In the world of show business there is an expression:  show, don't tell.  This concept is commonly attributed to Russian playwright Anton Chekhov, who was often quoted as saying "Don't tell me the moon is shining, show me the glint of light on broken glass."  This expression focuses on the importance of leading the audience to a conclusion by allowing them to experience it through their own senses rather than stating a simple fact.  

And while this concept has its roots in drama, the world of marketing is no different.  A brand’s voice isn’t just limited to the words you choose or the tone you strike—it’s also about the visuals you create. Whether you’re a cutting-edge beverage brand, a heritage-inspired food company, or a bold, experimental startup, your visual storytelling can communicate your identity and values in ways words alone never could. From set design to lighting choices, every element plays a role in shaping your brand’s voice and telling your it's story.

Let’s break down how to bring your brand’s personality to life through intentional visual storytelling.

Colors.  They evoke emotions and have a profound psychological impact on your audience.  If you've ever worked for or with a large brand, it's not off-base to expect exhaustive brand guidelines outlining specific brand colors (down to the Pantone number), their meaning, and the reasons why this specific shade of (insert color here) is the perfect choice for their brand. Choosing the right color palette for your visual storytelling ensures that your brand voice is felt on a visceral level.  For example, warm tones like reds, oranges, and yellows create energy, warmth, and passion and are perfect for brands that want to feel bold or inviting. Cool tones like blues and greens evoke calm, trust, and sophistication and are often associated with health, wellness, and premium brands.  Monochromatic colors like black, white, and gray feel modern and sleek, and are ideal for minimalist or luxury-focused brands.

Whatever your choice, solidifying a cohesive color palette provides a solid foundation on which your commercial production can be built by providing repeated guidance for the countless decisions that will need to be made.  From set design, to wardrobe, to locations, to lighting, color plays an integral role in building a cohesive vision across all departmental disciplines.

Lighting is one of the most powerful tools in visual storytelling, capable of dramatically altering the mood of your scene and how your brand is perceived. Bright, airy lighting is common in the commercial world, ensuring the product is clearly visible while evoking cheeriness and happiness—emotions brands often want consumers to associate with their product. However, lighting should never be a one-size-fits-all approach. Instead, it should contribute to your brand story and align with the type of setting where your product is typically found.

Let’s imagine, for a moment, you’re shooting a beer ad in a bar setting. It wouldn’t make sense to light the scene as a bright, high-key environment. When was the last time someone praised a bar for being brightly lit? Likely never. Instead, you would probably light it as a low-key, interior nighttime setting. While this lighting style might typically be reserved for moody or dramatic scenarios, other creative decisions—like the color palette, music, and wardrobe—can help shape the viewer’s perception and make the scene feel cohesive.

This doesn’t mean all beer ads should be shot with low-key lighting. Rather, the lighting style should be tailored to your brand's world. For example, a high-key lighting style might be perfect for a backyard BBQ or rooftop party. At the end of the day, an experienced production team will understand the nuances of how lighting affects your brand’s perception. Be sure to share details about how, why, and where your customers interact with your product to guide their creative decisions.

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Wardrobe?  Sure, it's for the actors, but it’s also a critical part of telling your visual story.  Are you casual and approachable?  Luxurious and indulgent?  Playful and fun?  Subtle (or not-so-subtle) wardrobe choices can lead the viewer to these conclusions, so it's best to have a clear understanding of your target demographic—What do they look like, think like, and dress like?  Every decision should focus on resonating your brand story with that key demographic by connecting viewers with the characters or moods that reflect your identity on screen.

Pro Tip:  The devil is in the details.  If you are working with a production company to produce a commercial spot be sure to disclose any and all brand guidelines during the pre-production process.  Being armed with this information can help the production team make informed decisions on how to best portray your brand on screen.

If you’ve ever scrolled through instagram you’ve undoubtedly come across a meme where someone has taken a classic movie scene and changed the music to disastrous comedic effect.  Needless to say, music adds an incredibly important layer to the storytelling process.  

A carefully chosen soundtrack can drastically influence the overall mood and reinforce the narrative of your brand story — think of it as an emotional guide that takes your audience on a journey, augments the on-screen world, and influences everything from the timing of your edit to the blocking of the actors in your scene.  Traditionally, upbeat and energetic tracks with a strong beat are perfect for brands targeting youthful, adventurous consumers, while smooth, sophisticated melodies like jazz or ambient soundscapes enhance premium and refined offerings. Fun and quirky tunes can inject playfulness into your content, making it feel approachable and unique.  

Whatever you choose, just remember that these are merely guidelines and rules can always be broken for creative effect.  Because sometimes stepping outside the norms can result in truly memorable and innovative content that sets your brand apart, like this “Just Add Cran” campaign for Ocean Spray.

Pro Tip:  Don’t overlook the power of sound effects—the clink of ice in a glass or the crunch of a chip can evoke sensory connections and make your product feel tangible and desirable.  By combining music and sound effects thoughtfully, you create a multi-sensory experience that resonates with viewers and leaves a lasting impression.

Expressing your brand voice through visual storytelling is about more than just aesthetics; it’s about creating a cohesive, emotional connection with your audience. When set design, wardrobe, color palettes, lighting, music, and camera work come together seamlessly, your brand’s personality shines through in every frame.

At Big River Film Co., we specialize in crafting elevated visual content that tells your story down to the last detail.  Let us elevate your brand’s voice by creating a visual masterpiece that tells your story authentically and memorably.