‘Authenticity is the new it’ apparently. Although as documentary filmmakers, its always been about authenticity for us. However in an age where Photoshop, fake news and sponsored influencers are the norm, it appears that authenticity and tangibility are increasingly more important to audiences, consumers and marketers alike. In a 2017 study, it was revealed that “86 percent of consumers say authenticity is important when deciding what brands they like and support”, and “51% of consumers believe that less than half of brands create content that resonates as authentic” (Stackla, 2019). Consumers were more likely to be inspired by or invest in what was being promoted if they deemed it ‘authentic’.
As documentary storytellers we believe this is exactly what makes us so unique. We delve beneath the surface to the get to the real crux of each project or story, creating content that feels personal and genuine. In each film we make, we emotionally invest in the people and the process and we believe it is this that makes our work authentic, successful and powerful.
Stackla. (2019). Bridging The Gap: Consumer and Marketer Perspectives on Content in the Digital Age. [online] Stackla.com. Available at: https://stackla.com/wp-content/uploads/2019/02/Data-Report-2019-FINAL.pdf.