Introduction: Why a Brand Film Matters More Than Ever
Scroll through any social feed today and you’ll see it — motion content leading the way. Brands are no longer defined by what they say, but by what they show.
And within that visual spectrum, the brand film stands at the top. It’s not just a marketing tool — it’s a declaration of identity.
At The Vertical Story, we’ve created films for brands across hospitality, education, and D2C sectors. One project that truly reinforced our belief in the power of brand films was our collaboration with GITAM (Deemed to be University) — a campaign that reminded us how emotion and clarity can shape perception.
What Exactly Is a Brand Film?
Before we dive into the project, let’s define it clearly. A brand film is a short cinematic video that tells the story of who you are, what you stand for,
and why you exist.
Unlike a corporate video that lists facts, a brand film communicates feeling.
It’s the difference between saying,
“We have 50 years of legacy,”
and showing how that legacy feels through imagery, music, and human connection.
For institutions like GITAM, that distinction is crucial. They aren’t just selling a product — they’re shaping futures. And that needs a story, not a brochure.
The Brief: Building an Emotional Identity for GITAM
When GITAM approached us, they had a clear vision:
“We want our film to go beyond infrastructure.
We want to express our spirit.”
They had already invested in strong academics and facilities, but their brand communication needed a soul.
Our task was to create a brand film that humanized education — capturing not just the
buildings and achievements, but the people, curiosity, and energy behind them.
Pre-Production: Building the Story Framework
Every good brand film begins on paper. The storytelling, tone, and rhythm have to be defined before the first frame is shot.
1. Understanding the Brand Core
We began by spending time on campus — talking to students, professors, and alumni. The recurring emotion we found was purpose. GITAM was not just a university; it was a community where ambition met mentorship.
That became our foundation:
“Learning with purpose.”
2. The Narrative Design
Instead of a voiceover-heavy corporate film, we designed a narrative driven by visual emotion — following multiple students through a day on campus. The structure was cinematic:
- Morning: Discovery and preparation.
- Noon: Collaboration and curiosity.
- Evening: Reflection and belonging.
It mirrored the natural rhythm of student life — giving the film both heart and flow.
3. Visual Treatment
We built a visual language around light and energy.
Golden hour sequences reflected aspiration. Indoor shots emphasized connection. Drone shots added a sense of scale without feeling impersonal.
The palette was warm, modern, and aspirational — consistent with GITAM’s brand identity.
Production: Bringing the Story to Life
1. Shooting on a Living Campus
Filming in a functional university is like photographing a city that never sleeps — full of
motion, energy, and unpredictability.
We had to blend into the rhythm of real campus life without staging too much.
Our approach: capture real interactions, enhance them with light and timing.
Students in labs, professors mentoring in corridors, friends sharing coffee under trees — moments that say “this is us” without needing a script.
2. Working with Natural Light
The campus offered stunning architecture and natural landscapes. We timed every sequence
to the sun — mornings for classrooms, late afternoons for exteriors, and twilight for emotional
resonance.
When artificial lights were needed, we kept them soft and ambient, ensuring the visuals
stayed real, not glossy.
3. Cinematic Techniques
We used steadicams and gimbal rigs for fluid motion, allowing viewers to feel inside the story rather than observing it.Aerial shots gave spatial context — showing how the campus sits harmoniously within its environment.
4. Sound and Music
While visuals draw attention, sound creates connection. We collaborated with a music composer to design an original score — gentle piano, strings, and percussive energy that evolved with the narrative.
The result was a rhythm that mirrored both the academic and emotional pulse of the university.
Post-Production: Crafting Emotion in Edit
Editing is where story turns into soul. We stitched together over 12 hours of footage into a tight 3-minute brand film — designed to feel immersive, not informational.
1. The Flow
The edit followed an emotional arc — curiosity, collaboration, discovery, pride. Transitions were fluid, using movement or sound bridges to create continuity between
spaces.
2. Colour Grading
We developed a warm and optimistic grade — soft highlights, deep blues, and balanced contrast. It captured the aspirational tone of youth while preserving real textures of the campus.
3. Text and Brand
Integration Rather than conventional title cards, we used minimal typography, letting visuals carry the message. The GITAM logo appeared only in the final frame — subtle, confident, and earned.
4. Delivery Formats
The film was exported in multiple versions:
- Main film (3 min) for web and presentations.
- 30s & 15s edits for social media teasers.
- Vertical format versions for Instagram Reels and LinkedIn campaigns. This flexibility ensured consistent storytelling across all digital touchpoints.
Challenges Behind the Scenes
Every brand film has its behind-the-scenes puzzles — and that’s where real creativity is
tested.
1. Real Students, Real Emotions
We chose not to cast actors. Instead, we filmed actual students, which made the energy real but unpredictable.
The trick was to create comfort — letting them forget the camera existed. The laughter, collaboration, even the awkward moments became gold on screen.
2. Timing with Natural Light
The campus was vast, so synchronizing locations with lighting conditions required precision. We built a moving schedule that followed the sun across the property, often sprinting to catch the perfect golden-hour sequence.
3. Balancing Scale and Intimacy
Large institutions often want grandeur. But too much scale can dilute emotion.
We used wide shots sparingly — intercutting them with tight emotional close-ups, so the audience felt both the magnitude of the university and the intimacy of experience.
Why a Brand Film Is Essential for Modern Institutions
Our experience with GITAM reaffirmed something we’ve always believed:
A brand film is not a luxury. It’s a necessity.
Here’s why:
1. Emotion Builds Trust
Whether you’re an educational institution or a brand, trust is earned through emotion.
A brand film lets your audience feel your purpose — turning awareness into belief.
2. Multi-Platform Versatility
From your website hero section to event screens, admissions campaigns, and social teasers — a single brand film can power a year of storytelling content.
It’s your brand’s moving business card.
3. Differentiation Through Story
Facts and figures can be replicated; stories cannot. A film shows the human side of your institution — your culture, values, and vision — creating differentiation that no brochure can match.
4. Visual Consistency
A strong film sets the tone for all your future content — defining your lighting, color palette, music mood, and visual grammar. It becomes a brand guide in motion.
5. Long-Term ROI
Unlike one-time ads, a brand film lives long. It can be re-cut, localized, and adapted for years, making it one of the most cost-efficient brand investments.
The Vertical Story Approach: Emotion + Execution
At The Vertical Story, we treat every brand film as a blend of creative strategy and cinematic craft.
Our process always follows three pillars:
1. Understand the Brand Core – We go beyond briefs to find emotional anchors.
2. Design Visual Rhythm – Every shot and sound must reflect the brand’s heartbeat.
3. Execute with Clarity – Technical precision ensures the emotion lands effectively.
In the case of GITAM, this meant crafting a film that looked cinematic but felt honest — polished yet deeply human.
That balance between creativity and authenticity is what turns a film into a brand statement.
Results: What the GITAM Film Achieved
After launch, the brand film was featured across GITAM’s digital campaigns, admissions landing pages, and YouTube pre-rolls.
It quickly became their highest-performing content piece in engagement metrics — with longer watch times and higher emotional retention than static ads.
But beyond numbers, what mattered most was feedback.
Students and alumni shared the film widely, calling it “a piece that finally feels like us.”
That’s the ultimate validation — when the people who live the brand recognize themselves in
the story.
Key Takeaways for Any Institution or Brand
1. Start with Why. Your brand film isn’t about what you do — it’s about why it matters.
2. Use Real Voices. Authenticity connects faster than perfection.
3. Prioritize Emotion. Information can be Googled. Feelings stay.
4. Plan Multi-Platform Use. Design for multiple formats from day one.
5. Collaborate, Don’t Outsource. Involve your internal teams — the story belongs to them too.
Conclusion: A Brand’s Story Deserves to Move
In an age of endless scroll, the stories that move us — literally and emotionally — are the ones we remember.
A well-crafted brand film doesn’t just tell your story; it builds a bridge between purpose and perception.
It turns your audience from viewers into believers.
Our journey with GITAM Institute proved that cinematic storytelling isn’t reserved for global brands — it’s for every organization that has a heart and a vision.
At The Vertical Story, that’s exactly what we love to do — craft films that make brands feel alive.
Because in the end, your audience won’t remember the statistics you shared.
They’ll remember how your story made them feel.
Written by: The Vertical Story – Creative Content Studio for Brand Films &
Storytelling
Directed & Produced by: Team led by Naseef Gafoor
Case Study: GITAM (Deemed to be University) Brand Film