How to shape stronger, more intentional corporate videos.
- Vladi Korn
- Nov 25
- 2 min read
During the production process of corporate and presentation videos, I’ve learned that the real challenge isn’t choice of lens or camera or colour grading or voiceover — it’s defining the story.
What should the video focus on?
How should it feel?
What message should it leave behind?
To make this process smoother, I developed a list of guiding questions that I share with every client at the very beginning — not because I expect detailed answers, but because these questions act like a compass.
They help clients think, feel, and articulate what they truly want their video to become.
The full list of questions is below.
If you’re planning a company video — whether you already have a clear direction or are still shaping it — this list helps frame the conversation and makes the creative process far more aligned and intentional.
If you’d like help shaping your next video narrative, happy to chat.
Questions:
1. Brand & Messaging
What is the single most important message you want the audience to take away from this video?
Which company values or qualities do you want highlighted (e.g., safety, reliability, innovation, customer service)?
How would you describe your company’s unique selling point compared to competitors?
What tone should the narration or messaging carry (authoritative, approachable, innovative, reassuring)?
Are there any visuals, phrases, or topics we should avoid?
2. Audience & Purpose
Who is the primary target audience — existing clients, potential clients, investors, or partners?
How will you measure the success of this video (engagement, leads, investor interest, brand perception)?
3. Story & Content
What specific aspects of your operations or services would you like to show on screen?
What are particular milestones or achievements since the establishment of the company should be showcased?
Which specific projects or case studies should the video highlight?
Do you want to feature your team and leadership on screen?
What client testimonials, partner endorsements, or third-party validation should the video include?
What parts of your product or service should definitely be shown on screen to tell your story ?
Beyond your core business, what are other topics you’d like to cover — such as staff training, educational initiatives, CSR activities, innovations, or future developments?
4. Style & Creative Direction
Do you have existing brand guidelines (visuals, tone, music style) that the video must follow?
Do you have reference videos you admire (from your industry or beyond) that reflect the style you’d like?
Should enhanced visuals such as motion graphics, 3D elements, or diagrams be part of the video?
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