Why Documentary-Style Commercials Are the Future of Brand Storytelling

Feb 10

Introduction: The Shift in Commercial Filmmaking

The world of commercial filmmaking is evolving. As highlighted in Film Supply’s 2025 Trend Report, documentary-style commercials are rising in popularity. But why is this happening?

Today’s audiences are more discerning than ever. Traditional advertising: overly polished, highly scripted, and product-focused no longer resonates the way it once did. Consumers crave authenticity, emotion, and relatability. This is where documentary-style filmmaking shines. By capturing real moments and genuine stories, brands can build stronger connections with their audience.

How Audience Expectations Have Changed

Over the past decade, advertising has undergone a major shift. Consumers, especially younger generations like Millennials and Gen Z, have become immune to traditional sales tactics. Instead of flashy, overproduced commercials, they are drawn to content that feels real and personal. This is evident in the rise of influencer marketing, user-generated content, and behind-the-scenes brand storytelling.

Social media platforms like Instagram, TikTok, and YouTube have played a significant role in shaping this shift. People engage more with authentic, documentary-style videos rather than traditional advertisements that feel overly rehearsed.

What is Docu-Style Filmmaking?

Documentary-style filmmaking, also known as docu-style commercials, focuses on real people, real locations, and unscripted moments. Unlike traditional ads that rely on actors, artificial sets, and high production polish, docu-style films embrace imperfection, making them feel more genuine.

Characteristics of Docu-Style Commercials:

Real people, not actors – Authenticity comes from unscripted human interactions.
Handheld cinematography – A more intimate, in-the-moment feel.
Natural lighting – Creates a raw, honest aesthetic.
Emotionally driven narratives – Focus on human experiences rather than direct product promotion.
Subtle product placement – The brand or product is part of the story rather than the central focus.

Some of the most successful brands use this approach. Take, for example, The Farmer’s Dog’s “Forever” campaign—a heartwarming story about the bond between dogs and their owners. Nike, Patagonia, and Airbnb also frequently incorporate documentary elements in their storytelling, allowing customers to emotionally connect with their brand values.

The Power of Authenticity in Advertising

Modern consumers are bombarded with advertisements. What makes them stop scrolling or watching? Authenticity.

People don’t want to feel like they’re being “sold to.” They prefer content that feels real, unscripted, and relatable. Docu-style commercials build trust by:

Showing real experiences, not fabricated scenarios.
Using genuine emotions to create a connection.
Focusing on the people behind the brand, rather than just the product.

Why Trust Matters in Marketing

Trust is the foundation of brand loyalty. According to a study by Edelman, 81% of consumers say they need to trust a brand before making a purchase. Documentary-style filmmaking fosters trust by offering a transparent, human-centered approach to storytelling.

Emotional Connection: The Key to Brand Loyalty

Emotions drive consumer behavior more than facts. People remember how an ad makes them feel long after they’ve forgotten the brand’s features.

Docu-style commercials use relatable human experiences to form an emotional bond. This makes the brand more than just a seller—it becomes a part of the consumer’s identity. By placing real people in real situations, brands can create narratives that truly resonate.

The Role of Empathy in Advertising

Empathy is a powerful tool in storytelling. When audiences see themselves reflected in a brand’s message, they feel understood. This sense of connection fosters loyalty and can turn one-time buyers into lifelong customers.

Storytelling Over Selling: Why It Works

Traditional advertising often focuses too much on pushing a product. Docu-style filmmaking shifts the focus to:

The people impacted by the brand
The emotions behind the experience
The real-world significance of the brand’s work

Instead of saying, “Buy our product,” the message becomes, “Here’s how our product changes lives.”

This approach fosters long-term loyalty rather than just short-term sales. Consumers remember stories, not sales pitches.

The Business Benefits of Docu-Style Commercials

Beyond storytelling, documentary-style ads provide several practical benefits for brands:

Higher engagement & conversion rates – Authentic content performs better than overtly promotional ads.
Cost-effectiveness – Minimal sets, no actors, and natural lighting reduce production costs.
Multi-platform adaptability – Works well for social media, websites, TV, and YouTube.
Stronger brand alignment – Ideal for sustainable brands, NGOs, and purpose-driven businesses that need to communicate impact.
SEO and content longevity – Documentary-style videos often get shared more, increasing visibility over time.

How to Create a Great Docu-Style Commercial

Step 1: Find the Right Story

Look beyond the product. Find a human-centered story that aligns with your brand values.

Step 2: Use Real People, Not Actors

Authenticity comes from unscripted moments. Let real employees, customers, or community members tell their stories.

Step 3: Keep the Visuals Natural

Use handheld cinematography for a raw, intimate feel.
Leverage natural lighting to maintain realism.
Keep post-production minimal—avoid excessive color grading or effects.

Step 4: Focus on Emotion, Not Product Features

Instead of listing specs or benefits, tell a compelling narrative that evokes emotion.

Step 5: Keep It Concise

People have short attention spans. Make your message short but powerful while keeping it emotionally engaging.

Don’t know where to start? We created a free Storytelling Guide for you to download here.

Common Mistakes to Avoid

Even with a great concept, execution matters. Avoid these common pitfalls:

Overly staged or scripted content – Forced authenticity backfires.
Too much focus on the brand instead of the story – Let the narrative reveal the brand’s role naturally.
Ignoring post-production storytelling – Editing, music, and pacing are crucial to emotional impact.

Case Studies: Brands That Nailed Docu-Style Advertising

1. The Farmer’s Dog – “Forever”

What They Did Right:

Focused on a universally relatable emotional experience—the love between a pet and its owner.
Used real, intimate footage that felt like home videos, making it highly authentic.
Told a powerful story about time and companionship rather than just promoting a product.

What Could Be Improved:

The commercial could have showcased more diverse pet-owner relationships to broaden audience appeal.
Including user-generated content from real customers might have deepened authenticity even further.

2. Patagonia – Environmental & Sustainability Campaigns