The ELEMENT Advantage: Video Series That Make a Difference

LBB’s April Summers learns how ELEMENT Productions leveraged their expertise to create game-changing video series for three highly-regarded brands

From the moment ELEMENT became a full-service video content company, Eran Lobel, its CEO and EP, saw the need for versatile multi-platform video production and post production capabilities.

Working with budgets both large and small, the team has delivered hundreds of videos for major brands like Chewy, Boston Children’s Hospital, Dunkin, Cigna, Navy Federal Credit Union, SimpliSafe, Boston Private Bank and Welch’s. As a result, the company has become incredibly well-versed in a variety of distribution options, including YouTube, Vimeo, Brightcove, Wistia, as well as custom client platforms. 

Speaking with Eran, I hear about the differences between two of the team’s key specialties: video libraries and video series. “A video series is a specific series of videos that are consistent in theme and format. The library is like a client's own network, the series is like a client's own original episodic show.”

According to Eran, any brand looking to engage audiences with mid-funnel content will benefit from the video series format. The approach is particularly effective for brands that use videos to tell stories, provide tutorials or product demos, or offer training and development. “By leveraging a video series, these brands can maintain a consistent connection with their audience and continually deliver valuable and engaging content that nurtures interest and drives engagement.” 

To illustrate his point, Eran walks me through three landmark projects that showcase ELEMENT's video series excellence.

Here are three landmark projects that showcase ELEMENT's video series excellence.

UMass Amherst - Profile Series

In the educational services sector, ELEMENT was tasked with producing a series of video profiles for the University of Massachusetts Amherst, the state’s flagship campus. This “Profile Series” was created over the course of four years with the intention of amplifying the university's key brand attributes. 

“The challenge here was to create content that resonated with diverse audiences while effectively conveying the University’s points of pride. The video series format allowed us to produce a range of compelling narratives tailored to students, faculty, and alumni, ensuring each group felt represented and engaged. Through authentic storytelling, we integrated UMass Amherst’s brand values into the fabric of each video, fostering a deeper connection with viewers.”

Comprising over 100 videos, the UMass Amherst Profile Series elevated the university's brand marketing efforts far beyond the one or two broadcast commercials they previously ran each year. These evergreen assets are still used today on their websites and social channels, and continue to grow the  UMass Amherst brand at a national level. A bunch more in the series here

Tito’s - “Vodka for Dog People”

“Brands often have multiple key objectives and diverse audiences to address, and a series format enables them to tell compelling stories that resonate powerfully with each target audience. By dedicating each video to one specific message and audience, the brand can avoid diluting its communication and instead achieve high engagement and awareness,” Eran explains, citing their work Tito’s Vodka as a prime example. 

For Tito's Vodka for Dog People initiative, the goal was twofold: to elevate brand awareness and to raise funds for animal shelters. The video series format enabled ELEMENT’s team to spotlight the heartwarming stories of shelters around the country, striking an emotional chord with audiences while highlighting Tito's commitment to philanthropy. 

Alzheimer's Association Video Series

ELEMENT created a video series for the Alzheimer’s Association to assist in their fundraising support. Over several years, we captured stories from families and individuals struggling with the disease. Each story has a different point of view and theme. The Alzheimer’s Associations leverages these videos during their live fundraising events as well as across their social channels. 

More here