Video: Reshaping Corporate Creativity

I once found myself in a meeting at the corporate offices at 30 Rock. The most corporate of corporate environments. I was pitching creative to people who had very much not done, very much creative. The communications executive we were speaking to said something along the lines of, "So, when you make these videos," and my brain sparked into action.

This happens to me sometimes in meetings—a lightbulb moment. "Holy crap, no one here is actually listening to each other," or "Oh no, they’re definitely not going to like this at all," or "Why are we even here? They don’t want any of this." But these anecdotes are for another article. On this occasion, the voice in my head said, "I know exactly what’s coming next." 🍿

Here’s what happened: my boss at the time, who had flown in from overseas, corrected her. “Films,” he said. She looked puzzled, either because we were all pretty sure there wasn’t any 35mm on back order, or because she really wasn't used to unsigned vendors picking at her choice of language. She was a pretty big deal, still is. “We say film because it implies craft,” he continued. It now became an incident filed under the category of “Oh no you didn’t.”

It may be true. This may be exactly how the Corporate Video industry continues to plead for your respect and acceptance. But, it also suggests rigid production rules that no longer exist. A format that has become less relevant and a final delivery that is outdated. Would you ever describe an Instagram Story as a film? This isn’t the Oscars and the word “film” can sometimes be counterproductive to both commissioners and agencies. Let’s be clear, the corporate film offer concerns all moving images. But we don’t need to be calling them motion pictures or people who make them Head of Moving Image to add a sense of grandeur.

I’m starting a campaign today to reclaim the word VIDEO. Join me. And while you’re at it, sign up for my petition to eradicate the use of the word “ideate.”

When we last spoke, we explored the evolution of communications in business. Whether you wanted to or not, we delved into it theoretically. Consider it your English lit in the evolution of corporate comms. You’re welcome.

Now let’s use technical evolution to consider the way we speak. Here, video serves as both literal and metaphorical. Video is how we present value, what we choose to criticize or dismiss. It's how we derive meaning and self-worth.

“Video" has historically been associated with more utilitarian or casual content, ranging from home videos to digital recordings. Let's not over-intellectualize things—it’s a label that some don’t resonate with, much like corporate… anything. Let's dive in before it all truly gets influenced by AI and things get a little out of hand.

If claiming the title of the home of corporate film is a thing, like "the home of golf," I think the UK has a pretty good case. Leaving London for the Big Apple in the mid-2010s reinforced that thought. It was clear that the corporate film industry, as I knew it, hadn’t been around for long in the US. Which was perplexing, but oftentimes so is America.

For me, the idea of the traditional corporate film died with the birth of digital filmmaking. Back in its heyday, circa the late 1990s, a corporate film used to be one of two things: a low-budget homage to whatever happened to be on TV that week, or a somewhat mercenary interview piece. High margin, fast turnaround, a little unloved, and ultimately not particularly good. The industry was where aging broadcast professionals were put out to pasture. "Your time is up, Sir, now go make a safety film."

Digital technology challenged that. It opened the eyes of commissioners and altered expectations. It introduced a new generation of creators, curators, and consumers. It provided them with tools to communicate with immediacy on subjects that matter. Audiences were no longer passive viewers.

The digital era began to blur boundaries, with high-quality video productions rivaling traditional films. Corporate production companies immediately jumped on that train. The democratization of video creation through technology has expanded creative expression, challenging the notion that film inherently possesses superior artistic value. It also fueled the ego of many who left the broadcast industry (sometimes against their will) and an insecurity complex that many who worked in the corporate world had. How does one determine one’s value if not making drama but instead investor relations?

We all failed to realize that form is unimportant; messages are. We were powering the engine of the world, but were we somewhat ashamed of it?

Today, the distinction between film and video lies not only in production methods but also in the intent and context of the creators.

A three-minute, scripted, and beautifully shot brand narrative is a corporate film. Correct. So is a thirty-second animated motion graphic. A series of short documentaries are as much corporate films as a collection of kinetic typography. What do you call an edit of 50 different clips people shot on their phones and sent to us? You guessed it, corporate film! A 360 interactive video is... are you noticing a pattern yet? Even a GIF, used in the right way, is a corporate film.

While the terms "film" and "video" are often used interchangeably, distinctions in creative quality and value persist. Traditionally, "film" connotes a higher artistic standard, tied to the cinematic heritage of celluloid and a focus on storytelling, cinematography, and production aesthetics. It often implies a commitment to narrative depth, intricate visual composition, and meticulous direction.

Remember this guy... “We say film because it implies craft”?

If I were still deeply entrenched in a giant agency, I couldn't write this. When discussing the future, I would be compelled to conjure up a trendy term to describe the next phase of corporate film. The task wouldn't be to resurrect the word "video" like Lazarus. I'd probably even demand a snazzy job title, like Chief Visual Officer of Watchables.

But I'm not, so let's bid farewell to film for now. Video is an experimental format. It always has been. And that's exciting.

Another short history lesson.

Before the 1980s, analog formats, dominated prosumer content capture. The prevalent technologies were: Film Cameras: Super 8mm and 16mm, Analog Videotape: like VHS, Betamax. And Photography-based Formats: Slide projectors and photographic slides being used for visual presentations. I see you Powerpoint. The shift to digital video in the 1980s marked a significant transformation in the industry, enabling easier editing, distribution, and a departure from the limitations of analog media. 

I don’t need to exhaustively detail the timeline but digital video formats allowed for compression and storage. Which led to Broadband internet facilitating the rise of online video streaming. Platforms like YouTube emerged, democratizing video distribution and consumption. High-Definition (HD) and Digital Cameras provided higher resolution and improved visual quality. Digital cameras and camcorders become widely accessible, enabling everyone to be a creator. Smartphones lead to a surge in mobile video consumption. Streaming services like Netflix and Hulu gained prominence, challenging traditional TV and cutting cables.

Not to mention mainstream adoption of 4K resolution in consumer cameras and displays. Virtual Reality (VR) and Augmented Reality (AR) Video. Advances in AI-driven video processing, enhancing content creation and customization. Experimentation with interactive video formats for increased viewer engagement on platforms like TikTok.

Without video there is no binge watching, think about that. There is no “Hot Ones”, there is no Disney+ or podcasting, or Snapchat, or sending your wife a video of your dog eating a cupcake, or whatever else you’re currently into. Yet still, we shy away from the word because we don’t believe it is worthy. 

Changing perception and shaking long held stigma is difficult. Look at something a particular way for long enough and it becomes an identity.

So, back to that meeting in NYC. I stood up, banged the table, and yelled.

“Listen, Sally. Film may imply craft, but you’re damn right we make videos. And that doesn’t imply anything; it screams it from the rooftops. We are experimentation, change, and innovation. We are pioneers. We are Pirates. "Video" originally comes from the Latin word "videre," which means "to see." And I see the future clearly Sally, with no tracking, and I’m taking back the word VIDEO!”

I didn’t. But maybe I should have; my campaign would be further forward by now. Long live Video.

Just don’t refer to yourself as a videographer, okay? Gross.

As you were,

MrMcK.