A short film with a human centre
The Frameworks recommends short, human-centred cinematic films as an alternative to lengthy customer case studies. The practical starting point is to identify whose experience gives the customer's success meaning, then let those people describe it in their own words.
For UST, The Frameworks created a film about Nourish + Bloom Market, an autonomous grocery store powered by UST's technology. Founders Jilea and Jamie Hemmings wanted to bring good food to their community's food desert, inspired by their autistic son, Jabari. The film brought together the founders' family, local suppliers, employees, shoppers and UST experts. Their accounts made the technology's role tangible through the people and community it supported.
Choose length around the story rather than treating shortness as the creative idea. Wistia's 2025 analysis of business videos hosted on its platform found average engagement, meaning the proportion watched, was 50% for videos under 1 minute, 46% for videos lasting 1-3 minutes and 45% for videos lasting 3-5 minutes. Wistia also reported in 2025 that overall engagement with business videos on its platform declined 7% in 2024.
Give viewers a human reason to watch, with the customer's experience carrying the narrative and technical detail explaining what made the outcome possible.
Sources: Four Creative Lessons B2B Designers Can Learn from B2C, Telling authentic tales