- Client: Shell, for its Fleet Cast content series aimed at fleet managers.
- Mission: A monthly branded video production, conceived from start to finish, to position Shell’s teams as experts in their solutions.
- Production: 12 full-length videos and 48 short-form videos, filmed in the studio and on location over two days.
- Rollout: three countries (Belgium, the Netherlands, France) and two languages, on LinkedIn, Meta, and YouTube.
- Signature StreamBox: a custom set design fully in line with Shell’s artistic vision.
When a company like Shell wants to communicate with its fleet managers, every detail counts. For Fleet Cast, we designed a comprehensive branded video production, from the initial scoping meeting to the delivery of broadcast-ready content. The goal was clear: to provide Shell with a consistent, credible series that reflects its brand image and positions its teams as true experts in their software. Here’s how we went about it—and what this project says about our approach to work.
The starting point: making fleet managers recognized experts
Shell didn’t want just another corporate video. The challenge was to create a regular content series aimed directly at fleet managers—the professionals who manage vehicle fleets and the associated tools on a daily basis.
The editorial strategy was based on expertise. Rather than pushing a commercial message, Fleet Cast features Shell teams and industry experts who explain, analyze, and provide guidance. This positions the brand as an authority, not just a supplier. It’s a content strategy we often advocate: today, every company has an interest in becoming a media outlet on its own subject.
One major challenge remained: sustaining this ambition over the long term, across multiple languages and countries, without ever compromising on quality or brand consistency.
Our solution: a branded video production designed from start to finish
In response to this need, we proposed a comprehensive solution. A branded video production is never limited to just the shoot—it begins long before the cameras roll and continues long after they stop. It was precisely this turnkey approach that put Shell at ease.
Custom set design under Shell’s artistic direction
Our first bold decision: not to use a generic set. We designed a set entirely in line with Shell’s artistic direction—from the colors and materials to the branding elements. As a result, every shot exudes the company’s identity, without a single logo tacked on afterward.
This level of customization is part of our daily routine. Our audiovisual production studio near Brussels was specifically designed as a flexible space that can be transformed to reflect each client’s unique vision.
A two-day shoot in the studio and on location
To add rhythm and variety to the series, we combined two settings: the studio for polished, clean, and comfortable sequences, and outdoor locations to ground the content in reality. The entire shoot took place over just two days.
This efficiency is no accident. By preparing each episode in advance, we can record a large amount of content in a short period of time—enough for several weeks of broadcasts all at once. For someone with a busy schedule like Shell’s, this is a major advantage.
Full post-production and social media content ready to publish
Once filming is complete, the work continues here at our studio. Editing, color grading, subtitling, and motion design—it’s all handled in-house. Most importantly, we’ve adapted each full-length episode into short-form versions tailored for social media, in the right aspect ratios and languages.
In total, 12 long-form videos and 48 short videos were delivered, ready to be posted on Shell’s channels. This approach to editing and distribution is at the heart of our social media agency division, which serves as a natural extension of our production work.
A multilingual series rolled out in three countries
Fleet Cast is not a one-off production: it’s a format that airs in Belgium, the Netherlands, and France, in Dutch and French. Each market has its own hosts and style, but the series maintains a common identity, shaped by the set design and editorial direction.
Managing this multilingual aspect means planning ahead right from the start of filming: different versions, subtitles, and formats tailored to each platform. This is also where the turnkey approach really comes into its own. The client maintains a clear vision, while we handle the complexities of coordination behind the scenes.
Why a Brand Video Is a Game-Changer in B2B
Shell’s decision is by no means an isolated one. Video has now established itself as the dominant format for communication, even in the B2B world, which has long been considered rather austere. Most industry studies, such as those compiled annually by Wyzowl, confirm that video remains the audience’s preferred format for understanding a product or offering.
On a professional platform like LinkedIn—where decision-makers and fleet managers are actively engaged—native video content has become an essential tool for establishing authority. Regular branded video production helps you maintain a strong presence, educate your market, and stay top of mind when it comes time to make a purchase decision.
That’s exactly what Fleet Cast aims to do: not to sell directly, but to establish expertise that inspires trust. And as Think with Google regularly points out, it’s often the consistency and usefulness of the content—rather than a lavish budget—that makes the difference in the long run.
What This Project Says About the Way We Work
Ultimately, Fleet Cast really captures what we love to do: understanding a brand’s challenges, translating an artistic vision into a real-world setting, filming efficiently, and then delivering content that’s ready for broadcast across multiple markets.
We shoot with top-of-the-line equipment (Sony CinemaLine and Burano 8K cameras, adjustable lighting, and an on-site sound engineer), deliver via Frame.io with dual backups, and manage post-production from start to finish. Whether it’s for a video podcast, a corporate series, or a social media campaign, our promise remains the same: you focus on your message, and we’ll take care of the rest. This is also what guides every corporate video production project we undertake.
