PROCESS
PHASE 1
Research
Projects begin with early alignment and discovery to ensure the story is clear before cameras are introduced:
—Research into the partner, their technology, and their relationship with Microsoft
—Informal pre-interviews to identify natural storytellers and shape the narrative direction
—Location scouting or structured production questionnaires to assess available spaces
—Planning interview setups and any demonstrations or scenarios to be captured on camera
This phase ensures clarity, preparedness, and shared expectations across all stakeholders.
PHASE 2
Production
Production is deliberately lightweight and human-focused, designed to create a calm environment for authentic storytelling:
—Interviews filmed in real working environments rather than generic spaces
—Contextual b-roll capturing day-to-day operations, culture, and workflows
—Agile, multi-disciplinary core team, typically comprising a Creative Director or Director, a Director of Photography handling camera and sound, and an Editor embedded in the process
—Flexible collaboration with Microsoft teams or independent delivery where appropriate
This approach supports efficiency while maintaining creative consistency.
PHASE 3Edit
Post-production brings the story together and expands it into a complete content ecosystem:
—Creation of individual character stories and a master film
—Development of short and long form video assets
—Editorial written pieces and supporting stills where required
—Social content optimised for engagement across platforms
Each production cycle results in a reusable library of assets that can be adapted and scaled over time.
PHASE 4
Optimisation
Stories are designed to continue working once they are live:
—Content is published and allowed to circulate naturally
—Engagement data is given time to matur
—Audience behaviour, conversation, and performance are reviewed to identify what resonates most
These insights inform a refined second wave of content shaped by real-world response.
PHASE 5