So, you’ve got your sights set on making new creative for your brand. Sounds great! Here’s the only question: what ideas should you explore? In our cluttered landscape, there’s no easy answer; that’s why we put together a full-fledged creative discovery process for our clients. We use this exercise to learn everything we can about the brands we serve—and set the stage for more insightful, impactful creative.
At Upswing, we help B2B brands find their creative edge through video, branding, and other award-winning work. What sets us apart is our approach: we learn all about your audience, craft a strategic message that speaks to them, then build every piece of creative around that idea. Below, we’ll walk you through our video discovery process to help guide your creative brainstorming—and give you a sneak peek at what it’s like to work with us.
VIDEO DISCOVERY: AT A GLANCE
STEP 1: NERD OUT (& LEARN)
Here’s the thing about us: we love talking to engineers, technicians and nerds—and learning exactly what makes their product or services so great. That’s why we love working with clients in industrial and essential products and services. Where most agencies see headaches and complexity, we see opportunities for creative clarity.
We start each discovery by learning the fundamentals. What does your brand/product/service offer? Who are your people—and how do they work together to help your audience? What do your customers want—and how do they feel about what you have to offer? We also want the scoop on your competitors, and what sets your brand apart from them.
Once we have the basics down, we break into the details and data. What platforms are your customers on—and how can we earn their attention at the right time and place? All this helps inform the type of video your campaign will need to reach and inspire your people.
STEP 2: DISTILL & STRATEGIZE
Eureka! You’ve empowered us with knowledge. Now let’s get to what really matters: the message for your creative video. Here, we take those insights and offhand comments from your team and distill them into a strategic message. This isn’t a witty line that rots inside a branding deck: it’s an actionable asset that shapes every piece of creative we build for your video.
At Upswing, we believe that all great creative is rooted in true understanding. You can make a thousand brilliant video ads, but if the idea you’re sharing doesn’t resonate with your audience, or it’s not clearly stated, it’s a total waste of time. The message is our way of ensuring that every single asset we build for your brand tells a story your customers or clients care about.
The trick to this step is making complicated ideas easier to understand. Sure, your products and services work well—but what emotions and experiences do they deliver? How can we take the impact your brand creates and cast it in a fresh, engaging light? With answers comes clarity—and a single strategic message to drive your creative video.
STEP 3: PLAN & PRODUCE
Next comes the coolest part of our video discovery process: producing! We spend most of this pre-production phase sorting out the fine details of the shoot. It pays to be prepared—and ensures the final product matches exactly what you envisioned.
You don’t have to worry about hand-holding with us; we can be as collaborative or independent as you need us to be. Want in on the action come shoot day? We’ll bring snacks for you. Too busy to make it? No problem! We’re flexible enough to handle almost any approach, so you can focus on your work instead of stressing over ours.
By the end of our timeline, we’ll deliver a beautifully crafted video to your digital doorstep—on time and on budget. Depending on your project needs, we can help guide you on where and how to use that shiny new piece of creative, too! We’re always happy to lend an extra hand.
CAPTURE YOUR BRAND IN MOTION
Ready to get started on a new video project for your brand? Then let’s make it happen! Get in touch with our team to arrange a creative discovery for your next marketing video. You can also reach out for more information on how the Upswing discovery process works, and how we can help you stand above the competition through video and other message-first marketing services. We can’t wait to meet you.