Video Case Study: Global Telecom Networks
International Film Production with Cooper Productions
“It’s an evolution, not a revolution.”
Brands are always evolving - it’s how they stay relevant, enhance their value for their customers and position themselves for more success in the marketplace. With evolution comes the opportunity to tell the story of the brand to the world. Clients, employees, and even the competition will want to know how and why your brand has changed and on the flipside how it has remained the same. Let’s look at an example of how visual storytelling with video can help a business reintroduce itself and serve as a vital asset in a rebrand marketing strategy.
The Challenge
Global Telecom Networks (GTN) provides telecommunications services to businesses of all sizes to streamline procurement, delivery, and management. Evolving from their former name Assimilated Communications, GTN approached Cooper Productions to produce a video that reintroduced GTN to its existing customer base, established GTN as a leading player in the industry, and explained that with this new name, the company will not only continue to uphold the level of service that they have become known for but will elevate the telecommunication services and solutions for businesses it serves globally.
GTN was looking for a video that…
Explained their unique selling points (USP’s)
Highlighted the new brand
Displays the diversity of the organization and the roles of the powerful women within the company
GTN’s team is headquartered in the United Kingdom and has other offices in Europe and the United States, so we had to figure out how we could include the key stakeholders of the video with the various locations they are based in.
The Solution
We determined the best type of video for GTN would be a 60-90 second company “About” video that would give prospective and current customers insight into the expertise and experience GTN has in the telecom space and the caliber of care and industry-leading solutions it can offer its clients. It was also important to highlight that GTN operates in multiple countries with headquarters in both the United Kingdom and the United States. To get the ball rolling, Cooper Productions hosted a series of discovery calls with GTN’s key stakeholders to fully understand their vision for the brand, how they currently operate and serve their clients, the company culture, and more. Then, the Cooper Productions team went to the drawing board to put together a Director’s Treatment that explained the vision of how we saw the video coming together to meet their goal. The treatment included the video’s tone, a rough script outline, visual style, music inspiration, and more.
Our team approached this opportunity with the objective of making this video more interesting and adding more personality to the concept than is typically seen in the telecom industry. Using our understanding of the company culture and its USPs, we were able to create a video concept that captured the essence of the brand, summarized the services and solutions, and connected with the target audience.
Implementation Process
Once we received feedback from the Director’s treatment,it was time to move into the development phase. In this phase, we solidified the look and feel of the video and finalized the script. We then presented these items to the GTN team - reading through the script together and discussing what each segment of the video would look like. They loved the script and even complimented that it reminded them of a spot commercial that would be produced in the U.S. for a popular cellular company.
T-minus 45 Days
At this point, we were about a month and a half away from the shoot day. We determined that it would be best for the Cooper Productions and GTN teams to meet in St. Albans, London, where the GTN team hosts their quarterly meetings. This way we could have all of the stakeholders we needed for the video in one place and it would be a familiar setting for some of the team members to be in front of the camera for the first time.
Crew Hire
The scope of the video required that we hire three local crew members to assist with the production of the video. Marissa Cooper, Founder and Video Producer of Cooper Productions, is involved in an online filmmaking community called The Art of Documentary. Through this group, she has met peers from around the world who run their own video production companies. The support of this community helped her curate a team of experts to assist her on-site for the day of the shoot. Her first hire was Rafael Henriques who was brought on as the production's Director of Photography. From there, they hired Matt Kerins and Arron Leppard who each have experience in camera operation, lighting, audio recording, and more.
Arrival in St. Albans
Once Cooper Productions arrived in St. Albans, it was time to scout the venue that we selected for the shoot. The scouting session determined that our biggest obstacle for the shoot day would be space, people, and time. With this information, we finalized the order in which our scenes would be shot and produced a run-of-show ensuring success on the big day.
Scout day in St. Albans with Rafael Henriques.
Seeing the sights in St. Albans
Ready to Roll
The day was action-packed - filled with excitement and high energy. Cooper Productions brought the equipment, expertise, and vision to execute a spot that met the goal we set out to reach during our initial call with the client. It took our team a full day to film team members speaking on camera and capture enough B-roll to round out the video.
Behind the scenes of filming day
The Results
The final video serves as the centerpiece of GTN's rebrand announcement. Its unique tone and aesthetic feel is vastly different from what is typically seen in the telecom industry - helping set GTN apart from the competition and starting new conversations with potential new clientele.
Benefits
The “Introducing GTN” video will be used on the company’s homepage of their website to welcome visitors and give them a quick, high-level overview of who they are and what they do. Since this video has been implemented, we are tracking the results of engagement through views and shares.
The team that made this video possible. Pictured from left to right, Arron Leppard, Rafael Henriques, Marissa Cooper, Matt Kerins.
Cooper Productions' international video production in the United Kingdom, Europe and beyond can help you tell your company’s brand story through thoughtful narrative and eye-catching visuals. Contact our team and let’s get started on your company’s “About” video today.