To anyone that flips through the pages of our website, you may notice a different way that we describe ourselves compared to other media production companies. We don’t call ourselves videographers, or media producers, or brand strategists. Those titles very well can apply to what we do, but we view ourselves as storytellers first and foremost.
I think our self-esteem of storytellers first and content producers second is very important to the way we do business. Of course we want to produce high-quality, engaging content for our clients and partners, and we believe there is nothing that will resonate with your intended audience as much as the true, authentic self. That is a key principle we discuss with everyone we work with. We aim to capture the authentic human behind each project, whether that’s a traditional commercial, digital content, wedding video, or documentary.
Last week, we showcased some of the marketing materials we produced for Safe Secure Systems and their marketing team. They wanted a very simple package of elements; a 15-second spot, a 60-second spot, and a produced presentation. When it came to the tone, they expressed a desire to take a fresh look at how they portrayed themselves. They consult and train on crisis response. They discuss the tragedies of school shootings, robberies, and public attacks.
We discovered that the solution was to just remain authentic to the people at Safe Secure Systems. We made sure to take our time to dig with the questions and prompts we threw at Dr. Steve Webb, Founder of Safe Secure Systems. Looking back, Calen and I served as directors of a movie more than directors of a commercial. We continued to approach the same topics from different and unique ways looking for the organically human connection that would best serve Safe Secure Systems’ message.
We made the discussion less about the head and more about the heart. Less about the statistics of school shooters and more about protecting students. Less about the likelihood of violence and more about community awareness and safety. We spent around an hour and a half on set, discussing the talking points, recording take after take, and narrowing in on the core factors that drive the team at Safe Secure Systems to do what they do.
After returning home from that trip, that hour and a half time on set translated into 30 minutes of raw footage which was boiled down into a tightly pack 60 seconds that told a story of compassion, public service, and desire to promote safety around the country. Could we have gotten a functional 60 seconds worth of content in a shorter amount of time? Not without removing what made these video elements so effective in telling the story behind Safe Secure Systems in the first place.
As you consider what tone and style you want your brand’s content to exude, remember to include some authenticity. You may find some solace in the old adage, “the truth will set you free.”