Following two hours of studio and lighting setup it was finally 8am call time.

As I sipped my much needed coffee and discussed the finer details of the shoot with the crew our interviewee Craig Williams of Far East Consortium walked through the door and took his seat.

“Craig, whenever you’re ready,” I said, offering him a reassuring smile.

“Sound check,” my sound technician signaled. The boom operator lowered the mic just out of frame.

“Rolling” came the voice of our cinematographer.”

“Craig can you tell us about the vision for this project?” I asked.

His response reflected his years of experience—a confident articulation of the pride he felt for the legacy piece being developed.

I looked through the camera monitor and smiled as I saw our creative vision brought to life:

The visual juxtaposition of light and shade, the commanding gravitas of composition, and indeed the very tone and message of Craig himself.

Creative direction meets human connection. A powerful combination indeed.

Why Authenticity is a Big Deal

Let’s be honest—there’s a lot of fake stuff out there, from paid influencers to AI-generated voiceovers.

By sharing genuine stories and real insights, we create connections that go beyond just marketing. It’s about building trust and making every project something special.

In our property marketing, for example, we get that buying a home is a huge decision. You should be hearing from the real people behind the project, not just looking at digital renders. That’s especially true when you’re buying off the plan. You need to trust more than just the visuals.

By sharing genuine stories and insights, we build a connection that goes beyond marketing, fostering trust and confidence in every project we undertake."

Aaron Lee - Founder & Executive Creative Director, Caramel Creative

The Art of Conversation

It’s not just about asking questions; it’s about listening actively, creating a space for honest dialogue, and capturing the essence of a person’s story in their own words.

Most of our on-screen interviewees are experts in their fields. However, it’s only natural to feel apprehensive when faced with a camera and bright lights. 

We ensure that conversations flow naturally with our off-screen interviewer, allowing for a relaxed and genuine exchange. In fact, some of the best moments we capture are unplanned and spontaneous."

Oliver Chaffe - Motion Director, Caramel Creative

By fostering an environment where interviewees can speak freely, we uncover authentic insights and narratives that truly resonate with our audience. This approach not only showcases the expertise and passion of those involved in our projects but also builds a deeper connection with potential buyers.

Brand Guardianship – The key to success

There are a few ways in which we ensure the best result.

Understanding the subject

Before the interview, we immerse ourselves in the subject’s background, understanding their journey, challenges, and achievements.  In many cases our video deliverable is part of a wider campaign strategy.

Our tried and tested process of Discovery, Diagnosis and Caramalisation ensures that our narrative is fuelled by creativity and backed by research."

Aaron Lee - Founder & Executive Creative Director, Caramel Creative

In fact we will often conduct an audio only interview for copywriting and transcription purposes, prior to any filming taking place.

Setting Objectives

We define the core objectives of the story. What do we want the audience to learn or feel? This clarity guides the interview process, ensuring that every question aligns with the story’s purpose.

Creating a Comfortable Environment

Building Trust

We ensure our interviewees feel comfortable and valued, creating an environment where they can speak freely. If they fluff a response? No worries – we move on and loop back to it naturally later in the interview.

Active Listening

During the interview, we listen actively, allowing the conversation to flow naturally. This approach often leads to unexpected and profound insights that enrich the story.

Crafting the Narrative

Multicam flexibility

It’s rare that interview subjects nail the sentiment in a succinct take – which is why we capture with two (or more) cameras. Usually this consists of a wide and a close-up shot, allowing for editing between the two cameras in post production and crafting an authentic, yet shortened take.

Editing with Integrity

While editing, we maintain the authenticity of the interviewee’s message. Our goal is to preserve the original sentiment and emotion, ensuring the story remains true to their experience.

Success Stories: Real-World Impact

Case Study: 17 Spring Street

17 Spring Street is New York living in Melbourne. The first stanza of the city, located next to Harry Seidler’s iconic building in the most prestigious part of Melbourne’s Hoddle Grid.

Following the development of a strategic campaign and concept of ‘Curating Melbourne’ we developed a mini documentary style film featuring two of Bates Smarts leading architects in free flowing conversation.

Colour graded in inky black and white, this film became a legacy piece not only for developers CBUS Property but for the buyer themselves; capturing the story of building on Melbourne last great street of historical significance.

Case Study: Tasmanian Timber

A government initiative designed to engage specifiers, builders and architects with the sustainably resourced Tasmanian Timber product.

Caramel Creative crafted a series of authentic stories released via website and EDM and featured in publications such as Architecture AU.

Interviewees came from various trades and sectors – carpentry, building, sustainability – advocates of the product, demonstrating the products versatility, strength and beauty. This social proof fostered trust and credibility in the product, increasing confidence in Tasmanian Timber.

The Future of Authentic Storytelling

As technology and media continue to evolve, the demand for authentic stories remains steadfast. We believe that every story has the power to inspire, educate, and connect, and it is our mission to bring these stories to life in the most genuine and impactful way possible.

We’re keeping our eye on tools like Descript which can regenerate portions of speech, while maintaining the actors voice. We believe tools such as these should be used with care. One use case would be updating a company profile video to ‘regenerate’ spoken dates and give the video more longevity. Other tools such as ‘eye focus’ can maintain the interviewees gaze, potentially rescuing a bad take.

Conclusion

Interview-based storytelling is more than a method; it’s a philosophy that places authenticity at the heart of content creation. By embracing the power of genuine human experiences, we create stories that resonate deeply, leaving a lasting impression on audiences. 

If you have a story to tell, reach out – We’d love to have a conversation.