Corporate films or corporate videos are the premier class when it comes to moving image solutions for companies. In a matter of minutes, they can make companies approachable and understandable or cause doubt and displeasure. We have been (and still are) able to make numerous corporate films over the past 18 years. This experience is precious, simply because we understand very well what works and what doesn’t. After all, a corporate film is nothing more than a communication tool that should and must fulfil functions. The following mistakes can be easily avoided:

1. Overloaded briefings

Many companies send us their briefing for the corporate film in advance. This can be done as part of a pitch or as a direct implementation request. It sometimes reads like this: “Our corporate film should contain: our corporate culture, our company history, references at home and abroad, must contain voices from employees, outline our business model and our strategy for the next ten years! Modular design. Length maximum 90 seconds. Completion in a month from today.” And that’s just the condensed version of the briefing. What is well-intentioned naturally makes little sense on closer inspection. Such moving image brochures are a thing of the past. Not only because they often last beyond 7-10 minutes, but, much worse, because no one looks at them. Less is more. It is better to have a message that sticks clearly instead of ten messages that end up fizzling out.

2. No real story

What sounds so simple and logical is often the biggest challenge: the story. Without a clear framework, a guiding theme and without a dramaturgical structure, corporate films hardly anchor themselves in the audience. Who is the hero of the story? What is his or her journey? What question is asked and finally answered? There are numerous dramaturgical elements that are worth thinking about before the camera rolls. Because what applies in Hollywood also applies to corporate films. If it ́s not in the script, it ́s not in the movie!

3. Lack of authenticity

“Every morning when I get up, I am happy to go to work with passion…” this or something similar sound like the original sounds of testimonials who say what they think they have to say and not what they feel. Employees and/or customers can make fantastic contributions to great films, create identity, build employer branding and make corporate films real and credible. To do this, they have to be exactly that: genuine and credible. Respondents need and deserve freedom and must also be allowed to tell what they would like to change or what their challenges are.

4. Mission Statement Washing

Neatly elaborated mission statements, clearly formulated visions, convincing missions and values that employees know and live by are a great basis for any corporate film. Mission statements that have been confused and set up-to-down simply because they sound good somehow and because you would like to be seen that way can turn out to be a boomerang. This is especially true for values such as sustainability, which are quite popular right now, but on closer inspection are not necessarily actually part of the corporate culture that is being lived. Employees and customers feel something like this. Honesty is the trump card.

5. Too little courage

If you don’t want an interchangeable corporate film, you need one thing above all: courage. Because an original concept always requires that you try something out, break new ground. This applies, for example, to humor, which can of course be a great driver for any corporate film. But of course, seeing or hearing the same joke several times doesn’t work the same way as it did the first time. You have to know and understand that. Because, even if the worm is for the fish and not for the angler, we are convinced that every company, every company, every brand that wants to produce a corporate video should enjoy watching this one film itself. Because in the end it is HER film.

Do you have any questions about implementation? We will be happy to advise you!

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