Trust is Visual

Trust has been hijacked. Gullibility and innocence are under attack—empirical experience seems all we can rely on. Testimonials are the next best thing. 

Real people sharing real experiences generates influence. Authentic emotions transcend art and lexicon, when a customer loves a company it shines through every word. 

Whether a candid phone-shot interview, or perfectly lit, color-rich digital cinema,  production value conveys brand image, stability, and authenticity.

The candid approach can feel authentic…or contrived. Who’s holding the phone? Viewers usually assume it’s a company rep, and that can challenge credibility. Being put on the spot is inhibiting. 

A professionally shot interview creates the impression that a filmmaker found a product worthy of an entire production. It removes the company’s presence from the story telling, generating a sense of unsolicited compliments. 

There’s a place for DIY interviews, but they’ll land better on a foundation of cinematic footage.  A combination that brings truth back into the spotlight.