Discovering the power of the ‘utility’ video

If you’ve ever repurposed a butter knife as a simple screwdriver, then you’ve overcome the psychological constraint of “functional fixedness”.

I see functional fixedness a lot in my work as a personal and commercial filmmaker. Often, people consider video to be limited to a narrow set of purposes such as promotion or event documentation. It usually takes a discovery call or two to open up the possibilities.

Dr. Jinni Beens produced a video that is aimed at expanding the team of veterinary medical professionals at her busy practice.

What a pleasure to get a call out of the blue from a client who already saw the power in using video to support a very precise outcome beyond marketing. I jumped at the chance to work with the indomitable Dr. Jinni Beens when she decided to produce a deep-dive video asset to attract some reinforcements to help maintain her very busy veterinary practice, Trenton Pet Hospital.

Dr. Jinni, along with Practice Manager Andrew Blais, contributed the majority of the vision for the 5-minute film that explores the ideology and philosophy of the Trenton Pet Hospital team. Prompted interviews and extensive supporting footage were blended with the specific goal of appealing to veterinary medicine professionals that will be an ideal fit with TPH’s Fear Free and AHAA accredited level of care.

It makes for a very engaging viewing experience, even if you’re not a Doctor of Veterinary medicine. View it here: