Video content experts

What our video content experts do

Video work at Profile starts with the arguments a senior figure is making, because a film that does not carry a real insight is only footage. Profile's in-house video team plans the shoot, agrees the questions in advance, and captures the material in a single half-day session alongside photography. Editing follows: longer interview pieces, short clips cut for social, and stills pulled from the same session. Everything is produced in house rather than outsourced, so one session supplies months of material. The footage is then scheduled against the articles and press coverage running at the same time.

How they work

Most corporate video fails in the room rather than in the edit. A senior person who has been handed a script performs it, and the result is unusable however well it is shot, so the craft is interviewing: agreeing the questions in advance, then getting an answer that sounds like the person rather than the brief. Profile has produced more than 10,000 photographs and videos in house, and the practical lesson is to shoot regularly through the year rather than once at the start, so material never has to be used a season after it was captured. Profile's own crew travels, so a leadership team spread across offices is filmed to one standard rather than to whatever a local supplier delivers.

When to bring them in

The usual trigger is a senior person whose standing inside the business is not visible outside it, and whose name returns nothing useful when a buyer or a journalist searches it. Journalists check LinkedIn and video before accepting a pitch, so an executive about to go out with a story needs footage that already exists. A leadership team being profiled in parallel is the other common one, since one session can cover several people at once.