HubSpot: filming Grow Better across Europe

What HubSpot needed

HubSpot run their marketing centrally from Cambridge, Massachusetts, and their European events had to look and feel like everything else the company puts out. That is the difficult part of hiring a supplier at that size. What a global brand is really buying is consistency, and consistency has to survive being handed to a crew in another country on a day when nobody from head office is standing over them.

They selected us as one of their video suppliers. We filmed Grow Better in London, Copenhagen and elsewhere across Europe.

You cannot point a camera at software

Grow Better was the argument the events were built around: growing at a pace that does not neglect your existing customers or the service they get. The product itself is not a thing that can be filmed.

What can be filmed is the room. The speakers, the questions, the people meeting each other between sessions, and the moment somebody realises the person sitting next to them has the same problem. So we shot for faces and atmosphere rather than for the stage, and let the interviews carry the argument, because an attendee explaining what they had picked up is more convincing than any summary of the agenda. One described the value as meeting other founders nearby and seeing how they were using the product in ways that suited them.

The films came out fast, warm and full of people, which is how HubSpot present themselves everywhere else.

What each event produced

A highlight film, interview-led pieces and short-form social cuts, delivered to the same standard in every city. From the same relationship we also made social content around the marketing questions of the moment, including an explainer on GDPR at the point when it was the only thing European marketing teams wanted to talk about.

Holding a house style across several countries, for a company with a global marketing operation and no appetite for checking, is the same discipline we bring to a conference for a client of any size. Agree what the event has to produce before the day. Cover it with a crew that knows what it is looking for. Hand over material that still works months later.

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