CBRE
Flex
CBRE Group, Inc., a Fortune 500 company that is traded on the New York Stock Exchange, is the world’s largest commercial real estate services and investment firm, with over 100,000 employees worldwide.
CBRE offers a range of integrated services including facilities property management, property leasing, appraisal and valuation, property sales and mortgage services.
Reflecting the change in the way companies consume office space, CBRE has developed a Flexible Office Advisory and Transactions unit.
01
The Brief
NextShoot has been a video provider to CBRE for a number of years, creating internal comms, training and case study video content. CBRE’s Flex department approached NextShoot’s video marketing agency in London to create a positioning video that laid out the benefits of flexible office space and explored the expertise of its specialist Flex unit.A part of the brief was to structure an editorial narrative that set out the professionalism of this growing department in CBRE’s overall portfolio.
We were also challenged to capture a sense of the energy of a young and dynamic team within an attractive flexible workspace environment.
02
Our Approach
Positioning or ‘About Us’ videos typically have two key components - interviews and b-roll.With the interview material we worked closely with CBRE to outline a script structure with a sense of the editorial material to be provided by each contributor. Of course, a part of the success of any interview-based project is guiding the speakers on camera to deliver material that feels relaxed, authentic and engaging. We wanted the interview locations to reflect the stylish, contemporary interiors of Flexible workspaces.
Similarly, with the b-roll our approach was to place the team in the attractive flexible work spaces that had been secured for the filming. This gave a sense of the type of office space being discussed, but also emphasised the dynamism, youth and cohesiveness of the CBRE Flex team. As ever, we aimed to keep the camera moving, either on a gimbal or a dolly, capturing shots that would support the narrative.
The final video was split into sections with graphical card headers to underline key chapters in the narrative, and was supported with branded graphics and appropriate upbeat music.
03
The Results
CBRE were keen to position the Flex team as the go-to experts in the space - knowledgeable, but also dynamic and approachable. We feel that the interview material clearly demonstrates the team’s deep understanding of this fast-developing sector, while the b-roll - with its movement and filmic notes - suggests a youthful, energetic and forward-thinking operation.As ever with video marketing content, the quality of the end product is a metaphor for the product or service it describes.
Overall we feel video demonstrates why NextShoot is considered one of the best video production companies in the UK for commercial property content.
