Product Marketing Video Campaign

Wirepas approached MacWell to help launch their new product, Wirepas 5G Mesh. Our brief was to explain the product and its benefits through their iconic character, “Mom”.

Mom has previously spent her harsh winters in Tampere Finland with her boys. But come summer, Mom heads out to her traditional “Mökki”, or Summer cabin to relish in the simplicity of Finnish Nature. Together with our good friends at Make Films we created a series of 6 videos, all Straight Outta Summer Cabin.

In true MacWell style, we dove deep into fully understanding the product.

IoT products can be complex, and explanations are often drowned in jargon and abstraction. That’s why crystallising and defining the actual benefits was our first task. The mission was to create videos where the benefits of the technology is also clear to regular people.


The video series has three product videos: Reliability, Massive and Affordability.

The story is told through the point of view of a visitor, whom Mom welcomes by explaining the “world’s best IoT”.
Using metaphors like blueberries and fishing nets she explains the functionality of Wirepas 5G Mesh in a very, very down to earth way.

To complement the product videos, we created three technical videos: Coexistance, Spectrum and Multihop.

Here the floor is given to Wirepas employees, who expand on Mom’s radical simplifications in technical detail.

No matter how skilled the narrator is, IoT remains a complex topic. To make the technical videos more understandable we created beautiful infographic animations and sound design that illustrate the technological concepts.


“Straight outta summer cottage” continued the story of Wirepas and Mom. The challenge was explaining IoT to ordinary people, without losing the humor and style established in previous videos.

The challenge was accepted, and successfully met. We’re super proud of what we’ve created, and can’t wait to see more of Mom!