Whether you’re making a brand film, an event video or an internal comms piece, people want honesty over perfection.

The truth is, some of your best footage will happen when no one is performing for the camera.

It’s in the laugh before a question, the pause after a compliment, or the moment someone forgets they’re being filmed. Those clips are great because they make people cry, smile or chuckle and remember your message.

When everything feels too polished, it can lose that spark and the connection your audience is looking for.

When things feel a little too perfect.

There’s nothing wrong with structured, planned content. Some projects need to be staged - health and safety videos, training sessions or formal updates.  You can’t leave important details to chance.

But when every line is scripted and every smile rehearsed, people become self-conscious. The performance takes over. And even if the video looks perfect, it doesn’t always look real.

The challenge is finding the balance. You want a clear plan, but you also need space for genuine reactions. The bits that show who people really are.

A story from the field.

One of the best examples of this came from a project we did with Bettys and Taylors of Harrogate.

During the first year of filming their internal awards, everything had to happen outdoors because of Covid restrictions. We set up at the RHS Gardens in Harrogate, hiding the camera crew in the bushes while the winners were surprised by their managers with trophies. The reactions were priceless - real shock, laughter and even a few tears.

There was no way to script that kind of emotion. It was genuine joy, and it made the video unforgettable.

The following year, when restrictions eased, we changed the format. This time we travelled between offices and locations with a sofa, filming colleagues talking about the winners before revealing them at the event. What stood out wasn’t the questions or the answers.

It was the little moments before and after. The laughter while getting comfortable, the shared nerves, the small talk that helped people relax.

Those clips became the heartbeat of the edit. They reminded everyone watching that this was about real people, not just polished production.

Knowing when to step back.

Every shoot is different. Some people love to talk off the cuff; others need structure to feel confident. Your job as a storyteller is to create the right conditions for both.

Start conversations, not interviews. Ask a warm-up question or two. That can be something as daft as what they had for breakfast or what their favourite biscuit is. It helps people settle, and you’ll quickly see how natural they feel on camera.

Remember, you’re not there to trip anyone up. You’re there to help them shine. When they feel safe and supported, they stop worrying about getting it wrong - and that’s when the magic happens.

And if someone gives you their best line right after the camera’s stopped rolling, don’t be afraid to turn it back on and capture it properly. Those spontaneous thoughts often carry more heart than anything planned.

Why authenticity wins every time.

When people look comfortable, they come across as confident and credible. That’s what audiences connect with.

Authenticity doesn’t mean chaos. It’s about trust. You set up the scene, guide the moment, and then let it breathe. The best reactions are usually the ones that happen naturally.

When your audience believes what they’re seeing is real, they’re more likely to trust your brand and remember your message. And when someone relaxes on camera, it shows. They stop performing and start communicating.