Let’s face it, most product demo videos are frankly – yawn – boring. emota suggested a more documentary style piece for NIK Software that also demonstrated the product. We featured well-known photographer Trey Ratcliff of StuckInCustoms.com who shared how he worked. The video wasn’t distributed to YouTube but lived on the site and garnered a lot of attention within the online photography world. Did it create anticipation? Yes, on launch day the website crashed due to so many orders.