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Branded content video is soaring. It’s almost tripled in demand this year, and branded content studios and publishers are seeing constant requests for video. So we thought we'd talk about it and show you some of the best examples we can find of innovative branded video use.
On the one hand, the increase in video demand presents a significant opportunity for branded content - but it also isn’t without challenges.
There are a couple of sides to this: firstly, publishers are most comfortable producing and selling content they can run on owned sites, which brings up issues for video which commonly isn’t reliant on these platforms. Advertisers don’t typically associate video content with publishers, leaving an education gap in understanding where and how branded video should be created, published and distributed.
Adding to this complexity is the fact that video has traditionally been used for commercial purposes - meaning bigger budgets, and more premium content. It’s tricky to align this medium with editorial needs, particularly where the platforms where video content is being accessed are rife with low-budget productions.
It’s a fine line to tread to understand what value the combination can create for effective storytelling.
Despite this, there are a variety of innovative opportunities within branded content video which create possibilities for studios, publishers, and advertisers to act creatively.
One of the most exciting areas to be currently rising is the use of video for DOOH (Digital out-of-home) which brings huge potential. Using digital spaces across shopping centres, taxis, event areas, bars, and more offers creative new formats and location-based opportunities which are a new opportunity to explore. These typically allow for longer productions, which are commonly requested, despite shorter videos generally performing better.
Looking ahead, the top priorities seem to be launching new and interesting formats, building capabilities and sales processes to support this, changing pricing levels accordingly, and elevating the quality to impact new corporations and sponsorships.
There’s a real opportunity for experimentation across formats, locations, creative ideas, and platforms.
To help inspire you, here’s a selection of some of our favourite examples across the branded video space lately - they are all excellent examples of bold creatives, new formats and placements, and powerful storytelling.
Thinking of video in DOOH settings? Look no further than Get Hyped: Two Futures
This branded video was created by Big Think Creative and a16z for Runtime 2025, a conference dedicated to building AI infrastructure.
The aim was to transform a niche technical topic into a compelling narrative about building the future to be premiered live at the conference. For this, Get Hyped: Two Futures was designed across a multi-screen format, allowing imagery to expand across the conference stage and fully immerse the audience.
The cinematic call to action was extremely well received, with an immediate response inside the conference hall, many attendees describing the film as one of the highlights of the conference, and those who saw the social versions later stating that they wished they’d experienced the multi-screen stage version in person.
It's an outstanding video which portrays how much of an impact branded video can make across different formats and locations, feeling far longer than its two minute length and creating a masterclass for powerful storytelling.
Considering how to use audio streaming platforms? See how Anghami worked with Lipton Ice Tea
In the Middle East, Anghami is the leading music and entertainment streaming platform, playing a major role in shaping audio culture. DMS, the digital arm of Choueiri Group, chose to utilise Anghami’s cultural position in a campaign that sought to reignite Lipton Ice Tea.
Together, they created the ‘Change for The Better’ campaign, which aimed to make the brand memorable and champion positive and authentic self-expression.
The content experience was music-led, featuring an original song and music video stemming from fusing genres between two leading Saudi artists. The music and video were delivered across the Anghami ecosystem in both active and passive listening experiences, with strategic social amplification.
The unique track dominated the charts in Saudi Arabia for three months, demonstrating the impact that can come from creative branded video in thought-through and locally relevant distribution.
Need to explain complex scientific processes in video? Vox Creative has it perfected
Video explainers are in significant demand, but it can be difficult to create captivating editorial content that differs from talking heads. In this example, Vox Creative worked with Alnylam Pharmaceuticals to create an inspiring and fascinating piece of science communication.
The goal was to enable readers to better understand RNAi therapeutics and build awareness around Alnylam’s pioneering role in research and the benefits they brid
ng to healthcare. Vox chose to develop a strong metaphor inspired by the knowledge that RNAi is also referred to as ‘gene silencing’. They created a powerful parallel by portraying the human body as an orchestra, with disease being an out of tune musician, and RNAi therapy as the conductor, selectively silencing problematic proteins.
Through unique use of animations, sheet music, and laboratory technology, the finished branded video was extremely clear, and delivered the highest video completion rates they had received yet, despite being 3+ minutes in length.
The creative approach highlights the power of video to illustrate complicated topics in a way that makes them extremely clear and easy to understand, and emphasises the engagement that can occur through high-quality branded explainer videos.
Considering expanded a successful branded concept into documentary film? T Brand Studio demonstrate how to do this
There are many things that branded video can achieve, and this last example explores how it can develop from other content formats - in this case, following on from a successful podcast into documentary film.
Following two successful seasons of This is Not a Beauty Podcast, created by T Brand Studio for L’Oreal Group, where the common view of beauty as superficial was challenged, a 30-minute documentary film was developed. “Meeting the Moment” was hosted by Sue Bird, a basketball legend, and featured four athletes as they trained for major sports competitions.
Each athlete’s storyline tied back to the core message that beauty is essential to top athletic performance, with art direction that focused on bringing viewers to the heart of an authentic story through raw human experiences, intimate interviews, observational footage and immersive sound design.
The documentary shows how branded video can move a concept into new audiences, develop authentic continuity, and powerfully provide visual proof.
Interested in more examples of branded video? Our case database is full of them - and the conversation about their impact is happening over on the NAI Community Hub.
