Video Marketing
Storytelling in motion
Video is powerful. We could cite hundreds of research results (we won’t) showing that it increases engagement, but just because an image moves, just because there’s music and people speaking or a narrator intoning or icons dancing doesn’t mean it’s doing the job you need it to do. So while it’s a given you need video, it’s not a given that video—simply by being video—will do what you need it to do, whether on a site, in a feed, or on a platform.
In fact, because video is so powerful, if not done well it will work against your brand. Today we are all instinctive movie critics, subconsciously forming immediate opinions—good and bad—on what we’re viewing even if we’ve never uttered the words “production values.”
Our approach
At Grafik, we make sure the look, the feel, the message, the music, the graphics and special effects are all aligned and in keeping with your brand, using proven processes to ensure the money you’re investing in production yields a healthy ROI. As with all our creative deliverables at Grafik, we begin with a creative brief, outlining the goals of the video, all the possible places it can be used, the brand strategy it will support, the budget and deliverable date. From this collaborative, working document, approved by our client partners before we begin, comes the approach recommended by our creative department. This process is followed for each of the many types of videos we create:
Brand essence
Recruitment
Advertising
Thought leadership
Internal communications
Social media posts
Fundraising
All of the above can take many forms: narrations by a professional talent over lush b-roll footage, on-camera testimonials from real people, interviews with members of your team, animations, scripted dramatic scenes with actors and, of course, combinations of all of the above.
From concept to final cut
Once we land on the right approach for a particular outcome and have client approval, we take the project forward with final scripting (or interview guides for testimonial/interview approaches); create client storyboards and shoot/edit-day boards as required; cast for on- and off-camera talent; choose either the right third-party partner for the job (from simply a small camera crew to a full production facility) or keep production in-house—all working within budgets but never sacrificing quality.
Video marketing that scales
With the ubiquity of platforms today, we take particular care to deliver multiple applications out of a single production: framing to ensure ease of use on vertical format platforms such as TikTok and Instagram without sacrificing the lush cinema feel of a 16 x 9 aspect ratio when needed; planning in pre-production for several lengths and versions, getting the most out of minimum production days.