Culture. It’s all the buzz. But it’s about more than open offices, free lobster lunches, and dock chairs. It’s about the people. And what better way to showcase your people than with video?

Plasticity Labs, a B2B company building a platform that connects employees, increases engagement, and develops the traits of the happiest, highest performing workplaces has pretty much hit the bullseye with their culture videos, released last month.

You’re skeptical, aren’t you? Just watch.

I mean … hello! Wouldn’t we all love to be sitting on expansive wooden steps, gazing out at nature, and having a few good laughs while showing off the culture of our company?

And Plasticity’s done this for every team member.

I sat down with Tim Muza, Creative Director and Lacey Heels, Digital Marketing Manager, the creative minds behind these culture videos to find out the strategy and tactics of these catchy windows into the culture of Plasticity Labs.

Q: What was your thought process behind creating these culture videos?

LH: Our company is all about great culture, I mean, we are literally building a tool to help elevate cultures of other organizations, so it’s something that’s very important to us within our own team.

The reason for creating these videos in particular were really three-fold:

  1. team: to showcase our own culture and build our customer-facing brand
  2. product: to hint at what our software can do for your culture
  3. recruiting: to encourage others who were the right fit to join our team

Q: How did you prepare team members for what would happen at the shoot? Did you use a script?

LH: I wrote a script for the questions we asked beforehand, but more as a general guide than a hard and fast rule of what we were going to say on camera. We didn’t tell the team what questions we were going to ask ahead of time, we just said “you’ll be familiar with the questions, they’re from your Plasticity profile” and they’ve all filled those out before, so we knew they’d have an answer to each question!

Tim asked additional questions to beef up their answers – where he went beyond the script to get more content.

Q: The videos are pretty casual and conversational. How did you manage to capture this style?

Culture VideoTM: We were definitely intentional in establishing a natural flow of conversation. We wanted it to seem like they were having a conversation with someone they had just met for the first time. And we had a golden rule that no one ever looks at the camera – that’s key to making it look conversational, plus it’s easier to talk to a person than a camera so the end result looks more natural.

Q: Was there a reason for highlighting the same questions for each individual?

LH: Yeah, there was. We have a really diverse team and that’s something we’re really proud of. Our intention was that using the same questions across the board would showcase these different personalities really well.

Q: You filmed each person in a different location, and not in a typical office environment. What was the reasoning behind that?

TM: Two or three of them were filmed at “Culture Camp”, an annual team event of ours. And really, what’s a better place to showcase our culture than at an awesome retreat that’s all about building up the phenomenal culture we already have?

Culture VideoEach location, whether it was at “Culture Camp” or not, was chosen to reflect the team member’s personalities and values. We also focused on finding a spot where they would be the most comfortable because we knew that would ultimately contribute to the authenticity of the videos. And we filmed outside as much as possible for better light.

Q: Okay, so the bloopers got me laughing, but can you talk to the strategic side of why you included bloopers?

TM: Showing our silly side is something we want people to associate with our brand. When we show bloopers, you can relate to us more – we’re human, we make mistakes. Humor is strong in our culture, so it would feel wrong not to include it if we were truly showing our culture. Plus, we want to attract similar people.

Q: What was your promotional strategy for the videos once they were complete?

LH: We wanted to use these videos to not only promote our own culture, but to attract like-minded people to the team. Whether that came in the form of interested clients or potential employees- what better way to attract them, than to share who we are in a very transparent way. Our promotional strategy consisted of a mix of organic and paid advertising of our videos. We put them up on our website, circulated them on all of our social channels, we did a paid LinkedIn recruiting campaign and made sure to share them with our network.

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Q: Well, I have to ask the age old question … have you had any noticeable results?

LH: We have, actually! The videos have only been live for about a month but we’ve gotten a lot of positive response. A number of applicants reached out to us after seeing our LinkedIn recruiting campaign with a mention of the videos and we had new prospects contact us through the video and ask to learn more about us.

In fact, we’ve seen such a positive response from these videos that we’ve had both current and prospective clients request that we produce these same culture videos for their organization. Which is our next project!

Check out each of Tim and Lacey’s videos below, or see the rest of them here.


Kimbe MacMaster