- SaaS
- Product Demo
- Software Launch
A Software Demo That Builds Trust with 250’000 views
DFINITY had a brand-new product. So its founder demonstrated it live on camera.
At a Glance
Cloud Engines is DFINITY’s move into the cloud market. To introduce it, we produced a live product demo: founder Dominic Williams operating the real software on camera.
250,000+
views
20
minutes, founder-led demo
3h
Recording time
DFINITY Foundation
The nonprofit building the Internet Computer (ICP)
Audience
SaaS founders, software vendors, and enterprise infrastructure buyers
The Launch
Cloud Engines, ICP’s entry into the cloud market, previewed at its five-year mark
The Challenge They Came With
DFINITY had built Cloud Engines: a sovereign cloud running on independent nodes. Hard to believe from a description. So founder Dominic Williams demonstrated it himself, operating the real software on camera.
- Pre-release product. Claims about tamperproof, always-on infrastructure prove nothing on paper.
- Software is the easiest thing online to fake. An AI walkthrough shows no real person behind it.
- The buyers are technical. They want to see it work.
- And it had to hold attention for 20 minutes.
Screen and Presenter
Dominic Williams and his screen fill the frame: person and software at once.
We filmed him in the virtual studio against a green screen, and recorded his screen separately. In the edit, we set the screen behind him at full size, so neither the person nor the software takes the frame. Both stay in view, which is the format many product videos give up on.
Target Group
The people deciding what to build on, and whether to trust a new platform.
- SaaS founders launching a product
- Software vendors and platform teams
- Technical founders evaluating infrastructure
- Enterprise buyers weighing sovereignty
- Developers and Web3 builders
- A global audience evaluating the product
Who’s on Camera
Dominic Williams, DFINITY’s founder, runs the demo himself: the person who built Cloud Engines.
A technical audience knows the difference between a script and someone who knows the system in their hands. That is what they trust.
How It Runs
DFINITY had the product, and in one three-hour session we turned it into a finished demo video.
What DFINITY Does
- Planned the demo
- Dominic performed the software demo himself in one three-hour session
What EVERYWOW Does
- The editing concept and the video’s layout
- The virtual studio, built inside DFINITY’s HQ
- Filming on green screen
- Coaching on the day
- Editing, sound, and motion graphics
Before the Shoot
Production Concept
The demo was his. The film was ours to design.
The Editing Concept
How to put a person and his live screen into one frame.
The Layout
Where he sits, where the software plays, what the eye follows.
In the Studio
Recording & Production
Three hours, one camera.
Green Screen, Separate Capture
His screen was recorded on its own to sit behind him later.
Coaching
A 20-minute demo needs energy start to finish. We coach him to hold it.
A Studio in Their HQ
The virtual studio we built inside DFINITY’s headquarters, so Dominic didn’t need to travel.
After
Asset Delivery
We composite and edit into the finished film.
The Deliverable Ready to Publish
One demo, finished and ready to go out.
- The finished demo with motion graphics
- Published to YouTube and X
The Hard Part
The finished demo looks effortless and minimal. The hard part is to create this from a pre-release software in the edit.
Three hours in the studio become a clean, unhurried film. We pace the walkthrough and cut so a technical audience stays to the end. Our background is in software, so the subject is not foreign to us.
- Convincing presentation of pre-release software
- We come from software; the subject isn’t foreign
- Person and screen in view throughout
What Came Out of It
The demo reached around 250,000 people and introduced Cloud Engines at ICP’s five-year mark.
Dominic Williams calls it «one of the most consequential demos in the history of the Internet Computer project».
It is one piece of a wider relationship. EVERYWOW has made over 100 videos for DFINITY.
In His Words
100+ Videos For DFINITY
«I don’t want to stop working with you. I want to go on forever.»
Maurice Messinger, Creative Director, DFINITY
Let’s Work Together
Show Your Product Working
Have a product that’s easier to believe once someone sees it work? Tell us what you’re launching.