Behind the Scenes of Brightstar’s Brand Video
In 2023, Brightstar were the worthy winner of our Reech & Reward initiative, which awarded them with £10,000 worth of marketing services. Brightstar are an incredible charity based in the West Midlands, that supports young people to reach their full potential through a unique combination of mentoring, education and boxing.
Over the past 12 months, we’ve worked with Brightstar to refine their brand positioning, and visual identity and to create a high-impact brand video. At the start of the summer, we launched that brand video. We sat down with Faye, Growth Strategist, and Stephen, Creative Content Specialist, to get a view on the Behind the Scenes of the video project.
What challenges were Brightstar facing at the start of the project?
Faye: Brightstar had experienced amazing organic growth, however, they were still struggling with the fact that their audiences thought that they were just a boxing gym, when in fact, mentoring and teaching form a huge part of their offer and the impact they have with young people. Brightstar wanted to challenge those misconceptions and give people an idea of the full scope of what they do.
Can you talk us through the video narrative?
Dena: The narrative was broken into a split-screen format. So, there are two stories being told all the time, which was challenging to capture, but rewarding in the output because we got to see two different stories happening simultaneously. The narrative shows what could happen if a young person travels down the “wrong road” or the “right road”.
And what inspired that narrative?
Faye: The idea behind the video was informed by a few key pieces of data and insight. Most parents believe that going down the wrong path or getting in with the wrong crowd “wouldn’t happen to their child”. However, research shows that 1 in 4 young people struggle with their mental health and this often then leads to behavioural problems. We also found that over 50% of young people find it hard to speak to their GP about this and would be open to looking at other alternative ways of managing their mental health, such as through the Brightstar programme. So, pulling all of that together, we wanted to show how mental health problems could affect any young person no matter their background and that these could manifest as behavioural problems. In the video, Brightstar is that positive influence that can set them on the right path and help them manage their mental well-being and reach their full potential.
Talk us through the visual style chosen for the video.
Dena: There are two different styles being shown all the time. We used a darker, more foreboding, grainier style on the negative side, and on the positive side, it is super vibrant, light, positive, which was a really nice juxtaposition to be able to see beside each other on the screen.
How did the shoot go?
Dena: All the team at Brightstar were unbelievable in getting this together. We had a day filming in their gym, followed by a couple of days out and about in Shrewsbury. We worked with a couple of actors and some actual Brightstar students. It was amazing to have Brightstar’s team fully involved in the project and get their input on the narrative and video production throughout.
What has the feedback on the video been so far?
Faye: The feedback so far has been great! Brightstar launched the video at their annual celebration evening and everybody spoke about how it was great to have the full scope of the charity captured on camera. Since the launch of the brand video, Brightstar’s founder Joe Lockley has been invited to speak at UNESCO’s International Conference about using sport to empower change. The video has also been shared on UNESCO’s social challenge, propelling Brightstar’s message forward on a global stage, so they can continue to grow their incredible impact.
Interested in chatting about how your business could benefit from our branding and videography services? Get in touch with the team today to arrange a call with one of our marketing specialists.
