How do you tell the story of a brand like Influential?

As part of Influential’s new visual identity, the company’s new creative director was tasked with producing a brand film that, whilst abstract and thought provoking, reflected the detail and precision of the work the company delivers on a daily basis.

Creative director at Influential, Mark McGrath, shaped the artistic vision behind the brand film, which was based on a brief to create a piece of marketing collateral to reflect the growth of the business and the development of its integrated offering.

Mark joined Influential earlier this year; injecting a new level of creative expertise into the business. With 20 years of creative sector experience, Mark brings a real passion for shaping brand identity.

Mark said: “In order to reflect the new visual identity of Influential we needed to create an idea that accurately represented the transformation of the business.  We played around with ideas that reflected the nature of influence and how influence can create impact. In my opinion the key to great creative work is simplicity, so that every message is clear, concise and memorable, a rational that was evident within the final concept of our brand film.”

He directed a team of Manchester-based specialists to capture the final concept, a slow motion film of vibrant powder explosions. The picture was shot in the highest definition, against a graphic black background, in a controlled studio space in Manchester.

Mark has worked for a broad range of clients across the world including Virgin Blue and Woolworth at M&C Saatchi in Sydney. During his freelance career he shared his creative expertise with leading agencies in London and Manchester including BJL, OGILVY, TBWA and the Driven Agency.

Mark continued: “The final concept is not overly literal but it perfectly demonstrates the energy behind Influential as a business. We used a compression gun to explode the vibrant powder across the studio, maximising the impact of colour against the dark background.

“We shot the film using a Phanton Flex camera, which can capture high speed frame rates of up to 1,000 frames per second. The resolution revealed every microscopic, modular detail which made up the explosions, a level of precision and clarity that created a stunning visual impact of beauty in its purist form.”

The final product was edited together with typography and a music track, which was designed to create a compelling, hypnotic effect. Each component was shaped in accordance with Mark’s meticulous specifications, bringing his creative vision to life.

Sara Wilde-McKeown, Influential’s managing director, said: “The brand film is a truly beautiful product that showcases the talents of some of the industry’s most creative and innovative individuals. It exquisitely represents the catalyst of change that influence can spark and highlights the smaller details that make up an impact with the upmost clarity.

“The film is evocative, abstract and inspiring and effortlessly captures the essence of our business and the role we play. Mark’s access to the best creative talent in Manchester and his ability to direct and deliver a final product of this quality, has allowed him to deliver a world-class product  and we look forward to seeing his creative vision bring more projects of this calibre to life in the future.”

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