A fractional CFO firm needed a video suite that could speak to four different audiences without feeling like four different companies. We produced four brand films, built entirely on real leadership and client interviews.
Service
photo + video
Industry
Financial Services
Use Case
brand storytelling
The Challenge
Propeller Industries needed more than a single brand video. They needed a full suite that could speak to different audiences and different stages of the client journey, while still feeling like one cohesive brand.
The videos needed to:
Cover four distinct areas of the business — About Us, Transformation Services, Service Delivery, and CFO Services — without feeling repetitive or disjointed
Feature real leadership and client voices instead of scripted actors, while staying tight and on-message
Work as both long-form 2–3 minute films and 30-second social cutdowns
Translate a technical, expertise-driven service into a story that feels warm and human
Financial services content has a habit of reading dry and corporate. Propeller wanted the opposite — personality-forward and genuinely human — without giving up the authority that makes companies trust them with their finances.
Behind the scenes across two days of production at Propeller’s offices
Strategy & Pre-Production
I started by getting inside Propeller’s brand — what makes their approach to fractional CFO work different, who their ideal clients are, and how leadership wanted to come across on camera.
Working closely with Grace Brown, their Senior Marketing Manager, and the wider marketing team, we mapped four distinct narratives instead of one generic brand film. Together we identified:
Four separate video narratives — About Us, Transformation Services, Service Delivery, and CFO Services — each targeting a different part of the business
The right interview subjects for each: founder Chris Fenster and CEO Ray Nieuwenhuizen for About Us, and subject-matter experts across the service lines
The key messages and differentiators each video needed to land
A shared visual and tonal language so all four read as one brand, not four separate projects
A shot list balancing structured interviews with candid, in-office B-roll
Planning the four videos as one system, rather than four one-off shoots, is what made it possible to capture everything in two days without the films feeling interchangeable.
Production & Shoot Day
Two full shoot days with a three-person crew — director/DP, PA, and editor — shooting on a Canon C70 and R6 Mark II in 4K CLog2, with audio captured on Sennheiser mics. Six executives and clients sat for interviews across the two days, with candid B-roll gathered throughout their offices.
I ran every interview myself. Knowing the business going in meant I could ask real follow-up questions instead of working down a list — and that is where the story actually came from. The soundbites carrying these films exist because the room was a conversation, not a recital.
Post-Production
Editing four videos meant keeping each one distinct in purpose while consistent in brand voice — same visual grammar, same music and graphics language, but different pacing and focus depending on the audience. I cut in Final Cut Pro X, working each interview down to its sharpest verbatim moments rather than reconstructing quotes, so every line in the final films is exactly what was said on camera.
The editing process included:
Structuring non-linear interview coverage into a clear narrative arc for each video
Preserving verbatim quotes — no reworded or reconstructed lines
Motion graphics and consistent branded elements across all four videos
Sound mixing and color grading for a unified, polished finish
Building a 30-second social cutdown alongside each full-length video
Behind the Scenes
A look at how the four-video suite came together across two days of production.