Catsnake’s founders are originally from a filmmaking background and video has always been a big part of what we do.
We’ve shot people in love, in the air, on the beach and on fire (although not at the same time) across over a dozen different countries in locations ranging from the Arctic Circle to the Circle Line. We’ve collaborated with Joss Whedon, Sir Ian McKellen, Stephen Fry, Lily James, and Andrew Scott among others, and our videos have racked up over 40 million views.
During this time, we’ve seen the use of video shift considerably. A decade ago, the typical brief called for just one ‘hero’ film and the distribution plan was “Hope it goes viral”. By contrast, a video we produce today usually involves the following considerations:
- Strategic planning
- By mixing storytelling theory and behavioural economics, we plan how the video will achieve the project’s goal, well before any ideas, characters or scenarios are created.
- Using existing research (or in some cases, bespoke research) we target the film’s contents to the audience’s demographic and psychographic profiles.
- Multiple versions
- The modern social media landscape means that we often create many variations of a video. On a recent project, we produced over 30 versions of a film to account for different languages, lengths and aspect ratios.
- Cross platform
- Our videos have been shown on all manner of platforms including IMAX screens, cinema screens, computers, televisions, tablets, phones, planes, trains and, once, in the back of a van.
“Charles, the film made for us by Catsnake, has been a fantastic communications product. It is the most viewed film we’ve ever released, having been widely shared by our supporters and beyond. It’s reached around 1.6 million people online and we continue to show it at a wide range of meetings and events.”
Caroline Abrahams, Age UK Charity Director
“A Love Story in Milk”
Aim: A hero film for the client’s campaign to lobby the UK government on the topic of recycling.
Result: 1.3 million views, the film has won numerous industry awards, is used by the United Nations as a case study in powerful sustainability communications and taught in schools around the world.
“The Secrets of Food Marketing”
Aim: Encourage debate around the ethics of eating meat, without alienating farmers or meat eaters.
Result: Over 28 million views and over 25,000 comments springing directly from the film on YouTube and Facebook.
Aim: Highlight that poor treatment of older people in care homes is an abuse of their human rights.
Result: Over 500,000 views and Age UK’s most watched film to date.