At the January 11–13, 2025 Sales Kickoff (SKO) in Phoenix, Agility Recovery's Gus Donelson will capture video content for the SOAR onboarding course program. The event brings together the full sales team (~25 people) and executive leadership at a resort venue. A marketing team member will be on-site to handle recording.
Three videos were scoped; two are moving forward and one is on hold.
The decision to go unscripted is deliberate and informed by experience:
"I've learned — don't give executive scripts, because they don't do it anyway. You do all that work and then they don't follow it."
— Gus Donelson
Practical guidance for this approach:
- Brief executives with a single clear goal (e.g., "These are new hires — welcome them, get excited")
- Let them free-flow the content
- Plan for editing to shape the raw footage into a coherent final video
- Keep recording sessions short (5 minutes or less) given the full event schedule
Gus requested that the Asymmetric team brainstorm B-roll shot ideas for the marketing person to capture at the SKO. The goal is to gather footage beyond standard event photography that can enrich the Welcome, Graduation, and any future videos.
Context for shot planning:
- ~25 attendees at a resort/casino venue in Phoenix
- Event includes presentations, award ceremonies (president's club winners), breakout sessions, and social time
- Marketing person will be present throughout and can take direction
Shot categories to consider:
- Candid team interactions (hallway conversations, small group discussions)
- Presentation moments (speaker at podium, audience reactions)
- Award/recognition moments
- Environmental/venue shots (resort setting, signage)
- Hands-on work moments (someone at a laptop, reviewing materials)
- Leadership candids (informal moments with executives)
Action item: Isalia Ramirez to compile a B-roll shot list and send to Gus before the SKO.
| Role | Person | Responsibility |
|---|---|---|
| Content Director | Gus Donelson | Brief executives, coordinate on-site recording logistics |
| On-Site Recorder | Agility Marketing Person | Capture video and B-roll per shot list |
| Post-Production | Asymmetric (editor TBD) | Edit raw footage into final course videos |
| Shot List / Pre-Production | Isalia Ramirez | Deliver B-roll ideas and review existing scripts |
Unscripted executive video is often the right call. When executives are asked to record for internal training, scripted approaches frequently fail — the executive either ignores the script or delivers it woodenly. Providing a clear goal and emotional tone ("welcome these new hires, get excited") and letting them speak naturally produces more authentic content and saves significant pre-production time. Budget for editing flexibility to compensate.