Servizi

Start with the audience, not the legal department

Smart creative direction focuses on who the target audience is and what’s the best way to reach them. We’ve gotten creative comments from the lawyers and let’s just say… no thanks. When it’s someone’s job to ensure that people don’t get sued they tend to lean towards wishy washy and risk averse - not exactly the style that leads to better sales or brand awareness. If you find your script saying something like, “Our product might possibly be almost nearly as good as our competition, but it also might not,” then you’re not doing it right. Let’s put it this way, you wouldn’t hire a lawyer to unclog your drain or deliver a baby, so why should you trust them to write your creative.

Find the human story inside the business story

 Every corporate message has a human element, let’s discover what that is and show it off. Remember that your target audience is made of real, living people who have thoughts and feelings that don’t just reflect what their job title is. The Dean of a University might play Pokemon with their grandson, not just sit around and think about admissions statistics all day. Now that doesn’t mean incorporating Pikachu into your script, just means that we contain multitudes and we shouldn't get too wrapped up in living inside the echo chamber of any given corporate category when creating videos to reach people.

Abstract need not apply

Whether it’s through visuals or voice, back away from the jargon and turn vague concepts like "innovation" or "synergy" into clear, understandable language that people actually use. We’ve seen too many videos be hijacked by language that is only meant for those on the inside, which isolates rather than impresses viewers. The point of any video you're making for an audience is to show them how you can help them in the quickest, easiest to understand way. 

Balance information with emotion

Corporate videos need to inform and maybe even sell, but great videos can do that while tugging at the ol’ heart strings. People are excited to buy something new, or use a new service because of how it will make them feel. Maybe it makes life easier, maybe it brings them actual joy. In our years of producing videos we’ve learned how to find the heart of the matter, no matter who’s speaking or what the subject is, and apply it to the video for better results.