We're single-minded and emotional
We've made a lot of films with Airbus. 'Corporate films', as some would call them. People often think that producing films for corporations and big business is different to, say, an ad agency or an independent coffee shop. It's not.
Corporation, agency or coffee shop. It doesn't matter. Our principles of filmmaking excellence boils down to the same things.
Be single-minded. The campaign's creative idea should have a simple, stimulating focus. High concepts cut through to audiences. Our international Airbus film '365' covers the whole global operation of Airbus but had a single unifying idea at its heart (even if it did take 52 days of shooting and travel).
Be authentic. Bake the messaging in, that's important, but don't wear it heavily. Make films about people, movements, aspirations. Your audience knows when you're being inauthentic.
Be emotional. When you stop explaining and start emoting, when you get the emotion right you'll connect with the audience. (music is your superpower here, as we've written about before.)
These are the essential ingredients for great filmmaking.
As for great storytelling, well: here's the one secret to storytelling.