Give audiences a human story to remember
The Frameworks recommends short, human-centred cinematic films as a memorable alternative to lengthy customer case studies. Give people's motivations and experiences the narrative focus, with technical capabilities explaining how the outcome became possible.
For UST, The Frameworks created a film about its work with Nourish + Bloom Market, an autonomous grocery store powered by UST's technology. The story centred on founders Jilea and Jamie Hemmings, whose ambition to bring good food to their community's food desert was inspired by their autistic son, Jabari. The film included firsthand accounts from the family, local suppliers, employees, shoppers and UST experts. The Frameworks established the narrative, then let participants tell their stories in their own words.
Use that approach to connect the customer's purpose, the partner's contribution and the people affected. The recommendation is a creative argument about memorability; viewing benchmarks provide a separate planning measure. Wistia's 2025 benchmarks for business videos hosted on its platform, across all video types, recorded average engagement, meaning the average proportion watched, of 50% for videos under 1 minute, 46% for videos lasting 1–3 minutes and 45% for videos lasting 3–5 minutes.
Sources: Four Creative Lessons B2B Designers Can Learn from B2C, Telling authentic tales