Left of Center: Trusting in the Creative Process
“The best way to find out if you can trust somebody is to trust them.” Ernest Hemingway
We have to put trust in people everyday. When we visit the mechanic, we need to trust they’ll fix the brakes and keep us safe. When we go to a bakery, we need to trust that they’ll create an amazing wedding cake. When we go to the doctor, we need to trust that they’ll have the ability to treat us.
We say, trust but verify! When you’ve done your homework, when you’ve seen the proof, when you’ve vetted these people, then it’s easier to trust them to do their work. The same applies to video marketing. You trust your partner to create videos that convey your message, highlight your brand personality, and reach your audience on an emotional level.
Most importantly you trust them with your stories. Sometimes, that means exploring new visions and letting the unexpected in.
Sigma, a global nursing organization, did just that. They came with an idea. We came back with something different. As Julie Adams, Director of Marketing, says, “It’s up to you, maybe, as the person in marketing to come up with an idea that you want to convey, and then you get a lot of people who are willing to follow your lead and say, ‘Sure I’ll give you exactly that.’ The problem with that is you don’t get the benefit of the expertise and knowledge of the people that you’re working with.”
Take a look:
Sigma came to us with an idea, but they had that level of trust and buckled up for a journey in the other direction. It paid off. Their video isn’t typical. It’s not the same old boring corporate video. It’s unique. It’s different. It’s them.
One of the most challenging aspects of our job as story producers and business video marketers is becoming an extension of your brand. We tell your story and ensure it’s organic, believable. That it feels like we work right there with you.
As tough as that is, we know it’s harder for you! Letting go of preconceived ideas — especially those you are married to — or visions of what a business video should be is asking a lot. Letting us create a vision for your brand is asking a lot. Trusting us to tell your story is asking a lot. But we’ll give you a lot more in return.
If you want a typical corporate video, anyone can do it. Anyone can film your CEO or head of marketing. Anyone can record the party line. If you want to do something completely different, though, you need a partner you can trust — and who can deliver. As our Director of Photography Ed Plamondon says, “This is what we do… We take pride in doing something left of normal, if you will.”
Left of normal may just be the results you need to take your marketing, and your business, to the next level.