Leading with Authenticity in Video Storytelling
There’s a myth in creative work that great storytelling requires a massive budget, high-end production, and layers of polish. But some of the most effective videos we’ve made for clients–yes, even in traditional public spaces–have been simple, social-first, and a little scrappy. Why?
Because keeping it real resonates.
Keeping it real isn’t just one of our core values here at PointNorth–it’s one of the easiest ways to have genuine engagement. People don’t want to sit through overproduced, scripted content. They want real moments, human connection, and messages that are clear, engaging, and short. A well-placed joke, a candid shot, or a straightforward, no-frills message often outperforms high-budget campaigns.
Proof in practice.
Take our work on the Interstate Bridge Replacement program. While some video content calls for high production value, we’ve seen incredible engagement and reach by keeping things relatable and timely. By breaking down complex topics into simple, digestible messages, we’ve helped the program connect with audiences in a meaningful way—especially through social media. Our approach has not only increased views and engagement but also earned us two Public Relations Society of America awards from the Oregon Chapter. Check out some of our Instagram Reels here.
Clarity beats complexity every time.
If your video needs a long explanation, you’ve already lost people. The best-performing content is simple: one clear message delivered in an authentic way. But we know that’s not always possible. We work with complex technical topics and public sector messaging, where brevity isn’t always an option. That’s why we focus on how people want to receive the message, meeting them where they are. Whether it’s a quick social video, an engaging explainer, or a longer piece broken into digestible parts, the goal stays the same: keep it clear, direct, and real.
Authenticity over perfection.
You don’t need a massive production crew or expensive equipment to tell a compelling story. Some of our favorite projects have been shot with a small team, a creative mindset, and a focus on what really matters: the message. The best content comes from dropping the pressure to be perfect and leaning into humor, candid storytelling, and a natural tone
At the end of the day, creativity isn’t about how much you spend. It’s about how you tell the story.
