In September, I attended my first trade show in years, IBC—there was a lot of commotion in the early morning after badge scans and security checks, with attendees eager to scope everything on display. I organized myself for note-taking and captured behind-the-scenes photos and videos. As I headed to each location, I noticed Fernando, the Senior Content Producer, guiding us. He was checking his phone for the schedule of events, reviewing which halls we would cover and which brands were at each location. I realized how much goes into covering trade shows from his perspective.
Before we left for Amsterdam, I had several meetings with our content team, with Fernando leading the conversations. He managed all the appointments for each brand we would interview. We immersed ourselves in email threads with companies who all wanted to be interviewed, had countless discussions, and had the knowledge of who would announce what products at the show. We aimed to cover three episodes of 4-5 brands daily and make room for a few short-form content pieces. Having three days to do so, Seth, the host, had to be on camera to relay everything.
I met with Fernando to learn about his experience and asked:
- How does he begin planning?
- Any tips you can share for a newbie?
- The editing process and how he manages to get it on YouTube the day of.
- Lastly, what gear does he shoot with?
Here’s his guide to a successful trade show as a content producer and filmmaker (from a guy with a decade of experience).
Pre-Travel Checklist
- Review your passport and other essential documents (if necessary)
- Book your transport and hotel
- Check and double-check your gear
- Consider the weather and pack accordingly
- Research how far the convention is from your hotel
- Download necessary apps
Docs for trips abroad
“Prepare for the unexpected.” As Fernando said this, I lifted my brows. He continues, “I’ve had to travel outside the States and, of course, within the country. There are rules. Assume your work trip requires you to travel—especially an international one. Make sure your passport is valid for at least six months from your departure date. If you happen not to meet this requirement, you could be denied entry into the country you are heading to. Transparency: There was a time I almost didn’t make it to Cuba.” I remember this; he express-shipped it.
While on the topic of preparing, remember to get your pass to enter. For me, as part of a company for which I am creating content, a press pass is necessary. It grants me access to a lounge area for a needed breather between interviews. If you are going as a team, equip them with the same access. It’s a small step that can make a big difference, ensuring a smoother shoot for everyone.
Transportation
It sounds silly to make a list, but it’s actually necessary for those who don’t know. For example, how far are you going? Is it nearby where you can stay at home, or does your destination require transportation? He clarified, “Going to Las Vegas is different than heading to Amsterdam. To begin, TSA looks different everywhere, and security is no joke. For the most part, in my experience, traveling in the States is the same throughout the country, but check the airport’s policy. A bit of advice — for a trip where you have to use your equipment, I ensure that all of it can be carried in my carry-on. I never want to go through having to check in a bag with the idea of it not being found or not making it on the flight. I wouldn’t rest.” Adding in “Oh—and secure direct flights if possible!”
A hotel tip
He advises booking everyone you are going with under one hotel months in advance. It saves you from a stressful period of needing to be closer to the convention center you are heading to and for the data transfers, meals you’ll eat together or alone (room service), and transportation savings.
A tip when making reservations: when you find the hotel, check it out on multiple sites. You get to see more of the hotel’s professional photos that can persuade you and the visitor’s photos, which gives you a real sense of the spot. Is there a desk inside the room where I can set up my laptop for editing? How is the wifi connection? Fernando shares, “As someone who edits daily recaps during trade shows, I cannot stress enough how important those two questions are for me. I check ahead by calling the hotel or checking their website for information.”
A plus is if a coffee shop is nearby, he states, “I need loads of coffee to get me through the long hours. I check Yelp or Google ahead of time and save spots on the way and close to where I’m staying.”
Traveling with gear
I noticed his jam-packed bag on his back alongside a smaller “rolling bag.” I joked whether he had everything he needed, knowing very well that he lays it all out and plans ahead of time. Way ahead of time. This includes extra batteries, his laptop, camera, lenses, accessories, adapters, lighting, etc. Fernando gets pulled aside in security every time he goes to trade shows or anywhere for production. I asked if it’s the type of batteries he carries; I know those can be an issue, and he says it’s a full scope of equipment. He’s used to it, therefore, plans with things like TSA Precheck and having his bag organized with dividers and protective wraps. He does this to know each item when they pull him over for a thorough questioning.
Another thing he points out is to “be aware of what is allowed. If you’ve traveled by plane, you know liquids are an issue. But I’m talking about things you wouldn’t normally see as a possible red flag. Take a multitool, for instance. I bought one in Paris when I shot Seth Miranda at the Make Up For Ever Academy. Knowing I have to have one in my field of work, I have several, including bladeless, in a handful of bags, and I always carry one. I didn’t think anything of it, but on my way back from another shoot in Patagonia, it got taken away on a connecting flight turned overnight stay in Peru.”
Going undercover
Okay, so we all check the weather before heading anywhere. Yet, as Fernando was listing out his gear, he mentioned how important it is to consider bringing along weather-sealed products or gear with water resistance. Many bag companies have considered this when designing, but check the specs beforehand. You would want to avoid being caught in unexpected rain and ruining your gear.
He added that his choice of travel bag wasn’t just what he had at hand; it took plenty of thought. It had to be large enough for heavy camera carry but also rugged, with plenty of pockets, durable, and not something that would add anxiety if a raincloud appeared. This is why he chose a bag that, although it didn’t provide a rain cover, was weatherproof.
As for clothes, he keeps it simple in packing cubes when traveling for work—nothing that he has to iron or ponder. He’s there to work long hours walking around in halls swarmed with people, carrying around 40+ pounds on his back. It’s the least of his worries. While chuckling, included in, “Yes— the cubes are also weatherproof. Gotta be consistent.”
Research the destination
When I travel anywhere, questions flood my mind: Is the location safe? How do I get from point A to B? So I asked him if his mind goes through similar questions when navigating, and he said that, for the most part, it’s instinct. He used to haul around his bags in public transportation and, at times, still does, but mainly, he looks for a car service, a local taxi or Uber. He researches ahead of time to see if there are apps with maps to guide you through the city and for transportation, anything to keep things manageable.
You’re there, now what?
This applies differently to all kinds of creators. But I was curious about his first steps and if he had any tips for anyone attending these venues. He remarked, “Well, it changes each time, but my first thought when I arrive is to get my batteries charged (if not done already) and grab my badge. Having that printed out, I prepared to roll out of bed, get myself ready, meet up with the team, and eat an early breakfast. Usually, we know when and where to meet since we try to keep in contact the entire time. Doing this sets you up for comfortably getting to the show when the press can enter. From there, times. Knowing the schedule for the show and when each day begins.”
Covering the Trade Show
Once you get through the prep end and have the team together, get ready to be in a line that can last a while, so being early is a must. I noticed Fernando was gauging where the halls were, pulling out his list of brands, and started heading over. He stated, “I’ve been doing this for such a long time now that it’s become muscle memory for me. Especially having the same partner in almost all of these shows, Seth. We both know what to do.
I get excited just like everyone else for these new announcements, but my main focus is to cover it thoroughly. So, a spec run with the rep who is there or anyone presenting the product is key. Since Seth is on camera, he gets a quick rundown of the product he’s presenting. My job is to ensure I have proper settings when filming, that it is well-lit, and that the audio is clear. Man, I cannot get past how crucial that is!” I smirked, knowing that as part of my job, I have to guarantee production is well executed, so yes, please get a good set of mics.
He continued that once he covers the conversation between Seth and the presenter about the gear or, at times, firmware, he has to get a b-roll of everything from the location he filmed. It encompasses the booth, the featured product, and Seth walking to the following location —all of the detailed shots. That’s why it takes hours to get through a daily recap. Remember, these conventions are, for the most part, massive! Navigating takes time, so appointments are necessary. If the brand is booked for the day, try to see when they are available and plan around that. Check off everyone you are there to interview and in between. Get to know the people behind the brand and why they’re passionate about what they sell.
As I mentioned, we try to cover a handful of products in one video, so you’ll typically see “day 1, 2, or 3” on AdoramaTV.
The in between
After he is done wrapping up, we try to find a place to have a quick bite before he returns to the hotel and edits. He sends me images in that timeframe, and I start building up the links he wants to cover. If there are any, plan out the thumbnail, title, and assets to publish as quickly as possible.
Editing Process
Fernando continues, “You might have an editor travel to these shows, but I’ve had to shoot and edit them for years. So Make sure you don’t have spotty internet; if you do, look for options. I’ve had to edit in hotel lobbies, at the convention, in cafes, etc. It becomes a game of “I need to get this cut, color corrected, exported, and uploaded all by this time.” I move quickly! Once I am zoned in, with a hard drive attached for backup, I play music to get me in the mood. Before I know it, it’s almost always dark out and time to eat dinner before I do it again the next day.”
A look into Fernando Martinez’s IBC2024 gear!
Cameras
- Panasonic LUMIX S5IIX Mirrorless Camera
- DJI Osmo Pocket 3 Gimbal Camera
- Insta360 X4 8K 360 Action Camera
Lens
Audio
Lighting
Bag and tech pouch
Laptop and memory
- Apple MacBook Pro 16.2″ with Liquid Retina XDR Display
- SanDisk 256GB Extreme PRO UHS-II SDXC Memory Card
- SanDisk Extreme PRO Portable USB 3.2 Gen 2 Type-C External SSD V2
Accessories
- Tilta Full Camera Cage for Panasonic LUMIX S5II / S5IIX Black
- NiSi 82mm Swift True Color VND Kit with True Color 1-5 Stops VND + ND16 4-Stop Filter
- SmallRig VB99 99Wh Mini V-Mount Li-Ion Battery
- SmallRig VB50 50Wh Mini V-Mount Li-Ion Battery
- Shure SE215 Pro Special Edition Professional Sound-Isolating Earphones
- Tilta Tiltaing Mini Articulating Arm
- Pelican 0915 Memory Card Case
- Verbatim UTA-10 GaN III 140W Universal Travel Adapter
Wrapping Up
I’ve come to learn that there’s a reason why planning ahead of time is crucial for these trade shows. From an outsider’s perspective, it’s a more straightforward process; for some, it might be. But I witnessed how it takes not just long days to get content out there to the public but the effort and the willingness to do it day in and day out.
Beyond the work, there’s a unique opportunity to connect with some of the most significant industry leaders in the world and rekindle relationships with people you only see every few years. It’s a ton of work, but the thrill is there. Especially for these guys, they know many of them by first name. And after asking him if he was tired of the process, he said no. It’s these personal connections that make the effort of trade shows worthwhile.
