- Client: the MR (Reformist Movement).
- Format: A vertical video in sketch format, designed for social media.
- Goal: To make people smile and increase visibility among a broad, young audience.
- Production: Filmed in a studio and on location with actors; the entire project was shot and edited in two days.
- Result: more than one million cumulative views.
Creating a successful short-form video for social media is a combination of the right idea, pacing, and quick execution. For MR, we produced a vertical video in sketch format, designed to grab viewers’ attention within seconds and make them want to watch until the end. The challenge: a humorous tone, polished staging, and lightning-fast execution. As a result, the clip surpassed one million views. Here’s how we worked on this project—and what it reveals about our approach to social media content.
The starting point: creating content that people want to share
The goal was clear: to break away from the conventions of corporate communications and offer lighthearted, funny content tailored for social media. The video features Georges-Louis Bouchez, president of the MR, in a deliberately humorous tone.
On social media platforms, you have to grab viewers’ attention within the first second. A poorly designed vertical format goes unnoticed, while a well-paced sketch can reach a massive audience. The challenge, then, was to find the right tone and execute it flawlessly, without losing the spontaneity that really hits the mark.
Our response: a vertical sketch designed for social media
We developed a simple yet effective process, from filming to editing. The idea wasn’t to throw resources at the project, but to make the production serve the joke and foster a sense of community.
Studio, on location, and real actors
To give the sketch more substance, we combined two settings: the studio for the controlled scenes, and outdoor locations to ground the story in a real and believable setting. The actors carried the production, which makes all the difference in a comedy format: their acting, timing, and reactions do half the work.
This ability to transition seamlessly from the studio set to on-location filming is one of the strengths of our audiovisual production studio near Brussels, which is designed to adapt to every project.
Filmed and edited in two days
Another strength of this project is its speed. Filming and editing were completed in just two days. For social media content, this responsiveness is invaluable: it allows us to stay on top of current events and publish at the right moment, when the topic is still fresh.
This efficiency doesn’t just happen on its own. It’s based on thorough preparation up front and end-to-end in-house post-production: editing, pacing, subtitles, and branding. We manage the entire process, so you receive content that’s ready to publish.
A vertical format optimized for streaming
The vertical format isn’t just a technical detail—it’s the language of today’s social media. Designed for mobile devices, full-screen viewing, and fast scrolling, it maximizes the chances that a video will be watched all the way through and shared. This is exactly the type of content we produce as part of our Instagram support services.
The result: over a million views
The video has racked up over a million views. For a short-form video, this shows that a good concept—well-shot and well-edited—can reach a massive audience without an exorbitant budget.
This type of performance illustrates a fundamental trend. Short-form video has become the dominant format on social media, as confirmed by most industry analyses, such as those published by Hootsuite or the resources from Meta for Business. For an organization, knowing how to produce this type of content quickly is a real advantage.
What This Project Says About the Way We Work
This sketch perfectly sums up our approach to social media content: a clear idea, quick execution, and production that supports the message. We know how to switch between studio and on-location shoots, direct actors, edit on the spot, and deliver a format that’s ready for social media.
From concept to distribution, we cover the entire process. It’s this end-to-end approach that guides our social media agency division and that you’ll see reflected in our work for other brands and organizations.
