Corporate Video Production That Doesn’t Suck: A Practical Guide

Corporate video production in Edmonton, Feature Image.

Prologue

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.

First, What Makes a Sucky Corporate Video?

1. Too Long and Boring

It’s tempting to pack in as much information as possible, but trust me on this, less is more. You need a hook to create intrigue right from the start, then keep the pace flowing.

2. Too Scripted, Stiff, and Inauthentic

When the message feels forced or straight from a PR playbook, it won’t resonate. Authenticity matters—viewers can spot a memorized script a mile away.

3. Lack of Emotional Connection

Facts and figures are great, but they need to connect on an emotional level. Focus on feelings, not just key messages.

4. Generic Voiceovers

This is just our opinion, but unless it’s a real employee’s voice or a narration that truly fits the brand, voiceovers in corporate videos often feel disconnected and dull.

5. Unflattering Visuals

Bland boardrooms or poorly lit shops are common challenges. Taking the time to find a better environment or creative angles and camera movements can make a big difference.

6. Text Overload

Another opinion here, but corporate videos should communicate through visuals and emotions, NOT long blocks of text. Keep messaging simple and impactful.

7. Misaligned Music Choices

Music sets the tone and can make or break a video. It should enhance the message, give space to breathe between sound bites, and align with both the speakers’ tones and the company’s brand voice. Be ready to spend time finding the perfect fit.

How to Produce a Corporate Video You Can Be Proud of.

Remember, you’re creating content for real people—not just to please algorithms or check off a task on your marketing to-do list. Focus on authenticity and engagement to craft a video that resonates with your audience.

1. Understand the Audience

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.

2. Focus on Storytelling

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.

3. Make it as long as it needs to be, but as short as possible!

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.

4. High-Quality Production Values

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.

5. Location Scout ahead of time

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.

6. Focus on Authentic Soundbites

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.

7. Music and Sound Design

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.

8. Brand Voice

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.

9. Evergreen Content and Style

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.

10. A Clear Call to Action

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.

Who Are We, and What Makes us Corporate Video “Experts”?

We’ve learned what works by doing it ourselves. With over 15 years of experience, a handful of awards, and a portfolio we’re proud of, we like to think we know a thing or two about great corporate video production. 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!

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.”

@204film

“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.

Recognition from our Peers.

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.

“Eagle Builders is a construction company but notice how they don’t focus their video entirely on specific projects. They’re a great example of a company video that talks about their story—like when they mention their family ties—rather than focus on their offerings.” 

Conclusion.

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.

By Crystal McPhee

Crystal is Owner and Executive Producer at Urban Video Inc.

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