Profiled : The Power of People-Centric Storytelling
Our Executive Producer and Director Laura Tice looks back on her career so far and reflects on her favorite type of videos to create and why they are so powerful.
*Full transcript provided below
Want to learn more about how people-centric videos can help you share your story?
ABOUT LAURA:
Laura Tice is a filmmaker with nearly two decades of experience working as a director, creative producer, and editor. Laura focuses primarily on documentary-style branded and commercial content. Laura’s reflective approach and elegant cinematic aesthetic create emotional nuance that connects with viewers. Her expertise in strategic multi-platform video marketing drives brand building and engagement. She has worked on projects for clients such as Rack Room Shoes, VELUX Skylights, Sunbrella, Huber Engineered Woods, Levolor, and Moen.
AUDIO TRANSCRIPT:
“I’ve been very fortunate to have had a lot of experiences when it comes to video - from live broadcast, news, and sports, to production houses, agencies, and now co-owning my own company. I’ve also created a lot of different types of videos like commercials, educational videos, documentaries, brand videos, testimonials…the list goes on. In conversations recently, a question keeps coming up that I honestly was always a little afraid to answer: “What’s your favorite type of video to create?” I was worried an answer may mean pigeonholing myself…something I’ve fought very hard against when it came to my role within organizations. When it comes to video, I’m kind of a generalist and my experience in so many different roles and aspects has really allowed me to see a bigger picture, understand and break down the process, and creatively solve problems for my clients. But to tell the truth, I do have a favorite, and just one quick look at my portfolio kind of screams what it is: people-centric videos.
Have you ever just sat in awe, soaking up every single word while listening to someone talk about their passion? It’s transformative, right? Their body language changes, their face lights up, their voice changes - it’s just magnetic what happens when you let people talk about what they’re passionate about. Even if you weren’t interested in or didn’t know anything about the subject matter, a person sharing their passion with you draws you in and keeps you there. You find yourself leaning in as they speak, asking questions to dive deeper. Time has no meaning, and sometimes hours later you’re still there soaking it all in.
Videos that are centered around passionate people are hands down my favorite. One, because I enjoy the process of creating them so much, and two, because of how powerful they are. It’s often been said that people don’t buy what you do but why you do it. And this type of video is an engaging and compelling way to showcase who you really are and what makes your brand stand out. It’s the collection of all the nuances of your workspace, your process, your passion, and your “why” - all shared authentically by you, your team, or your customers. Because of its significant impact, these types of videos are great for brand videos, content pieces, or even full-on documentaries. This technique has been around for a while, but it seems like now this format is gaining a lot of momentum with brands leaning towards authenticity in sharing their stories.
I personally watch these types of movies, shows, and content all the time. For me, I think that the experience of getting to know someone and then translating that to a video is something that I really cherish about the work I get to create and I am so honored to help share these stories.”
