So how do you know which format suits your brand best? Let’s break down three of the most common types: explainer videos, testimonial videos and product videos.
What is it?
An explainer video is a short, engaging piece that simplifies your product or service. It often answers the “what” and “why” in a way that’s visually clear and easy to follow. These can be animated, live-action or a combination of the two.
When to use it
Strengths
Limitations
What is it?
Testimonial videos feature real customers or clients sharing their positive experiences with your brand. Think of them as word-of-mouth referrals, captured on camera.
When to use it
Strengths
Limitations
What is it?
A product video focuses on demonstrating a specific item or service. It highlights its features, shows it in use and explains its benefits – all in a visually appealing format.
When to use it
Strengths
Limitations
The right video depends on your goals. If your audience doesn’t yet understand your product, an explainer video is your go-to. If you’re trying to cultivate credibility and trust, a testimonial is highly effective. And if you’re looking to sell or promote a specific item, a product video should take centre stage.
That said, these formats are not mutually exclusive. Many successful campaigns use all three, strategically deployed at different stages of the customer journey.
Still unsure? A tailored video strategy can help you make the most of your budget, message and brand identity. Let’s have a conversation about the stories your business needs to tell.
]]>Let’s face it, attention spans these days are shorter than ever. If your video doesn’t hook someone in the first few seconds, they’re already scrolling away. That’s why short-form videos (think TikTok, Reels, Shorts) continue to punch above their weight.
But here’s the twist: short doesn’t have to mean shallow. The most effective brands are saying more with less – telling tight, emotionally resonant stories in 30 seconds or less.
Start strong, make it visual and get to the point. Don’t wait until the end to say something interesting.
While short videos rule the social feeds, long-form content isn’t dead, it’s just getting smarter. Think documentary-style brand stories, founder origin tales or “behind the scenes” mini-series that offer depth and context.
People still want substance; they just want it when they’re ready to engage. That’s why long-form is working best on platforms like YouTube, your own website or as part of a nurturing email campaign.
Think of it this way – short-form grabs attention, long-form builds loyalty.
Artificial intelligence isn’t just for writing emails or making robot music videos (although that’s a thing now). Brands are starting to use AI tools for everything from voiceovers and video personalisation to entire script generation.
Does that mean the robots are taking over creative? Not quite. The smartest brands are using AI to enhance storytelling – not to replace it. Think of it as your clever assistant, not your creative director.
Keep it human. People still connect with people, not perfect algorithms.
Imagine watching a video and being able to choose what happens next or to click on a product and buy it straight from the screen. Welcome to the world of interactive video.
From clickable CTAs to choose-your-own-adventure stories, brands are turning viewers into participants. It’s immersive, fun and super effective for engagement and conversion.
Bonus points if you can make it feel seamless rather than gimmicky.
Audiences are tired of overly polished, generic content. What they want? Personality. Imperfection. Authenticity (yes, that word gets overused, but it still matters).
That’s why lo-fi, behind-the-scenes content is thriving. Think wobbly handheld shots, unscripted moments, and real faces and voices. These aren’t “unprofessional”, they’re relatable.
Brands that show their human side are onto a winner.
People care about what a brand stands for. Whether it’s sustainability, inclusivity, mental health or community impact – your values matter. And storytelling is the most powerful way to communicate them.
Gone are the days when it was enough to just “do good quietly”. If your brand is committed to a cause, shout about it. Just make sure it’s authentic and backed by action, not just words.
Pro tip: Purpose-led content doesn’t have to be serious or heavy. You can still be inspiring and fun.
Brand storytelling is all about balance. Be quick but meaningful. Be polished but real. Use technology but don’t lose the human touch.
Whether you’re crafting a 15-second reel or a five-minute founder story, the goal is the same: connect with your audience in a way that feels genuine, fresh and unforgettable.
]]>For more details, drop us a line:
CLOSING 23 May 2025
]]>The key? Story-first thinking. When you prioritise emotion and narrative over messaging checklists, you create something far more powerful than a traditional promo or advertisement – you create a relationship.
Countless studies have shown that humans make decisions based on emotion, then justify them with logic. This applies just as much to buying a pair of shoes as it does to choosing a bank or a tech platform. When a brand film moves someone – whether it makes them smile, reflect or feel inspired – it becomes more than content. It becomes meaningful.
Emotionally resonant films stick in the memory, create buzz and most importantly build trust. They communicate that a brand understands its audience, not just what they need, but how they feel.
So, what does it actually mean to put “story first”? At its core, it’s about leading with human experience. Instead of focussing solely on your product or service, you craft a narrative that reflects the world your audience lives in – highlighting challenges, dreams or values they care about.
The best emotional stories have:
This doesn’t mean your product or service isn’t at the heart of your film. It means it’s woven into a narrative that feels real. Your brand becomes the enabler to a meaningful moment.
Emotional storytelling should always serve a purpose. It’s not about tugging at heartstrings for the sake of it – it’s about aligning the story’s emotion with your brand’s identity.
Think about what emotion your brand naturally evokes. Is it:
The most effective brand films don’t just feel good – they feel right. When tone and emotion align with your core values, audiences don’t just remember your story, they remember you.
If you’re thinking about creating an emotionally driven brand film, here are a few principles to guide the process:
Today’s audiences want to align with brands that see the world the way they do. Emotional storytelling isn’t just a creative choice, it’s a strategic one. When you lead with story, and that story resonates on a human level, you do more than drive engagement, you build loyalty.
And loyalty, in a market full of options, is everything.
]]>If you’re a freelance scriptwriter, film editor, camera op or motion graphic artist, and you’ve got something to offer then give us a call or drop us a line – we’d love to hear from you.
[email protected]
020 8371 4000
An official International Day, as proclaimed by UNESCO, WED is jointly operated by UNESCO and the World Federation of Engineering Organisations (WFEO), which spans some 100 countries and represents more than 30 million engineers.
This year’s theme of “Shaping our sustainable future through engineering” highlights the essential role that engineers and engineering have in achieving the UN’s 17 Sustainable Development Goals (SDGs).
Produced by media partner and broadcaster SJH Studios, the campaign’s wide range of film content was hosted on the WED website. These featured a host of industry-leading organisations from round the world, exploring each company’s unique story of innovation and success.
“World Engineering Day 2025 is all about putting engineering in the global spotlight,” says Mustafa Shehu, President of the WFEO, “showing how engineers are leading the way in the effort to meet the UN’s Sustainable Development Goal targets, and inspiring the next generation to find out more about what a career in engineering has to offer.”
Go to www.worldengineeringday.net to find out more.
]]>Whether you’re showcasing a new product, sharing your brand story or trying to boost awareness, we’ve put together four essential tips to creating a promo video that packs a punch.
Before you hit record – or even start on a script – define the goal of your promo video. Are you introducing your brand to new customers? Launching a product? Trumpeting a recent development or success?
Clarity at this stage will shape every other creative decision, from tone to format to distribution strategy. A video trying to drive sales will look and feel very different from one that aims to build brand awareness.
Start by asking:
Once you’re clear on your purpose, crafting a compelling narrative becomes much easier.
Attention spans are short, especially online. The key is to communicate your message quickly and effectively without overwhelming viewers with too much information.
Here’s a simple breakdown of steps to consider:
If it takes forever to explain what your company does, the problem isn’t the video length, it’s the messaging. Focus on what matters most to your audience.
People don’t connect with products, they connect with stories. That’s why storytelling is one of the most effective ways to engage your audience emotionally.
Instead of just listing features or company milestones, wrap your message in a narrative. It could be a customer success story, a behind-the-scenes look at your team or a visual journey of how your solution makes life easier.
Good storytelling includes:
Even in a short promo, a simple narrative arc can go a long way towards building trust and resonance.
Every promo video should guide the viewer toward a next step, whether that’s visiting your website, signing up for a free trial or booking a call.
Your call to action (CTA) should be:
Don’t leave your audience wondering what to do next. A strong CTA ensures your video isn’t just engaging – it’s effective.
An engaging promo video doesn’t just look good – it tells a story, delivers a clear message and drives results. By focusing on your purpose, keeping things concise, using storytelling and ending with a CTA, you can create a film that not only captures attention but moves people to action.
In a digital landscape saturated with content, the companies that communicate with clarity, creativity and authenticity are the ones that stand out. Make your message count.
]]>Alice: Sure, my job is working with a client to take an idea, whether it be written or verbal, and transform it into a film that’s engaging, informative, impactful, emotional.
Alice: They broadly fall under the banner of brand films, but that term covers a lot of different approaches. It can be used to promote a company’s mission, to educate about a product or service, or perhaps to inform the viewer about an issue. For instance, one of the campaigns we work on is World Engineering Day, where we’re educating people about the importance of sustainability. The clients we work with are doing incredible things in that field, but capturing their big ideas and conveying them in a way that connects is an art in itself.
Alice: You need to start by understanding the brand’s intended audience. Then you need to delve into the “why?” Why are we making this film? That leads into the “how?”. Once you’ve explored those two questions, you can be a bit creative with it. How do we make this engaging for people, so they want to keep on watching?
Alice: That’s an interesting question. The “why?” is so important. If someone comes to us to make a film, if they don’t know why they’re doing it, or we don’t properly understand why they want to make it, it’s not going to achieve its potential. Digital content is so powerful, but you need to nail that “why?”. Then, from a creative point of view, I like to delve into the narrative – storytelling is really important if you want people to stay engaged.
Alice: I like how challenging it can be sometimes. With some of the companies we work with, what they do from day-to-day doesn’t necessarily make for a great film. So then the question is how do we make this relevant, fun, engaging? When you dig deeper into how what they do affects people’s lives, that’s much more interesting. That’s where I like to take a film, that’s what I love most.
Alice: I studied film and theatre at university. Four friends and I put on a play and the whole thing was set in a forest. We couldn’t stage it in an actual forest, so we did the next best thing, we built a forest in the middle of the theatre. We put soil on the floor so when you walked in, you could smell the earth. We really played with the senses. We wanted to give our audience an experience. I think that’s what fuels my creativity, wanting to give people an experience. Film is so powerful, possibly even more than theatre, because there’s just so much you can do with it.
Alice: I love reading. In my downtime, I’m always reading a book. My favourite is non-fiction – I find people so fascinating. I think that’s one of the things that I love most about this job, really. You meet so many different people that have so many cool, interesting experiences and stories to share. I just like to tell those to the world.
Alice: I mean, the technology involved is developing by the hour. It’s like rapid fire. The way AI is changing the industry can be scary, but there’s a positive side. It can enhance what you do and really help streamline your workflow. The idea of having all that advanced technology at your fingertips is exciting. We can do so much more, so much faster and so much better.
]]>A great brand film starts with a clear message. When everyone involved – whether it’s the client or the production team – contributes early on, the story is more likely to reflect a brand’s goals and values. Clients bring insights into their audience and brand identity, while creatives bring storytelling expertise and visual ideas. When these perspectives come together, the result is a more focused, engaging story that reflects the needs and ambitions of those involved.
One of the key benefits of collaboration is the range of ideas it brings to the table. Different people have different ways of thinking, and this mix often leads to better, more creative solutions. A writer might see one angle, a director another and a client might offer a detail that changes the whole approach. When the team is open and communicative, these different viewpoints can shape the project in ways that wouldn’t happen in a more siloed process.
When clients and creative teams work closely throughout the process, it helps keep the project on track. With regular check-ins and shared feedback, there’s less risk of misunderstandings or last-minute surprises. Everyone knows what the goal is, and everyone has a stake in reaching it. This kind of alignment makes the whole production smoother, from planning and filming to editing and delivery.
No matter how well a shoot is planned, things don’t always go as expected. Whether it’s a location issue, a shift in schedule or a last-minute change of interviewee, a team with good lines of communication is better equipped to adjust and find solutions. When people feel supported and heard, they’re more willing to step up and problem-solve together, often leading to a better outcome than originally planned.
In short, collaboration helps everyone do their best work. It leads to stronger ideas, smoother workflows and films that more accurately reflect the brand’s message. It also builds trust and respect between everyone involved – something that can carry forward into future projects. A successful brand film isn’t just about one team delivering for another; it’s about working together to tell a story that really connects.
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