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How does the desire for brand authenticity dictate your production choices and style?<\/strong><\/p>\n Overall we encourage our clients to\u00a0show<\/u>\u00a0and not\u00a0tell<\/u>\u00a0as much as humanly possible. Whether scripted or docustyle, we ask for the clients\u2019 business goals and what they want this project to achieve. Then together, we aim to find a story that can embody those goals.<\/p>\n Suppose the client wants to tell a story about a core value of \u201cresilience,\u201d for example; rather than have someone talk\u00a0at<\/em>\u00a0the viewer about resilience, we encourage clients to find a story of someone exhibiting that resilience in the face of a challenge. Whether it\u2019s a story from an employee, a leader, a customer, etc., this mode of storytelling gets audiences emotionally invested. It\u2019s tough to argue with someone giving their first-hand account of their own experience. Our job is to make people feel something; to get them in the mood, like a palette cleanser. Of course, if you need specific details to be hidden within the film, we often do that–but we go for the \u201chide the veggies\u201d approach, where we take key elements about a company\u2019s culture and wrap them up in an entertaining format. When possible, we encourage clients to use our film as a primer and let a separate presentation speak to further specifics.<\/p>\n Whose perspectives are important to hear from in these types of projects?<\/strong><\/p>\n It can depend on the messaging and the project itself. There\u2019s usually a person (or story with multiple people) who is the living embodiment of the values or the message our client is trying to get across. In some cases, hearing a customer story will do a better job than hearing from a leader, and in other cases, hearing the personal perspective of an executive is best suited. We aim for storytelling that showcases humanity at its core, in a way that feels authentic and engaging.<\/p>\n How did you get company executives to feel comfortable speaking in a vulnerable way?<\/strong><\/p>\n We understand we\u2019re usually asking questions that, given their leadership position, they\u2019ve answered dozens of times and for which they have their set \u201ctalking points.\u201d Often we start from a place of touching on those talking points they\u2019re comfortable with, yet still trying to get them off their script in an unexpected way while respecting their boundaries; we never want to make subjects uncomfortable!<\/p>\n Our directors\/interviewers always do their homework and understand our client\u2019s industries and jargon to ensure we can guide an interview appropriately. We come into an interview knowing what we\u2019re talking about, while still maintaining a level of genuine, outsider curiosity. Our goal is for executives to leave feeling like they had a fascinating conversation (which they often say to us afterward!).<\/p>\n How was your approach to working with an airline different from how you would approach filming for other companies?<\/strong><\/p>\n The difference is less that they are an airline and more that they are a client whose films have to speak about a vast and diverse pool of employees. Delta Air Lines has over 100,000 employees (all over the globe!), and our messaging has to resonate with\u00a0everyone<\/em>.<\/p>\n Whether it\u2019s a client like Delta with 100k employees or a client with 50 team members, representation is important. We want every employee to feel that the film is speaking to them, while still telling a story that is engaging to outside consumer audiences.<\/p>\n It can be as overt as making sure we have employees from a variety of employee groups represented, or it can be as simple as telling a story that will resonate across groups.<\/p>\n