Side By Side: America & WW1

American Museum & Gardens | Docupromo, Promo, Heritage

Brief

PROMO:

(What the project was, who it was for, and the purpose.)
Include:

• Client / organisation commissioning the video.

• Purpose — to promote an upcoming or current exhibition.

• Key objectives — e.g. attract visitors, raise awareness, communicate themes, or reflect the museum’s tone and values.

• Target audience — local communities, families, cultural visitors, or online audiences.

• Where and how the film would be shown — e.g. on social media, website, museum displays, press releases, or local media.

📘 Example:
We were commissioned by [Museum Name] to produce a short promotional film for the [Exhibition Title] exhibition. The aim was to highlight the exhibition’s key themes and encourage visitors to engage with the stories, objects, and people behind it.

DOCUPROMO:

(What the project was and what it aimed to achieve.)
Include:

• Client / organisation commissioning the film.

• Purpose: Blend of documentary storytelling and promotional messaging — humanising a brand, campaign, or event.

• Core themes: e.g. people-focused storytelling, real experiences, emotional authenticity.

• Audience: Public, stakeholders, or internal communications.

• Intended use: Online campaign, brand storytelling, event showcase, or social content.

📘 Example:
We were commissioned by [Client Name] to create a short docupromo film that combined authentic human stories with the client’s brand messaging. The goal was to show the real impact of their work through interviews and observational footage.

Approach

PROMO:
(How you developed and delivered the film creatively and practically.)
Include:

• Creative direction: How you translated the exhibition’s themes into a visual concept.

• Pre-production: Collaboration with curators, researchers, or designers to understand the narrative focus.

• Filming approach: Locations used (museum galleries, setup shots, interviews), techniques (macro detail, slow motion, hand-held, lighting choices).

• Tone and pacing: How the video reflected the exhibition’s mood — e.g. atmospheric, educational, emotive.

• Editing: How you balanced visuals, interviews, and sound/music to tell a cohesive story.

• Branding: Integration of museum logos, typography, or visual identity.

📘 Example:
Working with the museum’s exhibition team, we developed a short narrative-led promo that captured the atmosphere and craftsmanship of the new displays. Filming included close-up details of exhibits, behind-the-scenes preparation, and contributor interviews. The edit combined visual texture with a calm, reflective tone to mirror the exhibition’s themes.

DOCUPROMO:

(How you balanced documentary authenticity with promotional storytelling.)
Include:

• Research & planning: How you identified contributors or storylines.

• Filming style: Naturalistic interviews, real-world locations, observational B-roll.

• Tone: Honest and cinematic, focusing on people’s experiences rather than scripted delivery.

• Creative direction: How you tied the brand’s values into the story without feeling forced.

• Collaboration: How you worked with the client to align key messages while keeping authenticity.

• Editing: Balancing emotional storytelling with brand information, pacing, and music.

📘 Example:
We approached the film with a documentary sensibility, filming unscripted interviews and everyday moments to reveal genuine emotion. The edit interwove these with brand visuals and subtle messaging, resulting in a film that felt both authentic and purposeful.

Result

PROMO:

(What the final outcome was, and its impact.)
Include:

• Where it was shown: social media, museum website, visitor centre screens, press coverage.

• Client feedback: Quotes or summary of their response.

• Impact: Engagement figures, visitor interest, campaign success.

• Creative reflection: What worked best — tone, storytelling, cinematography.

📘 Example:
The promo film was used across the museum’s digital channels and in the exhibition foyer. It received excellent feedback for its tone and atmosphere, helping to generate early interest and visitor engagement ahead of the opening.

DOCUPROMO:

(The outcome, impact, and reflection.)
Include:

• Where it was used: campaign, website, events, or social media.

• Audience response: Engagement, reach, feedback.

• Client results: How it supported awareness or recruitment goals.

• Reflection: What you’re most proud of — tone, authenticity, balance between story and brand.

📘 Example:
The final docupromo became the centrepiece of [Client Name]’s brand campaign, praised for its emotional storytelling and authenticity. It helped the client connect more meaningfully with their audience and reinforced their values through real voices and experiences.