A cluster of five different surveillance security cameras, each with distinct designs and lenses, mounted together.

LTS |PRO-X Product Line Launch

Case Study

Overview

LTS was preparing to introduce a new product line, Pro-X, designed to enter the NDAA-compliant market and compete for government and enterprise security contracts. My role was to help develop the product’s visual identity, create marketing assets, and produce content that clearly communicated why the Pro-X line stood out.

I created a series of product videos, customer-submitted content edits, and a full landing page experience that helped generate excitement, clarify features, and give the Pro-X line a cohesive, professional presence.

My Role

Creative direction for product launch visuals

  1. Writing, shooting, and editing all Pro-X product videos

  2. Designing the logo animation and motion graphics package

  3. Creating the landing page visuals and layout

  4. Editing user-submitted footage for social engagement

  5. Developing key marketing messages and feature positioning

  6. Identifying which features were most attractive to our target audience

  7. Building consistency across long-form, short-form, and website assets

Information page about security surveillance technology, featuring various cameras and videos explaining X-Search and X-Boost features, with logos and descriptions of products and benefits.

The Approach

I approached this launch with a mix of brand strategy, product storytelling, and content experimentation.

For the main product videos, I focused on clarity, pacing, and highlighting the features that would matter the most to government and enterprise customers (NDAA compliance, reliability, and performance).
For the landing page, I structured the flow to introduce the product line, highlight core features, and create a sense of anticipation for new devices coming soon.

I also incorporated customer-submitted footage to create short-form social content, turning real user recordings into polished edits with foley audio and dynamic pacing. This helped build community hype and earned trust by showing real-world performance.

What I Learned

Feature Prioritization and Messaging

  • Not every feature is marketable

  • For B2B and government clients, clarity and trust matter more than flash

  • The most effective messaging came from focusing on “what problem this solves”

Customer Engagement Through Incentive

  • When customers know their footage might be used in official marketing, participation goes up

  • Turning raw customer clips into cinematic short-form videos increased morale and product pride

  • Foley audio and pacing dramatically changed perceived quality

Building Hype Through Product Storytelling

  • Even technical products benefit from excitement and cinematic tone

  • Showcasing features through motion graphics made the product line feel premium

  • Releasing multiple short videos leading up to the launch kept attention on the product

Landing Page Strategy

  • A launch page works best when it leads the viewer through a journey:
    What is it → Why it matters → How it works → What's next

  • Visual consistency across photos, typography, and video gives even a small company enterprise-level polish

  • The landing page became the central hub for all marketing content

Results

The Pro-X launch delivered strong traction across marketing, sales, and customer engagement.
My content became a core part of the company’s pitch strategy, helping the sales team communicate the value of a brand-new NDAA-compliant product line.

Key outcomes:

  • A noticeable increase in inbound interest from distributors and government-focused partners

  • Sales teams adopted my videos as standard materials for demos and proposals

  • The landing page became one of the most-visited pages on the website during launch month

  • Customer-submitted footage campaigns performed well and encouraged repeat participation

  • Short-form edits created a recognizable product identity and boosted awareness across multiple regions

  • The combined landing page + video ecosystem supported the company in meeting its internal launch targets for the quarter

Takeaway

This launch taught me how to combine feature-driven storytelling with brand aesthetics to create a unified presence across all platforms. It strengthened my ability to work with technical products, simplify complex features, and build excitement through thoughtful content strategy.