Meet Abi

Your secure conversational AI that knows all about your data.

In today’s rapidly evolving workplace, data is everything. But data alone can be cold, complex, and overwhelming. So when the team behind Configur approached us to create a launch film for “Abi”, their new AI business insights software, we knew we had to do something different. The brief was sharp and focused: create one standout hero film for a crucial Q1 boardroom debut. The challenge? To make their product feel tangible, intuitive, and indispensable, without just showing another dashboard.

Our core creative idea, which became the soul of the project, was to bring Abi to life as a real person — the perfect colleague. We envisioned her as the ultimate work bestie: quietly brilliant, always one step ahead, and dedicated to making her teammate shine. This wasn’t about creating a sci-fi robot; it was about personifying the feeling of having instant, effortless access to the exact information you need, right when you need it. We chose to cast an actor rather than rely on a simple voiceover or graphics because we wanted to evoke a feeling of partnership and trust. Data can be impersonal, but a trusted colleague is invaluable.

This “show, don’t tell” approach was central to our strategy. With the film’s primary audience being savvy customers, we needed to communicate Configur’s value proposition quickly and effectively. Instead of showing our lead character staring at a screen, we showed her thriving in her role because of Abi. We directed our Abi actress to be present but never intrusive. In one scene, she highlights a key statistic to our hero after receiving a work message. In another, she’s rearranging messy data on a whiteboard as our actress leads a team meeting. Each interaction was a visual metaphor for how the platform works — insight flows seamlessly into your workflow.

We shot across two days and two primary locations. Tramshed Tech in Newport gave us the perfect backdrop; its blend of brick-and-steel grit and modern office spaces provided the authentic start-up texture we were looking for. To capture the “after-hours” scenes without a costly night shoot, we sourced a nearby Airbnb kitchen and expertly lit it day-for-night, maintaining full control over the environment.

While our exterior shot was a lean, run-and-gun setup, we focused our resources on creating elaborate interior setups to truly elevate the film’s production value. This is where we really amped things up. We used an array of modern lighting tools, including the Aputure 600C Pro II, to shape the light, often punching it through diffusion to create a soft, high-key commercial look. We used negative fill to sculpt the shadows and create a richer contrast, giving the image depth and a cinematic quality that far exceeded the project’s lean footprint. Every shot was composed to feel intentional and polished, assuring our investor audience that Configur is a premium, top-tier brand.

The edit was all about pace. To mirror the efficiency of the product itself, we used quick “match on action” cuts to create a seamless flow as our character moved through her day. There’s no wasted time. A bespoke music track was composed to underscore this feeling of momentum, and our sound design was subtle but crucial. Finally, the film was graded in DaVinci Resolve with a neutral pallet to maintain a clean, contemporary tech aesthetic.

When we first pitched the “human sidekick” concept, the client put their full trust in our vision. That trust paid off. The final 60-second hero film was met with huge enthusiasm. It gave them a powerful tool for their product launch, successfully communicating the essence of their brand — smart, human, and incredibly effective — and helping them on their journey to market Abi to their target audience.
 
See Abi in action at configur.ai