Commercial Video: Balancing Strategy and Emotion

Balancing Strategic and Emotional Value in Business Video

What are we talking about?

✦ The documentary-style production process

✦ Why emotion is important in storytelling

✦ The business value of emotional connection

✦ Proving this value to clients with metrics

W H O A M I ?

W H AT I S D O C U M E N TA R Y - S T Y L E V I D E O ?

Key Elements

✦ A creative depiction of reality

✦ Combines an interview or narration and b-roll

✦ Lightly promotional

W H Y D O C O M M E R C I A L D O C S W O R K ?

✦ Focus on story, not product

✦ Creating emotional connections

✦ Efficient production style

P I TC H I N G D O C S TO C L I E N T S

✦ Collaboration is key

✦ Vision + Strategy matters

✦ Clear communication is vital

✦ Concise proposals

Sell your vision. Why is this story worth telling and how are you going to tell it?

PRODUCTION TIMELINE

What are the different steps of production and how long do they take?

DELIVERABLES

Specifics on what you’ll be producing helps determine the scope of a project.

BUDGET

Breaking down the costs of a project sets expectations and provides transparency.

OVERVIEW

S H O W I N G T H E VA L U E O F A S T O R Y

Views, engagement, and conversion data gives you clear indications of what’s working.

EVERYTHING ELSE

Audience comments, client feedback, internal critiques, and intuition provide context for the numbers.

METRICS

Client Reporting

✦ Compiling metrics

✦ Present numbers + context

✦ Gathering anecdotes and comments

M E T R I C S + S TO R Y T E L L I N G

Identify problems

✦ How effective was your hook?

✦ Did you retain your audience?

✦ What caused drop-offs in engagement?

Test strategy

✦ Did the story resonate with your audience?

✦ Did your video accomplish the brand’s goals?

✦ What did you learn about your brand strategy?

C A S E S T U D I E S I N B R A N D D O C S

I A M A L L S T E E L

H A N D S L O V E S T O R I E S

1 0 0 + M E N & W O M E N W H O C A R E

1 0 0 + M E N W H O C A R E B OA R D

…the videos are having a very touching and powerful impact.

W H AT D O I D O N O W ?

H O W C A N I H E L P Y O U ?