One of my favorite teams at LinkedIn, the B2B Institute, tasked us with an exciting project: create a video series which inspires B2B marketers to invest in brand advertising.
Our objective was to showcase LinkedIn’s success stories and position the B2B Institute as the ideal partner for their branding initiatives. Our first feature focused on SAS, a leader in analytics leveraging advanced AI and data management. We connected with their Brand, Marketing, and Finance teams, exploring their journey overcoming skepticism and internal challenges to launch their first major brand campaign in two decades.
Our production team traveled to SAS’s headquarters in Cary, North Carolina, capturing interview and b-roll footage to produce a series of videos. This included a comprehensive hero video and several shorter social media cuts, which I wrote and directed. Here’s a few BTS of how it all came together.
Here are the cuts in the wild. Click on the image to venture to the posts.
Be sure to follow the B2Bi page on LinkedIn for more videos.
Credits:
Producer: Michelle Thomasson
Director: Pari Mathur
Director of Photography: Sean Brennan (5pointfilms.com)
Cam Op/Sound: Mike Steinberg (5pointfilms.com)
HMU: Shannon Hall
LinkedIn B2Bi Team: Haley Pierce, Peter Wineberg
SAS Team: Todd Johnson