Video Production for The Picas Group: Showcasing Innovation in Greenhouse Software
- Brady Gilliam
- 3 days ago
- 6 min read
The Picas Group, a leader in greenhouse management software, was preparing to launch a refreshed website and wanted video content that matched their innovative reputation. As a company deeply rooted in technology and agriculture, they needed visuals that could connect with both industries—something clear, professional, and authentic. The new video content enhances the ability of users to better understand and manage complex greenhouse operations.
Visionaery Productions partnered with The Picas Group and created a collection of high-quality videos that showcase their team, culture, and the real-world impact of their software.
Through thoughtful planning and cinematic production, the project brought their story to life and gave the company fresh tools to communicate who they are and what they do.
These videos provide a significant benefit to The Picas Group by increasing engagement and improving communication effectiveness.
The refreshed website now provides easy access to the new video content for both current and prospective clients.
Tech Marketing in a Specialized Industry
Marketing software is hard enough. But when your platform supports a highly technical industry like greenhouse operations, the challenge doubles. That’s the space The Picas Group lives in—where agriculture meets software, and clear messaging matters more than ever.
Most of their clients aren’t coders. They’re growers, operators, and production managers—professionals who are the primary users of the software. Explaining how a data-driven system improves yield or streamlines logistics and helps streamline operations requires more than a list of features. It requires a visual story that translates complex infrastructure and business intelligence into something relatable.
That’s where video marketing comes in. It bridges the gap between technical jargon and real-world use. It helps potential customers understand not just what a product does, but why it matters for their business. Using different types of video content allows The Picas Group to address the needs of various users and ensure the right message reaches each audience segment.
For companies like The Picas Group, a strong video strategy isn’t about flash—it’s about clarity. A well-structured message, delivered with clean visuals and human connection, is often the difference between confusion and conversion.
By focusing on their target audience and removing the noise, we helped The Picas Group create content designed to help professionals in the greenhouse industry that explains, connects, and builds confidence in what they do.
Strategic Pre‑Production Planning Makes All the Difference
Every strong video starts long before the cameras roll. For The Picas Group project, our focus during pre‑production was to make the filming day as efficient and seamless as possible while staying true to their brand and message.
As one of the leading production companies in West Michigan, Visionaery Productions handled the entire process—from scouting locations to designing a precise shot list and coordinating with greenhouse staff. Because The Picas Group provided their own script, our goal was to build a visual plan that supported their words and highlighted their product and services in action.
We began with a location scout to study lighting conditions inside the greenhouse. Shooting in an all‑glass environment can be unpredictable; the sun shifts quickly, and reflections change by the minute. To keep the visuals consistent, we scheduled most b‑roll early in the morning when the light was soft and even. Later in the day, once the sun had shifted, we filmed on‑camera segments with key personnel using a teleprompter for delivery.
This careful planning let us control the environment rather than react to it. Every choice—from when to film each scene to how we balanced natural and artificial light—was made with the target audience in mind. The result was a clear message told through strong visuals that showcased both the people and the technology behind The Picas Group’s greenhouse software.
Filming Marketing Videos in a Greenhouse Setting
With only one day to film, we designed a streamlined setup that allowed us to move quickly without sacrificing quality. All on-camera segments—including those with The Picas Group’s leadership—were shot using the same dual-camera configuration. This gave us a clean, professional look with multiple angles, while keeping our lighting consistent throughout the day.
Filming inside a greenhouse comes with its own challenges. With glass ceilings and shifting natural light, we had to plan around the sun. We used soft diffusion and bounce techniques to shape the light and avoid harsh shadows. Most of our b-roll—shots of the greenhouse systems, staff at work, and operational features—was captured early in the morning while the light was even and controllable.
Later in the afternoon, once sunlight was less predictable, we shifted to the Picas Group’s office. There, we filmed team members in meetings, working at their desks, and interacting naturally. These clips were essential to show how the software functions in real-world environments and how the team supports customers behind the scenes.
Throughout the day, our focus stayed on creating high-quality visuals that could showcase the company’s product and culture. Every shot was composed with care to highlight key features and reinforce the value of The Picas Group’s software.
This approach helped bring clarity to a complex platform and gave the client strong, evergreen visuals for their brand.
A Collaborative Approach to Post‑Production
While Visionaery typically handles video projects from concept through final delivery, The Picas Group chose to manage the editing process internally. This allowed them to stay involved creatively while reducing overall post-production costs. To support that, we built a hybrid workflow that kept quality intact while allowing flexibility on their end.
We provided The Picas Group with organized proxy files—lower-resolution versions of the original footage optimized for easier editing. These proxies allowed their internal team to work efficiently without the need for high-spec machines or large file transfers. Meanwhile, we retained the original 4K log footage, which we later synced and used for final color correction and grading.
Once their edit was complete, we stepped in to color grade the footage, giving every shot a clean, consistent look that matched the visual tone established on set. This ensured the finished videos carried the same level of polish and clarity as any project we fully produce in-house.
While collaborative post-production adds a few extra steps, it also highlights our flexibility as a partner. Whether managing the entire process or stepping in for specific services, we’re committed to helping clients create strong, professional video content that communicates their message clearly and effectively.
Why Video Marketing Matters in Software and Tech
When your product is complex, visual clarity isn’t optional—it’s essential. For software companies like The Picas Group, strong visuals bridge the gap between technical functionality and user understanding.
Explainer videos are far more effective than spec sheets or dense documentation. They translate technical ideas into real-world context, helping current and future clients understand not just how a product works, but why it matters. Instead of reading about features buried in paragraphs, viewers can see those features in action—streamlining understanding and shortening the path to buy-in.
In industries that rely on data, systems, and back-end processes, storytelling through video builds brand trust. It gives viewers a face behind the platform, and it turns product features into solutions with real, human impact.
This kind of video content doesn’t just inform—it creates brand visibility and drives action. When done well, it guides viewers through complexity, provides actionable insights, and reinforces a company’s value without needing a sales pitch.
Whether used on a homepage, in a presentation, or as a sales tool, video gives niche tech companies a competitive edge by doing what static content can’t—showing the full picture.
From Project to Platform – The Long-Term Brand Impact
For The Picas Group, this project was more than a one-time video shoot—it was an investment in how their brand communicates online. The final video assets helped elevate their website and gave the company a stronger visual identity that aligns with their expertise in greenhouse software.
The impact is clear: professional visuals elevate the perception of a business. The content we produced showcases the team, the technology, and the work behind the product—reinforcing the company’s value to both current customers and future clients.
Video content like this builds trust and lays the groundwork for future success stories. It creates a platform for The Picas Group to continue sharing updates, features, and customer wins—all while maintaining visual consistency.
For growing software companies, this kind of creative investment isn’t just about aesthetics. It’s about meeting your audience with clarity, confidence, and a brand presence that reflects the real quality behind your product.
Want to Create an Impactful Video for Your Product or Service?
If you’re in software, tech, or any B2B space with a complex product or service, the right video content can make all the difference. Visionaery Productions offers professional video marketing services designed to simplify your message, showcase your value, and elevate your brand.
We don’t just shoot and edit—we help you create content that speaks directly to your audience and drives real business results. Whether you need to build trust with a testimonial video, explain what you do with an explainer video, or stand out online with video ads, we’re here to guide the process from start to finish.
Let’s talk about how video can work harder for your brand.
