There’s more content than ever out there, and not all of it gets the attention it deserves.
While one-off videos still have their place (we make plenty!), we’ve seen a growing shift toward episodic content. Short films. Behind-the-scenes diaries. Thoughtful series that give people a real sense of what a brand or organisation stands for.
It’s not about doing more for the sake of it. It’s about creating things people actually want to spend time with, and maybe even come back to.
We’ve pulled together six examples that do this really well, and shared some ideas on how these formats could be adapted for government, health or not-for-profit teams.
Craighill Design Shorts
The video: Sharp, short-form videos that explore small design problems and how Craighill solves them. Think keyrings, money clips, rulers.
Why we liked it: It’s niche but accessible. Each video is rooted in real-world curiosity, not marketing speak.
“The question we ask ourselves constantly is: what videos do we not see on the internet that we wish existed?” – Zach Fried, Co-Founder
They grew 163,000 followers in five months with a consistent format and in-house producer. Two videos a week. No trend-chasing required.
Format tip: Curiosity is your best friend. In government, think “Where your pothole report actually goes” or “How your passport gets processed behind the scenes.” In health, it could be “How we turn over an ED room in under 10 minutes” or “Where a blood sample goes after your test.” For not-for-profits, try “How a crisis call gets answered” or “What happens when someone walks into our drop-in centre.” These peek-behind-the-curtain stories help demystify processes and make systems feel way more human.
Letterboxd Four Favourites
The video: Creators and film lovers share four movies that shaped them. Same format, different voices, always personal.
Why we liked it: What started as a one-off post became a brand-defining series.
“We’re not interested in viral content. We’re interested in resonant content.” – Matthew Buchanan, Co-Founder
It’s consistent, low-fi and full of feeling. That’s what makes it stick.
Format tip: Structured formats make content easier to plan and repeat. In government, try “Four Things I Wish More People Knew” from frontline staff — like planners or permit teams. In health, “Four Moments That Made Me Stay” could come from nurses or admin staff reflecting on the work. For not-for-profits, “Four Things That Got Me Through” is a powerful way to elevate client or volunteer voices. Stick to a simple format and let the stories do the heavy lifting.
Patagonia The Stories We Wear
The video: Each episode follows a person whose Patagonia garment has been worn, repaired and loved for years. The item becomes a window into their values and lifestyle.
Why we liked it: It’s brand storytelling through memory and meaning.
“Each story we wear reflects who we are and what we stand for.” – Patagonia
A strong example of emotional storytelling tied to both product and purpose.
Format tip: Use objects to open up stories. In government, try “The Tools We Trust,” a ranger’s walkie, a planning officer’s field journal, a city worker’s safety boots. In health, “The Objects That Got Us Through” could be a nurse’s lanyard, a volunteer’s badge or a hand-written note from a patient. Not-for-profits might highlight a support worker’s diary, a sign from a rally or an old client welcome pack. It’s all about grounding the story in something tangible.
Cleveland Clinic Gratitude Sessions
The video: Patients surprise a caregiver who made a lasting difference in their life. Real, unscripted moments full of emotion.
Why we liked it It’s about honouring care in a way that feels earned, not engineered.
“It’s never too late to say thank you.” – Cleveland Clinic
The series builds trust, pride and culture at once.
Format tip: Gratitude hits different when it’s real and specific. In government, you could capture “Thank You Moments” between residents and bus drivers, or local staff being thanked by small business owners. In health, try “Letters That Stayed With Me,” staff reading cards or emails from patients. For not-for-profits, use it to highlight the ripple effect of your work, like a volunteer being thanked by someone they supported. Real voices, unscripted moments.
Duolingo Life at Duolingo
The video Day-in-the-life reels, intern diaries, behind-the-scenes skits and team spotlights, all with Duolingo’s signature irreverence.
Why we liked it: It’s employer branding with real personality.
“It’s a peek inside the culture, with just the right amount of chaos.” – Duolingo
It attracts talent that fits the vibe, not just the role.
Format tip: Let people see behind the curtain. In government, it could be “Inside [Team Name]” or “My First 100 Days” with new grads or comms staff. In health, show what “Inside The Lunch Room” or “What It’s Like on Night Shift” really looks like. For not-for-profits, a “Day in the Life” of a team member – whether it’s a youth worker, a fundraiser or a case manager – helps build connection and understanding. Keep it vertical, short and true to your tone.
BUCK & It’s Nice That SuprOrdinary
The video: A designer returns to a personal project that fell away as professional demands took over. It’s about reclaiming time, space and creativity.
Why we liked it: It captures a quiet truth about burnout, reflection and rediscovery.
“We all need to make room for the work that brings us back to ourselves.” – Buck and It’s Nice That
A refreshing take on care and sustainability in creative work.
Format tip: Go reflective and let the emotion lead. In government, something like “The Work Behind the Work” can spotlight unsung heroes who keep the wheels turning. In health, “Why I Keep Showing Up” might be an aged care nurse, a rural doctor, or an outreach nurse sharing their why. For not-for-profits, profile the long-haul contributors, people who’ve stayed committed over years. These stories don’t need polish, just heart.
Learn more:
- Craighill – “How Craighill Got 45M Video Views in Five Months”, Link in Bio by Rachel Karten https://www.rachelkarten.com/p/how-craighill-got-45m-video-views
- Letterboxd – “How Letterboxd’s Four Favorites Format Works”, IndieWire https://www.indiewire.com/features/general/how-letterboxd-four-favorites-works-started-1235035326/
- Patagonia – “The Stories We Wear”, Patagonia Stories https://www.patagonia.com/stories/the-stories-we-wear/story-153936.html
- Cleveland Clinic – “Gratitude Sessions”, Cleveland Clinic Magazine https://magazine.clevelandclinic.org/2023-fall/gratitude-sessions
- Duolingo – “Life at Duolingo”, Duolingo Blog https://blog.duolingo.com/hub/life-at-duolingo/
- BUCK – “SuprOrdinary Inspires Creatives to Stop Being Their Own Roadblock”, It’s Nice That https://www.itsnicethat.com/features/suprordinary-inspires-creatives-to-stop-being-their-own-roadblock-creative-industry-spotlight-080425
