It was really exciting to be asked to produce a brand video for One1, an international community platform for social businesses, startups and entrepreneurs. As soon as I spoke to its founder, UK entrepreneur Duncan Chamberlain, I liked the sound of it. For an annual fee, users get access to the platform, where they can get access to materials like blogs, videos and webinars, and repay the favour by sharing their own expertise. It's an informal, low cost way for aspiring entrepreneurs to access vital knowledge as well as moral support. Often in business, you just need someone to act as a sounding board, which isn't always so straightforward when you're starting from a bedroom or other such humble beginnings.
Because this is a brand new venture, we had to connect with the potential users of this service rather than being able to call upon current users for their input. We knew we wanted the video to be inspirational, so we set about telling a positive story which says if you work hard enough, you can make a real difference. Energetic music and fast cuts deliver a selection of shots showing successful people with drive and ambition. We deliberately used lots of people, expressions and on screen text to address the viewer directly and give them something to relate to. One of the key aspects of One1 is accessibility, so we decided using range of different people and descriptors was the best way to get potential users to identify with the video.
In terms of the production, one thing to note here is that the video is made up from stock footage, so no filming was involved. This is a really useful if you have a new startup which needs promotion, without necessarily having a product, premises or users you can easily film. High quality stock footage like this isn't cheap, but of course it replaces the normal costs of filming, making the cost of the video come out roughly the same. It's also beneficial if you're in a rush - In this case, the website was live and it needed a video before launch. Turning a high quality video around in a couple of days is a challenge, but it's much easier if you don't need to plan a shoot with a location and contributors.