Goodbrother

BACKGROUND

Introduce your business and what you do there.

I’m a project manager and producer for content pieces at a communication firm and creative studio. We’re focused on social impact causes so we work with nonprofits and foundations on a variety of social-facing campaigns. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother? 

Initially, we were looking for a much larger video that would drop at the finals of a national sports league. This video never ended up happening due to issues with our client, talent, and coordination — nothing related to Goodbrother. 

SOLUTION

What was the scope of their involvement?

While the first video fell through, our client also needed a video for their significant social media following to be produced in one week. Our relatively small in-house team couldn’t quite provide the level of execution we needed due to the tight turnaround, so Goodbrother created the video for us. 

What is the team composition?

I worked with Ethan and Jake (Co-Founders) for the most part, as well as Rhys (Production Coordinator & Operations Manager), minimally. The latter handled coordination and operation needs. We also interacted with Lorenzo (Director). 

How did you come to work with Goodbrother? 

My colleague found them through an internet search. They were local to us being based in New York City, and we were very interested in working with Lorenzo. We’d done videos like his in the past and were very eager to work with him. 

How much have you invested with them?

We spent around $34,000 with Goodbrother. 

What is the status of this engagement?

The work all took place in May 2021, but our communication with them continued until mid-July. We wrapped the first video on May 25th, and then we attempted to make the second video work until July. Due to — the second video never came to be. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Our client was extremely happy with the video. They posted it to their Facebook, Instagram, and YouTube channels, and received tens of thousands of views. We didn’t have specific benchmarks ourselves; we wanted our client to be happy and for the video to move people to take action. I don’t know how the call to action was received in terms of clicks, but the client’s happiness was the key. 

How did Goodbrother perform from a project management standpoint?

They’re excellent communicators and kept us informed, following up in a timely manner. I spent a lot of time texting with them, which I didn’t mind at all. It was very helpful. They were consistent and clear in email communication as well. 

What did you find most impressive about them?

Their investment in not only making the videos work under difficult circumstances but also display really high quality stood out. They checked in with us throughout the process to ensure they were doing it right. I appreciated that commitment. 

Are there any areas they could improve?

I was in such deep text communication with one member of their team, and sometimes it felt like that information wasn’t shared back with the full team. My only suggestion would be to loop those texting conversations back into the full group as often as possible to ensure there isn’t any confusion. 

Do you have any advice for potential customers?

Be extremely clear and upfront with what you want and what your limitations are. Float any issues as soon as they come up, and they’ll be very receptive to problem-solving and working through them. Share all your materials as well, as it will help them create the best deliverable. 

BACKGROUND

Introduce your business and what you do there.

I’m the creative director at Conscious Step, a sustainable lifestyle apparel company. We partner with different nonprofit organizations in pursuit of our environmental efforts.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

We wanted to optimize the quality of our video content.

SOLUTION

What was the scope of their involvement?

Upon realizing our company’s continuous growth, we thought it was a good idea to improve our branding efforts by hiring a team that could augment the quality and authenticity of our brand videos. 

Goodbrother’s main task was producing a 30-second brand video that aimed to promote our brand and story. Their team then proceeded with creating different breakout videos, which we distributed among our social media channels. Upon completing those, they also made two partner-based videos that aimed to shed light on our mission.

What is the team composition?

We worked with five resources in total, including Ethan (Co-Founder), Jake (Co-Founder & Executive Producer), and their post-production members.

How did you come to work with Goodbrother?

We found Goodbrother’s team online while searching for potential video production agencies to hire for this project. Upon looking at their website and portfolio, we saw that they previously handled similar cause-oriented projects. Our team took that as a sign that Goodbrother could deliver the same results to us while representing our brand well.

How much have you invested with them?

We spent $60,000.

What is the status of this engagement?

The project ran from August 2019–August 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’re scheduled to launch our campaign next month, so there are no quantitative metrics to share yet. However, I could confirm that Goodbrother was a hardworking team that took our feedback into ample consideration and generated the content we needed  — they definitely over-delivered.

How did Goodbrother perform from a project management standpoint?

Goodbrother was a communicative and deadline-oriented team. They had an efficient and fast-paced approach that led to the project’s prompt completion despite minor delays on our end.

What did you find most impressive about them?

They were a genuine team that truly cared about our project and the values we represented. It was a pleasure to work with Goodbrother because they worked as an extension of our team and gave us the best deal possible.

Are there any areas they could improve?

There was nothing that they could’ve done better or differently.

Do you have any advice for potential customers?

Have a clear vision of what you want to achieve and be upfront in communicating this to Goodbrother’s team.

BACKGROUND

Introduce your business and what you do there.

I’m the director of communications for Groupe SEB USA. We own various housewares and hardgoods companies. I primarily work on brands like All-Clad, Rowenta, and Tefal. I handle all paid, earned, and owned media across those brands.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

We were looking to create an advertising video that would showcase the personal relationship people have with cooking and bring our cookware to the forefront while still focusing on the heritage, quality, and craftsmanship behind our products.

SOLUTION

What was the scope of their involvement?

Goodbrother pitched several concepts to see how we could make the idea come to life. Then, we decided on the final concept, which had some interesting cuts that transitioned between people in our factory and someone in their home kitchen.

We went through everything from concept alignment and briefing to the storyboard and scripts. They did the negotiations for talent and voiceover, as well as all the filming and post-production.

What is the team composition?

Our main points of contact were Jake (Co-Founder & Executive Producer) and Ethan (Co-Founder, Creative Director & Director), the brothers behind Goodbrother. We also worked with Kyle (Former Head of Production & Producer) and someone else who was a little bit more on the backend.

How did you come to work with Goodbrother?

We had an RFP, and they were one of several agencies competing for the business. We were looking for a smaller agency. We wanted someone scrappier who could bring an interesting perspective to the brand, and I think I found them through a recommendation from a past colleague.

How much have you invested with them?

Initially, the cost was around $150,000, but we did some additional edits and cuts to make the video work in different areas and with various publishers. At this point, we probably spent about $200,000.

What is the status of this engagement?

We began working together in May 2019, and we were finished with the edits in September 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The biggest thing was looking at the video completion rates versus past advertising videos. We saw much higher engagement and completion rates on Goodbrother’s video, and that was really a win.

How did Goodbrother perform from a project management standpoint?

They were great. Their team was super buttoned up. If there was any risk to the timeline, they called out well in advance to course correct or deal with a new one. Our expectations were managed throughout the process, and they took on a lot of the work — they did the pre-scouting of locations so we didn’t have to fly in earlier.

Also, Goodbrother stuck to the budget and timeline and had clear communication. We had weekly calls, and they were in the thick of it. We never had to wait to hear back from them; they were clear and proactive in their management.

What did you find most impressive about them?

They had a great mix of creativity and practicality. They came to us with a unique, breakthrough concept, but there was also a clear execution path. Often, creative agencies come with big ideas, but it doesn’t seem like getting them accomplished entered their thought process.

However, Goodbrother’s team had really thought about it. They’d asked themselves if the project was executable and accomplished what we needed. Therefore, many of the questions we would’ve had were already answered. Additionally, their team was just super down-to-earth and professional, and the quality of their work was extremely impressive.

Are there any areas they could improve?

I don’t have any complaints, honestly. Nothing went wrong, and they had the right people in place at the right time. I think they’ve grown since we started to work with them, so maybe they could have more people on the team. Nonetheless, I personally never felt like we weren’t getting the service we needed.

Do you have any advice for potential customers?

Treat them like a real partner and be transparent on both ends. Also, be open to conversations. If you’re on the fence about something, go back and forth and have a clear and open discussion. That’s why we worked so well with Goodbrother.

BACKGROUND

Introduce your business and what you do there.

I work for a South Korean internet company called Naver. I’m the global marketing manager and creative strategist.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

We were looking to do a video campaign to increase user acquisition.

SOLUTION

What was the scope of their involvement?

Goodbrother came up with concepts from scratch and did the creative building. Then, we collaborated to develop scripts for the videos. Next, they hired a director and managed video production. Finally, they created four videos.

What is the team composition?

Jake (Co-Founder & Executive Producer) and Ethan (Co-Founder & Creative Director) were my main contacts. We also worked with a couple of producers and an assistant producer.

How did you come to work with Goodbrother?

We found them along with a few other candidates online. They had the best pitch for the project.

How much have you invested with them?

We spent $250,000 on all four videos.

What is the status of this engagement?

We started working together in February 2020, and we wrapped up in March 2021. Production was postponed a few times due to COVID-19.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We are waiting for the COVID situation to die down before launching the video campaigns. Throughout the entire process and the difficult circumstances, they did a great job in executing the project and producing great videos. Our company was extremely happy with them. They were creatively excellent and exceeded our expectations.

How did Goodbrother perform from a project management standpoint?

They had clear and friendly communication and managed everything well in spite of the COVID situation. They never compromised in working to create the best videos possible.

What did you find most impressive about them?

Goodbrother is connected with great producers and directors who know what they’re doing. They’re reliable and professional.

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

You can rely on them to steer the project in the best way. They’re also good at collaborating and listening to their client.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of Move This World, a company that strengthens the mental, emotional, and social well-being of pre-K through 12th-grade students, teachers, administrators, and families.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

We hired them to produce new video content for the upcoming school year.

SOLUTION

What was the scope of their involvement?

Goodbrother shot and filmed the videos that my team wrote. Each time we work with them, we provide a number of scripts that they shoot. The purpose of these videos is to help students identify, express, and manage their emotions every single day.

We did casting and scripting internally, and they helped design the set. They provided the art and film teams, and they ran production for four days for this last shoot. They set up the entire production, and then we handled all post-production.

What is the team composition?

We had three main points of contact. A digital producer on my team managed the project.

What is the status of this engagement?

We started working with them in April or May 2018, and we just did our last shoot with them in July 2020. However, I hope and intend to continue our work together.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Goodbrother was thorough, attentive to detail, and creative in their problem-solving. They’re really a pleasure to work with.

How did Goodbrother perform from a project management standpoint?

They were really proactive in their communications. I wasn’t involved in the day-to-day, but I believe they communicated over Zoom, email, calls and texting, Google Hangouts, and screen sharing platforms. 

What did you find most impressive about them?

I love the way that they want to see our vision come to life. They’re committed to creatively solving problems so that we’re happy with the final product.

Are there any areas they could improve?

No.

Any advice for potential customers?

Have clarity in what you want the outcome of the project to be and what your vision is. They’re really great collaborators and partners in helping you realize that vision.

BACKGROUND

Introduce your business and what you do there.

I’m the head of content at a design firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

We needed an experienced partner for a video campaign.

SOLUTION

What was the scope of their involvement?

They helped with capturing, post-production, and everything else during our video campaign. 

We showcased five individual stories about what a day looks like for the employees at our client’s company. They also did an anthem video, lasting about 90 seconds, that showed all five stories in culmination with voiceover and music. Filming took place in New Jersey, New York, and London. 

The videos were published on the client’s website, YouTube channel, and social media platforms. 

What is the team composition?

Kyle (Head of Production) is the main point of contact, but I also interact with Ethan (Executive Post Producer) and Jake (Executive Producer) a fair amount. There were several people working on the production team, including freelancers.

How did you come to work with Goodbrother?

I found them on Google, and they were referred by someone who had worked with them. They were local, and I really liked their list of directors and the work they had done.

How much have you invested with them?

We spent between $500,000–$750,000.

What is the status of this engagement?

We began working together around April – August 2019. That is when the first project wrapped up, but we are still working together. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The project was very good and was well-received. There was a lot of positive feedback, and the client wanted to turn the project into a video series. They measure how long someone watches the video, and it has done extremely well in comparison with other internal videos they've deployed in recent years. 

How did Goodbrother perform from a project management standpoint?

Overall, they did well. There was some friction in the beginning due to the client's expectations. They expected something else because of our miscommunication. Some of the deadlines were soft, but they met most of them. 

What did you find most impressive about them?

They’re very professional. They brought their A-game and stuck with it through all the frustrations and stressors. They never dropped the ball and always delivered premium content; it was amazing.

Are there any areas they could improve?

They can do a better job of making sure the agency partner is aligned on the film process by avoiding assumptions. They also slightly underbid to get the project. 

Do you have any advice for potential customers?

Have a single point of contact to follow through on everything. It simplifies things.

BACKGROUND

Introduce your business and what you do there.

I’m the manager of a social channel that targets parents and family for an entertainment and media company that makes content for a streaming service.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

I engaged Goodbrother to create a short-form video series with the intention of reaching parents, specifically mothers. The goal was to create a series that was relatable and provided helpful information to parents or future parents in an authentic and appealing format.

SOLUTION

What was the scope of their involvement?

Goodbrother did all preproduction, production, and postproduction for a four-episode video series that was intended for distribution on Facebook, Instagram, and YouTube. We came to them with a project vision and rough topics for each episode, which were 8–10 minutes long and featured a celebrity who is expecting her first child.

 Their team also provided creative direction for the final look and feel for each episode. They developed the creative and the graphics package, so illustrations and beats for each episode.

They sourced guests, so the episodes featured our talent talking to experts and fellow moms in a docu-style format. She talked about her pregnancy journey and answered common questions and explored myths and misconceptions.

What is the team composition?

I spoke with Ethan (Co-Founder & Creative Director) and Jake (Co-Founder & Executive Producer). I also talked with Kyle (Head of Production) and worked with Cody (Director). Rhys (Operations Manager) coordinated the project.

How did you come to work with Goodbrother?

We sourced production companies and a team member recommended Goodbrother. We took them and two other production agencies to the talent because she had some creative approval. Of the three, she felt that Goodbrother’s overall vibe and aesthetic was the best.

What is the status of this engagement?

We started talking with them in September 2019, and the project wrapped in December 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We definitely achieved our goal. Goodbrother went above and beyond to execute the vision. I was extremely happy with how the series turned out. We had a niche audience segment but the series overperformed our expectations by 10%–20%. The final product turned out really strong, so we would certainly use their services again.

How did Goodbrother perform from a project management standpoint?

It was a compressed timeline so there wasn’t time to be out of contact. They were communicative and responsive. Their team did everything that we asked of them. When challenges arose in post-production, their team went above and beyond to find a solution. They were just lovely humans and it was a great experience.

What did you find most impressive about them?

Goodbrother did incredible research to understand the subject matter. They essentially became experts on the topic, which wasn’t in their wheelhouse. I was impressed with the depth of research, care, and consideration that went into the topic. They invested time, energy, and empathy into the subject matter, which was impressive. It was impressive not just for a young production company but for any larger and more experienced production companies.

Are there any areas they could improve?

My only constructive feedback is that they’re a smaller production company. There were a few spots where I felt the process could’ve gone smoother as far as their own staffing or timelines.

Do you have any advice for potential customers?

I posed to them an aggressive timeline. If I were to do this again, I would try to have more time built in for preproduction and post-production. They’re artists and deliver high-quality content but that’s hard under an aggressive clock. You can have things done fast or you can have things done cheaply, but you can’t have both.

BACKGROUND

Introduce your business and what you do there.

I’m the creative program manager for a pharmaceutical company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

Their deliverables formed part of a larger campaign. Using the research we previously conducted, Goodbrother produced video content for us.

SOLUTION

What was the scope of their involvement?

They produced a video commercial. Based on audience data we had previously arrived at, we knew we needed to target night time sufferers of dry mouth symptoms. They handled all aspects of creating the video: Creative concept, pre-production, production, and post-production. In addition to the main 60 second film, they also created a series of bite-sized commercials for social media advertising.

What is the team composition?

They’re a relatively small company. We met many of their great team and worked directly with the Brothers. We needed to be agile and be close to the production process. Goodbrother were hands-on and fitted the bill perfectly.

How did you come to work with Goodbrother?

I researched many agencies on the East Coast and New York area. Goodbrother stood out for me and I was very impressed with their past work. I was also specifically looking for a team that demonstrated a passion for, and hands-on knowledge of film production.

What is the status of this engagement?

We worked with Goodbrother from October to December 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We had a great connection from day one and could trust in what they were doing. We deliberately wanted to produce something disruptive. They surprised and delighted us by leveraging comedy to create something unconventional. Working to our requirements, they brought real creative energy to the project. The deliverables surpassed our expectations. I can’t recommend them highly enough. 

How did Goodbrother perform from a project management standpoint?

We communicated primarily through phone and email. They proved themselves to be amiable, dedicated, and genuine people. All communication was prompt. Because they’re a smaller team, we could make snappier decisions, which worked for our tight timeline. They weren’t dissuaded by the deadline and remained balanced, calm, and realistic.

What did you find most impressive about them?

Everything they delivered was exceptional. There were no dramas. They handled everything very professionally. From start to finish, it was a pleasure working with them.

Are there any areas they could improve?

Give them plenty of notice, so they can prepare to handle your schedule and deadlines.

BACKGROUND

Introduce your business and what you do there.

I’m the senior brand manager of a leading wedding and registry brand in the US.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

We had them produce four videos for a brand marketing campaign.

SOLUTION

What was the scope of their involvement?

Goodbrother helped us with the production and editing of videos for our brand campaign. Each video featured an influencer or celebrity talking about their wedding and the unique details that made it special and personalized. We interviewed influencers and celebrities on camera, with the full production and filming managed by Goodbrother. Together, we wrote a narrative focused on how interviewees put their own spin on classic wedding traditions such as vows and first dances.

The videos are available on our brand YouTube channel and Instagram. From now through early January, we’ll be rolling out the content on Instagram, Facebook, and Twitter. The videos will also be available across the channels of the influencers and celebrities featured in the videos.

What is the team composition?

Leading up to the shoot, we had three main points of contact: Jake (Co-Founder and EP, Goodbrother), Ethan (Co-Founder and Creative Director, Goodbrother), and Kyle (Head of Production, Goodbrother). On the day of the shoot, they had a crew of about eight people on site with us.

How did you come to work with Goodbrother?

While we have an in-house video team, this was a production that we needed to outsource. We found them by scouring the web. We vetted a few different video agencies and held interview calls. We looked at their past work, took into consideration their level of expertise, communications leading up to our interview, and felt the best about everything Goodbrother was able to provide. Their team was professional from our first point of interaction all the way through until the final product was delivered. 

How much have you invested with them?

The project cost between $50,000–$60,000.

What is the status of this engagement?

We began working with Goodbrother in May 2018 and finished the videos in November 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Internally, everyone has been excited about the videos. Since we just released them online, we don’t have any metrics yet.

How did Goodbrother perform from a project management standpoint?

They were exceptional project managers. Their team went above and beyond what we even expected in terms of the process leading up to the day of filming. Goodbrother was a great partner for this project.

What did you find most impressive about them?

Their team had done their research on our company well. Right from the start, Goodbrother provided us with a highly professional and personalized experience. They were excellent co-collaborators. They asked the right questions to give us a proposal that was in budget. Their team was also transparent about everything they could provide for that budget.

Are there any areas they could improve?

I loved working with them. Goodbrother was great.

Do you have any advice for potential customers?

I would give them a try. They were super professional and produced amazing content for us.

BACKGROUND

Introduce your business and what you do there.

I’m a senior manager for a biotech company. We make medicine for various diseases.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

We needed to tell our story to reflect where we are now. Our videos talked about our mission, approach, accomplishments thus far, and end goals but they were outdated. We needed them to be refreshed, and we wanted an interesting new way to tell our story to set us apart from the competition.

SOLUTION

What was the scope of their involvement?

They did a longer form video, and we ended up with two shorter form videos. The longer form video had a combination of live action and animation, and the animation helped tell our story throughout the video. We do a lot here, from early research all the way to commercialization. Given that the length of the video was under five minutes, the animation helped to connect it all. 

They worked closely with me and with the animator to find a nice balance between explaining the science at a high-level and keeping the abstract general and not overly detailed. It was tricky, but they did a nice job of making that work. 

The short form videos, which were 30 seconds long, were both live-action films. They were two different versions with one being emotional and the other being more descriptive cuts of the longer form video.

Because of the regulatory environment, we had to be heavily involved in the development of the script. We also developed interview questions, so we got a combination of scripted videos and more natural videos as well. By mixing those and selecting the parts that worked the best, we ended up with a nice combination. It was helpful to have their perspective of what made sense for flow and making sure it was approachable for a general audience.

What is the team composition?

We worked with three people from their team. Their producer was our go-to person overall. One of the co-founders was our contact on the business side, and the other was our stylistic, video go-to person.

How did you come to work with Goodbrother?

We researched online. I didn’t want one of our usual video vendors who does biotech/pharma all the time because I didn’t want to look like another biotech/pharmaceutical company. I loved Goodbrother’s examples on their website.

What is the status of this engagement?

We worked with them from May–December 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’re using both the long-form and short-form videos, and the pick-up has been great. The short-form, emotional one is on all the internal screens across all seven of our office locations, which is awesome. They’re already being used at meetings and conferences. It’s nice that we’ve seen an immediate pick-up of these videos, which is a huge success for me. Overall, in seeing the final product, the feedback we received was incredibly positive.

How did Goodbrother perform from a project management standpoint?

Goodbrother had never worked with anyone in health, medicine, or science before, so they brought a fresh perspective on how to pull together a story about how we work. In some ways, it was good that they didn’t have previous health or pharma experience because it helped me step out of that bubble and think about how to tell our story for a wider audience. It made sense and it drew people in, regardless of their background.

They were good at communicating updates with me and adjusting to feedback. In a couple of instances, we talked through feedback we’d received from senior management, and they helped figure out the best way to address it. For instance, during filming, when we received negative feedback from a senior person at the company about how a member of the crew communicated having to momentarily block the area, they heard my concerns and immediately made adjustments. They wanted to make sure they made a good impression. While there was a hiccup, they responded well to the problem, and I appreciated that. During editing and review, when a senior reviewer asked for imagery we hadn’t captured on video, they came up with other ways to incorporate it in.

What did you find most impressive about them?

Their level of artistry makes them stand out from the competition. The technology they brought with them was far better than the other film crews I’ve had onsite. The interviewees were impressed with their sliding cameras. Overall, they had high-quality technology that resulted in beautiful videos.

Are there any areas they could improve?

They could improve on communication about any timeline adjustments. If it’s going to take longer, or if they need more time, they need to flag that ahead of time. They improved at this during the project. Being realistic about timelines, adjusting as we go, and keeping an open flow of communication would help.

Do you have any advice for potential customers?

It’s helpful to have in-person meetings ahead of time and to talk through where you’re planning to film and the logistics around that, and make sure that their team fully communicates with everyone they are hiring. Everyone needs to be aligned on expectations and how the day will flow.