Video for Complex Storytelling

Hello everyone and welcome back to VideoDays 2025. My name is Amelia and I have the pleasure of being your host here at VideoDays for today and tomorrow's events. VideoDays, the annual event for everyone doing video, is kicked off for the sixth consecutive year and we are so happy to be here. If you have missed out on the first sessions, do not worry about it. You can catch them on demand. And that might also explain what this little guy is doing on my desk. We have a special little holiday gift for everyone who's joined VideoDays that will be announced at the end of this session. So yeah, stay tuned to see what I have as a special little surprise for the end of day one. I can't believe that it's already nearing the end of day one. We've had some great talks today and this is... It's no different. We're going to have a dynamic session from two agency experts. So next up in this final session for day one, you will discover how video can really help with complex ideas and translating these complex ideas and products and messages into clear, compelling stories. As we have our two agency experts, Anna and Anush, share how video can really help you. How can video help elevate anything from product launches to making your brand stand out on the internet amongst all the noise and all the content. Now, to lead you guys through this session, we first have... We have... Let me see. Yes, first up we have Anna. Great. She is a strategy director at AKQA. She has been with our events before. And please welcome to the screen Anna. Let's see if she's here with us today. And everything working with the technical inputs and outputs. Hi, Anna. Welcome so much to Video Days. How are you? Hey, thanks, Emilie. I'm good. Thanks. How are you? I'm doing great. I'm very excited for the end of your session. Not because I'm excited... Not excited to hear your content, but I can't wait to reveal what I have in this box. I've kind of been holding my breath all day. Wonderful. But this stage is yours and the digital screen and the digital mic. So whenever you're ready, you can take it away. And I can't wait to hear what you have to say. Wonderful. Let's hope this works. Can you see my screen now? Yes. Nice. Wonderful. Great. So, yes. Thanks, Emilie, for the introduction. I'm just seeing now this should be gone. Wonderful. Thanks for the introduction. It's so interesting when you're just talking to a screen and you don't really see the audience. But please keep all your questions, put them in the chat or hold them for later. I'll do a quick introduction and then I'll kind of like take about 20 minutes to talk you through how we see video for storytelling at AKQA and how you can use video to tell sort of like a complex product story in an engaging way. For myself, as Emilie said, my name is Anna. I'm strategy director at AKQA Berlin. I've been... Do you still see the screen or is it gone now? Okay. I think it's back. If there's any issues, please let me know. These tech setups are always a bit fickle. Anyways, I'm strategy director at AKQA Berlin. I've been with AKQA for about three and a half years. Just as a quick introduction. So, just a quick sort of to kick it off. What is AKQA? Just to give you a bit of context here. So, AKQA is a global innovation firm. And what you see running in the background is our real with client work that we've been doing over the last years. And just to give you a bit more context, we've been around for about 30 years and we've helped different industry leaders navigate the ever changing consumer engagement landscape. And we've always had quite a keen eye. And focus on tech and art. So, that's always been sort of like where AKQA excels is bringing science and art or tech and art together, which is also why you'll see on the right side sort of like that these milestones that we've been with our clients through. A lot of them have a bit of a tech focus. And the last big iteration of that, of course, is AI. We imagine what's next. And as I said, you know, we've been kind of helping brands navigate that future for the last 30 years. And we do that through across four different elements, across four different categories. So, we work with our clients in brands and shaping brands, brand strategies, and really kind of elevating them. We help them tell the stories, which is why we're here today to dive a little bit deeper there. But we also shape their space. So, we work within events and architectural spaces. And we also tap into products, which is why I really wanted to day dive into the products and the stories angle. Just very briefly, brands that we've worked with from Adidas to MoMA to BrewDog and Volvo, we've helped shape their brands and their brand strategies. In terms of products, we've worked very closely with Louis Vuitton and sort of shaped their app out of our Paris studio. We've worked, we have had a long partnership with Delta Airlines in shaping their product. And in terms of spaces, here just a little bit of a selection of the spaces that we've developed. So, anything from product launch events for Volvo cars to actually one of the highlights, the IBM quantum computer and the H&M loop project. So, just a little bit of an overview of what AKQA does. And the element that I want to highlight here is the stories element. Because that's also where video shines most is when the brand is shaped, how do you then tell that story through video? One of here, you can see again some of the examples of campaigns we've done over the last years and Netflix, for example, being one here or Oakley another. But I'm not here to talk about AKQA and the work that we've done. But I'm here to talk about video and how you tell complex product stories through video. To kick off, just wanted to highlight that we really believe that video matters and it matters across different sort of levers. So, first of all, it plays a key role in reaching people, it plays a key role in reaching your audiences. And it does that from sort of brand awareness down to action. So, from upper funnel to lower funnel, what we see a lot in the agency world is that video is mostly seen in the awareness stage. But there is also real value. There is value to be had and to be gained in looking at video when you walk down, sort of go more down your funnel into an action phase. Just some examples here is work that we've done for Visa where we did a more lifestyle brand awareness video. But then we also did product videos that really tried to drive consumers through the funnel and into a consideration and action phase. But not only from product, from awareness to action. But also from B2C to B2B. Video is really engaging with your audiences. We've done work for DSV, which was one of the strongest B2B works we've seen. But then equally for Discord. Another one of these dimensions is UGC to Polish. So, Sony Bravia, for example, was an example where we worked in a campaign. The campaign was Cinemas Coming Home. And there was a sort of a big out of home installation. That you can see on the bottom. That was then followed through with UGC content. And at the same time, we had the Cinemas Coming Home CTV campaign. So, you know, it's just showing that really video matters across touchpoints and across levers. And it equally does from culture to product. And the example here, Volvo Cars, again, a more lifestyle brand awareness focused piece of work. But then also product launch video. And what I found. And what I really want to dive deeper into is the product element. And how can you tell complex product stories through video? There's three steps that we normally take when we go about them. So, one is start with a key element. We typically start with the product. Especially when we work with SaaS products. When we work with complex products. Really key is to start looking at the product. And start picking out one key element. Of that product that you find interesting. It doesn't mean you need to stop at that one element. It just makes it so much easier to be single-minded in your storytelling. When you've picked out your one key element, you want to follow that argument through. What we mean by following that argument through is essentially asking yourself what makes this one key element so good? And why does it make it so good? What does it do for employees, customers, stakeholders? What sort of like the value it adds to their lives? And how does it fit into people's lives? How is it meaningful? When you follow that argument through, you can then from that baseline find the emotional proposition. So, that's when you then go into the storytelling. So, essentially through this distillation technique, where you can get to is you can break down a complex product story into simple sort of like make it more simpler. You can make it meaningful by following that argument through. And you can then tell that story in an engaging way. There we go. I've brought with me three different cases to illustrate how we've done that. And basically just to inspire how this technique can be applied. And the three different cases are Miro, the whiteboard or the collaboration tool that we've worked with, where we really followed that process. And then we followed that sort of framework or that, yeah, formula, if you want to call it that. And then really highlighted or told that complex product story by actually using the product itself. In the second example, Zimcorp in the financial sector, we also very complex product. We followed that product through and then basically brought it to life through an illustration style. In the last one, which is Google Android, we also had the product front and center. And then in the way that it was brought to life very differently through culture setting. And I'll just go through these three different examples here. So the first one, Miro. That was one too fast. So Miro came to us. Miro, you might know as sort of is this is a leading online collaboration tool. They came to us with the challenge of brand awareness. And they've had very low risk. They've had very low brand awareness. And the people that knew them were mostly existing Miro users. The challenge they faced was that a lot of people knew them as a whiteboard tool, but not as a collaboration tool. And they felt like they were so much more than a collaboration, than a whiteboard tool, but really a place where people could come together to shape the next big thing. So we worked with them in developing a new visual identity. But then once that new visual identity was developed, we then went in and said, OK, how do we bring this to life in short product videos? A little bit of a caveat. These videos never went live. The reason I brought them nevertheless is because I think what they do really well is actually putting the product in use and then telling that story of the product through the product. So I'll just play this. So to talk about the formula here is the one key element we picked out from the product was hidden sticky. So you can hide your stickies when you write them. Before you reveal them. We then followed that argument through in terms of what value does that add for the user? Well, it really lets you think and sort of formulate your thoughts without other people hovering above you and seeing what you're writing, which in the end results in actually better end results, so to say. And in really trying to find the next big thing that was all that Miro set out to do. And then there's another example that I'll just show you for. A different product feature, which was removed background from images. And we essentially followed that same formula honing in on one product element product key element and really thinking through what's the value add for end users. And. And. And. And. And. And. And. And. And. And. And. Yeah, and then everything you see here we still always stayed very true to the brand proposition in the product, which is this idea of creating the next big thing through a collaborative tool that Miro is. background and trying to tell this complex story of how do you tell a story of Miro is the place you come for the next big thing, for the next big idea through a product. And that's how we solve this sort of solve the problem here. The next example is Simcorp. Simcorp is a very, very different example in the financial sector. They are essentially a front end asset management tool or asset management platform. So as you can imagine, a extremely complicated product that's really difficult to sort of follow through what unifies the different elements of Simcorp is a unified data layer. And this data layer was the starting point for our single minded or for our key proposition. So we went in and said, OK, if the unified data layer is what unifies the kind of stand is the big differentiator for Simcorp in a financial asset management platform, how do we then bring that to life? Well, a really great way to bring that to life is actually then using data as an illustration tool or as an illustration mechanic. So I'll just show you a little bit how we went about breaking down this complex Simcorp story, being a tool for asset manager for pension funds and all the way from front office to middle office. And then we went from middle office to back office and telling that story in a way that is simple to follow. The challenge here was that while on Miro being a B2C product, we could show the product. It wasn't a product to sort of show how you tell the story of the product through the product. That's not possible for Simcorp. One of the reasons, compliance. The other reason, competition. So it's a very fierce market. And for Simcorp, they even follow such a rigid process that they kind of like screen whoever signs up to their platform to ensure it's not any of their competitors. So they're really trying to do everything to not have competitors see their product, which obviously meant that we couldn't show the product itself, but we had to find a different way. That's where the illustration or data visualization almost comes in. So basically, here you see some of the key messages that we picked out. So the first one here is outsource or keep in-house. It's always been a trade-off. So that was the single element we picked out. And then we thought about, okay, creatively, how can we bring that to life through a visualization, through an illustration angle? Another message was our experts act as an extension of your team. Again, how could we illustrate that in an interesting way? The third one, full data visibility and control. Here you see how really this sort of illustration style stays consistent. And we tell that story of the product, but we do it through a much more abstract way than we did on Miro. And then I'll just show you how it all came together in the video. Outsource or keep in-house. It's always been a trade-off. But with Simcorp Managed Business Services, our experts act as an extension of your team. Imagine operational expertise at scale, but with full data visibility and control. Does it sound like the best of both worlds? That's because it is. So that was the Simcorp example. Here, another one, adding on to that a different way of visualization was with a golden thread of data, you demonstrate foresight, not just results. So just showing that we can kind of keep spinning this example on and on by just taking out one key element of the product, following through the reasoning or following through the argument, and then adding that storytelling layer on top. This is how that one came to life. Nice. And then the third case, again, very different from the other two was for Android. I assume everyone knows Android. So this was a case we did out of our Berlin studio. And Android came to us and basically said, well, we're in Germany. We're very known and loved among an older audience. But Gen Z is basically full on Apple audience. They don't really know or care about Android. And they asked us to change that. And what we found was that basically for Gen Z, a phone is not a functional choice. What type of phone you buy is an emotional choice. And that emotional choice is among others influenced by what your friends have, what your peers have. So essentially, it's a choice influenced by what is a status symbol and what will give you a certain standing within your social circles. That meant for us that we had came to full force. So we had to address pressures because euros for one with Amazon or something. So just to run an image over and handle that concept. And how do you make that relevant in culture? The way we then approached it was to say, well, what if we collaborate with an artist that is already relevant in culture? Which in our case, we worked with an up and coming indie band called Provinz and very sort of popular among the audience in Germany, very much at the center of culture. And we said, what if we work with them and we just show how they use and interact with the product in a way that works for them and that matters for them? So we picked out one of their songs, which is The Waltz or in German Walzer, and then basically then reinterpreted The Waltz through Gemini. So Gemini being here the sort of counterpart of the visualization for Android. And we picked out different scenarios and kind of just showed how can this band, how can Provinz essentially work with Android through Gemini in making, in positioning. Android in a way that matters to this very young and very fickle audience. I'll show you some of the examples there in German, but you still see how the product works in use. Okay, Android. Wie wird aus einem Walzer ein Beat, der alle bewegt? Der Walzer lebt im Dreivierteltakt. Wenn du ihn loopst und den Bass und Drums unterlegst, bleibt die Eleganz und bekommt modern Drive. So this was one of them. I'll show you three in total. They're all social first assets, so quite short secrets. Okay, Android. Wie heißt nochmal der Track mit der Line? Wir tanzen in leeren Räumen. Spielen wir den auf Spotify? Absolut. Du meinst den Song Walzer von Provinz. Hier ist er auf Spotify. Wir tanzen in leeren Räumen. La la la la. La la la la. La la la la. La la la la. And then the last one. Here we go. Okay, Android. Was tanzen die beiden da? Das sieht nach einer modernen Interpretation des Walzers mit beeindruckenden Hevungen und Drehungen aus. So three very different ways of showing product or telling a complex product story. Just to wrap up before we open for questions. The key takeaways from my side are one video plays a key role in reaching people. It's really a wonderful format to kind of get people from top funnel into driving them to part of the lower funnel action connecting from B2B to B2C, from quick UGC clips to high end cinematic productions. It's a wonderful way to translate these complex stories and guide customers from interest to purchase. The way we can turn a complex product story into an engaging one is by following these three steps. So starting with the product, selecting a key element, following that argument through by asking yourself what makes this key element good and why? What attribute does it do to employees, customers, stakeholders? Why? How could it fit into people's lives? Why is it meaningful? And then crafting the emotional proposition and how you can bring that emotional proposition to life. And the three creative levers or three ways of bringing the emotional proposition to life that I showed are just three. I mean, there's probably many, many more to do this. But one way is to actually use the product itself to tell your product story, especially interesting for B2C SaaS products. Data processing is a powerful tool when it's very complex products where you can show the product. And then culturally embedding your product is very sort of powerful when you talk about upper funnel brand awareness for a culture and consumer product. And that was it. Thank you so much. Thank you so much, Anna, for sharing the examples. I think it's so fun to see when you're kind of talking about it. And then we get to see some, real life examples of as well of what the content actually looks like. And I have one question for you because, I mean, obviously all the examples you showed now, they were absolutely beautiful and stunning production work. How important would you say that production quality is versus, let's say, distribution plan and different channels? How would you kind of weigh the two against each other? Interesting question. I mean, I think, honestly, I picked examples where the Miro case, for example, it wasn't that high of a production budget. It's one where we really try to keep the budget to rather lower. And budgets, of course, granted the last two examples were a bit higher production value. I mean, listen, I think they go hand in hand. I think it's really difficult to say, one is more important than the other. Because essentially, yes, you want to have, if you make a nice video, you want to be able to distribute it and for people to see it, right? So you don't want to spend all of your budget and all of your money on the production. And then you don't have the means to distribute it among people. On the other hand, you don't want to spend all your money in sort of like a media buy or into a distribution strategy or into distribution. Because in the end, if the video is not engaging, they're not going to watch it. So I think it is a little bit of a trade-off and trying to find that sweet balance where have enough budget for both. I love that. And I think that's probably the dilemma that most people sit with. If you're on the video production side, you'll always advocate for the quality of the video and the actual content. Maybe if you sit more on the marketer side, then you advocate more for the right channels and distribution strategy. And you mentioned an interesting point there with budget. And I guess that's also an interesting consideration if you actually have budget for distribution or if you're only using free channels or exactly how you would weight that strategy. So. Definitely a good tip. I actually have one more question for you because I am curious. So what is when you work with your clients and they want to convey a message or two, what is kind of a tip or a challenge or something you usually can see from the outside? Because you do work with AKQA. You have a wide range of clients that you showed beautifully in your presentation. And I'm just curious to like what perspectives is it that you guys can deliver kind of from an outwards looking in perspective come with to your clients when, you know, when they have a vision of a story that they want to tell, you know, sometimes I think, yeah, it can become a little. What is it called when you're speaking inside out? You know, you're talking and you're living in your. Your own bubble in your own world. And what is it? What perspectives is that you guys can bring to really help brands elevate that storytelling? Yeah, I think you're already touching on one of the core elements, right? That like clients tend to see the world from their angle, as we all do. We all see the world from our angle and from our perspective. And often that is a very internal perspective that they take on. And. There's a lot of value in sort of like they typically know their product really well, for example, and they know the ins and outs of it. They typically know their competition quite well and know how the product, if we talk about a product now, right, how the product compares in a competitive space. But what we can really bring is sort of, I would say, almost like a higher top level perspective and bringing a new perspective to things. And actually what we see is also sometimes bringing clarity and simplicity. And I think that's really important. I don't want to say forgotten, but, you know, it gets so easy to get bogged down in your day to day business and into details that sometimes it's nice to have an agency that comes in and actually pulls you out of that day to day and elevates your product in a higher sort of more holistic perspective. Yes, definitely. And one thing you said that I that I noticed was, you know, you can help simplify the message without compromising. And I think that's a very, very powerful thing. Thank you so much, Anna, for coming with your insights and showing us some real life examples. Thank you so much. And yeah, I'll look forward to seeing you at our next events. And I'm sure we'll keep in touch throughout. So thank you so much for participating. Likewise. Thank you. Thanks for having me. Of course. Now, next up, we have another agency expert. Her name is Anush Mnatsakanyan I hope I pronounced that correctly. She is co-founder and CEO of Burnwee, a video marketing agency out of Spain. And Anush, let me just see if you're here with us. I think I could hear. Yes. Hi, everyone. Hi. Thank you. Thank you so much. Yeah. And it's great to be back. Thank you for inviting me again. Yes, definitely. I can see that you're also a little bit in the Christmas spirit. Yes. And the holiday spirit. Already. I wanted to bring that mood to you. Definitely. So I'm going to hand over the screen to you and the digital mic so you can just take it away. And I'm very excited to dive into how we can really simplify some complex storytelling through video. And help, you know, stand out on this very noisy internet that we're all part of. Thank you. Okay. Let me share my screen. Hi, everyone. I think you should already see it. So one more time. Hello. I'm Anush. I'm Anush Mnatsakanyan. It's very difficult to pronounce my surname. So it's totally fine, Amelia. So I am a founder and CEO at Burnwee. Burnwee, just shortly about my company. It's world's first, 100%. We call it Pure Tech Video Marketing Agency because we started to cooperate with tech industry from day one. So it's the only industry we ever cooperate with at this moment, which gives us a lot of specialization in it. So our mission at Burnwee is very simple. To help tech companies and startups. To turn. Complexity. Into clarity. Through storytelling and video. And that's what I'm going to talk about today. Just shortly about why I'm here today. Other than I was invited. I wanted to be here because I wanted to show you how video storytelling can help your audience understand your product quickly. It can feel engaged and also trust your brand. These are three important things that storytelling can bring. And I'm hoping that by the end of this session, you'll walk away with practical steps to create videos that don't just show features, but they tell stories because people actually remember and respond to only two stories that they resonate with themselves. So this is all about what I'm going to talk about. So let's start with like, what exactly is video storytelling at its core? It's simply. A story told through video, but it's much more than that. It's about structuring information in a way that it can quickly grab attention, connect with pain points, engage viewers, and also inspire actions. You can think of it as you're not just making videos, but you're creating some experience that can stick with your audience and it can stick long enough that they can remember it after watching the video a day or even like a long year. It should stick in that way. So when crafting a story, there are for me, four things you have to think about. First one is your audience. Who are you talking to? What matters to them? You have to think about the problem. What challenges or pain points do they face? The solution, of course, how does your product or your service solve these problems? And of course, talking about the impact, what changes after they use your product or your service, which is the most important part. And the key here is storytelling isn't just about just being clear. It isn't about clarity. It's also about creating emotions, videos that make people feel something like have some kind of feelings, usually get twice as much engagement. So one way to measure if you want to know, like if your videos is actually working is look at the average watch time. If your viewers are watching more than half of your video, it means your narrative is actually strong and visuals also really matter. So sometimes using some kind of metaphors or contrasts can explain complex ideas more effectively. We'll talk about examples later on. So to create a video that really. Tells a compelling story. I would recommend to follow these four steps. First of all, define your unique value. It's about USPs. What makes your product or your service different and valuable? Second step is doing research. Research your audience and find a personal angle that makes your brand reliable. In other words, just choose the story you want to tell. It's very important to focus on that. Before creating. Any. Any kind of video. The third step is usually write your script, but you have to trim it and remove all the repetitive ideas because sometimes I face the case of when my clients were just like bringing a lot of information into space. But we have to like remove and just like get out of like imagine like 60 percent of the information to get into the stage and make it compact. But very. Memorable. I am really sorry. My daughter just came that you hear. Just a second. Yeah. So and the fourth step is moving into pre -production and production stages before moving. Of course, remember that the best story needs to have the best visuals to support it. So you can't have one without another. Both are very important. So now let's. Let me share a few storytelling techniques that you can use and start away just immediately. And it's important to actually keep this especially in 2026. First one is personalization. So there is an unbelievable amount of content being created and shared every single day online. Your videos need to feel like they were made specifically for your viewers when someone just watches your video. They have to say, like, this is made for me. So this have to click from the start. Second, it's very important. The clear call to action. This one was one of the most common mistakes I've seen people creating amazing videos. But before forget to tell viewers what to do next. So a call to action helps your help you to guide the audience to the next steps so you don't have to lose the relationship before it even starts. it. And the third one, I would say, which is a very interesting point, is the layered reveal method. Instead of going all information up front, try layering it, starting with the key message and then adding supporting details as the video goes on. And this approach usually keeps viewers very engaged and especially in the videos that are longer than one minute. And finally, this one is actually related more into distribution process rather than video creation itself. It's about using short teaser videos before you publish or even like at the same time, especially if you have like different audiences across different platforms, you can post different videos. For example, longer version, it can go onto YouTube, but you have shorter teaser clips that you can post in other social media channels and gather every video. So if you're from different channels into one space, this is actually helping to create the story much better. Let's jump into the example. So I've prepared an example to show storytelling in action. This is a video produced by my team, Burn We, for one of our clients, Onyx. And it's a great real life example of how all things we have just talked and discussed together come together into one story, one video. Let's watch it together. And then when we come back, we'll break it down the process step by step and highlighting what to focus on to create videos like this. Delays, missed deadlines, handrails that crack, or just show up late. You've dealt with it again and again. Escalators run 24 seven. So do the problems. And when they hit, you need answers. We apologize for the wait. Not excuses. That's exactly why we started Onyx. We got tired of hearing that's just how it is. So we changed it. We built Onyx to be fast, flexible, and we're obsessed with doing better. We're a US-based handrail supplier built to fix what others couldn't with speed, precision, and people who actually pick up the phone. Every Onyx handrail is built with care, packed with urgency, and delivered with purpose. Order by noon Pacific on the East Coast. We ship that night. Your rail lands in New York, the city that never sleeps. Out West, one of our 8 a.m. New York City. Rails there. Splicers there. Escalators running by noon. Meanwhile in California, freight's on time. Teams are aligned. Results delivered. We don't do red tape here at Onyx. If a decision needs to be made, we make it. The question comes up, we answer it. Need it fast? We already started. And now with our self-service portal, you can get quotes, place orders, and track shipments 24 7. Just like Amazon for handrails. People, precision, speed, no excuses. Just escalator handrails. Done right. This all happened in 24 hours. That's how we roll. We here at Onyx, we're just getting started. More to come. Way more. Back to me. So first, let's discuss why this video stands out, why I picked this. So we had actually like over thousands of videos in our portfolio, many for some of the most famous tech companies in the world. But I picked this one because it has a very clear storyline and the visuals are incredibly engaging. So every music change, every sound is connected and enhancing the story. Even though this is actually one minute and 45 second video, which I usually consider a bit long for any kind of storytelling video. But this video works because it has a specific target audience. It keeps viewers engaged from start to finish. So now let's look at the structure. First of all, we started with a short problem statement, just 15 seconds for a two minute video focusing only on main pain points. Then we moved to the solution stage, presenting Onyx as the only solution to solve these issues. We introduced the founders upfront, showing who's behind the company and their mission. for �อน의세�colo π괭. created this video. First, we started with the research and USB discovery. We wanted to understand what makes the product unique and what message really matters to the audience. Next, we moved into brainstorming session, which happened actually with the Onyx team, with our team internally, and we built the video structure, figuring out the flow, the story bits, and how the narrative should unfold. And then we came up, of course, with script writing and narrator pitch. We carefully chose the words that are clear and compelling and experimented with different voice options, of course, to find the one that fits the best. And once the script was ready, we created also the visual storyboard, mapping out every scene and how visuals should, like, would support the story. Of course, after that, we selected the voiceovers and the music, such kind of, like, elements, emotional connection with the video. And finally, we went into a production stage and the final creation of the video, bringing all the pieces together into a polished, engaged video, and all finish up with the final touches, which are sound effects. We usually, like, create that at the end, so it will be compelling and, like, talk with the video. So every step was very intentional to get the final, you know, outcome. I want also to talk about a bit about the future of video storytelling. So what's next, right? Because, like, we're talking about video storytelling for a long time, but we have to discuss what's coming in 2026 and how the video storytelling actually evolving. So the first one I want to say for me is going to be hyper-personalized videos, like, tailored for each viewer. It's very important, and there are a lot of platforms to actually have the opportunity to do that. So I'm going to talk about the future of video storytelling. The second one is interactive storytelling, letting viewers explore features and choose their own paths. That would be very amazing to engage with the video. Similar, maybe you have seen a lot of, like, Netflix series where you can choose, like, how the story is going to be continued. And finally, I think AI-driven production, speeding up the creation process, while we have to actually keep the storytelling at the heart of every video. So I think that's going to be a very important step. So I'm going to talk about the future of video storytelling. And I think we have to keep the human touch here a lot. So one thing won't change, I think, in the future, that the companies that tell their story clearly and compellingly will win. That will not change, definitely. So mastering storytelling now gives you a huge advantage. So before we wrap up, let me quickly just sum up. Storytelling is all about clarity, not complexity. And keep your message as simple as possible, but make it very memorable. Follow a structured process when making your videos, from research to script to visuals. This actually ensures that your story really lands with your audience. And finally, invest in video content, invest in video storytelling now to stay ahead of the game, because the companies that master these skills first will have a huge advantage in 2026. 26. And of course, if you have any questions and just need any help, I'm always happy to support you. Just get in touch with me on LinkedIn and let's connect. Thank you. Your insights. I do have one question and because Anna got a question that was a little bit on the distribution side, I think it's only fair that I ask you a similar question. So where, kind of in this B2B realm for tech companies, that is kind of your niche industry, where do you suggest that these B2B videos should live in order to perform best? Is it on your website? Is it social media? Do you have any tips on how to get these amazing stories out into the world? That's an amazing question. Definitely, I would say just online, first of all, and I would explain why. Because um, there's there is no just one distribution channel that you can pick up. It really depends on where's your audience at that moment. Like for some companies, it could be Instagram, for some, YouTube, for some LinkedIn. Of course, you have to also pick several, you can pick also several distribution channels. But most importantly, just find your audience, where they usually like spending time and start creating video content for that distribution channel. Of course, the video content usually changes based on the distribution channel, one that works for YouTube cannot work for Instagram or vice versa. So definitely, if you pick the channel also, you have to make it more, let's say, responsive, more engaging for that channel specifically. What we sometimes do at Burnout, we also like make customization of the same content. For example, if we know there should be this content for different channels, we pick, create one and then customize the others for the other channels as well. So you have to have your game in the beginning. You have to have your strategy of how you're going to do the distribution and then start all the implementation process. Definitely it's better to like have the strategy first and then start even just the planning process. Thank you very much. I love that tip because it's also a good, you know, keep in mind where you want to use your video content for. And maybe while you're in production mode, you can optimize for a couple of different video formats, but still same story, just different video formats. Thank you so much. I would love to also be able to invite Anna back onto the screen so that I can thank both of our lovely speakers for sharing their agency expert. Thank you both so much for sharing your insights from each of your corners and slightly different industries, definitely different brands, but it's been super interesting and insightful to listen to. So if you have any last remarks, I would like to Anush, you can go first since you are a worm. If you have any last remarks you want to end on. You know, I would just say, just do it. I love that Nike slogan. You know, because if you don't experiment, you never like figure out what's working for you. So just like doing things, starting out, it's very important, especially if we're talking about storytelling. Definitely. Same for you, Anna. Do you have any closing comments or any last remarks you want to make? I mean, I think Aoush said it really wonderfully. I think just adding on to that is to dare to go places that feel maybe a little unfamiliar. And experiment and see where it takes you. And I think it's always a nice exercise to try and test a little bit the edges and be surprised by what you'll end up with. Definitely. I think we have a little bit of a saying in our team as well that if you have any business problem, can we solve it with video? And then we kind of go from there. But thank you both so much for sharing your insights. Thank you. I have to get going because I have a little surprise for the rest of the audience. Thank you both so much for sharing your insights and taking the time to speak. And we appreciate your participants a lot. Amazing. Okay. I'm almost a little nervous. Are you guys a little excited? Because I've been looking forward to this all day. It's been standing here on my desk. So I feel like I've had to control myself to not open it beforehand. But the time. Is finally right. Drum roll, please. In here is a little letter. A little package. What? What? What? What is this? It's. This is a discount code to, you guessed it, the TwentyThree Summit 2026. This is a very special discount code because you can get your ticket.complex product story To the TwentyThree Summit for only 99 euros. Original prices are 499. So use the discount code VIDEODAYS99 before December 24th to secure your ticket. Join us. It's going to be lots of fun. TwentyThree Summit is scheduled for Thursday, May 28th and Friday, May 29th. So use the discount code to join us for the world's largest conference on video. It's two days. Packed with over 50 speakers. Over 40 sessions. Over 1200 attendees from 30 countries across 500 companies. It is going to be a magical, unforgettable experience like anything else. The TwentyThree Summit is video's home. Whether you work with video or videos in your title or video is simply the way you, you like to move your organization forward. This is where you belong. So TwentyThree Summit is where we, the video people unite. So get your ticket for only 99 euros. Original price 499 before December 24th. And then I'll see you at the TwentyThree Summit in May. Now. We have had such an incredible day here together and I can't believe day one is already over. But let's have a quick look at some of the sessions. We. Talked on today. We started off with the TwentyThree keynote. A very special introduction to set the scene. Followed by Saxo's video strategy journey. And then wrapping up with Anush and Anna for video. Video for complex storytelling. If you miss any of this, don't worry. It'll be available on demand. And make sure you tune in tomorrow as well because then we will be talking the audio side of the conference. The audio side of video at 2 o'clock before scaling your video efforts at 3. And then we'll wrap up the day with state of video report at 4. So please join us live tomorrow. And if you have a colleague or friend who you think could benefit from any of the content and the learnings here today, please feel free to share the sign up link with them and they can catch it all on demand. Thank you to all of our amazing speakers. Thank you to the audience who's taking the time out of a busy December. And I can't wait to see you tomorrow. Bye-bye.