals.
Post-Production
Within three business days of the shoot, we delivered the first cut of the product demo video for review. Feedback was minimal and focused primarily on refining specific language to better suit their audience. Once those adjustments were made, the final version was delivered promptly.
We also created a second video focused exclusively on the step-by-step testing process. This shorter walkthrough allows end users to reference the workflow during testing without needing to watch the full product demonstration.
Results
The final videos were used to support Rapid QCanna’s product launch and were showcased at their trade show in early December 2025. The team was able to clearly demonstrate their product, explain the testing process, and engage attendees using the video as both a visual anchor and educational tool.
This project highlights how thoughtful planning, clear messaging, and efficient execution can turn a complex product into an accessible and effective marketing asset.
