Where it all began for us.

Before B&T Film shot for Garmin or STIHL, there was an iPhone, a kitchen, and a mother felting slippers. A simple how-to video became a YouTube hit with over 650,000 views today – and the viewers' question “Where do you get that wool?” became an online shop that is still running. Das Filzpackerl – Austrian for “little felt parcel” – is our proof that video sells.

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“How did the Filzpackerl come about?” – Petra Maderebner tells the origin story (interview from our shop series).

This project's job

In 2012, Florian founded the Filzpackerl together with his mother Petra: she handled production – mountain sheep wool, felting kits, instructions – he handled marketing and the shop. The first “spot” was as simple as it gets: grab the iPhone, film his mother felting slippers, cut it on a MacBook, add music, upload it to YouTube.

The video spread fast – today it counts over 650,000 views. And with the views came the same questions again and again: how wonderful felting with sheep's wool is – and where to buy that wool. The answer became an online shop. Florian brought the technical know-how on websites, Google Ads and Facebook from his studies and agency jobs; the start was pragmatic, on a site builder. One thing mattered from day one: we make the content ourselves. Lisa joined in 2014 – and the shop is still running today.

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2012 and today – a look inside the Filzpackerl

Real frames from more than ten years: the grainy 2012 iPhone footage where it all began, and the later production stills from our shop video series.

Petra Maderebner laughing in front of the colorful wool shelf – interview on the origin story

The finished felt slippers from the original 2012 video

Blue mountain sheep wool being laid out on the slipper template

2012: felted flower on a blue wool surface – frame from the iPhone video

Wet felting in detail – hands fulling orange wool

2012: hands fulling the wool – frame from the original spot

Petra Maderebner in the Filzpackerl studio in front of the wool shelf

2012: bright green mountain sheep wool being worked

The Filzpackerl package – mountain sheep wool and instructions in the shipping box

2012: workspace with instruction postcards on the wall

2012: fulling the orange felt sheet in the kitchen

Why this story belongs on a film production website

The Filzpackerl was Florian's first touchpoint with filmmaking: trying out angles, learning to cut, laying music – and watching what a video sets in motion when it reaches the right people. That exact experience goes into every product video we shoot for online shops today: what you show is what sells.

And because we still run the shop ourselves, we don't know the e-commerce side just from client briefings: conversion, returns, ad performance – we measure it on our own products. We bring that practice into every shop project.

The films that carry the shop

Instruction instead of advertising: the tutorials answer real questions – and that's what sells. Still the shop's most important traffic source today.

Product videos for online shops & e-commerce

Whether it's our own shop or your project: we produce product and how-to videos that remove purchase doubts, reduce returns and drive conversion – as a single clip or a whole series, including cut-downs for your shop, Meta and Google Ads.

Industry: Online Shops & E-Commerce →All case studies →

The job at a glance

Project: Filzpackerl.at – online shop for mountain sheep wool & felting kits (our own project)
Founded: 2012 – Florian Maderebner (marketing & shop) and Petra Maderebner (production); joined by Lisa in 2014
The trigger: iPhone how-to video “Felting slippers” (uploaded Oct 10, 2012) – over 650,000 views on YouTube today
Services: Product & how-to videos, YouTube channel, shop build-out, Google Ads & Meta Ads
Status: The shop is still running today – das-filzpackerl.at

Partners & context: das-filzpackerl.at ↗The original spot on YouTube ↗

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