Mashgin at ampm — Genuine Customer Reactions in Action

Video Type: High-energy customer experience and brand validation video
Role: Producer & Director
Audience: ampm/BP internal stakeholders, external convenience store chains
Objective: Awareness and enterprise adoption

Context

In 2022, Mashgin deployed its autonomous checkout technology at the first ampm location in Fairfield, California. As a next-generation retail solution, Mashgin needed compelling evidence that its product wasn’t just functional — it delivered real customer excitement and operational promise in a high-volume convenience store setting.

Challenge

Enterprise-level buyers in the convenience store category are notoriously conservative and risk-averse. While traditional product demos can showcase features, they rarely convey actual customer enthusiasm or the unmistakable energy of an elevated retail experience. The goal wasn’t merely to show the technology working, it was to show the reaction of real customers using it in a real store, in real time.

Strategy

To influence both internal decision-makers at ampm/BP and external c-store operators considering Mashgin, the content had to meet three strategic criteria:

• Authenticity: Capture unfiltered reactions from real customers.

• Energy: Convey a sense of momentum and excitement, not just functionality.

• Applicability: Demonstrate how the solution performs in a real convenience store environment: busy, chaotic, and undeniably retail.

We chose a documentary-style, high-energy edit that put customer experience front and center. Rather than traditional product features, we centered human response — smiles, engagement, ease of use — as the emotional proof point.

Execution

As Producer and Director, I led all aspects of the production:

• Creative direction: Defined visual tone and narrative arc to focus on genuine user reactions.

• Shoot planning: Coordinated on-site logistics at a working ampm store, balancing operational constraints with narrative needs.

• Talent & shot design: Captured candid customer interactions without interfering with natural behavior.

• Editing & pacing: Built a fast-paced cut that sustained energy and underscored repeated moments of delight.

The result is a dynamic, visceral video that doesn’t just tell viewers that customers loved the technology… it shows them.

Outcome

This video became a key piece of enterprise awareness and adoption content within the convenience store category:

• It was shared internally within ampm/BP’s marketing and board channels to build alignment and confidence around broader deployment.

• It served as a proof point in conversations with other c-store chains evaluating autonomous checkout solutions.

• Following internal distribution and stakeholder buy-in, Mashgin expanded adoption throughout the ampm/BP network, using this video as a core asset in sales and executive decks.

By focusing on authentic reactions and strategic storytelling, this piece played a direct role in validating Mashgin’s retail value proposition at scale.