Videos
Corporate video maker
The recognisable failure is ninety seconds of aerials, hands on keyboards and rack focus over a voiceover of adjectives: innovative, trusted, global, purpose driven. No product in operation, no dated figures, no named person, closing on the logo. It is indistinguishable from every competitor's film and goes stale invisibly.
Show the thing in operation
The beat almost every corporate film omits is the one that carries it: what the company actually does, shown happening. The plant running, the product being used, the service being delivered. It is skipped because it is harder to shoot than an aerial and less flattering than a boardroom, and it is the only part a viewer could not have guessed from your homepage. Structurally it is a showcase or a gallery scene carrying real photographs of the work.
Date the numbers on screen
Headcount, sites, years in business, volume shipped. All of those are true today and wrong within a year, and a company film outlives that. Putting as at and a date on screen beside the figure costs nothing and turns a claim that will quietly become false into a historical statement. Regulators take a similar view of stale material on a company website: old material is not treated as reissued, but only where it is dated or clearly identified as historical.
Leading and number one are claims, not colour
Superlatives such as leading, fastest and number one are substantiable claims rather than puffery, and the advertiser is responsible for what an endorser says too, so a customer on camera calling you the best in the industry is your claim to prove. Customer logos and customer testimonials are also two separate permissions from two different people: a champion can authorise their own words and usually cannot authorise their employer's trade marks, and many contracts prohibit naming the client at all.
If the company is listed, the legend is different
A corporate video is an oral statement, which means the forward looking statements safe harbour requires the oral form: identify the statements as forward looking, give meaningful cautionary statements, and say that additional risk factors appear in a specifically identified readily available written document. Boilerplate fails on both counts. And the safe harbour is entirely unavailable in some situations, including initial public offerings, blank cheque companies, going private transactions, tender offers and penny stock issuers, so a pre listing brand film gets no cover from a legend at all.
How it works, in three steps
Step 1
Open on the market fact, not the adjective
State the problem or the mission as something true about the world rather than as a description of yourselves. That is what a problem scene is for.
Step 2
Upload the operations photographs
The floor, the line, the field, the service being delivered. This is the material that makes it your film rather than anybody's.
Step 3
Put the date beside every figure
Write the figures in the brief with their as at date. It is copied through rather than invented, so if you leave it out it will not appear.
The full walkthrough with screenshots is in the guide Make a promo video with AI voiceover.
Limits worth knowing
- No legal review happens here. Superlatives, forward looking statements and customer names are all written exactly as you supply them.
- There is no filmed leadership interview. A named leader beat is an uploaded clip or a quote scene carrying their words.
- Figures are rendered text and do not update. A dated figure at least ages honestly.
- Eight images per generation, which usually means one video for the homepage and a second for the investor or partner cut.
Questions people ask
How long should a company overview be?
Sixty to ninety seconds for a homepage hero and two to three minutes for an investor or partner cut. Splitting them into two assets works far better than asking one four minute film to do both jobs.
Should the chief executive be in it?
For ten to fifteen seconds, named and titled, speaking to why rather than what. Longer than that and the film becomes a message from the leadership rather than a description of the business.
Can we show customer logos?
With written permission from the customer's organisation, which is separate from any individual there agreeing to a quote. A named outcome with one client's consent is usually stronger anyway than a wall of marks.
How do we keep it current?
Date the figures, keep the operations footage in scenes you can swap, and diarise a review each year. The reason most company films go stale invisibly is that nothing in them was specific enough to become obviously wrong.
Make your own video
The button opens the generator with this use case already described. Change the wording to match yours, generate, then edit anything you like.
Create a video with OneCraftRelated pages
Real estate video maker
Property video has a structural problem nobody warns you about. Most multiple listing services fine you for putting your branding in the tour, and your own advertising rules require your brokerage name on it. That is not a preference you can split the difference on. It means two exports of the same listing.
Recruitment video maker
The thing to internalise before making one is that a recruitment video is a job advertisement. Which means the employment advertising rules apply to the pictures and the narration, not just to the text of the posting, and that a generic culture film with no role in it cannot do the job you made it for.
Gym video maker
The classic fitness video mistake is booking the shoot for five in the morning so the floor is clear. What you get is an immaculate empty room, which is the precise opposite of what somebody is buying. People join a gym for the other people, the full class and the noise.
More finished work of this kind is on the video examples hub.