In a world where content is king and social media dominates our screens, the quest for genuine inspiration can be surprisingly tricky, especially for filmmakers whose work lives largely online. So, where do we turn when we want to look beyond the algorithm?
The Social Media Loop
Let’s be honest: a huge chunk of creative inspiration these days comes from social media. YouTube, Instagram, and TikTok platforms are flooded with branded content, short films, and creative campaigns. And when you work in branded content, it’s hard not to draw from what’s trending. It’s the environment we create in, so it naturally becomes the environment we learn from, too.
In fact, a lot of branded content starts to look… well, the same. Because we’re all consuming and absorbing from the same digital pool. It’s a bit of a feedback loop: you get inspired by something on Instagram, make a version of it, someone else sees yours, tweaks it, and the cycle continues.
Remember Vimeo?
One platform that used to offer a refreshing break from that cycle was Vimeo, especially the Staff Picks section. It was a treasure trove of creative short films, passion projects, and standout brand work. It’s something we used to spend hours watching (especially the branded content category), and we keep telling ourselves we should get back into the habit. Vimeo felt curated in a way that social media doesn’t.
Going Offline
But what about inspiration offline? That’s where it gets more complicated.
Books? Films? The world around us? Sure, these are the answers you’re supposed to give. But the truth is, when you’re not making feature films and you spend most of your day handling production logistics or directing performance-driven pieces, you’re not always analysing the cinematography of the latest Oscar winner. You’re watching people – how they behave, how they talk, how they feel on screen.
Still, there are those moments. Like walking up a hill and suddenly, an idea hits. Or zoning out while looking at the sky and thinking, That would be a cool transition. It’s less about actively seeking inspiration and more about letting your mind breathe enough for ideas to land.
The Power of Emotional Storytelling
Every now and then, a piece hits you in the gut like the BBC’s pre-match film for the Euros final. It combined archive footage with personal voice-overs from friends and family of the players, and the result was deeply moving. It reminded us of documentaries like Amy or Supersonic, where audio narrates a visual journey and leaves a lasting impact.
Even if you’re not a football fan, great storytelling is undeniable. The pacing, the tone, the emotion, all of it made us want to bring some of that energy into future projects. And, to be fair, we already are in some ways. Those formats and techniques subtly influence how we approach certain shoots.
Unexpected Sources (Yes, Even Ads)
TV adverts might seem like a relic from the past, but they still serve up inspiration, especially when you’re watching something live, like a football match or going to the cinema. The pre-roll ads? They’re often sleek, emotional, and packed with storytelling techniques.
Back in the day, we used to obsess over Nike ads or early iPod campaigns. Those big brand commercials still have their charm. Cinema ads, too – sometimes they hit harder than the trailers themselves.
YouTube Filmmakers and Spec Work
Let’s not pretend YouTube doesn’t dominate. There’s an entire ecosystem of talented filmmakers building communities, sharing passion projects, and redefining what branded content looks like. Some of our best ideas, especially for spec work, have been directly inspired by creators on YouTube who are pushing the boundaries of short-form storytelling.
And we’re not ashamed to admit it. If 90-95% of our inspiration comes from online platforms, then so be it. That’s where the work lives. That’s where the audience is. And that’s where innovation is happening, in real-time.
Inspiration Hides in Plain Sight
The truth? We probably draw inspiration from places we don’t even realise, subconsciously picking up details from daily life, conversations, and environments. Sometimes, the creative spark doesn’t come from something you watch; it comes from something you feel.
So whether it’s a viral video, a walk in the park, a perfectly crafted cinema ad, or a hilltop moment of clarity, inspiration doesn’t have to be precious. It just has to be honest.
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