Aiden Fishbein's Work | ContraWork by Aiden Fishbein
Aiden Fishbein

Aiden Fishbein

Video Partner for Brands That Publish Consistently

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Followed by Evan W, Nicolas P, and Ron C

Phoenix, USA

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Phoenix, USA

Cover image for The SaaS Video Stack We work
The SaaS Video Stack We work on a lot of video for SaaS, cybersecurity, and B2B tech. One thing we see pretty often: a team knows they need video, but isn’t quite sure which one to make first. A demo? An explainer? A brand film? Testimonials? Usually, the answer starts somewhere else: Where is the buyer you’re trying to reach? If they’re discovering you for the first time, you’re playing a different game than you are with someone who has already seen the product and is deciding whether to buy. That’s how we tend to think about the stack. 01 - AWARENESS Top of Funnel → Brand / Story Film → Social Clips → Thought Leadership → Problem-focused Content This is about giving people a reason to stop, pay attention and understand what you’re about. 02 - CONSIDERATION Middle of Funnel → Explainers → Product Overviews → Feature Videos → Use-case Content Now they’re trying to understand the thing. What does it do? Who is it for? How does it fit into the problem they’re trying to solve? 03 - CONVERSION Bottom of Funnel → Product Demos → Customer Testimonials → Case Studies → Comparison / FAQ Videos At this point, clarity needs to turn into confidence. Show the product. Show the outcome. Bring in customers who have already made the decision. 04 - ONBOARDING Post-purchase → Getting Started → Feature Walkthroughs → How-to Videos → In-app Education And then there’s the part after the sale. A good onboarding video can answer the same question 500 times without anyone on the team having to answer it 500 times. One thing we’d push back on: jumping straight into a product demo because the product is the thing everyone is excited about. Making a demo before you have a brand story is like sending a sales deck before a cold email. The demo can be great. The timing can still be wrong. If someone doesn’t understand who you are, what problem you solve, or why they should care yet, there’s some groundwork to do first. A good SaaS video library is built around the buyer journey, with each piece created for a specific audience, stage and purpose. That’s the part worth figuring out before anyone opens Premiere.
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One thing AI has changed for our studio isn't how we generate ideas. It's how we judge them. Generating options is easier than it's ever been. Deciding what's actually worth making isn't. We've started using AI less to give us answers and more to challenge our thinking. ▸ Show us the obvious version. ▸ Argue against this concept. ▸ Combine ideas that shouldn't fit together. ▸ Push us somewhere unexpected. Then the real work starts. Will it perform? Probably. Will it feel honest? Will it add something instead of just taking attention? We don't get to control how people interpret our work. Everyone brings their own experiences to it. But we do get to choose what we put into the world. Views, clicks, conversions, and sales matter. I just hope we're also asking what our work adds to the people on the other side of those numbers. Metrics have a shelf life. The impact of the work doesn't.
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Some projects are about showcasing a business. Others are about helping people feel what that business stands for. For this company overview film with Changes Healing Center, our goal wasn't to list services or facilities. It was to capture the people behind the care. We combined aerial footage, interviews, testimonials, and day-in-the-life moments into a 90-second film that introduces the center through the voices of the people who make it what it is. From pre-production through filming, editing, color, sound, and final delivery, we handled the project end to end. When a story is built around real people, the production should stay out of the way and let authenticity do the work. Always grateful to collaborate with teams that trust us to tell stories with care.
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We've noticed something interesting about event content. The more successful the event is, the less important the attendees become. Because they were already there. The people who matter next are the ones who weren't. → The sponsor considering next year. → The prospect researching your company. → The potential attendee deciding whether it's worth the trip. For them, the recap video becomes the event. Which changes how you should approach it. You're not documenting what happened. You're shaping how people remember it and how others perceive it. That's the mindset behind this event trailer from DSC - FWB Fest.
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