Standout Features:
- Inspirational music and voiceover
- Gritty and authentic on-site cinematography
- Human-centered narrative focused on workers' lives and futures
"Build the Future," a brand video for LiUNA by Portal Film Co., is designed to reflect the pride and expertise of its large membership. It takes the union's core mission of providing good benefits and better lives and transforms it into a compelling, cinematic story, making it accessible and inspiring for all viewers.
The video’s soundscape is built on a strategic interplay of an inspirational musical score and a confident, reassuring voiceover. The music provides a powerful emotional undercurrent. Layered on top, a clear narrative voice delivers the union's message with an authoritative yet comforting tone, engaging viewers on two distinct levels.
Extensive use of "in-action" footage from real worksites gives the video a strong sense of authenticity. The cinematography captures the skill and physicality involved in construction. This grounds the narrative in reality and builds immediate credibility and respect for the LiUNA workforce.
A key feature is the human-centered narrative. The story deliberately shifts focus from concrete and steel to the people who shape them. By centering on the workers' lives and aspirations, the video makes the union's mission tangible and personal, creating a deep sense of empathy and relatability for the audience.
The power of this medium lies in its ability to make a message stick; viewers retain about 95% of a message presented in video. But most importantly, the design of this brand video underscores that authenticity is a cornerstone of effective brand communication.
The commitment to gritty, "in-action" footage over polished stock visuals lends undeniable credibility and respect to the workforce, powerfully substantiating the brand’s claims of skill and strength.
