Persuasive video storytelling for energy & natural resources

Many corporate videos are beautiful and well crafted but too nice to be real; this one however was certainly perceived as authentic. We had talked about all the positive elements of the project on different occasions but showing the video helped shift the point of view.

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I retired from Shell in 2016 after 31 years in R&D, process development, trouble shooting, start-up, operations, LNG plant site management, project management and project governance in both oil and gas (LNG). My final assignment in Shell was as Front End Project Manager of a new LNG opportunity that has become the LNG Canada LNG export project and my role morphed into that of Operations Director and Pipeline Governance Manager after DG/3.  

One of this project’s characteristics is that it had to find solutions to many complex challenges and to gain support from many and varied stakeholders for these. Important external stakeholders are the people living in the town of Kitimat and the many First Nations in the region and management internal to Shell and its 3 other partners (Kogas/Mitsubishi/CNPC) in the project.

LNG Canada engaged Journeyman to produce a number of short videos to help document the project’s approach and considerations and present a story to the stakeholders. I had the pleasure of participating directly in the video that explained how we searched and found the site for the plant in the remote town of Kitimat. 

Journeyman, some time after the video was released, asked for my feedback on the experience of participating and on the video itself. 

Key points for me are:

During the day of shooting, and being unfamiliar with the “Journeyman approach“, I couldn't see at all how we were going to piece things together to make something worth watching. But when I saw the finished video I was pleasantly surprised and thought it was better than I could have hoped for.

I showed a combination of the cut down versions of Perfect Spot and Safe Shipping to a forum of Front End Project Managers and to other Senior Executives at Shell. Their response was that the video is the thing that made them realize, "oh, this is why you really do believe this is a strong project that will go forward". Many in Shell were assuming it was a project that was too problematic because of the extremely complex geographical, regulatory and external stakeholder issues. We had talked about all the positive elements of the project on different occasions but showing the video helped shift the point of view.

Part of the video's success in persuading others is due to the "unique Journeyman style" that communicated with the actual people, coming from their "hearts and mouths", people who were knowledgeable about the area and the project. It was not a piece with messages delivered by the communications team or by the CEO, or with slick corporate speak and a voice actor VO. Many such corporate videos usually are beautiful and well crafted but too nice to be real; this one however was certainly perceived as authentic. Journeyman introduced elements that made it seem more credible.

—Joost van Tilburg

Front End Project Manager (former), LNG Canada

If you are looking to tell a human story that will captivate and motivate your audience, look no further than Mathew and Journeyman. I got comments like: “This felt like something I would see on Netflix or CBS. It didn’t feel corporate.”

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As a communications professional at a large corporation, you are often asked to help solve problems in the business through creative communications and content.  I was approached about a particular problem, and I was convinced that a film had the ability to help fix the issue.  Many looked at me with skepticism and other communications professionals were not convinced.  But, I just knew that the right storyteller would understand my vision and be able to bring to bring it to life.  

Mathew was like a gift from the heavens.  He was the storyteller I needed, and he absolutely knocked it out of the park.  If you are looking to tell a human story that will captivate and motivate your audience, look no further than Mathew and Journeyman.  

Here are just a few quotes from people who watched the film: 

“This is the single, best piece of content/storytelling that I have seen since I’ve been at this company.” 

“This felt like something I would see on Netflix or CBS. It didn’t feel corporate.”

“I can’t believe I watched every minute of it and wanted more.”

“Love the honesty of your story.  Sometimes these videos have a tendency to gloss over the hard parts/difficult times and make it seem like it all came together seamlessly.” 

We turned to Journeyman when we had a difficult ask. I couldn't be more impressed with the work we did together. 

—A.M

Communications Adviser, Shell USA, Inc.

Mathew and his team were able to bring out the personal stories of those involved in the work and the passion and care for responsible environmental management that is required for such large scale resource development projects. 

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Mathew and Journeyman delivered nine exceptional short films depicting the complexity of and diligence required to successfully navigate the environmental regulatory approval process in Canada. Working on Canada's largest ever resource development project, in the short films Mathew and his team were able to bring out the personal stories of those involved in the work and the passion and care for responsible environmental management that is required for such large scale resource development projects. It was a pleasure working with the entire Journeyman team.

—James Baldwin

Environmental and Regulatory Affairs Lead (former), LNG Canada

Even with a few unexpected curved balls in the process, the team brought creativity, resourcefulness and problem-solving so we could complete the project on schedule and within our budget, without compromising our original vision of telling a compelling story.

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Our team was delighted with Mathew and the Journeyman team’s creative expertise and passionate commitment to good storytelling when we worked with them on a global video project in late 2018.

To say the project was ‘complex’ was an understatement. The video we were developing had to convey a specific, but meaningful and compelling message to a diverse audience of 40,000 people – all working across different functions, disciplines and businesses. The project involved directing/filming several senior leaders and a number of employees across three continents. And we were working within a tight budget and timeline.

From concept development through filming to final editing, Mathew and the team were true partners in the process, helping us build the vision from the start, and working tirelessly with us to bring that vision to life. Even with a few unexpected curved balls in the process, the team brought creativity, resourcefulness and problem-solving so we could complete the project on schedule and within our budget, without compromising our original vision of telling a compelling story.

We were really pleased with the final product which was well received across the organisation. We would look to work with Journeyman again, particularly in cases where we need to tell a powerful story with authenticity and impact.

—Tanya Ristoff

Senior Adviser, Global Internal Communications and Engagement, Shell plc

I wanted to pass along my appreciation again to you and your team for making ENSC look like super stars at our conference. The sizzler and the award videos were the highlight of the conference! 

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I wanted to pass along my appreciation again to you and your team for making ENSC look like super stars at our conference. The sizzler and the award videos were the highlight of the conference! Your team’s efforts to get seven award videos turned around so quickly and their willingness to make any last minute tweaks we had did not go unnoticed. I appreciate working with such a professional team and look forward to working with you again soon on the CKF film, which I know will be another successful video.

—Natalie Irwin

Marketing Specialist, Efficiency Nova Scotia

The quality of work of the final product is more than we could have asked for and will be an asset as we work to promote future developments with outside partners. We would like to thank all of the staff at Journeyman Film... and we look forward to future collaborations.

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Pictou Landing First Nation had the pleasure to work with Journeyman Film Company on development of a community promotional video. The quality of work of the final product is more than we could have asked for and will be an asset as we work to promote future developments with outside partners. We would like to thank all of the staff at Journeyman Film... and we look forward to future collaborations.

—Chief and Council

First Nation leadership, Pictou Landing First Nation

Our decision to make the greater investment to hire Journeyman came with some nervousness as well as an increased expectation in the quality of video we would receive. The saying "you get what you pay for" held true. We now have a video that is exactly what we had hoped it would be.

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It is with great pleasure that I can recommend Mathew Welsh and Journeyman Film Company. 

Premium Seafoods Group hired Mathew and Journeyman to create a corporate video. The company undertook a rebranding initiative that included the creation of a company video. The video was to be the first our company has ever had and we demanded a high standard; a standard Mathew and Journeyman met without question. Creating a video/film is part science and part art. From reviewing their previous work, we felt confident Journeyman would create an excellent video in terms of the cinematography. The unknown was the art of creating the story that captured the essence of who the company is and what we have to offer. Trying to pull all the pieces together, from functions and processes of what we do; relationships with suppliers; importance of community; what we believe in; and who our employees and owners really are was a daunting task. However, Mathew was a consummate professional and skilled filmmaker in bringing all of the pieces together to create a compelling and interesting story that did just that. 

Mathew's commitment to the project was always evident. Whether it was the dawn to dusk film shoots or countless hours of footage to get it just right, I knew we were going to get a quality video. In choosing Journeyman, we realized we would be spending a lot more than what we had originally budgeted for. Our decision to make the greater investment to hire Journeyman came with some nervousness as well as an increased expectation in the quality of video we would receive. The saying "you get what you pay for" held true. We now have a video that is exactly what we had hoped it would be. One that that does a great job of presenting who we are and what we do and is something that the entire company, from the employees to the owners, is proud of. For that reason I do not hesitate in recommending Mathew and Journeyman Film.

—Edgar Samson

President and CEO, Premium Seafoods Group

Beyond technical skills, Journeyman is able to serve as true thought partner, helping identify powerful storytelling opportunities and drawing out human elements for more engaging and relatable content. 

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In our experience, from the start of a project, Journeyman is quick and responsive, always ensuring open and timely communication. Beyond technical skills, Journeyman is able to serve as true thought partner, helping identify powerful storytelling opportunities and drawing out human elements for more engaging and relatable content. 

With regards to a recent project, Journeyman has demonstrated sensitivity and respect for Indigenous culture and history, ensuring that all content was handled with care and authenticity. They have been equally committed to preserving our brand’s visual identity and message alignment. 
Journeyman’s ability to repurpose footage into additional content is invaluable, extending the life and impact of a project. Final products have garnered significant positive social media engagement, a testament to the quality of their work.

—Nancy Contrada

Corporate and Internal Communications Advisor, Corporate Relations, Shell Canada Ltd.