First of all, testimonials need to be genuine and honest; otherwise, these will be seen only as a commercial. We will do the remote interviews following the editorial guideline that we always use when making films.
Where are we? who are we talking to? In what line of business do the company we talk to operate? What problem do they have? What solutions are they looking into? How did they end up with the solution chosen? And finally, how has that helped the company to resolve the problem.
I am confident that you can use many different ways to get your story told, but the advantage of the above model is that you can extend questions to use the same formula for both short and longer films - right?
Of course, the result depends on the answers, the filming, the cover-footage, etc., and it always starts with - what do you want to tell?
In post, we edit the story to the duration we believe is good. We almost never set a specific time or duration but believe that a story that needs to be told also need the time it takes to do it. If you force a story, you may end up with something that some find stressful - or superficial, or too much of a marketing piece. This is marketing, but if you can let the interviewee be honest, unbiased, and tell the negative sides of a product, I believe it creates a higher value for the viewer - and hint becomes a better marketing piece for the company!
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