October 2, 2025
It's been a hot minute, but we're back with another studio update full of behind-the-scenes, insights and content to make you go 'ooooo'.
⏲️ 1-Minute Insight
One Video = Five+ Assets
🎥 Behind the Scenes
Now That's a Warm Welcome to Student Castle
Creativity thrives when the vibes are this immaculate
Capturing Interviews for Science
Jordan Wins the Pool League
🎨 Featured Project
Edelweiss - The Ultimate Gift Campaign
🎞️ A Cut Above the Rest
Canalside Summer Lifestyle Content - Hill Group UK
🎙️Memory Lanes Podcast
From CVs To CEO, Episode 12 with Aury Sacre
🧠 An Interesting Read
It’s nearly Christmas TV Ad Season
💡 What’s Inspiring Us
70 years of TV Ads
👋 A Farewell to Jazz
A year at Define Creative…
💬 Well, that's nice of you to say!
Iso from Agreena talks about working with us.
Here’s how a single video can be repurposed into content you’ll actually use. Helping you work smarter and your video content go further.
1) Feature Showcase + Voiceover.
Re-edit your footage into a short vertical clip that spotlights a key feature or selling point, then add a quick voice note as commentary. Bite-sized + authentic = scroll-stopping content that feels made for social.
2) Landing Page Explainer.
Trim your video down, pulling out sector-specific clips and add it to your landing page aimed at that particular sector. The more hyper-specific and valuable content, the more dwell time leading to higher conversions.
3) Testimonial Clip.
Cut a customer quote into its own edit, instant credibility, zero extra cost. Haven’t got a customer to quote? An employee can give a soundbite as the advocate voice for your product or service.
4) Paid Ad Variants.
Cut your hero video into 15s and 6s versions. You've got a new Paid Ad video. Test some hooks, the one which is most relevant will gain a higher quality score, meaning the cost per click could drop – saving you some pennies.
5) Retargeting Snippet.
Using the effective hooks you've found, create an ultra-short cut (under 10s) for cheap, effective retargeting reminder ads.
Now every shoot with a primary video deliverable can have five+ edits to populate your social channels, sales materials and website content.
With a new group of students ready to start their next term in September, we partnered with The Property Marketing Strategists to capture footage for Student Castle's resident induction videos.
Capturing a selection of b-roll and pieces to camera, we talked to the staff and current students, giving the new students an idea of what to expect and where to go when they need help.
As part of a fantastic networking initiative, Cambridge Innovation Parks hosted the inaugural Networking Pool Leuage at Stirling House. Held over August and September, multiple contenders across a selection of the CIP tenants donned their game faces and thrust a pool cue ballwards in the effort to be crowned league champion… and boy did our own Jordan Alexander do it in style. Finishing in style, Jordan laid a clean sweep on his opponent, landing him an additional point to negate a final round tie breaker. Like a true sportsman, Jordan shared his chocolate winnings with the rest of the team.
We reached out to Matt for comment on his performance; however, he declined to comment, and we’ve not seen him since. Sore loser.
We always want to pull the right team together for each project, and this was no exception. As seen in Exhibit A the vibes were high and the feeling good as Dan, Simon and Jordan took to the streets and shops to capture the lifestyle behind The Hill Group’s fantastic property developments.
Exhibit A
There are some projects that we can’t share in their full glory. However, on this occasion, we’ve got some behind-the-scenes of capturing both awesome direct interviews as well as a panel discussion, getting the inside scoop from leading scientists. How exciting!
We’ve worked on something very special this month with Edelwiess Pianos, capturing a heartfelt tale of family, legacy and music. Creating a short, heartfelt film with quite the emotional hook.
This video contains scenes which viewers may find emotionally powerful, viewer discretion is advised.
See the full case study on our site - click here
'Selling the lifestyle, not the product.' It's something that is talked about in marketing alot, and we do our best to follow this principle. For the consumer in many cases there will be plenty of alternate options to go with sharing similar stats or features. However when it comes to making a big purchase, especially the level of a house, it won't be the specs that seal the deal – it will be the feeling you get.
This is why we're so proud of what we produced for Hill Group UK, capturing the day-to-day joyous moments people have together with their loved ones, no specs, no gimmicks only happy memories to be made.
Ever handed your CV… during a house viewing? 😳🏡
On the latest episode of Memory Lanes, we chat with Aury Sacre, co-founder of @sevendigitalgroup, about taking bold risks, building a business with his wife Amy, and balancing life as a husband, dad & entrepreneur.
From childhood homes that shaped him, to dreaming of living next door to his parents, Aury shares the leaps, lessons & laughs along the way. ✨
🎧 Listen to the full episode now!
It’s that time of year again when we start to see Christmas decorations on the shelves (sometimes as early as August), and we gear up to watch brands compete for the most heartwarming and emotional Christmas ad.
It’s a key time of year for brands to invest in storytelling authentically in a way that also takes into account changing factors such as consumer buying habits, marketing trends and inclusivity. With the cost of living on the rise, Christmas is no longer about showing off lavish gifts - instead, we are seeing more of what Christmas means on an emotional, human level while building brand love. This means delving deeper than just showcasing their products and services, but rather tapping into how we can combine emotion and brand strategy together. It’s important for brands to work with their video teams to create something relatable and heartwarming to make the holiday season a magical experience, and why they can be part of that experience.
According to PR Week, we should expect to see a lot more from influencers, real families and even AI. For marketing teams, this asks questions around how they can make their content feel personal while casting a wide net and how they can retain brand identity when working with external creators. Whether it’s a short-form social cut or a full-length TV ad, brands have a limited timeframe to make them stand out, so nailing the narrative down from initial concepts is key.
It’s always an exciting process for video teams to work alongside brands to create engaging content that blends together so many factors. In a world where content is everywhere you look, there are so many things to take into consideration when drafting those initial creative ideas: trends among different audiences, how you split your ad placements (Linear TV, CTV or Digital, depending on your audience), and inclusivity, just to name a few.
This month marked 70 years since the first ad was launched on TV. Since then, the world of advertising and marketing has moved rapidly, from the Mad Men age to scrolling through a countless number of influencers on our phones.
“The challenge now is not whether the medium is still relevant, but whether the industry can use it with the ambition it deserves, rather than get bamboozled by social media's snakeoil salesmen.”
It’ll be exciting to see the future of TV ads. Are we likely to see some campaigns that will go back to their roots like Cadbury’s did last year for their 200th Year Anniversary? Or will they continue on the path they’re on, adapting to the ever-changing digital landscape? I reckon it’ll be a bit of both.
At Define, we’re always thinking about how video grabs attention. TV used to be the ultimate stage for mass reach, but today, that stage is shared across different platforms, formats, and creators. But the goal remains the same: tell a story people care about. That’s why it’s so important for marketing teams to look at both the channel and the reasons behind why they’re creating video in the first place.
It’s always fascinating to see how brands adapt their creative messaging for different formats. Some brands are revisiting long-form storytelling, retelling tales of the past through a modern-day lens, while others are leaning into influencer-led, on-trend content. The best campaigns often blend both: the emotional punch of TV-style production with the agility and relatability of digital.
This serves as a beautiful reminder to think strategically about where and how your brand shows up. It’s not about old vs new, it’s about storytelling with the purpose of creating something timeless. TV ads aren’t going anywhere, whether they’re played on the big screen or on our mobile phones.
70 Years of TV Ads And They Still Refuse to Die
The time has come for me to say goodbye to Define Creative, and what better way to do it than by reflecting on the past 400 days.
When I first joined the team, I was excited (and slightly nervous) to dive into the world of video production. I was looking to build upon my previous project management experience, as well as get some hands-on experience by working on shoots, and learn more about how creative campaigns come to life behind the scenes.
One of my highlights was being part of Edelweiss’ The Ultimate Gift campaign, a project where I really got to see the creative thinking behind a big campaign. Another memorable day was retracing the steps of the Spice Girls (literally) while filming at Dotmatics’ Summit - it was super exciting to see that production can take you to some very unexpected and iconic places.
Beyond work, it’s been the team who have made this experience what it is. Matt and Jordan have been incredibly supportive, not just in helping me grow professionally but also on a personal level. I’ve learned so much from their leadership and creative vision, and I’m looking forward to seeing what comes next for Define. I’ve also worked with some incredibly talented people on our various projects - it’s been a pleasure working with the people who make these projects come to life.
Being part of a small and dynamic team has been both fun and enriching, and I’ve gotten to wear lots of different hats in the process. It’s been an experience I’m incredibly grateful for!
As for my next chapter, I will be taking some time out to explore the world, though I’ll be cheering on Define Creative from afar!
🌱 We've loved working with @isoneville and everybody at @agreenaapp . They have a fantastic mission which we love to support. 🚜
If you want to see more and haven't signed up to our email list, here's where you can get notified on our next update Sign-up Here
Take a look at a selection of projects we've been working on recently here at the De·fine Creative Studio.
Have a look at our case studies from this month.
Catch-up, coffee and a biscuit? Or five. 🍪 What's not to like!?
Fill out the form below, email us at info@define-creative.co.uk or call us on: 01223 903040
info@define-creative.co.uk
01223 903040
