What to include in a company video (and what you can cut)
Almost every company video shows the same things in the same order. What decides whether it works is usually missing.
Author
Ambro
Co-founder and Creative Director of Project Mantra
Direction, scripts, and strategy. Certified drone pilot. Tells the origin stories of brands that created their own category.
Articles by Ambro (5)
What is Category Design (and why the best product isn't enough)
Why the best product often loses, and how a company becomes the reference point for a new category. Origins, verified examples and common mistakes.
What is a category king (and how do you become one)?
Google came almost three years after AltaVista, yet today we say “google it.” What separates the first to arrive from the one that takes the category.
How much does a company video cost in Italy (and why nobody publishes a price list)
Two quotes for the same video can have nothing in common. How to read them, and which line on the bill really matters today.
Five signs you're competing in the wrong category
A pharmacy drink, a spray that barely sold, a light beer that changed its audience: what they had in common, and how to spot it in your own company.