Video production is an increasingly important part of the modern communications mix.
Good video content will deliver a compelling narrative while building an emotional link between your audience and your brand while working alongside mediums like animation, illustration, copywriting, and photography. We create bespoke film content ranging from subtle motion design to more complex brand animations and explainer videos.
Brand film is the art of planning, capturing and editing film content for brand-building purposes. It is branded content that is usually short, uses emotion and tells a brand’s story. Brands have been using this type of content to communicate with their customers for years, but it has only recently become popular in the last few decades. In this article, you will learn about the history of brand films, common types of branded film content and how they can benefit your brand.
In 1956, Joseph H. Lewis directed a short film called “The Jitterbug”, credited as the first brand film ever made. He created this for Columbia Pictures, shown before movies and in theatres to encourage people to see their films. The following year, he released another branded video for Ford Motor Company. This is the first widespread example of a commercial consumer brand using film to advertise its product. This film and a handful of others worked to set the stage for all future brand films, from traditional advertisements to short mood clips and social media content.
From the 1980s onwards, brand films began getting more exposure and popularity. In 1984, Nike released their first ad called “Just Do It” which told the story of runner Eric Brown who was diagnosed with multiple sclerosis but channelled their brand spirit by running every day — rain or shine. This brand video helped propel the company into mainstream recognition worldwide as a sports lifestyle brand that inspires people to take action and push themselves. Other brands such as Apple, Coca-Cola and McDonald’s soon followed suit, releasing their versions of brand films to represent their values and appeal to their customers.
It is essential to incorporate brand films with adverts (although adverts are a type of brand film). Not all branded videos are used to sell — most brand films are still used for brand-building purposes, too. This continued; video production began taking a more stylistic approach, focusing less on traditional storytelling methods. One notable example is Google’s “Parisian Love” short film, which shows how a search engine can help a couple fall in love.
Today, video production and ‘brand film’ play an integral part in the mix of brand communications. Along with mediums such as animation, illustration, copywriting, and photography, brand video can help deliver a straightforward narrative to consumers while building loyalty and empathy. By embracing emotional storytelling, a brand film can appeal to consumers’ hearts while providing a message that resonates.
One example is Heineken’s “The Entrance,” released in 2013 and won gold at Cannes Lions for branded content. This short video showed how the beer would be used by people watching the UEFA Champions League final in a local bar. Through this film, Heineken captured the true spirit of what it means to be an authentic brand that appeals to its target audience.
Brand films are also commonly used to set the mood for other platforms, such as websites, social media channels, and live experiences. Businesses can subtly share messages or traits without a voiceover or soundtrack using recessive branding techniques.
There are many types of brand film, including social media brand videos, educational videos, tutorial and explainer videos, product videos, culture videos and testimonial films.
Social media brand films are an increasingly popular form of branded video. They are created solely for distribution across platforms such as Instagram and Snapchat. These pieces are usually short and media-rich, focusing on the core channel audience.
Educational videos build upon brand messaging, explaining how a product or service works. These are increasingly popular on YouTube and Vimeo, with brands setting up their channels and commissioning the help of influencers.
Like educational videos, branded explainer videos are even more specific examples of brand film. These look at a direct issue and often form part of a series. Tutorial films work similarly instead of focusing on a ‘how to’ approach.
Brand experience films are often visually rich pieces that follow a linear narrative. These can be used in brand comes, exhibitions, and other locations that have multimedia setups.
Product videos are increasingly crucial for brands online. Ecommerce websites will regularly create product videos to give consumers an insight into how the products work, look and are sized. Seeing a product from various angles and in context has also been proven to raise purchase rates.
Company culture videos are essential for brands that want to showcase the people behind their products. These videos can include interviews, profiles, or footage of work life in an office setting.
Last but not least are testimonial videos, which allow consumers to see how others have benefitted from a brand’s product. These videos are frequently used across social media channels and are often branded content.
In today’s digital landscape, video has become one of the most powerful tools for branding. Whether a short social media clip, a polished corporate video, or a dynamic advertisement, video production allows brands to communicate their message in engaging, memorable, and highly effective ways. As the demand for video content grows, its role in shaping brand perception has never been more critical. Here’s why video production is so vital to modern branding efforts:
We live in a world where consumers are bombarded with information. Standing out in this crowded space is no small feat, but a video has a unique ability to grab and hold attention. Studies show that people are likelier to watch a video than read a text block or even look at an image.
Video combines visuals, sound, and storytelling to create an immersive experience that engages multiple senses. This makes it the perfect medium for delivering a compelling brand message that sticks.
Branding is all about creating a connection with your audience, and video is one of the best ways to evoke emotion. Through heartfelt storytelling, inspiring visuals, or relatable scenarios, videos can tap into viewers’ emotions in ways that static content cannot.
Take brands like Nike, for example, which uses emotionally charged video campaigns to inspire audiences and reinforce its “Just Do It” ethos. These videos don’t just promote products; they create a sense of belonging and motivation that aligns with the brand’s core values.
Every brand has a story; video is the ultimate medium for telling it. Through visuals, music, voiceovers, and pacing, video allows brands to craft narratives that resonate deeply with their audiences.
A well-produced brand video can communicate your mission, values, and vision in an authentic and relatable way. It can showcase the human side of your brand, fostering trust and credibility with your audience.
Video is the best content format across every platform, from social media to websites. Social media platforms like Instagram, TikTok, and YouTube are built around video content, and algorithms often prioritise videos, ensuring greater visibility.
Additionally, video content tends to generate more engagement—comments, shares, and likes—than other types of posts. This increased interaction boosts your brand’s reach and helps build a loyal and engaged community around your business.
When it comes to driving action, video is an incredibly effective tool. Studies have shown that including a video on a landing page can increase conversions by up to 80%. Whether it’s a product demo, a customer testimonial, or a brand explainer, videos provide the information and reassurance customers need to make purchasing decisions.
Videos also reduce ambiguity and answer questions in a way that text alone cannot, giving potential customers the confidence to move forward.
High-quality video production reinforces your brand’s professionalism and consistency. Elements like consistent use of colours, typography, and tone in videos contribute to a cohesive brand identity. Over time, viewers will come to associate these visual and auditory cues with your brand, strengthening recognition and trust.
Video production is no longer optional in modern branding; it’s necessary. It captures attention, builds emotional connections, enhances storytelling, and drives engagement and conversions. By investing in high-quality video production, brands can communicate their message more effectively and create lasting impressions in the minds of their audiences.
As consumer preferences evolve, brands prioritising video will stand out, resonate, and thrive in a competitive marketplace.
