Crafting Video with Authenticity
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Real Stories, Real Impact: The Art of Authentic Video
We believe that authenticity isn't just a buzzword; it's the heartbeat of every story worth telling. This is the soapbox I jump onto in nearly every conversation, the proverbial hill I actually will die on. And maybe we’ve built our approach on faith — this difficult-to-quantify outlook that I’ve avoided writing about because it’s hard to explain. But here’s my go at it.
First, creating authentic video starts long before we hit record on any cameras. Early in the process, it's all about curiosity, about really seeing and listening. We don't just ask questions—we lean in, we care, and we try to understand the story behind the story.
So, what makes a video truly authentic? Let's break it down:
Embrace the Real Thing
I remember this call from an agency a few years ago. They wanted to recreate a motorcycle shop in a white box studio for a commercial. They'd seen our work in actual workshops and wanted that vibe, but with more "control." They thought it might be easier to access, have more room for people and equipment, or be in a better part of town, maybe.
Here's the thing, though: you can't fake authenticity. The dirt, the grease, the perfectly imperfect clutter of a real workspace - that's the gold. It's not just about the big picture; it's the tiny details that sell the story. The grit and grime built up over the years (lovingly referred to as “patina”), or the odd-looking tool that no propmaster would think to buy, or Sure, shooting on location can feel risky, but the payoff? Always worth it.
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Balancing Tech and Soul
We live in a world where technical perfection is often the goal. Don't get me wrong, I geek out over our gear as much as anyone. (My love affair with technology is well-documented.) But here's a hard truth: as our tools get better, our work risks becoming more sterile, more homogenous.
I worry we're heading down a similar path with video production. Everything looks amazing, but... the same. Where's the personality? The style? The human touch?
Finding Beauty in Imperfection
Perfect is boring. Real life has rough edges, and that's where the interesting stuff happens. We're not afraid to show the messy parts - they're often where the truth lives.
As we move forward, I believe we'll see a shift. Just as we've developed a keener eye for CGI, we're tuning our sensibilities to recognize and appreciate what's authentic and what's handmade. The pendulum is swinging back towards embracing the human element in our work.
From Adobe Stock
So, what even is this?
Why does this mechanic have a caulk gun on his wall?
And that tire iron?!
Telling Stories That Matter
At the end of the day, authentic video isn't just about what's in front of the camera. It's about the entire process, from concept to final cut. It's about creating something that resonates, that connects, that feels real.
Because when a video is truly authentic? That's when it has the power to change things. To move people. To make a difference.
And that's what we're here for. To tell real stories with real impact.
In a world increasingly dominated by AI and perfect digital recreations, there's something powerful about capturing reality. It's messy, it's unpredictable, and it's absolutely beautiful. That's the art of authentic video. That's what we do at Once Films.
What are your thoughts on authenticity in video? Have you noticed the shift towards over-polished content? I'd love to hear your experiences. Shoot me an email or let’s grab a coffee!
