January 26, 2021 / Creative Humans
Promotional videos are incredibly versatile marketing tools. From launching a startup to demonstrating new products and services, videos offer an engaging and entertaining way to communicate with your target audience.
But making an effective promotional video is often more difficult than it might seem on the surface. Writing an engaging script, choosing an impactful art style, and tailoring the content to your target audience can be a significant challenge.
To help business owners and marketers gain inspiration for their video marketing initiatives, here are eight great promotional video examples from the video production professionals at Creative Humans!
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If you’re new to video marketing, one of the best ways to gain a better understanding of what works and what doesn’t is to look for inspiration from experienced creators and video marketers.
Here are eight high-quality examples of promotional videos that are engaging, informative, and entertaining.
MakerBot is a 3D printer manufacturer that markets its products to educators and professionals. This promotional video is remarkably effective for two reasons:
- It succinctly introduces MakerBot’s 3D printers—emphasizing their power and potential to be used for innovation.
- It effectively conveys the advantages of MakerBot’s 3D printers compared to its competitors’ products.
The video takes an inspirational tone, appealing to engineers and product designers whose goals revolve around creating exciting new products without limitations. The creators of this video even went the extra mile to hire real engineers and produce the video in a professional manufacturing facility to enhance the authenticity of the video.
The Brooklyn Nets decided to honor Basquiat, one of New York’s most influential and renowned artists, with a jersey inspired by his art.
To introduce this jersey, Nike Basketball debuted this promotional video, shot on film to convey an authentic grittiness that complements the impactful voiceover and soundtrack that carries the video. At only one minute long, this short video focuses on Brooklyn’s basketball culture, emphasizing themes of hope and greatness.
By evoking feelings of pride, this project is able to form a strong emotional connection between the viewer and the jersey being showcased in the video.
When shopping for a mattress, consumers are looking for a product that promises comfort and a good night’s sleep—and that’s exactly what this promotional video for Nectar Mattresses communicates. Moreover, the video emphasizes Nectar Mattresses' nationwide delivery with a catchy line: “We’re delivering a better night’s sleep to the world.”
The video takes the time to quickly highlight the product’s key benefits: comfortable, breathable layers that “feel like a dream,” and a price that beats its competitors. Affordable, comfortable, and free nationwide delivery—what’s not to like?
To wrap things up, the video advertises a special offer to entice viewers who may still be on the fence.
Cheerios cereal is a product that needs no introduction. As such, the focus of this promotional video is to establish an emotional connection between the viewer and the brand.
The video accomplishes this by appealing to some of our strongest emotions: love and nostalgia. Backed by a warm soundtrack, the commercial focuses mostly on parents bonding with their children and loved ones over a bowl of Cheerios—a fond memory that many viewers will relate to.
Honda Powersports is a division of the auto manufacturer that focuses on ATVs and other off-road vehicles.
Rather than appealing to the average car buyer, these products are geared toward blue-collar workers, athletes, and outdoorsmen. For this reason, rather than emphasizing qualities like comfort and luxury, the video highlights aspects like craftsmanship, reliability, and durability. These qualities are not only emphasized in the voice-over, but also through the various shots of the ATVs being driven on rough terrain in varying environments.
At only 30 seconds in length, the video doesn’t waste any time driving home its key point: that Honda ATVs are the perfect option for consumers looking for a high-quality off-road vehicle.
Lancaster Soft Cremes were Hershey's first new product in years, so it was important that the product’s introduction video was memorable, informative, and enticing.
The commercial starts with a quick explanation of the product’s origin—Milton Hershey’s “killer” caramel recipe. Then, the video quickly flashes forward to explain how the company has reimagined the original recipe to create delicious, smooth Lancaster Soft Cremes.
“A throwback to the past, yet totally new” perfectly sums up the product, acknowledging the candy’s historic roots while emphasizing its uniqueness.
Saks Fifth Avenue is a high-end department store known for carrying a wide variety of expensive designer brands. Saks Off 5th, on the other hand, is the affordable alternative to Saks Fifth Avenue, offering designer brands with steep discounts.
However, if this video was the first time you heard of Saks Off 5th, you’d never know it was the budget version of its high-end cousin. Rather than focusing on its cheaper prices, this short video simply showcases a selection of its jewelry via a 15-second montage of the products being worn by two different models.
When your business needs no introduction, simply showcasing the product and telling the viewer where to get it is often enough.
The Canon Selphy Square QX10 is a compact, wireless photo printer that is perfect for the average, amateur photographer who simply wants to capture life’s special moments and be able to print their pictures on the fly.
After a brief product introduction, this promotional video tells the story of a couple capturing their life through photos. Starting with the couple moving into their new home, printed pictures showcase a timeline of their relationship, from memorable vacations to the birth of their child.
Through this narrative, the video is able to effectively highlight how the Canon Selphy can help you keep a visual record of the moments you never want to forget.
When done right, promotional videos are incredibly effective marketing tools that allow companies to launch new initiatives, explain products, and form strong emotional connections with their target audience.
One of the best ways to accomplish this is to partner with a professional video production company or freelancer who has experience developing impactful videos for brands similar to yours.
Creative Humans makes it easy to find and hire top video production studios and freelancers. Create a Free Account or Post a Job to get started.
Tania Sarra & The Secret Sauce
Tania Sarra has been making waves as a top executive in the film industry for over a decade. She is the Founder of Hot Sauce - a boutique consulting firm specializing in Producing, Executive Production and Creative Direction for major film and television projects. Creative Humans sat down with Tania to learn more about her perspective on today's ever changing film industry and the secret sauce to success.
Tania's services offer the film industry trusted advice from the film executive’s perspective, from the perspective of the business behind the film business, and allows others to leverage creative ideas to build out a successful career in film. Tania describes her business as a place where "creative pragmatics can nerd out on box office figures, industry stats and good looking spreadsheets just as much as a strong story hook in a badass script."
Tania is leveraging Hot Sauce to help guide film projects in the right direction - sharing her secret sauce to bringing great ideas to fruition on the big screen. Hot Sauce offers consulting services on all aspects from marketing and distribution, structuring finance and handling negotiations. By helping to mange all of these moving parts and creating a strategy, Tania helps to ensure creative goals are aligned with the pragmatics of the industry.
Navigating The Post Pandemic Theatrical Window
Tania explained that companies like FOX recently reopened a sales arm in order to exploit different rights outside of the streaming platform. "The theatrical window is still very important to the industry," Tania says, "It brings exposure to the title, because once a filmmaker sells their content to a streamer - not only is there a high chance that content will get lost in a sea of content, but that is also the end of the road for the revenue stream as opposed to seeing returns over a films lifetime." Overall, the bar is a lot higher, especially for independent films, because people have gown accustomed to watching films from the comfort of their own home. From Tania's perspective, it seems like the dust hasn't settled yet on how to capture an audience, and entice them to want to see a film now rather than wait and see it on their monthly subscription.
There's a good chance these things will remain uncertain in the film industry for a while, so there is no better time to learn the recipe for that "secret sauce". Check out everything Tania and Hot Sauce have to offer, from online workshops to consulting services, so you can nail that next pitch, land that finance deal, secure the best distribution and never compromise your ideas or creative merit.
Click here to check out everything that Hot Sauce have to offer!
9 Company History Video Examples from Creative Humans
To build brand awareness, encourage customer loyalty, and establish brand culture, it’s important for companies to establish familiarity and trust with their core audience. One of the ways brands are able to do this is by detailing their stories and company histories through effective video marketing campaigns.
Company history videos allow you to tell viewers the story behind your brand. They tell audiences how your business began, where it started, what it has accomplished, and how it provides value to customers. To help you get inspiration for your project, here are nine great company history video examples from the professionals at Creative Humans.
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Day Rate: $800 - $15,000
Director, Creator ID: DIR7707CS
What comes to mind when you think of Tyson? Most people tend to think of frozen grocery store chicken nuggets and similar products. To dispel this notion, Tyson created this company history video that focuses on highlighting the many different uses of its products, from fine dining to a wide variety of grocery store products that many consumers wouldn’t recognize as Tyson.
Production Budget: $10,000 - $20,000
Production Company, Creator ID: PRO5352NF
Rather than creating a video aimed at consumers, Ralph Lauren wanted to create a video to instill in its employees an appreciation for the way that Ralph Lauren sees New York City. This 60-second video focuses on capturing small, hidden moments throughout the city that highlight NYC’s unique cultural qualities.
Day Rate: $1,500 - $3,500
Cinematographer, Creator ID: CIN7693LH
This corporate history video by CVS aims to explain the company’s new focus on its health food and beauty strategy and how the company is counting on employees to successfully carry out this strategy.
The video concisely explains core components of this strategy, like creating sections in stores that are dedicated solely to health foods. The video hammers the message home that CVS is relying on employees to play an important role in this new business initiative.
Production Budget: $30,000 - $45,000
Creative Agency, Creator ID: CRE7760TL
HP commissioned this trade show ad web video for its annual customer conference. This short, one-minute video focuses on the major role work plays in our lives with an emphasis on modern workflows and collaboration. With this in mind, HP goes on to explain how its products improve collaboration and how the company’s focus on innovation allows them to remain at the forefront of modern workplace technologies.
Production Budget: $30,000 - $40,000
Animation Studio, Creator ID: ANI7842AH
One of Patagonia’s key corporate values is #NBBC, or ‘Not Bound By Convention.’ Patagonia employees and brand reps are encouraged to ensure customers have a great experience, even if it means breaking or bending the rules.
To demonstrate this, Patagonia commissioned this video, which tells stories from employees in the form of an animated documentary. The audio comes from recorded employee interviews, and the visuals include hand-drawn animations over backgrounds made of Patagonia fabrics.
Production Budget: $30,000 - $50,000
Production Company, Creator ID: PRO280RM
To highlight Wells Fargo’s partnerships with young mission-driven brands and companies, the company produced a six-part video campaign with each video focusing on a different partnership.
This video focuses on Wells Fargo’s partnership with Clutter to demonstrate to viewers how the banking company is able to help young companies grow through innovative services and banking technologies.
Production Budget: $8,000 - $10,000
Production Company, Creator ID: PRO7714EB
5G technology presents a number of exciting new opportunities for tech companies like Nokia. This company history video highlights these opportunities as they were discussed at the “Converge 2018” conference held by Nokia Bell Labs.
Through a collection of on-stage presentations and one-on-one interviews, this video effectively paints a picture of what the future might hold for companies like Nokia as they are able to take advantage of 5G and Industry 4.0.
Day Rate: $800 - $15,000
Director, Creator ID: DIR7707CS
Zurich Insurance commissioned this corporate video, which involved recording interviews and shooting footage in several locations around the world, to highlight how the development of green spaces can positively impact the world.
This video demonstrates the importance of green spaces by appealing to the human compulsion to help others and bring value to the communities around them. Finally, it closes with an effective tagline that appeals to the viewers’ emotions: “Zurich Insurance. For those who truly love.”
Day Rate: $650 - $800
Motion Graphic Designer, Creator ID: MOT7657ES
SolarisBank is a fin-tech company based in Berlin. Unlike similar companies, it has a German banking license built into its platform. To highlight the qualities that set SolarisBank apart from its competition, this two-minute company history video goes over all the unique ways the company is able to provide value to both consumers and companies through modern banking and financial services.
Company history videos serve as an incredibly effective tool to build brand awareness, encourage customer loyalty, shape company culture, and establish trust between brands and their audiences. By partnering with a professional production company, you can create an impactful corporate video that effectively tells your brand’s story and history.
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How to Shoot Cinematic Video with iPhone
With renowned directors like Steven Soderbergh now using iPhones to shoot feature length films, it should be no surprise that the modern smartphone is an incredible tool for shooting video. Even if you don’t need or want to use your phone to shoot your next short or feature, having it on hand for use as a B or C camera can transform a final edit. Here’s how to shoot cinematic video with iPhone in 10 easy tips!
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Hidden away in your iPhone’s camera settings are various options for video, namely resolution and frame rate. If you want to shoot cinematic video with your iPhone, you will want to make sure you have 4K selected, since this will capture the greatest detail and hold up on the latest displays.
Next you should pick a frame rate. If you are one the lucky owners of a flagship iPhone X, you will see an option for 24, 30, and 60 fps. If you are shooting a movie, we recommend 24 fps for that classic look. For YouTube or television, feel free to use 30 fps. Avoid 60 fps unless you need to capture some sweet slow-mo.
Depending on your phone model, you may or may not have life-saving optical image stabilization. However, even with IS built-in you will see a bit of shake if you attempt to shoot longer takes handheld. This is where stabilizers like DJI’s Osmo Mobile 2 (B&H) work wonders. They will smooth out tracking shots with ease and are seriously impressive, transforming unusable takes into cinematic masterpieces.
Creating the shot you visualized in your head last night isn’t just luck, it requires taking control of all the tools at your disposal. To do this on an iPhone, you will have to download a dedicated app that gives you manual controls to the all-important ISO, shutter speed, and focus settings of your iPhone’s camera. My personal preference is for the simple Manual app since it works very well and has a clean design. For high-end filmmaking, I would definitely go with FiLMiC Pro, one of the best apps for recording videos ever made. It opens up a ton of settings, including higher bit rates and a log gamma option.
The hallmark of amateur video is poor audio and bad sound can quickly make a video unwatchable. If you want to make a cinematic video on iPhone, this is easily fixed by simply attaching a microphone to your setup. I would recommend a Rode smartLav+ (B&H | Amazon) for interviews and vlogging-style videos or a Rode VideoMic Me (B&H | Amazon) for run-and-gun shooting, though if you are looking to capture ambient sound or want something with some more versatility you should look at Rode’s iXY Module (B&H | Amazon) for stereo sound on par with standalone recorders.
Handheld shooting has come into vogue in the past decade, partially because it is so easy to capture steady handheld video these days. But we can’t forget about using the staple tripod in your video-shooting kit. Having a nice steady shot can change the look and tone of a film, and the precise movements of a fluid head will certainly up your game when it comes to pro-looking footage. Also, tripods tend to slow you down in a good way, requiring deliberate movements that will help you figure out the best way to frame the scene. To use a full-size tripod, you will need to pick up an adapter like this one from Joby (B&H | Amazon), or just go for the GorillaPod (B&H | Amazon) for something that will let you mount your iPhone almost anywhere (perfect for setting up a B camera).
Even with the dual-camera system of the latest smartphones, if you want to create stunning and unique shots, you will quickly hit the limitations of “wide” and “telephoto.” Some of my favorites would be Macro and Ultra-Wide attachments. Macro allows you to get super close to your subject, be it a plate of delicious food or an extreme close-up of your star actor or actress. This will reveal hidden details and as a side benefit will have a shallower depth of field than your usual shots.
Ultra-wides, like the Moment Wide Lens (B&H | Amazon) are completely different, with their all-encompassing perspective. While difficult to master, these lenses can create stunning landscapes or capture tight interiors that can set the tone for a scene. Telephotos, aka “zooms,” are nice as well, making it possible to get tighter framing or shoot more distant subjects.
Photography, and filmmaking by extension, is writing with light, which means that light is the single most important element of any shot. Making your footage look professional will require some work in the lighting department, even if it just means picking up a pocketable panel such as Aputure’s AL-M9 LED Light (B&H | Amazon) to fill in some shadows. This will let you quickly illuminate various subjects and won’t weigh you down.
Of course, if you want to create the next iPhone-shot feature for Sundance, picking up a three-light kit (B&H) is a great start. The next step is figuring out which modifiers to use, with an easy recommendation going to the softbox for flattering, soft light.
One downside to phone cameras is that they tend to have deep depth of field, meaning that a lot of the scene is in focus. You can certainly use this to your advantage to create shots with many layers to them, giving little hints and details about your characters by simply placing props in the shot behind or in front of them.
To do this well, you will need to pay attention to everything, ensuring no distracting elements are ruining your shot. If you are craving that cinematic shallow DoF look it is still possible, the easiest is simply to get closer to your subject as the shorter the distance the shallower your depth of field. You can also get optional lenses or even an anamorphic adapter to create more cinematic shots with your iPhone.
Film sets are filled with highly specialized roles, but if you want to be better at your chosen discipline it will require learning as much as possible about your fellow workers. In my opinion the best way to start getting better at cinematography and story is to watch/try to edit. This will help you make sure you have complete coverage of your scene before you move on and that you can imagine how all the shots will flow together when you are sitting down in the editing suite.
None of these tips will help you make any impact if you don’t sit down and learn the basics of filmmaking. This can be done by reading some books, watching YouTube tutorials, or simply sitting down in front of Netflix and studying some classics and some personal favorites. Film school is no longer a requirement with the plethora of resources made available for free on the web—including this blog! Come back often for more tips, tricks, and news about filmmaking.
Smartphones are frankly some of the most amazing tools for capturing video today, as they make it possible for anyone to start creating movies at a moment’s notice. We hope these tips help you learn how to shoot cinematic video with your iPhone. There is simply no excuse for not making something—so go out there and start shooting!
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Different Types of Animation Styles
Animated videos are a great way to connect with viewers in an impactful and memorable way. They can be used to create explainer videos, product demonstrations, and more. By partnering with a professional animation studio or an experienced freelancer, you can create unique and engaging content to share with your target audience.
One of the most important steps in the animation production process is choosing a style. Different types of animation styles convey different tones and are best suited for different purposes. To help you understand what your options are, here’s a quick overview of some of the most commonly used animation styles.
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The best type of animation style for your production will depend on what you are hoping to achieve with your video. Additionally, different styles have varying cost and time requirements to keep in mind.
From standard 2D animation to stop motion, here are 10 of the most popular types of animation styles that you can choose from when creating your own animated video:
2D animation probably doesn’t need much of an explanation. It’s used to create flat, 2D characters and environments. While this is one of the oldest animation styles, its flexibility makes it a prominent choice for a variety of applications, including cartoons, promotional videos, explainer videos, and more.
In traditional animation, each frame was meticulously hand drawn, which can be very time-consuming. Today, animators have access to digital tools and techniques that help to streamline the 2D animation process.
3D animation was quite revolutionary when it was introduced. Not only has 3D animation allowed animators to create more immersive, realistic animated experiences, but 3D animation also has practical applications in industries like medicine and architecture.
3D animation is often used for full-length movies, interactive advertisements, commercials, and other marketing materials. However, for simple explainer videos and similar projects, 3D animation isn’t always the best option as it can be much more time and labor-intensive.
Originating over a century ago, stop motion is one of the oldest animation styles and can be seen in many classic animated movies.
To create stop motion productions, creators take pictures of still objects in a specific sequence and string these pictures together to create the illusion of movement. In addition to offering a unique aesthetic, stop motion is a fairly cost-efficient animation style due to a lack of need for expensive equipment and facilities.
Rotoscope animation involves taking live-action footage and tracing over it with a rotoscope tool—similar to traditional animation styles that involve tracing photographs onto glass panels.
Rotoscoping is often used in situations where it's necessary for the animated character to interact realistically with the environment. Rotoscope animation is typically cheaper than standard 3D animation and is great for commercials and films.
Motion capture is a modern form of 3D animation that allows creators to create ultra-realistic animations based on live-action scenes. Motion capture is frequently used in the gaming industry to create realistic character animations and lifelike facial expressions.
The motion capture animation process involves dressing actors up in suits that track their movements and interactions so that they can be recreated with computer graphics.
Typography animation is the practice of creating animated text. This animation style is often used in movies to create interesting title screens and credit segments.
Businesses can use typography animation to create explainer videos, interactive statistic models, interesting presentations, and employee training materials. This can also be one of the most affordable types of animation styles.
Mechanical animation is used to break down the functions and configurations of mechanical products. It involves drawing and animating every detail and mechanism of a machine to create an informative visualization.
This animation style has practical applications in the engineering industry, as it can be used to make adjustments to products before development. Mechanical animation is also great for product demonstrations.
Clay animation, or Claymation, is a type of stop motion animation that involves creating characters with clay and photographing their movements in sequences, just as you would with traditional stop motion animation.
Claymation has been most popularly used in classic children’s movies like Chicken Run, as its unique, playful style is appealing to children. It can also be used to create unique shorts and commercials. Claymation is very time-consuming and is often best-suited for short projects.
Another form of stop motion animation, cut-out animation is probably most recognizable from the popular animated show, South Park. To create a cut-out animation production, creators utilize paper cutouts of characters that are superimposed on animated environments. While this animation style traditionally worked similar to shadow puppets, modern cut-out animation involves using scanned paper cutouts to streamline the process. Cut-out animation is ideal for cartoons, storytelling videos, and explainer videos.
Hopefully, this overview of the different types of animation styles helps you effectively plan your next animation project. Generally, standard 2D, 3D, and motion graphics animation are ideal for business marketing purposes, but depending on your specific project requirement, you may prefer one of the other styles included above.
If you’re not sure which animation style best meets your needs, an experienced animation professional can help walk you through your options and choose the right one for your project.
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How Much Does a 30 Second TV Commercial Cost?
Commercial advertising is one of the most effective methods to market your product or service. If you’ve never produced a commercial before, you may be concerned about the cost. The good news is that a successful commercial campaign does not need a high-priced celebrity pitchman or Hollywood blockbuster production values to make an impact on your target audience. In fact, a professional-looking 30 second commercial can potentially be produced for as low as $10,000.
That said, the total cost for a commercial can vary greatly. In this post, we’ll walk you through the factors that may impact the cost for your commercial project.
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The two primary factors that influence the total costs of a television commercial are production costs and airtime costs. Let’s take a closer look at each:
