GECCO EXPLAINER FILMS

A single shoot day on location at the Mason & Fifth hotel in Westbourne Park produced fourteen broadcast quality films, ready for web distribution. Each film addresses a distinct topic within Gecco's AI education and workspace offering, or a specific myth or point of information about AI more broadly.

The finished films were delivered for the Gecco brand website and for social platforms, including LinkedIn, where they form the basis of Gecco's ongoing content presence.

Putting Adam directly in front of the camera was the right call because he is the source of the expertise the films communicate. A talking-heads format, with no intermediary, makes the information personal rather than corporate, and lets Gecco's potential clients hear the case for AI adoption from the person who runs the company making it.

Adam wasn't used to being on camera, and that was the main production challenge. Since the films revolved entirely on his delivery landing as authentic, direction focused on building his confidence and helping him speak naturally rather than recite a script. In order to tackle this, director Harry Norton helped Adam in developing what it was he was going to say, coaching him on his diction and tone. Adam is a naturally charismatic character meaning the key was simply to make him comfortable and relaxed with the cameras rolling. The strategy was to have him imagine that he was delivering the information as if he were pitching to a room rather than a camera - something that Adam had done countless times before. Rather than it being a new experience of having to present to camera, he was coached to re-imagine the experience in terms of something he’s done many times over. This contributed greatly to giving the delivery of information a natural and engaging cadence. 

The stripped-back, clean aesthetic followed from the audience. The location offered a minimal backdrop and the use of greenery in the background allowed for the visuals to be professional but comfortable to watch. Simply framing Adam as the subject and focus and avoiding intercutting with constant additional footage. Business managers assessing AI adoption are likely to be sceptical of slick AI marketing, so the films needed to be read as credible information first and over-produced content second. A key goal of Adam’s was to keep the videos as authentic as possible, his business is built around the honesty he brings to educating individuals about these tools and the video style - in its setting, framing, and editing - sought to clearly present that honesty while also keeping the focus on what Adam was saying.

The single shoot day at Mason & Fifth supported both the schedule and the tone. Covering fourteen topics in one day kept the production efficient. Utilising a hotel setting, rather than a studio or boardroom, suited the informal, conversational register the brief called for.