Connecting with Audiences by Going Behind the Scenes

In an age of sophisticated ad-blockers, rampant consumer skepticism and ‘AI slop’ one of the most effective tools for brands, to connect with their consumers isn't necessarily the polished 30-second spot, it is the often forgotten about, but highly effective world of Behind-the-Scenes (BTS) content. Quieter, more intimate and revealing of a bigger story, it allows brands to tell engaging stories, reveal creativity and craft, showcase VIP talent and pull back the curtain on an industry and its talent that often remains unseen, showcasing the incredible feats that go into creating the content we all love to consume.

As a production company, we have some incredible stories to tell, but in a world of NDAs and complex approval hierarchies these stories often remain hidden unless with express consent from the brand. Over the years we have suspended Harry Styles from a helicopter over a loch in Skye for his first solo music video. We’ve craned grand pianos up the side of cliffs in Malta, somehow managed to film and co-ordinate the world's most remote game of football on the island of Eriskay for Guinness and had the pleasure of co-ordinating a sublime shot of Harrison Ford arriving at Ardross (aka Traitors) Castle in an E-type Jaguar. Each one is an exciting story in itself and something audiences would love to know more about.

An Authentic way to connect with Weary Audiences

At LS Productions we believe Behind the Scenes content is a brilliant, fresh and unseen medium for brands to connect with their customers in a way that is credible and authentic. It enables genuine connection, and a means for fans and future creatives, producers and talent to learn from one another. Furthermore with budgets and media plans more stretched than ever, it is a low value content solution that can drive hype, tease a launch, allow campaign stretch and acts as a brilliant vehicle for brand fans to nerd out, search for easter eggs and generate online conversation.

From locations, to talent, to production problems solving to incredible feats, it provides a crucial window into the atmosphere of an otherwise shiny and polished ad, offering the authenticity and relatability that skeptical audiences crave. It’s this showcase of the struggles, late nights and numerous unit moves that pulls back the curtain, showing the real people, including crew, creatives and employees behind the logo which makes the brand feel more relatable and a greater appreciation for the creative industries and the professionals working in them.

Leverage Curiosity to Build Connection

The public has a natural, almost irresistible curiosity about "how it’s made." It satisfies the natural curiosity by offering an exclusive, insider’s view of the set, product design or production process. BTS is a tool to create a blend of authentic connection, unparalleled reach and proven commercial power. A strategically deployed BTS teaser or in-progress clip is the best way to build excitement and anticipation for an upcoming launch, actively inviting the audience to join the countdown. Look at How Burberry, with their ‘London in Love’ off script post, brilliantly teased their audience, leveraging Aimee Lou Wood’s presence in London talking about the rain and the weather. In the same way, the BTS on our shoot for Walker's ‘No Walkers No Game’ visually narrates the genuine connection and on set camaraderie between the production team, England Lionesses Leah Williamson and Lauren James and unsuspecting pubgoers. But it also shows the coordination and logistical challenges of shooting with 2 football stars, 5 different camera crews, 4 London pubs to connect and the ever notorious London traffic to deal with.

A Valuable Learning Resource

Finally, we see BTS as an invaluable learning resource for aspiring creatives, a way for them to see the tools, workflows and techniques used in a high-level production environment as a source of inspiration and education.

At LS we like showing the care, effort and high-quality craftsmanship we put into our productions. The content simply justifies the final cost and enhances the perceived value of the commercials we produce.

Credit for BTS images: Chris McCluskie