Production · Post · Brand
In partnership with Bloomberg
Credit Suisse
Learning what makes an entrepreneur tick, with Bloomberg.
Production · Post · Brand
In partnership with Bloomberg
Learning what makes an entrepreneur tick, with Bloomberg.
01 The brief
Bloomberg had been tasked with researching and launching a Credit Suisse white paper on entrepreneurialism. Their brief was to find out what actually drives someone to start a business. Our brief was to be their production partner and capture it first-hand, to meet with a series of successful founders, on camera, talking about what they had in common.
Video came into the plan late, but once the case was made it became a central part of the delivery. The white paper had a fixed launch date, which meant we had a tight window to get some of the busiest people in the world together in a single city and learn something from them.
02 What we did
Working from Credit Suisse's brief, we drew up a longlist of contributors and narrowed it with Bloomberg, balancing sector, experience and availability to get the broadest possible picture of what an entrepreneur actually is.
The usual approach to on-camera interviews is a topic guide sent ahead, so nobody's surprised and no time's wasted. But it's a very fine line to walk and scripted questions get scripted answers. With Ed, our director, having produced television documentary for Bloomberg before, we knew the territory and knew enough to hold a real conversation on complex ground with serious people - to get them talking like themselves rather than reciting.
03 The result
We delivered a hero film and a series of shorter conversations with the group, plus a run of supporting assets including social trailers, banner ads, micro-cuts for promoted posts, and behind-the-scenes content to lay the groundwork - all working together to drive traffic to the Bloomberg microsite hosting the study.