Behind the Scenes: Celebrating Developers
If you follow Postman, are an avid programmer, or just really like technology, you may have noticed something new in your Twitter, YouTube, and LinkedIn feeds starting in June of this year. For the first time ever, Postman debuted commercials, and we launched with this one:
But to be honest, our first efforts may not really look like typical commercials. That’s because we’ve always believed that if we listen to our users, speak from a place of empathy and authenticity, and build a product with a solid flywheel that helps real users solve real problems, we could skip a lot of the stereotypical marketing techniques that more traditional organizations use. So far, 20 million users agree.
We love developers. (Obviously! Of course!) Postman was founded by three developers. So, instead of making an ordinary commercial, we wanted to do something a little bit different. We wanted the focus to be on the folks who are doing the work—we wanted to celebrate developers worldwide, because developers do amazing things. The fact that more and more developers are doing more and more amazing things with APIs made this a really easy project to get behind.
Starting with that direction, we embarked on a several-months-long effort to capture on film three different concepts. We went to some usual, and unusual, locales. We wrote scripts that felt like real developers talking, and tried to avoid unnatural phrases or gimmicks that so many commercials rely on. We paid special attention to casting to ensure that we represented diverse voices within our industry. And in a couple of videos, we added an extended cut that you just might enjoy—check them out and tell us what you think.
Of course, we showcased developers doing amazing things on the Postman API Platform, and also used this moment to shine a spotlight on just how often developers work together and collaborate.
We produced this new video series in collaboration with the creative agency Sandwich—with agency founder Adam Lisagor directing—and we hope you enjoy it as much as we do. You can check out each commercial as they’re released, including extended cuts, on our YouTube channel playlist.