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Prove your promise with sustainable video storytelling

Imagine this scenario: as someone committed to sustainability, you stumble upon a new brand claiming to be eco-friendly. Is your first thought skepticism? Is it just another company jumping on the green bandwagon without truly embodying the values of sustainability? But then something catches your eye – an immersive cinematic video revealing every step involved in creating their sustainable product from start to finish. Suddenly, doubts evaporate as transparency takes center stage.

This is where video storytelling becomes invaluable. Through carefully crafted visuals and compelling narratives, videos have the power to transport us into different worlds and evoke deep emotions within minutes or even seconds. For brands like yours that care about sustainability, seeking authenticity amidst skepticism, leveraging these elements effectively will not only captivate but also inspire action among potential customers.

One key aspect that elevates cinematic videos above other forms of advertising is their ability to engage multiple senses simultaneously. As viewers immerse themselves in stories told through high-quality production and relatable characters (your team members or your customers), they develop trust organically by witnessing firsthand what makes your brand genuinely environmentally conscious.

But why does emotion play such a crucial role here? It’s because when we connect emotionally with content presented before us, whether it’s joyous triumphs over personal adversity or heartwarming tales about overcoming challenges, we become invested stakeholders rather than passive observers.

By sharing your brand’s authentic journey, you allow viewers to witness the passion and dedication that drives every decision. Whether it’s showcasing renewable energy sources powering your production or highlighting fair trade partnerships with local communities, these emotional connections foster a sense of shared purpose between you and your audience.

Moreover, cinematic storytelling has an inherent ability to simplify complex concepts surrounding sustainability. Through visual metaphors and relatable narratives, videos break down intricate processes into digestible morsels that resonate deeply with viewers who may not have prior knowledge about environmental issues.

On the internet, where attention spans are fleeting at best, capturing hearts within seconds is essential for any successful marketing campaign. Cinematic video storytelling accomplishes this by leveraging powerful imagery combined with compelling storytelling techniques tailored specifically for platforms like social media feeds or website landing pages.

So if you’re looking to build trust in your brand, while leaving a lasting impact on potential customers’ minds, embrace the power of cinematic storytelling through video. Showcasing authenticity will counteract claims of greenwashing as audiences connect with the values they hold dear while propelling positive change forward together.

Basically… video is your best shot to prove your promise.

2 years since launching Vertical River… 3 Things I’ve learned

Vertical River is officially two years old today. They say 30% of small businesses fail by their 2-year anniversary, so we feel lucky to have made it this far, especially because the Covid-19 pandemic has really sucked.

We announced the launch of Vertical River on April Fools Day, not because we were trying to be clever, but because that’s when we finished editing our launch video.

It seemed like a no-brainer to make a commercial because that’s just what we do. We craft creative content that engages audiences. The commercial explained our company vision (Content Creation + Amplification) and showed off our creative video capabilities. We decided at the last second to include some bloopers at the end of the video which ended up getting a lot of laughs. That leads me to the first lesson… Find ways to inject some fun into your work or you’re not going to enjoy the journey.

That commercial got us one of our first big clients, the Home Depot Backyard at the Mercedes Benz Stadium. They saw the commercial on LinkedIn, invited us to pitch some ideas to them, and they loved what we presented so they asked us to make it a reality. Here’s a second lesson learned: Put yourself out there. If you don’t share your vision, then how do you expect to grow? Take advantage of the power of video marketing to connect with audiences in an authentic way.

Later that summer, a trusted contact in our network led us to working with The Southface Institute, which led us to working with The Kendeda Fund, which led us to working with Georgia Tech, which led us to working with Mecho Shade and Epic Metals. The third lesson I take away from our early days is that “work begets work”. When you make your clients happy, they will naturally refer you to other people in their network. Word of mouth is a powerful form of advertising and fresh new additions to the portfolio are vital to a new company.

We’d love to keep looking back on lessons learned, but we’re honestly too busy to spend much time reminiscing. There are projects to shoot and edit, campaigns to strategize, and new relationships to build.

It’s been a wild two years with serious challenges and some twists and turns no one expected. We’ve kept our foot on the gas, prioritized making clients happy, and continue to have fun building this company. Thanks for being a part of Vertical River’s journey!

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Happy 1st Anniversary Vertical River

Although humor and levity can serve as elixirs for serious times, silly April Fools jokes don’t feel right to me today. This is Vertical River’s official first birthday and that’s no joke.

We really did launch this company a year ago today, and when we did we figured April 1, 2020 would be a great time for a clever joke so we started brainstorming ideas. We came up with some good material, but none of it feels right with the COVID-19 pandemic affecting every aspect of our lives.

This crisis is a unique opportunity for us all to take some time to do things we didn’t plan on doing and probably weren’t thinking about. With that as a reference point, I want to reflect a bit on what we did and learned, how we did it, and most importantly why we’re doing it.

“Start with Why”

My brilliant friend, colleague, and Vertical River co-founder Kendrick Disch introduced me to Simon Sinek’s bestseller “Start with Why” in late 2019 when we were laying the foundation for Vertical River. Sinek really challenged us to start with WHY. This is a dynamic concept that we revisit regularly. We launched Vertical River because we want to amplify the message of ethical brands and organizations that are doing good. We believe in stories that resonate in the hearts and minds of real people, and we believe in commerce and conservation working together.

This has led us to working with some incredible organizations like:

The Southface Institute
The Kendeda Fund and Georgia Tech University
Emory University
Piedmont Healthcare
Arthur M. Blank Sports + Entertainment

This “WHY” has served as a catalyst to creating visual content to tell the story of the greenest building in the southeast United States, the Kendeda Building for Innovative Sustainable Design; concepting, producing and executing a content strategy featuring real ATLiens to tell the story of The Home Depot Backyard; and working closely with the Southface Institute to tell their story of being a leader in environmental sustainability and regenerative economics for more than four decades.

We love “doing the work” and we did some awesome work in 2019 like: Shooting for five days in the heat of the summer in Atlanta’s “best backyard” – The Home Depot Backyard, shooting aerial photography of Atlanta from a helicopter for use in projects for the Southface Institute and Clean Cities – Georgia, shooting the opening ceremony of the Kendeda Building at Georgia Tech, and spending the better part of a day last fall working with pro football legend Rob Gronkowski – aka GRONK.

Vertical River with Rob Gronkowski — Hanging out with Rob Gronkowski during a video shoot

What We’ve Learned In Year One

We learned a lot, honestly. Mostly to work hard, do the right thing, be creative, trust the process, and work with the best people we can. We learned to always follow the rules you put in place to keep you on track. We’ve learned to expect change and be prepared for it.

We won some business we weren’t expecting to win and lost some pitches we felt pretty good about. We leveraged all the resources and technology we could access to keep growing, and we reinvested in human and tangible resources as we generated revenue.

One of things I’m most happy about is we did all this without incurring any debt, and that’s put us in a good position to work through this pandemic. We learned about the value of having savings for a rainy day.

Another thing I’m really proud of is having donated more than $1,000 to non-profit organizations like the Waterkeeper Alliance, Best Friends Animal Society, the Khan Academy, the Southface Institute, and Clean Cities – Georgia. The charitable support helped us live up to our commitment to give back and make our world a better place, which is a big part of Vertical River’s ethos.

We learned a lot about being business partners and how to communicate with each other. We learned a lot about taxes, business finances, and LLC vs. S-Corporations. We learned about contract law and entertainment law and all sorts of types of insurance.

What we really learned is how to build and grow a service-based business that puts people first. That’s what we’re proud of and what we know will carry us and our clients through the tough times. We’re here for our friends, colleagues, partners and clients so let us know how we can help you now and in the future.

First known photograph of Vertical River strategy session, circa January 2019.

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3 Micro-Documentaries featuring the winners of the AMY Awards

from left, Kendrick Disch, Angelina McEwen, Kyle Cahall

We believe in the power of storytelling to create a better world. The power to share inspiration and knowledge with our work is quite literally our reason for getting out of bed each day. So yeah, we take this stuff quite seriously.

We recently had the privilege of telling three stories about amazing marketers in the Atlanta community. In collaboration with Express Your Visions, we crafted tiny little micro-documentaries about the passions that drive Moira Vetter, Robert Carnes, and Jo Ann Herold.

We were thrilled to showcase their stories at the Amy Awards, a celebration hosted by the Atlanta chapter of AMA, which brings the Atlanta marketing community together to award the best contributions to the field of marketing each year. Each of these individuals has a unique perspective on the power of marketing to drive positive change and we are grateful to have had the opportunity to share their insights with the world.

Lifetime Achievement Award – Moira Vetter

Moira Vetter, the founder of Modo Modo Agency, started her own agency in 2007 after discovering her passion for working with agencies while employed at a tech startup. Vetter believes that Modo Modo’s success comes from their ability to think beyond just marketing and to focus on the bigger picture of business growth. But Vetter strongly believes there’s more to marketing than just growing a business – it’s about being creative and thinking outside the box to challenge the transformation of a business, division, or brand that helps communities flourish.

Volunteer of the Year – Robert Carnes

Robert Carnes advocates for the enrichment of communities through volunteering and believes in exploring different paths while learning new things through volunteer work, and then sharing the skills and knowledge he gains with various organizations. As a member of the Mentorship and Colligate Committees of AMA Atlanta, Carnes mentors and connects marking professionals with college events for student education. His common goal is to contribute to the next generation’s education and provide them with opportunities to learn from professionals. Carnes encourages volunteering as a means of personal and professional growth while making a difference in the world.

Marketer for Good – Jo Ann Herold

Jo Ann Herold, the founder and CEO of Herold Growth Consulting, believes that marketing can be a force for good. She shares her experience of using purposeful marking to help eradicate childhood hunger in the community while working as the vice president of the Arby’s Foundation. Herold emphasizes that having a clear sense of purpose and a commitment to doing good can attract like-minded individuals, foster stronger connections, and leave a lasting legacy. Her story highlights the power of purposeful marking and the importance of making a meaningful contribution to society.

We are honored to have been a part of these stories and to help amplify the voices of these Atlanta stars. Moira Vetter’s entrepreneurial journey, Robert Carnes’ commitment to volunteering and mentorship, and Jo Ann Herold’s dedication to marketing for good all serve as powerful reminders of the impact that marketing can have on society. We hope that these stories inspire others to use their skills and expertise to create positive change in their communities and beyond.

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