Builders Mutual Uses Bloopers to Talk Culture and Connections
Video Objectives
Define company culture and communicate its importance to an internal audience
Use unscripted interviews and outtakes to convey authenticity
Builders Mutual knows that their secret sauce is their distinctive company culture. So when it came time to make a video that didn’t just describe that culture, but really embody and celebrate it, they realized they needed something a little different.
For the project, we teamed up with Clean Inc. and together we aimed to create a video that championed the culture of Builders Mutual for their 400 employees and their board members.
Production was as straightforward as it gets. We held 2 afternoon shoot days in the Nest studio, interviewing 11 members of senior leadership. They were ready to dive deep with their responses, get great takes, and have a good time on set. When we wrapped, we had hours of quality footage.
But when the first cut of the video came together, we all knew it didn’t quite fit. The tone felt too serious, creating a disconnect between the interviewee, the audience, and the definition of culture and belonging they each described.
So we went back to the editing room and tried something new. To give the video vitality and really show what their leadership was talking about, we created a cut that included candid moments and outtakes. By weaving these shots that captured authentic interactions on set into the video, the new version was able to accomplish a lot more.
It humanized the person on camera, showing the sweat (and laughs) behind their thoughtful unscripted responses. Because, as one interviewee said after fielding all those tough questions, “That was hard!”
It created an instant connection with the audience. For those who recognize these interviewees, seeing their outtakes is like being a part of an inside joke. This sort of inclusive humor can bridge the distance between video subject and viewer, leadership and employees.
Finally, it let the leadership team enact the parts of their culture that they value. When they opted for the behind-the-scenes style of the blooper cut of the video, they chose authenticity and connection over everything else.
Project Highlights
Video Format: Expert interview
Production Features: In-studio shoot, Blooper cut
By continuing to roll camera between takes and capturing behind-the-scenes footage, we had many candid moments to choose from to show the lighter side of each interviewee.
The audience’s reception of the video was overwhelmingly positive. They said their employees “literally blew up the chat” as they watched the video, sharing laughs, appreciation, and cheers. And they said they “couldn’t be happier with the connections [they] made” as a result.
