The brief
SM Group came to us with a problem that growing companies know well: the business had outgrown the way it was being shown. Each line had its own posts, its own look, its own tone. To a customer scrolling past, there was no obvious thread connecting them — and no reason to see the group as bigger than any one product.
The ask was not "make us a nice video." It was sharper than that: give the group one story that works across every channel, from the website header to a 15-second reel, without watering down what makes each line distinct.
The challenge
A multi-line business is hard to film because the temptation is to show everything. That is how you end up with a three-minute company overview that nobody finishes. The real challenge was editorial, not technical: deciding what to leave out so the through-line stayed visible.
Before a single frame was shot, we ran the plan-first process we use on every project — defining the one idea the film had to land, and the exact deliverables it had to produce, so production had a clear job rather than a wish list.
Our approach
- Found the through-line. In pre-production we landed on a single organising idea that every line could sit under, then wrote the film around that idea instead of around the product list.
- Shot for re-use from day one. Every setup was framed knowing it would live as a hero film and as vertical social cuts, so nothing had to be re-shot to fit a new format.
- Built a consistent visual grade. One colour and motion language across all the lines, so the group reads as one brand even when the products are different.
- Cut for the platform, not the timeline. The hero film, the website loop, and the social cutdowns were each edited to their own job — same story, different lengths.
What we delivered
- One flagship brand film for the homepage and pitches
- A short website loop optimised for autoplay
- A set of vertical social cutdowns for Instagram and TikTok
- Master files and platform-ready exports in every format the team needed
The outcome
SM Group now leads with one film instead of a feed of disconnected clips. The same story carries from the website to the sales deck to social, and the cutdown library means the team can keep posting for weeks without commissioning anything new. Most importantly, the group finally looks like a group.
Orion understood that we are not one product, we are a group. They found the single idea that ties everything together and turned it into a film we use everywhere.
Want one clear story for your brand?
Tell us what your business does and who it is for. We will come back with a plan for the film — and the cutdowns — before you spend anything on production.
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