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Institutional video
The film that says who you are and what you stand for, not what you are selling this quarter. Produced once, it serves for years: website, trade shows, meetings, hiring, internal use. From €900 excl. VAT.
What an institutional video is
A video that presents an organisation as a whole: what it does, what it stands for, where it is going. It is also called an institutional film or a corporate film. All three words mean the same thing.
It does not sell a specific offer. It installs a perception, and that perception lasts. Which is why you do not remake it every six months, and why it deserves proper framing.
Institutional or promotional: the difference
The promotional one pushes an offer. It has a target, a deadline, and it is measured in enquiries. When the campaign stops, it has done its job.
The institutional one carries the identity. It serves in the same place for years, and its effect does not show up in a conversion table. It shows in the fact that someone arrives at a meeting already knowing who they are talking to.
The two do not replace each other. If your need is to show a prospect concretely what you do, what you want is a company overview video.
What goes in it
- Someone speaking: the director, or a person who embodies the company. People believe a face, not a voice-over on archive footage.
- The real thing, filmed: your premises, your craft, your teams at work. That is what separates an institutional film from an animated brochure.
- One precise commitment, where there is one: an environmental project, an approach, a stance. A value illustrated by nothing convinces nobody.
- Short cuts, decided during framing: the full version on the website, extracts for social media and trade shows.
The trap of the format is accumulation. An institutional film trying to serve five audiences at once serves none of them. Framing exists to decide which one commands.
A real example
For Hummingbirds, a reforestation project had to be made legible: showing the ground, the gesture and the intention, with no speech about values. The commitment is visible, it is not announced.
How a project runs
Framing, thirty minutes, free and with no strings attached. We settle the priority audience, the angle and the scope. You leave with a written document and a firm figure.
The shoot, one to two days depending on the number of sites and people involved. Everyone filmed is prepared beforehand, never dropped in front of the lens.
Delivery, first cut within three working days, then two rounds of revisions included, at milestones set during framing.
On budget and what makes it vary: how much a corporate video costs. On choosing a supplier: how to choose a video producer.
Frequently asked questions
What is an institutional video?
A video that presents an organisation as a whole: what it does, what it stands for, where it is going. It does not sell a specific offer, it installs a perception over time. It is also called an institutional film or a corporate film.
What is the difference between an institutional and a promotional video?
A promotional video pushes an offer and is measured in short-term enquiries. An institutional video carries the identity of the company and serves for years, on the website, at trade shows, in meetings and internally. The two are produced differently and do not replace each other.
How long should an institutional video be?
One to three minutes on your website, under a minute for a version published on social media. Beyond three minutes you need a reason: a company anniversary, a filmed annual report, a project that deserves telling in full.
Who is an institutional video for?
Several audiences at once, and that is its difficulty: prospects, partners, candidates, funders, and your own teams. Framing exists precisely to decide which of those audiences commands the film, failing which the video speaks to everyone and reaches nobody.
How much does an institutional video cost?
From €900 excl. VAT at Studio Rouge Pomme for a simple two-minute film, based on a day rate of €600 and a day and a half of work. An institutional film involving several sites, several people on camera or archive footage costs more, and the scope is priced before we start.
Let's talk about your project.
Thirty minutes to understand what you want to produce, and to tell you frankly whether we are the right studio to do it.
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