Ah…. the video comfort zone. Feels nice. It’s warm. Cozy. Full of familiar things like stock footage, generic voiceovers, and that same upbeat corporate background music that makes everything sound like a dentist’s office
But here’s the catch – nothing memorable ever comes from the comfort zone. Imagine if Apple played it safe, or if Nike had decided that “Just Do It” was too bold and went with “Just Consider Your Options First.”
Every iconic piece of video content – whether it’s an ad, a film, or a social media clip – has one thing in common: Risk. Someone, somewhere, overcame the voice in their head that had doubts, or the colleagues that warned against stepping outside of the box, and decided to do something that could have completely flopped. And instead, it became legendary.
The Science of “Holy Crap, That Worked!”
There’s actual psychology behind why creative risks work. Our brains crave novelty. When we see something unexpected, our neurons throw a tiny dance party. That’s why you remember Dollar Shave Club’s irreverent launch video, but you have zero recollection of the last five razor commercials you watched (if you even watched them at all).
Or, remember who the last car commercial you saw was for? Exactly. They’re all the same. (That’s what makes Eminem’s Chrysler SuperBowl spot so enduring).
Creativity triggers an emotional response, and emotions drive engagement. Engagement leads to retention. Retention leads to people actually remembering your brand, message, or film longer than it takes for them to scroll past it. And that’s the whole point of marketing, no?
But What If It Fails?
The big scary question. What if you take a creative risk and it doesn’t work? Well, what if you don’t take one and your video disappears into the digital abyss, never to be seen again? Safe choices often equal safe results, and safe results don’t get talked about.
Take Old Spice, for example. Before “The Man Your Man Could Smell Like,” they were just another body wash brand. Then they threw a shirtless guy on a horse and spoke in absurd non-sequiturs, and suddenly, they were the most talked-about thing on the internet. It was a creative gamble, but one that paid off in spades.
Even when risks don’t work out exactly as planned, they still spark conversations, they still teach you something, and they still make an impact. And if we’re being honest, failure with flair is still better than success with a shrug.
Be Bold With The Budget You Have
Let’s be clear. Not everyone has Old Spice budgets. And If you do… you’re probably not reading this blog right now. But please realize that the examples above are really just meant to show more commonly known bold ideas.
Odds are you’re more likely to have a much more modest budget, with a zero or two less in the number than the budgets of the examples above. And that’s perfectly OK, too. The same idea applies.
Think about your industry. Take a look at what other videos or forms of videos are successful (website videos, social videos, podcasts, webinars, etc.). Look to those as a source of inspiration. Then try to think of subtle ways or approaches to telling the story that would keep the viewer engaged. Ask yourself a simple question: “Is this video something I would want to watch?” And be honest – because if you lie to yourself, you’re the only person you’re hurting in the end.
So be bold – but within that context. For example…
Bold Can Be Subtle
If there’s one arena that typically wants to play it safe – it’s the Government. Naturally, most people think ‘boring’ when it comes to Government videos. But there are definitely people within the Government that want to be bold and take creative risks. And we love them for it.
One example comes with a project we worked on with the Grid Deployment Office. We were asked to produce a series of videos that highlighted a variety of projects around the country… that hadn’t even exist yet.
While a traditional documentary approach certainly works, we developed a concept that steps outside the “typical government video”. The team wanted something fun, engaging, and most importantly, informative. So we came up with an upbeat approach that breaks the mold of a typical government talking head video. Again, it doesn’t have to be too far out there, but just something that breaks the mold and just feels a different. The results had our clients telling us that the video was one of their more successful videos of the agency in quite some time… and they’ve had people coming up to them and asking “how can we do that?”
We were also asked to produce a series of 20+ minute training videos about the whistleblowing process within the HHS. OK. Not exactly the foundation of riveting narrative. But we worked with it. We figured we’d play around with the approach a little. Have some fun with it and add a little Wes Anderson flair. As far as whistleblower training videos go, we’re pretty proud of this one. Once again… over 14,000 views on Youtube for a whistleblower training video is pretty darn good.
The “Safe” Approach Is Actually Pretty Risky
Here’s the irony: avoiding creative risks feels like the safer bet, but it’s actually the riskiest move you can make. Why? Because the world is drowning in content. If your video looks like everything else, it’s doomed to be ignored. That’s not an exaggeration – it’s science. The internet is an ever-churning machine, and if you’re not standing out, you’re blending in. And let’s be real… blending in is just a polite way of saying “getting lost.” So… that leads us to ask, nay beg, the question: What do I do about it?
Glad you asked.
How to Take Creative Risks Without Losing Your Mind
Okay, so we’ve established that creative risks are important. But how do you take them in a way that’s smart, strategic, and doesn’t result in a “We regret to inform you…” email from your boss?
1. Know Your Audience (So You Can Surprise Them)
Taking risks doesn’t mean being reckless. It means understanding your audience so well that you know exactly how to subvert their expectations in a way that delights rather than alienates. Understand what keeps them up at night. What their goals are, or what they’re trying to achieve. Remember that. It’s not your goal… it’s theirs that matters.
2. Develop a Strong Concept
A creative risk without a solid concept is just chaos. But make sure there’s a strong foundation before you start tossing in humor, or unconventional storytelling. Connect your idea to how your audience can see themselves achieving their goals. And that idea should come from a place of understanding… your audience.
3. Push Boundaries, But Stay Authentic
But as you think of your idea, keep in mind that people can smell inauthenticity from a millimeter away. If you’re going to take a risk, make sure it aligns with your brand’s voice and values. Being edgy for the sake of being edgy doesn’t work – it has to mean something. Think about your audience’s biggest fears, and address them head on. And be bold about it… don’t dance around the issue. Boil it down into one cohesive thought.
4. Test, Iterate, and Adapt
This can be a little hard to do if time and money are a concern (and let’s be honest, they always are) but if you can manage it – allocate some of both for testing. Some of the best creative risks start small. Run your concept by your target audience (no – not a colleague already on the project) on a smaller scale before going all-in. Maybe a Rough Cut is a good place to start. If it resonates, double down. If not, tweak and refine. So… that means that you may need to hedge your creative bets and shoot a couple “safety” options during production as well.
5. Embrace the “Oh Crap” Moment
Every great creative project has that moment where you second-guess everything. That’s normal. If you’re feeling a little nervous, it probably means you’re on the right track. Probably. Regardless, be open to creative opportunities on set. If anyone starts a sentence with the phrase “You know what would be amazing is…” Stop everything and listen, because that idea is probably sparked by something that is all too true.. And the truth is what sets creative ideas free. Just think about all the comedians you love. You love them because they speak your truth.
The Takeaway: Dare to Be Different
Creative risks are what separate the good from the incredible, the watched from the forgotten, and the “meh” from the “damn, yo… check this out!” The most iconic videos in history didn’t come from people who played it safe – they came from people who dared to do something different.
So, the next time you’re planning a video, ask yourself: Am I making something safe? Or am I making something worth remembering? If the answer leans toward “safe,” it might be time to take a risk. After all, fortune favors the bold – and so do the analytics.
Now, go forth and create something audacious. Preferably with a llama, some edgy narration and something that leaves them saying.. “That was pretty cool.”