The ELEMENT Advantage: Video Series That Make a Difference
From the moment ELEMENT became a full-service video content company, Eran Lobel, its CEO and EP, saw the need for versatile multi-platform video production and post production capabilities. With the upheaval in the production industry that required a new understanding of various platforms and formats, ELEMENT’s strategic pivot allowed them to cater to the whole gamut of client needs, no matter the market.
Working with budgets both large and small, the team has delivered hundreds of videos for major brands like Chewy, Boston Children’s Hospital, Dunkin, Cigna, Navy Federal Credit Union, SimpliSafe, Boston Private Bank and Welch’s. As a result, the company has become incredibly well-versed in a variety of distribution options, including YouTube, Vimeo, Brightcove, Wistia, as well as custom client platforms.
Decades of experience working with agency partners and in-house marketing teams have given ELEMENT the ability to dissect strategic briefs and extract the key messages and brand objectives essential to crafting effective creative executions. Their equally impressive production skills allow the ELEMENT team to see a concept through from start to finish.
Speaking with Eran, I hear about the differences between two of the team’s key specialties: video libraries and video series. “A video series is a specific series of videos that are consistent in theme and format. The library is like a client's own network, the series is like a client's own original episodic show.”
He talks me through ELEMENT’s process, starting at the creative development phase and continuing - right through to execution. “Our initial approach to producing a video series is both strategic and collaborative. We start by understanding the brand’s core values, key messages, and target audience, budget variables and parameters as well as timeline. Through brainstorming sessions, we generate innovative ideas that align with the brand’s identity and objectives. We then create a script and storyboards, ensuring that each video focuses on a specific message and appeals to a distinct audience.
Throughout the production phase, we maintain close communication with our clients to confirm that our creative aligns with their vision. This thorough and inclusive process results in a video series that is engaging and cohesive while effectively communicating the brand’s story and values.”
According to Eran, any brand looking to engage audiences with mid-funnel content will benefit from the video series format. The approach is particularly effective for brands that use videos to tell stories, provide tutorials or product demos, or offer training and development. “By leveraging a video series, these brands can maintain a consistent connection with their audience and continually deliver valuable and engaging content that nurtures interest and drives engagement.”
To illustrate his point, Eran walks me through three landmark projects that showcase ELEMENT's video series excellence.
CVS - Minute Clinic
ELEMENT’s first major foray into the video series was their production of the CVS “Minute Clinic”, in collaboration with Hill Holliday. Partnering with the agency, the team successfully produced over 100 "tip videos" featuring 12 CVS pharmacists, shot over three days in a studio.
The series was designed to match the look and feel of CVS’ broadcast spots while creating one-minute educational videos, all within the budget of a single broadcast TV spot. The innovative video series served as the launch of the “CVS Minute Clinic” format.
“For CVS, the objective was to maintain brand consistency across all marketing channels. By adopting a video series format that mirrored their Broadcast TV spots, we created a seamless transition in visual style and messaging, reinforcing CVS's brand identity and communication strategy.”
UMass Amherst - Profile Series
In the educational services sector, ELEMENT was tasked with producing a series of video profiles for the University of Massachusetts Amherst, the state’s flagship campus. This “Profile Series” was created over the course of four years with the intention of amplifying the university's key brand attributes.
“The challenge here was to create content that resonated with diverse audiences while effectively conveying the University’s points of pride. The video series format allowed us to produce a range of compelling narratives tailored to students, faculty, and alumni, ensuring each group felt represented and engaged. Through authentic storytelling, we integrated UMass Amherst’s brand values into the fabric of each video, fostering a deeper connection with viewers.”
Comprising over 100 videos, the UMass Amherst Profile Series elevated the university's brand marketing efforts far beyond the one or two broadcast commercials they previously ran each year. These evergreen assets are still used today on their websites and social channels, and continue to grow the UMass Amherst brand at a national level.
Tito’s - “Vodka for Dog People”
“Brands often have multiple key objectives and diverse audiences to address, and a series format enables them to tell compelling stories that resonate powerfully with each target audience. By dedicating each video to one specific message and audience, the brand can avoid diluting its communication and instead achieve high engagement and awareness,” Eran explains, citing their work Tito’s Vodka as a prime example.
For Tito's Vodka for Dog People initiative, the goal was twofold: to elevate brand awareness and to raise funds for animal shelters. The video series format enabled ELEMENT’s team to spotlight the heartwarming stories of shelters around the country, striking an emotional chord with audiences while highlighting Tito's commitment to philanthropy.
“By showcasing the initiative's impact through engaging visual narratives, we effectively communicated Tito's brand values and spurred positive action within the community.”
For over 25 years ELEMENT has demonstrated the video series’ ability to grow a brand's following and foster community as well. Video released in a cadence, Eran tells me, encourages viewers to return for new content, creating a sense of anticipation and excitement. By engaging with the audience through comments and discussions on social media, brands can cultivate a loyal and active community around their content and brand narrative.
Eran assures me that the long-lasting benefits of the video series format will continue to provide value over time. “Every partner that we produce a video series for has been able to leverage it to reach massive audiences and enable meaningful engagement. The videos can be recrafted , shared across multiple platforms, and serve as evergreen content that remains relevant to audiences long after their initial release. We are completely invested in the video series format and continue to seek out projects and clients that push boundaries and inspire us to produce outstanding work.”
