Communicating Through Story

Think back to a recent memory—nothing monumental, just a small moment from your day, like the drive home from work last week or the time you accidentally bought expired milk at the grocery store.

Now, imagine communicating that memory. Pay attention to how you tell it.

Did you recall a beginning, a context, a setting? Did you introduce any characters?
Something happened in your memory, something that affected the status quo and prompted action or problem-solving. This is what we call an inciting incident.

Did you develop this incident further, introducing more characters or explaining how they fit into the narrative?
I’m sure your memory had a conclusion or some form of resolution; the problem was solved, or maybe it was left open-ended?

This simple exercise might seem trivial, but when we reflect on it, we realize that the way we communicate and share ideas hasn’t really changed much over the years.

Consider the images that have persisted through time; hunters, with their unsheathed weapon pointed skywards as they’re knelt in front of their downed prey. What’s so different about this photo I just described, and for example, a 40,000 year old cave painting of a stick figure, spear in one hand and the other raised in celebration, in front of a fearsome wild beast?

At first glance, the two images may seem vastly different. Yeah, the modern hunter photo has a lot more detail, high-resolution, colour of the sky, of the grass, the vivid plaid shirt (probably plaid). Yet, at their core, they convey a remarkably similar message of victory and celebration.

This phenomenon can be observed across all forms of communication.

And the way we communicate is, and always will be, through story.

Every interaction is an opportunity for storytelling. Whether through the visuals we create, the messages we share, or the products we craft, we aim to weave experiences, aspirations, and challenges into a narrative that resonates.

In a world where the mediums may change, whether it be videos, podcasts, social media, etc. what remains constant is our shared human instinct to communicate through stories. It’s in our nature. It’s how we connect, understand, and ultimately, how we deliver meaning.

Let’s see how this works in practice.

Consider a typical corporate ask: a recruitment video, a company culture video, or maybe a video where employees have been facing a particular challenge, and the company wants to foster a sense of togetherness in the face of those challenges.

The typical approach—one we’ve all seen a million times over—is a talking-heads video. Employees share why the company is great, how they’ve overcome challenges, and why it’s a great place to work. Yes, these videos work to a certain extent, but they don’t stand out. There’s no emotional impact.
And without emotional impact, there is no driving force, no spark, no action.

Instead, what we do is take the resources we have at our disposal—whether it’s budget, time, or the number of employees we’re interviewing—and we dress the whole thing up. We personify the challenge with costumes, have employees heroically rally in the face of it, or craft a simple narrative around a day in the life of an employee. We bring scenarios to life that resonate far more with the audience than a mere talking-heads video ever could.

Think beyond. Think story.

The feedback from this approach is overwhelmingly positive. The video isn’t just another corporate promo; it’s a story that feels authentic and memorable. The impact is real. Employee engagement goes up, audience attention stays longer, and—most importantly—it creates emotional connection and incites action.

So, the next time you engage with us, remember: We’re not just sharing information.

We’re crafting narratives that echo your experiences, drive change, and inspire action—connecting you to a larger story that we all share.

And that’s what we’re here to do: Tell your story.