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3:04
Cal is a true believer in the power of storytelling. He was an award-winning journalist, turned award-winning communications professional. With a career that has spanned journalism, creative agencies, marketing newswires, and in-house communications functions, across a number of different sectors and industries, Cal tells us about his philosophy on branding communications:
The one thing has remained consistent throughout my career is the need to tell compelling narratives to interested and engaged audiences. Whether that is to institutional investors, 35,000 internal employees, or to a global crowd of avid rugby fans, I truly believe there is no better medium than video.
I started my career in editorial and copywriting, and while that creative outlet remains personally satisfying, I believe the video medium is still the most efficient and effective format to truly engage audiences and move their thinking.
Written communications is low-hanging fruit for most communications professionals. You can be direct and concise, and if you’re skilled, you might even get creative with it. But video is better. Better because it allows the opportunity to show what is left unwritten… to present the invisible words hiding in between the lines.
As odd as this might sound, I am passionate about creating brand videos. Mainly because it is fun, but also because it is undeniably a challenging process. I am particularly fond of employer branding initiatives, because more often than not, authentic gems and perspectives can be uncovered from employee experiences.
Creativity is a by-product of constraints. Organisations can create brand magic by combining corporate strategy, communications messaging, and creativity; and, if you sprinkle technical know-how, with considered direction towards a visual medium, then you have the ingredients for attention-grabbing triumph.
I’ve been a fan of Casual Hong Kong’s work for quite a while (even before they were Casual in when they were still APV!). I remember admiring the work when I was a student journalist, enamoured by their authentic approach to documentary-style corporate storytelling; and again, when I was working in the creative industries, observing and learning from their innovative treatments of what may otherwise be considered as “dull” subjects. But of course, nothing is ever dull for a captured audience.
I’ve worked across more than 10 countries in Asia. Casual has more than 30+ years of heritage here, and that is really important. Having local knowledge and familiarity with the many and varied markets in Asia is crucial to client satisfaction and success. The way the company has taken a customer-first approach is considered, culturally nuanced, and absolutely necessary to successfully service brands in Asia.
I join Casual with this same mindset and effort to help brands engage people with world-class creativity, to uncover unrealised audiences, and to unveil the beauty and power of video storytelling.
I started my career in editorial and copywriting, and while that creative outlet remains personally satisfying, I believe the video medium is still the most efficient and effective format to truly engage audiences and move their thinking.
Written communications is low-hanging fruit for most communications professionals. You can be direct and concise, and if you’re skilled, you might even get creative with it. But video is better. Better because it allows the opportunity to show what is left unwritten… to present the invisible words hiding in between the lines.
As odd as this might sound, I am passionate about creating brand videos. Mainly because it is fun, but also because it is undeniably a challenging process. I am particularly fond of employer branding initiatives, because more often than not, authentic gems and perspectives can be uncovered from employee experiences.
Creativity is a by-product of constraints. Organisations can create brand magic by combining corporate strategy, communications messaging, and creativity; and, if you sprinkle technical know-how, with considered direction towards a visual medium, then you have the ingredients for attention-grabbing triumph.
I’ve been a fan of Casual Hong Kong’s work for quite a while (even before they were Casual in when they were still APV!). I remember admiring the work when I was a student journalist, enamoured by their authentic approach to documentary-style corporate storytelling; and again, when I was working in the creative industries, observing and learning from their innovative treatments of what may otherwise be considered as “dull” subjects. But of course, nothing is ever dull for a captured audience.
I’ve worked across more than 10 countries in Asia. Casual has more than 30+ years of heritage here, and that is really important. Having local knowledge and familiarity with the many and varied markets in Asia is crucial to client satisfaction and success. The way the company has taken a customer-first approach is considered, culturally nuanced, and absolutely necessary to successfully service brands in Asia.
I join Casual with this same mindset and effort to help brands engage people with world-class creativity, to uncover unrealised audiences, and to unveil the beauty and power of video storytelling.