Before I was involved with any sort of corporate video production, when I was working for the BBC, I thought that corporate videos were a bit of a joke.
To me the words conjured up awful videos, cheesy music and something that came over as very insincere, a bit like the gentleman in the picture.
When I first started Woods Noble Media, I even went so far as to say that I didn’t do corporate videos. So how come I ended up engaged in the corporate video production, which I used to hate so much?
I guess it’s a combination of me learning and also developing my own way of producing corporate videos. That fount of all knowledge, Wikipedia, says this:
“Corporate video production refers to audio-visual corporate communications material (such as DVD, High-definition video, streaming video or other media) commissioned primarily for a use by a company, corporation or organisation.”
Well apart from the wordiness, there doesn’t seem to be much wrong with that idea which seems to cover almost anything.
For me a corporate video is one made for a business, big or small, which conveys what that business is about and what it is like. Every business has a character and that is what makes it different from another business doing the same thing.
There is no template for a corporate video and each one is different. I mostly work by using interviews with owners and/or staff. I ask them about the business, what makes it different, what they are trying to do and what they are good at. Every time I have found that this brings out the keys points in a natural way.
I then go through the answers and choose the best clips and edit them together to make a narrative (OK, tell a story) about the business. Usually people become most animated and articulate when they are talking about what they know best, so those clips tend to be strongest and most true. I find it fascinating to see a company’s story unfold as I ask the questions and choose the clips.
There is still a need for scripted videos and also the straight to camera, call to action video and we do make those as well. (and according to Wiki, staff training and safety videos are also corporate videos and we do those too) We work in varying ways with companies, from coming up with everything including the concept, to working in collaboration with a marketing team or providing camera and editing resources when they already know what they need.
Recently we made a video for Fission Creative ‘s new website. They gave a strong brief, which also included that they didn’t want it to be like a corporate video. So it looks like I’m not the only one who feels the negative connotations around that word. We worked in collaboration with the Fission team and came up with this…..but is it a corporate video?