The Brand Anthem Video, Explained

For a few minutes, put your specific product offerings on the sideline. That is the starting instruction of a brand anthem, and it is harder than it sounds for most companies to do.

The anthem is the film that answers a different question than the rest of your marketing. Not “what do you sell” but “who are you, and why should anyone care that you exist.” It carries the virtues of the business, the spirit of the people inside it, and the feel of how things get made, while your products appear as evidence rather than as the pitch.

It is usually the most cinematic piece in a company's library, and the one with the longest shelf life. Sales pages change quarterly. Who you are does not. When it is shot right, the anthem becomes the film everything else in your library hangs off of. And it does quiet work inside the building too: nothing aligns a team like seeing what they are part of, shot like it matters.