For a lot of corporate companies, making artistic content can seem like a distant idea.

And for video production companies like us who take the artistic direction of our clients, sometimes we find ourselves at a crossroads.

Though the primary functions of corporate videos can vary (e.g. from education to promotional purposes), one thing that helps determine the course of a video is the artistic direction.

Whether it’s a recorded corporate memo or a 30-second online video campaign, corporate videos need some level of artistry in order to entice a viewer. This can be shown in a variety of ways. Brands with solid, primary colours and solid shapes (think Wal Mart or Google) can choose to follow these themes in their videos. Brands with a much younger, clean look, however, might have much more room to play around with their aesthetic.

In the past, we’ve outlined how Apple often pushes the boundaries of artistic corporate videos. Falling in line with its chic aesthetic and state-of-the-art technology, Apple has done a marvelous job at establishing a solid foundation for growth in its marketing and advertising. With everything from its artistic typography to the choice of camera angles in its marketing videos, Apple has proven time and time again why it’s one of the leading brands in video and computer technology.

Many start-ups geared towards specific personal products or services (such as feminie hygiene products, cosmetics/beauty brands or services, self-help apps) have resorted to creative marketing campaigns with an artistic switch. Easy Period, an organic feminine hygiene delivery service, has an entire aesthetic dedicated to women of all backgrounds. From its brand logo to its Instagram page (and everything in between) there is an artistic, feminine touch.

When it comes to corporate video, companies like Key West work with all sorts of companies to understand the current feel of a brand in order to work with a company on how to expand it. We often meet with CEOs/Founders, execs, or marketing/communication directors in order to establish a meaningful body of work that will resonate with a viewer.

So can corporate videos be artistic after all? Well, the answer is completely up to you.

Visit our website for more information on the services we provide and contact us for a quote today!

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