“Busy, bold, so typically Tesla”
It wasn’t just every day that audiences got a good look at what Tesla was up to inside one of its famed Gigafactories, and this has no doubt been by design. Openings were announced, images circulated, and carefully guided public walkabouts - of chosen areas - permitted. Now, however, that strategy is changing as the EV pioneer and technology giant draws back the curtain on its colossal German manufacturing flagship. All in minute detail.
Courtesy of some sleekly produced (and frankly mesmerizing) drone footage, audiences are treated to a dynamic example of a brand flexing its growing muscles via video. One that refreshes an increasingly overused technique of production. So much so that this taster piece has racked up over five million views on LinkedIn alone since its debut a little over two months ago.
While Tesla’s approach could easily be deemed unique, the good news for aspiring brands is it isn’t. Many businesses have taken to the skies in similar forms to produce brand content. However, what Tesla’s approach delivers on is the payoff to a shroud of mystique built over along period of time, also by design. Perhaps most important in terms of engaging video, this piece captures us in a gripping narrative of the birth, formative ‘steps’, and rollout of Tesla’s product. For all the intrigue that came before, here we finally get to take up our position as the magicians assistant, discovering how Tesla pulls off the technical mysteries that cemented their place in the vanguard of technology and energy advance.
This brand video stands head and shoulders above the field as a strong case study for how every second of a two-minutes-plus runtime can be warranted, there is something for everyone here: awe for audiences, allure for potential job applicants, and a challenge to competitors alike. Tesla is finally cracking the lightning that followed a long rumble of thunder.
“Join us!”, indeed.