The "institutional film" has become a catch-all. To avoid falling into the generic, you have to look at what actually works. Here are 10 recent films that transformed their company's communication — with a breakdown of what makes them strong.
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What makes a good institutional film?
A good institutional film ticks three boxes: it says something specific, says it with a formal stance, and ages well (usable 3-5 years without looking dated).
The films we hate — you know, the ones with drones, epic music and voice-over saying "since 1953, our passion…" — fail on all three. They're interchangeable, they have no stance, they age in 18 months.
The 10 examples that follow avoid these traps. Not all masterpieces, but each illustrates a strong idea.
The 10 selected films (and why)
1. Stand Up — HEC Paris (2023)
Strong idea: Filming female entrepreneurs in their real environment — their store, their workshop — rather than studio. The setting becomes narrative.
Why it works: The location's authenticity immediately gives credibility. No need to say "these women have courage" — you see it. View case →
2. Behind the Creation — Dior Sauvage (2023)
Strong idea: A multi-episode documentary series around an international shoot. The making-of becomes content in itself.
Why it works: Dior tells its own creative process. Luxury lives off its backstage — showing work makes the brand human without desacralising it. View case →
3. Minute Utile — CNP Assurances (2024)
Strong idea: Short, recurring format (monthly), with an expert on camera answering a concrete question.
Why it works: Regularity creates anticipation. After 6 episodes, the audience expects the next. Very low marginal cost, excellent ROI. View case →
4. Mirazur — Relais & Châteaux (2022)
Strong idea: No voice-over, no slogan. Just a chef cooking, light, gestures. The film ends without having "sold".
Why it works: In luxury gastronomy, not selling is the sale. Trust in the viewer's intelligence. View case →
5. Researcher portraits — CNRS (2024-2025)
Strong idea: The scientist talks about their job in their lab. No forced popularisation. No epic music.
Why it works: Science has its own beauty. Filming a researcher like a craftsman gives immediate authority. View case →
6. The Joy of Being the Face of Dior — Jennifer Lawrence (2022)
Strong idea: Face-to-camera interview, simple background, no intrusive cuts. The star is the content.
Why it works: When you have Jennifer Lawrence, you don't add a drone. Trust in the subject.
7. Mac Douglas — Black Friday (2024)
Strong idea: TV spot in the streets of Paris instead of studio. Eye-level shooting, natural light.
Why it works: Parisian luxury bag filmed in Paris becomes obvious. No need to argue. View case →
8. Nuit Blanche — City of Paris (2022)
Strong idea: Event capture treated as a film, not a report. Wide night shots, rhythmic editing.
Why it works: A public event becomes a memorable visual object. Reusable year after year. View case →
9. Client testimonials — Zenride (2023-2025)
Strong idea: A calibrated format reproduced for each major client (Saint-Gobain, Allianz, Caisse d'Épargne). Same frame, different content.
Why it works: Repeatability creates an asset: 1 day of shooting per client, 3 deliverables, library that serves sales. View case →
10. Patagonia — The President Stole Your Land (2017)
Strong idea: The brand takes a political stance. No product, just a message.
Why it works: Patagonia is political. The film aligns what the brand says with what the brand is. Absolute consistency.
What makes these 10 films strong (the 4 common points)
Looking at these 10 films, we find four invariants. Whatever the budget, format or sector.
1. An assumed stance
No compromise to please everyone. Each film says one thing and owns it through. Stand Up owns its slowness, Mirazur owns its silence, Patagonia owns its politics. The opposite of "the film that shows our values".
2. Trust in the viewer
None of these films explains what you should feel. No underlining voice-over, no epic music directing emotion. The subject is allowed to speak.
3. Production calibrated for duration
These films are usable 3-5 years after release. No reference to current events, no "trendy" aesthetic. Documentary or portrait formats age well.
4. A key message that fits in one sentence
Each of these films can be summarised in one short sentence. That's what makes them memorable — and that should be your first brief criterion.
What we won't do anymore in 2026
The 5 institutional film visual clichés that no longer have their place:
- Opening drone shot sweeping over a modern building — seen 10,000 times
- Deep male voice-over saying "Since [year], our passion…" — soporific
- Epic cinema music dramatising a banal activity — perceived mismatch
- Office timelapse with people high-fiving — fake, painful
- Punchy slogan at film end with logo appearing — manipulative
If your studio proposes 2 or 3 of these elements, ask: "why?". The answer will tell you if it's a studio that thinks or applies recipes.
