Rip Media Group is a longtime partner of Becton Dickinson. We’ve been making finance videos for them for years.
This video is the third in Becton Dickinson’s “Finance Transformation” – a series of explainer videos detailing the overhaul of their finance department. The catch? Becton Dickinson needed everyone on deck 100% of the time for a month or more… They had some convincing to do!
Many people in Becton Dickinson’s finance department were resistant to change. So, it was our job to shake up their expectations—to ask them to want more than they already had.
We chose to convey their message through finance videos steeped in community-building metaphors. The following steps helped us simplify our message.
The use of whiteboard animation mixed with motion graphic animation lightened the tone
The use of political rally-type wording transformed their message
The use of a speaker behind a podium to talk to the viewer created a sense of community
Let’s explore the steps we took to make this finance video series in a little more depth.
1. USe WHITEBOARD ANIMATION TO LIGHTEN THE Finance Video's TONE
Whiteboard animation has long been our go-to for educational, information-driven, and lighthearted videos.
The often simplistic and easy-to-digest characters in whiteboard animation are welcoming and minimalistic. This aesthetic helps information retention and adds a good-natured punch to educational videos. After mixing in some motion graphic animation elements, our magic formula was complete.
2. USE POLITICAL RALLY-TYPE WORDING TO DRIVE ENGAGEMENT
Political speeches are masterclasses in emotional wording and community building rhetoric. We wanted to capitalize on the benefits that a political video or rally-type speech would offer, so we wrote our script accordingly.
We wrote and emotional victory speech for Beckton Dickinson to appeal to the company’s community. Using this kind of language, we told a story about the company’s past and the journey they’ve taken to achieve the pinnacle of their dicipline – together.
In this way, we were able to engage and connect with everyone who watched the video.
3. USE A SPEAKER TO TALK TO The Finance Video's CONNECTED AUDIENCE
The narrator in this marketing video was a public speaker talking to a large audience. In Beckton Dickinson’s finance video, you’ll notice that the scene is set so that viewers have to look past their fellow audience members before they can see the speaker.
The positioning in the video serves two purposes.
The speaker (i.e., the Becton Dickinson company) is in a position of leadership and authority.
The audience (i.e., the employees) is literally part of an audience—promoting a feeling of camaraderie between the viewers and their co-workers.