Production · Post · Brand
With Bloomberg
Credit Suisse
Learning what makes an entrepreneur tick, with Bloomberg.
Production · Post · Brand
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. Ours was to be their production partner and capture it first-hand: 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 central. The white paper had a fixed launch date, which left a tight window to get some of the busiest people in the country in one room, on one day, 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.
Then the questions. The usual approach to on-camera interviews is a topic guide sent ahead, so nobody's surprised and no time's wasted. But scripted questions get scripted answers. Having produced documentary for Bloomberg before, we knew the territory and knew enough to hold a real conversation on complex ground with serious people, and get them talking like themselves rather than reciting.
03 The result
A series of conversations with the group, plus a run of supporting assets — social trailers in several formats, micro-cuts for promoted posts, behind-the-scenes for Instagram Stories — all built to drive traffic to the Bloomberg microsite hosting the study.