SI LAB - Case Study
An International Partnership
In 2024, the Social Intelligence Lab (SI Lab) was planning its first Observe Summit in Chicago, IL. The Summit was a day-and-a-half event. Given that SI Lab projects a cool, hip image, every effort was made to ensure the conference did not feel like just another corporate conference. Hence, the SI LAB team picked the coolest and fastest-growing area in Chicago, Fulton Market, and they needed a production team to tell this story.
Challenge
Based in Scotland, SI Lab had previously struggled to find a production partner in the U.S. that could seamlessly handle both video and photography. Coordinating separate crews often created logistical challenges during fast-paced conference productions.
Solution
For the 2024 Observe Summit in Chicago, Niche Visuals proposed a two-person, cross-functional team capable of adapting to any production need. While one Niche Visuals team member typically captured video and the other photography, we seamlessly shifted roles as needed—conducting interviews, managing audio, covering stage sessions, or responding to last-minute schedule changes. Our versatility allowed us to deliver comprehensive coverage without disrupting the event.
Outcome
Our flexibility and production quality earned SI Lab's confidence. The following year, despite hosting the Observe Summit in Los Angeles, they flew our Chicago-based team in to produce the event. For the 2025 summit, we expanded to a three-person crew, adding dedicated two-camera stage coverage using the same cinematic camera system as the rest of the production. This enabled us to create polished keynote highlights and social content with consistent visual quality. The partnership between Niche Visuals and SI LAB continues to grow. And in 2026, Niche Visuals will be flying to Paris for an international video and photo production job! Observe Summit 2024 Observe Summit 2025 PAGE