Guest Blog | Sonder - Considerations for a Creative Campaign

In 2017, I found myself working in a local coffee shop with a colleague. As we chatted, we discovered a mutual interest in filmmaking. He was passionate about cameras, while I was intrigued by the idea of directing, even though I had little understanding of what it entailed, it just sounded exciting.

‍That conversation eventually evolved into Sonder, a production company that specialises in creating TV commercials, music promos, and branded content. We’ve had the privilege of working with some of the world’s most iconic brands, including Nike, Under Armour, Axel Arigato, Puma, Vans and IKEA.

Our films are showcased across a wide range of mediums - from iPhone screens to TV screens, in-store displays, and every social media platform imaginable. This diversity demands a versatile approach to filmmaking, where quality and creativity are never compromised, regardless of the medium.

It was a pleasure to be asked by the Seen team to share some of the key thoughts I consider when developing the creative for a campaign. I’ve outlined a handful below:

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1. Embrace Platform-Specific Storytelling

Each platform has its own unique audience and consumption behaviour. For example, Instagram thrives on quick, visually-striking content, whereas YouTube allows for more in-depth storytelling.

Having said that, sometimes it does work to go against the grain on this and create a piece of content that surprises the viewer.

It’s become a bit cliché, but the first second or two of a video really are so vital to grab the viewer’s attention, and stop them doom-scrolling into oblivion.

Think about where the film you’re creating will live, and picture how it will exist within that context.

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2. Big Screen Quality, Even on Smaller Screens

Even though much of our work lives in the digital space, we are committed to delivering TV-quality content, regardless of the screen size.

By ensuring consistency in quality, we help brands maintain their premium image across all touchpoints.

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3. Elevate User-Generated Content (UGC)

While there’s a place for the current trend of lo-fi, UGC, it’s possible to elevate these elements by blending them with well shot, high quality footage.

This hybrid approach can make campaigns feel more authentic, while still retaining the polished article that reflects the brand’s quality. 

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4. Storytelling is King

At Sonder, storytelling is at the heart of everything we do. Whether it’s a high-profile commercial, or a simple branded content piece, the story drives the connection with the audience.

For example, our Southampton FC season ticket campaign, telling the story of community and loyalty of it’s fanbase, resulted in the club’s highest-ever season ticket sales.

This demonstrates the importance of narrative in creating content that resonates emotionally with viewers. Tell an emotional and compelling story, and they’ll be on board. 

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5. Think Beyond the Screen

Filmmaking isn’t just about what’s on the screen - it’s also about the experience surrounding it.

Consider the environment where your content will be displayed. For instance, our Vans campaign was showcased on large screens in Sports Direct and USC stores, so we tailored the visuals to be bold and attention-grabbing, ensuring they stood out in a busy retail environment.


At Sonder, we believe in pushing the boundaries of what’s possible in filmmaking, always striving to create content that not only looks stunning, but also connects deeply with audiences.

Whether it’s a commercial, a music video, or a branded content piece, our goal is to help brands tell their stories in the most compelling way possible.


Thanks for reading! 

Joel Barney

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