Lemon: shooting an explainer video

Role: Co-founder
Focus: Concept, scripting, filming, and post-production

We wanted an explainer video for the Lemon homepage but had zero budget to produce one. I've had a life-long interest in film making, and fancied a challenge, so I planned something we could shoot ourselves that still felt (somewhat) professional and fun.

The concept was simple: Matt Bird, our CEO, explaining how Lemon helps SaaS companies close more deals by offering flexible monthly payment terms for annual contracts - using an actual lemon as a prop!

What I did:

Wrote the script and storyboard
Bought lights and learned how to use them
Shot the video on an iPhone 16 Pro in one day
Edited in CapCut, adding music, transitions, and captions
Published to YouTube and embedded it on the lemon.co homepage

Matt’s natural on-camera presence and sense of humour made the concept work perfectly. He carried the tone with genuine warmth and playfulness.

Behind the scenes of the film shoot. — Behind the scenes.

Outcome

I was pretty proud of what we'd managed to create!

There was certainly room for improvement. When editing, I discovered a few continuity mistakes that needed some plastering over. But overall, the video demonstrated the product, and the sense of fun we were trying to build into our brand. We used the final video on our website homepage and shared it on social media.

It was well received, and prospects often mentioned it on sales calls - they recognised Matt from “the lemon video” and said it made the product feel approachable and different.

I learned that you don’t need money to make something that works - just a clear idea, a sense of humour, and someone brave enough to try fitting a lemon in their mouth.