What you say has to respect your culture, core values and key communications. It represents you.
It has to be authentic, it has to resonate with the viewer.
Every group, institution, company touts how great its culture is, this is the way to show it. Life is too precious to waste on generic corporate jargon.
People can spot cheesy stock footage a mile away and they aren’t interested in banal videos espousing disingenuous mumbo jumbo.
Things change and what people watch tends to be short and sweet. Attention spans are much shorter. Often they watch it on their phones.
However when they are interested they want more: information, details, in-depth and educational material. Often then they want it in longer formats. And they want more of it.
Sometimes your story has to come out quickly, in different formats and languages. And you have to tell it in an engaging, entertaining way.
What you need may be an explainer video or a promotional film, a video advert for the web or television, an intimate talking-to-camera piece regarding sensitive topics or a multi-camera interview with simultaneous speakers on a panel, quirky stop-motion animations for social media or a complete product line launch, corporate video production or training video, brand video, event video, educational video, social video, video strategy.
Whatever it is, it is a story and it needs to be entertaining and engaging.