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Decoding Apple’s Sustainability Video: Top 3 Insights in Corporate Video Storytelling



Apple is often regarded as the most valuable company in the world. With its sheer size and scale, it also has one of the biggest environmental footprints among corporations. When it was time to deliver their 2023 sustainability report, Apple veered away from the traditional presentation or printed statement and came up with a sketch video. The storyline? The Apple team, with none other than Apple CEO Tim Cook, presented their sustainability report to Mother Nature herself, played by Academy Award winner Octavia Spencer.


In this blog post, we will do a deep dive into the top three insights on corporate video storytelling from Apple’s sustainability video, which can help inspire and inform your own video marketing strategies:


1. Compelling and Unconventional Premise


In a world saturated with mundane corporate communications and lengthy reports, Apple’s innovative video brings sustainability to life through an improbable yet entertaining storyline. By personifying Mother Nature as a demanding stakeholder engaging in compelling dialogue with Apple’s sustainability team, the video captures viewers’ attention through its bold and unorthodox approach. The fusion of facts and figures into a whimsical narrative not only sets Apple’s video apart from conventional corporate messaging but also serves as a compelling draw for audiences. Despite the potential for the storyline to be perceived as corny or cringey, it effectively captivates viewers, helping them engage with the content on a deeper level—a testament to the power of an intriguing premise in video marketing.No one wants to read a 50-page white paper or sit through a 30-minute presentation, but most people will likely watch a 5-minute story-driven video


2. Memorable Characters and Transparency


The video’s standout character, Mother Nature, portrayed by Oscar winner Octavia Spencer, infuses the narrative with a distinct voice, adding depth and relatability. Through the character of Mother Nature, the video also provides a mouthpiece for healthy skepticism towards corporate sustainability efforts, effectively humanising the conversation around environmental responsibility. Additionally, featuring Apple CEO Tim Cook reinforces the transparency and integrity of the company’s commitment, illustrating the CEO’s personal engagement with the issue. By leveraging recognisable personalities, Apple enhances the memorability of its sustainability message, emphasising the authenticity and depth of the video’s characters.


3.Optimistic Tone and Effective Humor


Amidst an intense, and at times sarcastic, exchange, the video culminates with an optimistic and hopeful tone, amplifying the impact of Apple’s sustainability commitments. The integration of humor throughout the video provides a refreshing and relatable touch, allowing audiences to engage with the serious topic while providing moments of levity. The video masterfully navigates between high-stakes sustainability discussions and lighthearted moments, effectively maintaining viewer interest and emotional resonance. By concluding with a promising outlook for meeting ambitious sustainability targets, the video instills confidence in Apple’s commitment to carbon neutrality, driving home the message with a memorable and impactful tone.


Apple’s sustainability video showcases a trailblazing example of video marketing that seamlessly integrates an unconventional premise, compelling characters, and an optimistic tone. Through this unique approach, Apple offers a compelling case study for transcending traditional corporate communications and creating impactful and memorable sustainability narratives. The video stands as a testament to the potential of innovative storytelling and character-driven messaging in driving engagement and conveying complex sustainability initiatives to a broader audience.


At Two Story Videos, we specialise in helping businesses tell their stories through captivating videos. Contact us today to discuss how we can assist you in creating impactful and engaging video content for your brand.

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