Emperor director of moving image Phil Horbury, and lead animator Luke Thompson Clarke, explore how cinematic experiences are redefining corporate communications.

The shift in expectations within the B2B market has fundamentally reshaped how businesses communicate. Today’s B2B audiences demand the same level of emotional engagement and creative quality traditionally associated with B2C marketing. 

And this evolution isn’t just about delivering information; it’s about connecting on a deeper emotional level. 

In a previous piece, we explored the growing appetite for creativity among B2B audiences. Far from being passive recipients of content, they’ve become active participants who expect ingenuity and innovation. The bar is higher than ever—our work must do more than simply inform; it’s got to inspire and resonate.

Take Emperor’s moving image capabilities as an example. This relatively new proposition has honed its craft and built a reputation for producing high-quality, creative content. Recognition at events like the Lens Awards is not just about accolades; it’s a measure of excellence and a benchmark for creative standards. Our recent submissions have earned positive feedback, reflecting the trends driving the industry. 

One standout trend is the concept of “partnership spots.” Instead of films ending with a token logo placement for sponsors, the focus has shifted to amplifying the shared values and integrity of the partnership. We recently produced a TV Commercial celebrating the partnership and shared spirit between Mubadala (the sovereign wealth fund of Abu Dhabi) and the sport of professional tennis. The goal was to create a narrative where both entities actively contributed to the story, fostering a sense of unity and purpose. This approach redefines how organizations communicate their relationships and drives deeper audience engagement. 

Another example is our work with Dow, where we created a three-part film titled “The Original Innovator.” This film aims to inspire current and future innovators by exploring the notion that the natural world itself is the original innovator. By crafting an immersive, cinematic experience with subtle, sometimes playful storytelling. we encouraged viewers to think differently and embrace their own potential for innovation. We believe when you’re asking your audience to engage deeply with your message, you have to pre-emptively give them a gift in return. We tried to give the audience a gift of a profound, escapist, almost meditative experience.

The same philosophy guided our collaboration with Cero Generation, a leader in solar energy and battery storage projects. To counter cynicism around sustainability messaging, we took a personal approach. At the heart of the project was a candid conversation between Cero’s CEO and an influential young activist, discussing challenges, motivations, and aspirations. This was supported by a series of films profiling individual employees, each sharing their unique stories and passion for their work. By blending personal narratives with cinematic visuals, we created content that felt authentic and relatable, positioning Cero as a genuine and inspiring player in the sustainability space. 

These projects illustrate a broader truth: B2B audiences now crave the same compelling experiences as B2C audiences. They want to feel inspired, respected, and immersed.

To stand out, B2B marketers must craft experiences that captivate and engage on an emotional level. We should be aspiring to the polish and ambition seen in the ads they play at the cinema, or the content vying for attention alongside outlets like Vox or WIRED. B2B content now competes in the same creative arena. The challenge is nothing less than delivering the unexpected, immersing and inspiring our audiences, transporting them to another world, pulling them through the screen of their ThinkPad. 

To meet these heightened expectations, B2B marketers must prioritize creativity, authenticity, and emotional resonance. By transforming content into meaningful experiences, we can inspire action, build loyalty, and set a new standard for the industry.