Hidroelectrica – Annual Event Promotional Video
The 2023 Curtea de Arges Energy Professional Trophy
The Power of Storytelling – How to Use Stories to Engage People and Strengthen Your Internal Brand
The 25th edition of this event, organized by Hidroelectrica, took place at the Hidroelectrica Curtea de Arges Branch. To that end, the organizers wanted to create a promotional video for the branch to show to the hundreds of guests who had come from all over the country. They wanted a lively, captivating promotional video that would highlight the team, the hydropower structures, and the natural beauty of this part of Romania.
It was the perfect context for Toud, a project in which we had the chance to touch people’s hearts and minds through the power of storytelling. We quickly embraced this project, inspired by the context, and began discussing it with the team. We needed an idea to serve as the foundation for this film—something that would attract, inspire, and nourish the audience.
I worked on this project using a process developed by Toud that consists of several stages and includes a number of key elements. In short, we are further developing the important sequences.
Big Idea – “I’m changing the world”
We started with some research and talked to people on the inside to come up with this idea (let’s call it the “big idea”) that would bring everyone together. At the same time, we sought to understand the organization’s history, culture, and unique characteristics through both external and internal sources (website, articles, and external contacts). We held a series of meetings with the Hidroelectrica team during which we analyzed several communication strategies based on various “big ideas” and “story arcs” (types of narrative structures in which the elements defining the narrative unfold in a different order).
We settled on the following “big idea”:“I change the world.” This idea connects the work of every person at Hidroelectrica to the energy revolution that humanity is currently experiencing. Through this film, we sought to highlight the lofty goal to which every person in the organization is called and to show the impact they have on those around them. The underlying message is this:“Be proud to be part of the Hidroelectrica team.” — We are undergoing a rapid transformation as a civilization, driven by the transition to green energy; in this context, every Hidroelectrica employee has the opportunity to be part of this change and to actively contribute to its spread.”
A movie that tells a story
We didn’t want a series of shots showcasing hydropower projects and the beauty of nature; we wanted a story. We wanted something that would keep the viewer curious about what comes next, make them feel like it’s about them, and, above all, make them think to themselves at the end, “I’m exactly where I need to be.” It’s a lofty goal—we don’t know how close we came to achieving it—but we did have a story; the shots weren’t simply strung together like a list. We also had tension and emotion.
I created a classic story arc: introduction, plot, build-up of tension, action, climax, resolution, and conclusion. The film contains a series of metaphors.
It begins with the image of a child who, in his innocence, has the courage to believe he can change the world. It continues with the image of an adult consumed by routine, who does not feel or see the impact his work has. This creates a tension, a disconnect with the life he is living, a sense of turmoil. This main character begins to ask questions about his life, his work, the people he interacts with, and the transformation of civilization he is witnessing (electric cars, electric bicycles, green energy, etc.). He experiences a moment of revelation in which he realizes that he has the chance to contribute in the most tangible way through his work to this energy transition. Moreover, without his contribution (even if it is an infinitely small cog in a global chain), this transition could not exist.
The film features over 100 scenes of people, natural landscapes, and shots from inside hydroelectric power plants.
In the Toud process, we took into account elements such as: the shift (the change we want to bring about in the audience watching the film), beats, and sequences—we considered every element that could help us build the story—places, people, the stories behind those places, objects, authenticity (we sought to present everything in the most realistic and authentic way possible), and elements of depth (metaphors, symbols) to enrich the content.
From the very beginning, I created a scene-by-scene structure, organized according to the chosen story arc. I also developed the narrator’s voice. For the voiceover, I worked with a team of professionals in this field.
Because this film contains scenes from hydroelectric power plants, it cannot be made public. We’ve included a few stills below to give you a small glimpse of the excitement surrounding this project.
For us, it was a unique project in many ways: it was a large-scale project that required hundreds of hours of work. It required excellent collaboration with the film crew and complete trust, since we were responsible for the video editing. There were very high expectations and a significant context—a national event attended by people from both inside and outside the country, including the Minister of Energy.
A few stills from this promotional film
