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Innovating with an Innovator

At MK3, we love our customers. It’s even more exciting when they live the American dream and make national news. At President Trump’s 2018 State of the Union address, Carbonite CEO Mohamad Ali, was brought as a guest of Massachusetts Senator Ed Markey (D-Mass.)


Ali grew up in Guyana and came to the United States with his mother when he was 11 years old with $34 dollars in their pockets. Since that time, Ali became a U.S. citizen, graduated with dual degrees, held leadership positions in technology companies, and now as CEO of Carbonite, serves as one of the digital economy’s strongest advocates for net neutrality.

Carbonite sought out MK3’s creative team to come up with ways to engage Carbonite customers about data backup and recovery using video and animation.

MK3 also shot still photography of Carbonite backup solutions for marketing purposes to illustrate customer data centers that protect critical systems from disruptions of any kind.


It’s this kind of leading edge data protection solutions and strategies that MK3 brings to life for Carbonite consumers. MK3 helps brands like Carbonite understand their clients needs and create content that connects and engages them.

As we said at the outset, we love all our clients at MK3 but we really like it when our team gets to innovate with an innovator.

By Ted Wayman, VP of Sales and Business Development

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The Power of Internal Videos

We typically focus our corporate communication efforts on external audiences – customers, prospects, analysts, the media. But what about that all-important audience – our own employees? What, and how, do we communicate with them? An email perhaps? A webcast town meeting? Heaven help us, a printed memorandum? Why not use the same impactful media, and regularity of contact, that we apply to our external audience?

Some companies do. At MK3, we see companies starting to leverage the power of quality video in regular communications with their own workforce. Hearing directly from company leadership, in this personal and dynamic way, can be a very effective means to convey critical information. We’ve seen internally facing videos used to:

  • Share quarterly or semi-annual performance results
  • Introduce a new member of the senior leadership team
  • Introduce a new public product or service
  • Introduce a new employee benefit, program or resource (e.g. that new intranet)
  • Share company values
  • Share a major company success
  • Introduce a new organizational structure

And these videos not only convey information; they provide a host of ancillary benefits to the organization:

  • Create a personal connection between leadership and employees
  • Demonstrate leadership’s care and respect for employees
  • Foster a sense of company esprit and pride
  • Inspire the team
  • Explain and contextualize important, complex information
  • Strengthen the sense of company loyalty and belonging

These videos can be long or short, but it’s important that they be high quality. And it’s important that they happen with some regularity. Why not leverage the most popular medium of our time not only for buyers and influencers, but also for our most valuable asset – our own employees! Forward-thinking companies are recognizing that there’s a powerful opportunity in internal videos.

By Mo Effron, VP of Strategy & Interactive

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4 Foolproof Steps to Borrowing Your Next Great Video Idea

Do you need some fresh ideas for your next video? Are you trying to avoid making another “talking head” video or typical typography animation?

Well here you go…

What, do you think I’m going to just give my new ideas away? Heck, no. I’m going to give you other people’s ideas!

The concept is this: look around you, find creative examples on TV, the web or anywhere else, imagine how these ideas could be tweaked and used for your project, then combine the ideas and present them as samples, so your client understands your new approach.

People have been using others for inspiration since the beginning of time. Here are 4 easy steps to borrowing ideas and creating new ones – then having them at the ready to pitch your colleagues and clients at a moment’s notice.

Step 1: Find Ideas

I used to walk around taking pictures of sunsets, people, and interesting vistas. Now, I also photograph advertisements, and I’m always on the lookout for something new. I recently snapped a photo of a Dunkin’ Donuts poster promoting their new Almond Joy drink. It’s a top-down photo of their drink (looks like hot chocolate) with a smiley face created from the bubbles in the foam. What a simple but engaging idea. I snap pictures of billboards, posters in train stations, or book covers – to hold on to ideas that could be built upon for a future project.

Step 2: Remember What You Found

I used to see commercials all the time and think “what a funny idea, I should do something like that”. Problem is I’d forget the name of the commercial or who made it. Now, I make a point to jot down the tag line and company so I can look it up later on YouTube or iSpot.tv. It’s amazing how useful that can be when you suddenly need an idea. Instead of saying, “Ever see that commercial with the hilarious lady in the glasses?”, you can show the Hunter Douglas commercial with Iris Apfel as an example of quirky humor and great set design.

Step 3: Organize the Ideas

Create a folder on your desktop, Dropbox, wherever you want, and put your favorite creative ideas there. It’s a reference guide for the new inspirations that could one day be useful for a client project. How about an engaging on-camera host? Ever see the Hulu spot with Anna Kendrick? Here it is… 

4 Foolproof Steps to Borrowing Your Next Great Video Idea

Step 4: Pull it all Together

You never want to rip someone off. You want to combine ideas and add your own twist. And by having the ideas library at your disposal, you’ll have ready-made concepts to present to your team or your client as examples of what you can do. “Let’s make something that looks like this… with the humor of this… but with a creative call to action like this…” Ideally you combine ideas to create something new that meets the goals of the project and makes it unique.

I leave you with a quote that I found in a great book called “Steal Like an Artist”:

“The only art I’ll ever study is stuff that I can steal from.”

-David Bowie

Most people would agree that Bowie was one of the most unique musicians of our time. If he can steal ideas for his creative vision, we all can!

By John Lawrence, Creative Director

Thought Leadership, Video | 1 Comment | share:
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And the winner is…

MK3 Creative has been recognized with an award for Creative Excellence by NEDMA, the New England Direct Marketing Association, for our collaboration with Santander Bank. Congratulations to Creative Director Mark DiTondo and the MK3 team for their great work on our award-winning Santander HR Video Series.

Check out the online video series here, and learn “How to Santander”!

MK3 Creative NEDMA Awards Santander Image

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The MK3/Heritage Story

Heritage Plumbing had a modest beginning with two brothers and a pickup truck. Now, twenty years later, they are a regionally recognized brand employing 90 individuals and driving 55 trucks.

What is the key to their success? Their dogged focus on being “the very best service provider with the happiest customers.”

MK3 Creative was welcomed into the family business about a year ago, to assist Heritage in naming their key differentiators. What services are they providing that their customers considered the best?   How is it they have been keeping their customers happy? Three key words rose to the top: cleanliness, expertise, and convenience.

From these, it was difficult to choose only one to take to the “airwaves.” After much thought, they decided that all three were essential to who they were as Heritage. The team jumped all in, deciding to create three thirty-second commercial spots.

Here’s how MK3 and Heritage highlighted “cleanliness,” “expertise,” and “convenience”!

By Joel Kaplan, Principal

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This is How You Santander!

Santander Bank just released a series of videos created and produced by MK3. The goal is to attract good candidates for new positions in the bank’s consumer and business banking divisions.

From branch managers to financial consultants, Santander and MK3 worked together on the description of multiple jobs within the bank.

From concept to execution, MK3 is proud of this recruiting effort to help attract the region’s top talent to Santander Bank.

Take a look at the link to explore all of Santander’s consumer and business banking jobs and as the bank says….This is how you Santander!



By Ted Wayman, VP Sales

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Providing Heartfelt Support with Video Storytelling: MK3’s Partnership with Family Reach

For years, MK3 has teamed up with Family Reach, a non-profit organization focused on bringing attention to the devastating effects of cancer. Our partnership works to spread and increase awareness by telling the stories of families affected by cancer, focusing on the struggles and triumphs Family Reach experiences alongside them.

A recent video we created, featured above, tells the story of Camille and her family. The video was written, produced and directed in-house by MK3 to be played at “Cooking Live,” a charity event in Boston, where $270,000 was raised to support this great cause.

Family Reach continues to provide local answers to a growing national issue by providing financial relief, access to care and heartfelt support.  They are a lifeline for families fighting cancer, and MK3 continues to help support their mission.

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The Value of Video

In today’s world, video is no longer a “nice to have,” it’s a “need to have.” Just take a look at some of these compelling statistics

  • 80% of Internet users recall watching a video ad on a website they visited in the past 30 days and 46% took action after viewing the ad. (Online Publishers Association)
  • 75% of executives watch work-related videos on business websites at least once a week. (Forbes)
  • Video results appeared in almost 70% of the top 100 search listings on Google in 2012. (Marketing Week)

Video isn’t going anywhere. Luckily it isn’t hard to harness its power. Whether you’re selling a product, planning a big event or offering a more personal view of your company, video can be used to effectively engage your audience. Take a look at the video above which shows how video can be a valuable tool for any company.

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MK3 Adds to Sales Force by Welcoming Ted Wayman

MK3 is pleased to announce that we have expanded our sales team by bringing on Ted Wayman as VP, Sales and Business Development. MK3

Ted brings over 25 years of experience in digital and broadcast media.  Most recently, Ted worked as Director of Business Development at Videolink, where he sold video technology to financial and healthcare verticals.

Prior to Videolink, Ted led the business development and sales efforts at digital startup, Boston.tv where he created partnerships with the Boston Celtics, Boston Magazine, and the Boston Business Journal.  You may recognize Ted’s name and face as he was also an Emmy Award winning Anchor/Reporter for WBZ-TV.


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Behind the scenes: Creating a city loft without the city

The script called for the look of a city loft: High ceilings, city view and open space. Sounds fairly easy, right? Well, not quite…

Imagine a cast and crew of 24 maneuvering around limited parking, a tough load-in and tight spaces to shoot inside a 2-bedroom loft in the city. Needless to say, this can become rather difficult. So we opted for an entirely different approach – shooting in a large, easy-to-access contemporary house out in the suburbs.


Shooting in a suburban house provided us with the space and flexibility that we wouldn’t have had otherwise but also meant that we would need to edit in post to make the look believable. Our first step in transforming the house was to track a photo of a city building in the window frames of the house. To further sell the look, we shot the scene at night so that the windows were black and reflective. We also kept the woman’s reflection and many of the interior reflective lights from the actual shot in the window to preserve the perspective and distance. This was key to making it look real. We didn’t have to chroma-key the windows but did some simple rotoscoping as the woman crossed the windows. After a few finishing touches, you’d be hard pressed to say that she wasn’t in a city loft.

Take a look at these before and after shots and tell us if you’re convinced!



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