Video
Bright and shiny, brands clamour to produce more video content - but are you harnessing the format effectively? Success in video requires a precise understanding of how visual storytelling can be used to meet wider strategic objectives. Without it, the shiny diamond you’ve created is simply one shiny diamond amongst the many competing for attention. I’ve conceived, scripted and delivered video content to support campaigns, promote events, and strengthen brand affinity and sentiment. I’ve also produced video content specifically for podcasts and social media.
Making COP count: From farm to financial statement
ICAEW’s 'Making COP count’ campaign demanded that COP28 deliver real commitment on climate change. To bring humanity and visual flair to the campaign, I put my wellies on and headed north to share how Lake District Farmers and Lancaster University were working together to measure the financial value of soil quality. The video acted as hero content for the campaign, supporting the delivery of more technical content.
The new boardroom agenda: Karen Hester, COO, Adnams
ICAEW’s ‘The new boardroom agenda’ campaign sought to improve corporate governance in British business. To bring the campaign to life, I researched and secured the participation of brewers Adnams. Then-COO Karen Hester’s personal story of upward mobility, as well as the business’s forward-thinking investment in sustainability, shared a powerful twin message about the stewarding an iconic British brand.
Where next for audit? Attracting and retaining top talent
Thomson Reuters sought thought leadership content that would communicate the company’s commitment to servicing UK audit. By identifying the key trends affecting their customers, conducting interviews with leading experts, and scripting the video treatment, I was able to position Thomson Reuters as a trusted partner for auditors, rather than simply a technology vendor from which customers would only purchase products.
The Audit Leaders Forum: Bringing the profession together
As part of its wider positioning strategy, Thomson Reuters holds an annual event for UK auditors. To build awareness of the value of Thomson Reuters as a partner, and encourage attendance at future events, I created an event film for the Audit Leaders Forum. Successful in both goals, the video has since been used across international markets as Thomson Reuters rolls out its events programme for auditors globally.
My ACA journey: meet Ashwini Poopalasingham
ICAEW has a student body of more than 35,000, who all need a little inspiration to continue their studies. To complement a long-running written series following one student’s journey, I devised a video that would bring it all to life. Squarely focused on relating to our 18-25 audience, I met Ashwini for a coffee in her local Bromley, sharing her experiences and advice with fellow students working towards completing the ACA qualification.
ICAEW New Members’ Ceremony
After years of hard work, ICAEW’s students celebrate completing the ACA qualification at a New Members’ Ceremony, hosted at the Institute’s spectacular Chartered Accountants’ Hall in central London. Mixing together vox pops with event footage, I captured the buzz and excitement of the evening, and the optimism these young professionals have for the years ahead. I also spotlighted the grandeur of the venue to share the rich heritage of the accountancy profession.