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Oct 19 — 2024
Feeling the pressure to produce a corporate video that hits the mark? You’re not alone. The challenge of creating something professional and engaging is real. Done right, a corporate video can tell a compelling story, connect with audiences, and boost brand awareness to increase sales and recruitment. But when executed poorly, it can become an expensive embarrassment. So, how do you avoid the pitfalls and create a video that drives results? Let’s get into it.
Before you hit record, make sure you know who the video is for. Tailor the camera motion, music, and visuals to match the brand. Is it a fast-paced, dynamic company? Or more laid-back and community-focused organization? Should you go for smooth, slow-motion gimbal shots, or would a more casual, handheld style better match the tone of the video. Have a clear plan, and get the client’s approval before shoot day.
It may sound cliché, but storytelling is everything. Go beyond the typical mission statement. Look for stories that demonstrate what makes the company unique. Maybe there’s a long-time employee with great memories to share, or a time when the company’s values really made an impact. Including voices from executives and frontline staff can make the video more relatable.
The best videos are concise. If you can tell the story in 90 seconds instead of 120, do it! Shorter videos hold attention better, and if you’re focused on social media performance, algorithms tend to reward videos that keep viewers watching the longest. Keep your video engaging and stick to 1-3 key messages, max.
Great equipment helps, but technique is key. For lighting, Darren often removes light rather than adds it—floppies and negative fill are lifesavers in corporate spaces. And don’t underestimate the importance of audio. Hire a professional because bad audio is a nightmare to fix later. We also always shoot interviews with two cameras for flexibility during editing.
Typical boring shots of people in front of computers, or shops with horrible florescent lighting can feel stale and uninspiring. Instead, try filming people interacting with colleagues in bright, open spaces. Look for places with natural light, interesting architecture, or even some plants. Scouting locations in advance and considering the time of day and lighting makes a huge difference. We also send wardrobe suggestions for on-camera talent ahead of time to make sure outfits complement the shoot locations.
The key to great soundbites is making the on-camera talent feel comfortable. If they’re nervous, it will show. A skilled interviewer knows how to create a relaxed atmosphere and guide interviewees toward delivering natural, genuine responses. It helps to let them know what to expect ahead of time. We always ask each question at least twice and leave room for some off-the-cuff question and answers. When the interview feels more like a conversation, you’re more likely to capture relaxed, authentic soundbites that feel real—and often, those are the best.
Music is the soul of corporate videos, and it’s often one of the toughest creative choices to make during post-production. It sets the tone and drives the emotional connection, so give it the attention it deserves. Don’t be afraid to experiment with different options until you find the perfect fit. We also like to incorporate subtle sound design elements, like gentle whooshes when they fit, to enhance the overall energy.
Unless this is a start-up, the company already has an established brand voice. Be true to it. Use brand colors or complementary colours where possible in props, wardrobe, or graphics to make sure everything feels cohesive and consistent with the company’s identity.
We aim to make every corporate video we produce relevant and useful for as long as possible. That’s why we favor creative approaches that are timeless in style. We apply this to everything—from the graphic design of lower thirds and logo stings to the overall shooting style of the video. Think back to the years when every soundtrack featured whistles, hand claps, or ukulele strumming—trust us, you don’t want that. Keeping the style classic ensures your video won’t feel dated a year or two down the line.
What’s the purpose of the video? Recruitment? Brand awareness? B2B marketing? Whatever the goal, the video needs to reflect it clearly. A concise CTA at the end, like in the logo sting, is a great way to reinforce the message without overdoing it.
One of our standout projects is a corporate video for an Alberta-based concrete construction company, Eagle Builders. Their corporate video has racked up nearly 400K views on YouTube! It’s also received 3K thumbs up and a ton of positive comments. I’ll share a few of them below:
@ability6theworldsnumberone637
“What a brilliant, heart felt video – really great job guys!”
@tsunamidigital5431
“I have used this video for my Public Relations students. Thumbs up this is a great corporate video.”
“The production and thought put into this piece, are excellent. Taking Notes!”
@C4Ryda
“Great video. The shots, the color and the story.”
@MarkPropel
“How did this get so many views? Did it get shared on a large platform? I’m curious as I haven’t seen any corporate video get this many views unless it’s a B2C video.”
Reply @RendyMuhenda
“Its because students need reference for a videography class 😂”
You can read more comments here.
On top of all that, we were thrilled to find out that the Eagle Builders video took the #1 spot on Moovly’s Top 10 Brilliant Corporate Video Examples. This recognition didn’t just boost our visibility—it also led to a global client hiring us and flying us to New York and London for additional projects, all thanks to the impact that video had. It’s a testament to the power of storytelling and production in corporate video work. We also love how the Moovly team described the video.
We never expected the Eagle Builders video to gain such traction, but we’re thrilled it did. Ultimately, creating a successful corporate vide production comes down to collaboration and client buy-in. While it may take some extra time—especially during pre-production and on shoot days—the effort pays off. When creativity, planning, and execution align, the result is more than just a professional video; it’s something truly impactful.
Crystal is Owner and Executive Producer at Urban Video Inc.