Re-defining the corporate video

|, Video|Re-defining the corporate video

Re-defining the corporate video

Anytime I tell people that I make corporate films for a living, there is an audible pause as they try to comprehend what that actually means. For the most part I think it’s fair to say the term “corporate film” conjures up images of cheesy, dull training videos with middle aged men dressed in paisley ties. I often hear, “oh, like the John Cleese ones?”, with the assumption being that ‘corporate film’ is a shorthand for telling people how to do their jobs with a dash of humour and an infinity background of white walls or office cubicles.

The truth is, corporate filmmaking simply means, a video created for a business need. Without trying to sound hyperbolic, the world of corporate filmmaking is undeniably vast; filled with potential for unique experiences and opportunities to inspire staff and entice customers. And yes, even at times, they can be artistic and entertaining.

I spend mornings filming managerial one-to-ones. Afternoons following CEOs around for documentaries. There is script writing, storyboarding, experimentation and more. We have been a part of cutting-edge learning videos, internal communication pieces, product announcements, promotional items, and more. We’ve even made music videos and short films. There are so many ways to reach your target audience.

And, with the ever-decreasing cost and improving quality of cameras and other filmmaking equipment, the distance between envisioning and creating a high-quality end product is almost non-existent. Our audiences, the audiences of our corporate clients, have ever growing expectations — they’re tech savvy, and story savvy. The language of film is a common part of the modern zeitgeist.

No matter where you look, video is universally accepted as the communication tool of choice. However, there is also a stigma attached to the price bracket. But just because it might only take five minutes to watch a video, it doesn’t mean that its impact can’t be felt for the entirety of someone’s career at your organisation. Done well, a good corporate film can blend the high-quality aesthetics of a mico-budget film with a learner centric experience that will really make a difference beyond the here and now.

The secret is to constantly challenge yourself with a single question…what will the viewer get from this experience? Making these films is more than just about producing pretty images. Each video has to have a purpose, an opportunity to help the viewer develop and grow. Or it needs to be about why your product, or why your service, or why do things this way.

With so many other mediums vying for the viewer’s attention, why are we asking them to watch this? We should always question how video aids the delivery of a message, in-fact, how can video elevate the message? When considering how film might be of use in your organisation, whether it be for training, onboarding, marketing, communication or just something for a bit of fun, know that the objective should always come first. There will always be room to adjust the tone, pace and dressing as the production progresses, but if your objective is not clearly defined from the beginning then it will limit the power the finished product can have in communicating.

To discover what Video can do for you, drop me an email with “Brad” in the subject line; info@ontrackinternational.com.

About the Author:

With over 10 years of experience in the filmmaking world, Bradley is a gifted director and producer. Responsible for managing and running high-end global projects, he is a principal creative force within the OnTrack team.