Tell us a bit about your organization and what your specialty is in the film and video space.
The Frameworks is a B2B branding agency. Through strategic rigor, creative thinking and technology, we tell brands’ stories in compelling ways.
When it comes to film and video, we focus on authentic, cinematic storytelling above all else. Ultimately, we’re aiming to create work that’s true to a brand and reveals something new to the viewer – otherwise, why would anyone want to watch?
What is your organization’s ethos and how does it set you apart from industry competitors?
We champion humanity in the B2B space. This ethos drives all of our work, and is essential to the success of our award-winning film and video content.
Tell us about your Telly Award winning piece. What’s the story behind it?
Boundless Care is a story about improving healthcare access in America.
Millions of people in America lack access to affordable healthcare. Our client UST, a digital transformation business, partnered with CarynHealth to design and build the technology for a more cost-effective model for health plans.
These plans help thousands of Americans gain access to care, often for the first time. This is exactly the kind of technology story that deserves to be told.
To bring it to life, we worked with our trusted partner Chorus Films, an award-winning video production company based in Atlanta, Georgia. We collaborated on both the storytelling and production.
What are you most proud of about this piece? What was your biggest challenge during production and how did you solve it?
I’m really proud of how we told this story. It could have been a really dry technology piece. But we explored the ripple effect of this work and the impact it’s making on everyday Americans.
The biggest challenge we had to navigate was filming on a live construction site. As it was a working site, we only had a small window of time to capture our footage. And when the director shouted action? A neighbor started up their lawn mower. It happens more often than you’d think.
Cue a quick negotiation, and they agreed to pause the gardening while we captured what we needed.
Do you have any advice to other filmmakers based on your career or your team’s approach to work?
Don’t treat B2B creative differently to B2C. B2B is business and consumer, because the people you’re talking to are both. Focus on the storytelling, no matter the topic.
Can you share a behind the scenes story or fun fact about the making of your piece?
Boundless Care required a scene in a doctor’s office, but finding the right location was proving difficult within the tight budget we had.
Our solution was a little unexpected. The doctor’s office you see in the film? A photocopy room that doesn’t even have an external window.
By being creative with the space we had and using lighting to simulate a window’s daylight, you would never guess that we were shooting in a mundane corner of an office space.
Tell us about the most memorable response you got from this work.
We knew that we were working on something special from the start: the story arc was easy to shape and it was swiftly approved by both UST and CarynHealth. The overwhelming reaction to the film has been that we have delivered what we set out to achieve – and then some.
Our main client at UST, Dennis Constantinou, VP of Marketing, says it best: “Healthcare in America is a highly emotive subject matter. Boundless Care not only captures the innovation UST and CarynHealth worked on together, but reveals its impact on everyday people. When I saw the film I was astounded by its cinematic quality – and how powerful our story really is: this isn’t just about exciting technology, we’re creating a better future for thousands of Americans.”
Complete this sentence: ‘Great video storytelling is…’
… always authentic and resonates with the intended target audience. AI alone can’t do that. You need humans – and our innate sense of what makes a good story – to guide that. And that’s not just for video; it applies to all kinds of storytelling.
