Storytelling and corporate video: making an impression and enhancing your brand 

1. First of all, could you introduce yourself and your agency?

My name is Jérôme Isard, I'm 50 years old and I've got 25 years' experience in global communications. I started out in print before moving on to web design and all the experiences associated with digital, and then to audiovisual production.

My agency, Camera Nostra, brings these skills together: we support companies from A to Z, whether for one-off assignments or for complete projects, from creation to broadcasting. We produce corporate videos, provide follow-up on social networks and offer tailor-made solutions.

Camera Nostra works like a cluster: we don't have any employees, but a network of specialist talent - web designers, cameramen, drone pilots, communications experts and so on - that we call on according to the needs of each project. Personally, I can handle 80 % of the work, and I call on my partners for the rest.

I am also developing two other projects:123Seconds and DeepInDream.

2) In your opinion, what makes a corporate video really stand out and add value to a brand?

An effective corporate video starts with an in-depth understanding of your audience. You need to define the persona, understand its needs and identify its preferred distribution channels, whether on mobile or computer, via social networks, YouTube or the company's website.

The message must then be designed to be empathetic: it's not just a question of presenting a product or service, but of showing that you understand the prospect's problem and are proposing a suitable solution.

Secondly, the director's role is crucial in maintaining attention: the video must be dynamic, appropriate in length and sufficiently captivating for the viewer to see it through to the end.

3. Video is changing fast: what formats and trends do you need to follow to stay relevant today?

Rather than following trends at all costs, it's essential to focus on the audience. Before producing a video for social networks, you need to check that your target audience is actually there. Sometimes, a website or another format may be more relevant.

Artificial intelligence is now a tool that enhances creativity and productivity: on 123Seconds , I use green backgrounds and the’AI to generate visuals and enhance interviews, optimising production time and quality.

Another trend, which we are exploring with DeepInDream., One of the most popular forms of interactive video is the interactive film: the viewer becomes an actor by choosing what happens next in the story, which increases the engagement and effectiveness of the message. This transforms video from a passive medium into a truly immersive experience.

4. How do you build a brand's story through video so that it is authentic, memorable and in line with its values? 

People are at the heart of successful communication. Every business is driven by human actions, and it's this dimension that we bring to the stage.

Interviews are a very effective medium, particularly in the format I've created with 123Seconds. For it to work, the viewer has to be able to identify with the person being interviewed. It is important to combine the technical dimension of the product with the human dimension, allowing the personality, sympathy and experience of the interviewee to shine through.

This approach makes it possible to create videos that are both authentic and engaging, where the product or service is highlighted through the human experience behind it.

5. What advice would you give to a company looking to move into audiovisual production to strengthen its brand image?

There are two options:

1. Produce it yourself Today, you don't need to have enormous resources. A smartphone and a good microphone are all you need to create quality content, as long as you have a strong idea that makes a difference.

    

2. Using an agency Many studios are capable of producing technically impeccable videos, but don't always know how to adapt the message to the target audience. At Camera Nostra, In our video campaign, we first design the communication message, then translate it into video, ensuring total consistency and maximum impact.

    

Finally, I recommend working seriously without taking yourself too seriously: communication should be professional, but also lively and engaging. You have to be daring, creative and make the viewer want to take an interest in your brand.