“Corporate Video” is a poor description.

It doesn’t sound right.

Back in the day, Corporate Video was known as Industrial Film. Industrial. i.e. specific-to-industry. This moniker, while a bit archaic, far better reflects the subdivision of subject-matter associated with artistic endeavour at an inter-industry level.

The phrase “Corporate Video” is vague — every corporation has a distinct flavor. No two are alike. And you can believe me because we’ve seen plenty. That’s one interesting aspect of our work: we are story accountants.

Google’s corporate identity is wildly different than that of US Steel. If we made a film for each of these organizations, those would and should be wildly different films. Lumping such disparate organizations under the same umbrella is irresponsible and doesn’t make any sense.

The word “Video” itself is, and this could be (certainly is) my own bias talking, derogatory. A video is what your uncle makes with his camcorder at Christmas. Film is professional endeavor carrying gravitas.

Try this out: Tell a colleague you’re making a video. Now, tell another colleague you’re making a film. Watch the difference in their reactions.

When we interview C-suite executives with major multinational corporations, we want the gravitas to be clear so they may choose what they say with significance. Bear with me, but I think the word “Video” makes people subconsciously react differently to the filmmaking process. Impressions tend to show up in our final product. The camera doesn’t lie, as they say.

Industrial film is rooted in cinematic tradition — renowned directors throughout the history of film have both gotten their start in, and consistently returned to, Industrial Film.  Professional artists don’t wear different hats when they make high art versus industrial films. They simply apply their knowledge of form and craft as they would with any other production. The X-factor here is they know how to study a subject, understand it completely, and visually represent it to a targeted audience. That’s what we do in a nutshell.

TL;DR “Corporation” is a vague term and “Video” sounds like a home movie. “Industrial Film” is correct nomenclature because “Corporate Video” is overly-vague and belittles the project.

GeneralBenjamin Ross