We caught up with our Producer, Grace Dunsby, to find out how she landed a role in the video industry (AND in Harry Potter), what she enjoys about it and her predictions for the industry.
How did you get into video?
“I always knew a standard 9-5 wasn’t for me. I was always interested in the arts and it started with a passion for photography at school. I loved capturing moments and playing with composition and lighting. My love for photography organically turned into a love of film. That’s when I decided to get a film degree at uni and studied film and TV production at York St John’s.
“After I graduated, I landed my first ever job as a runner on Big Brother. I worked in TV production for 9 years, and then decided I wanted to move into digital as that’s where I saw the future of how people were going to consume content.”
What do you love about video?
“I’ve got film in my blood. My stepdad did a film degree, and my grandma did amateur dramatics. I’d watch her in plays from a young age and was inspired by storytelling and set design. When I was about 14, my grandma landed a role as Imelda Staunton’s double on a Harry Potter film – she got me in as an extra. And that was it. The buzz and the thrill of being on set hooked me. I knew then that I definitely wanted to do something in video production.
“I love video’s ability to evoke emotions. You can take an idea and turn it into something visually stunning, emotionally compelling, and universally impactful. It’s one of the few mediums that can teach, entertain, and inspire all at once.
“And let’s face it, video’s everywhere now. People consume video more than almost any other type of content – especially on social media. So, being able to create something that resonates with a wide audience is a pretty inspiring challenge.”
What advice would you give to someone looking to get into video?
“Start creating now. The beauty of the world we are living in now is that anyone can become a content creator. There’s so much at your fingertips, and all you need is a mobile phone. You don’t even need a fancy camera. Whether it’s for yourself, for friends, or for local businesses, you’ll learn just as much (if not more) by doing than by reading or watching tutorials alone.
“Second, focus on storytelling. The tools and techniques are important, but at the end of the day, content that connects with people emotionally or intellectually wins every time.
“Lastly, network and collaborate. The video industry is as much about relationships as it’s about technical skills. The more people you meet, the more opportunities will come your way.”
What’s your favourite video that you’ve worked on?
“We recently produced a series of 3 case study films for the ATI (Aerospace Technology Institute). I loved learning something new and working alongside the Director. We wanted to create something a bit more stylised than the standard corporate interview set-up. I was really pleased with the outcome.”
Who’s your dream client?
“I’d love to work with Oatly. They’re not just producing a product; they’re building a movement around sustainability and have such a unique and fun brand voice. Their campaigns are witty, bold, and often quirky. But at the core, they advocate for environmental consciousness and a plant-based future.
“Working with a brand that balances creativity with a clear mission to challenge the status quo would be incredibly rewarding. There’s a lot of room to do something fresh, entertaining, and impactful with them.”
How has video changed in the past five years?
“It’s been pretty wild. First off, there’s been a huge shift in how people consume content, with smartphones taking over as the primary screen. And with the rise of social media platforms like TikTok and Instagram, people are looking for quick, snackable content they can consume quickly. Five years ago, creating a 60-second promo spot was a big focus. Now, you’re talking 15-second micro-videos on vertical screens.
“And there’s more to do with video than just watching it now. We’ve got 360-degree videos, shoppable content, and even AR/VR experiences. With more powerful software and camera gear becoming more accessible, high-quality production is available to almost anyone.
“This has led to a rise in user-generated content (UGC). Now, people want less polished videos that feel real, relatable, and unfiltered. We’re also seeing a push for inclusion, diversity, and purpose-driven content.
“Finally, there’s a huge uptick in the use of motion graphics and animation, especially for explainers or product demos.”
What do you think the next trend in video will be?
“I think we’re on the verge of an immersive content explosion. AR and VR have already made waves, but we’re going to see them become much more mainstream. Imagine interactive video content where viewers can choose how the story unfolds or overlay augmented reality elements in real-time.
“These advancements mean videos will not only capture attention but also engage audiences on a deeper and more personal level.
“With advances in AI and data insights, videos can adapt in real-time to a viewer’s preferences, behaviour, or location, such as, products tailored to individual tastes or content that feels locally relevant. Features like shoppable videos and interactive, choose-your-own-story formats will make watching more engaging. This shift means video will feel more relevant, responsive, and impactful than ever – and I’m here for it!”
How do you think AI will affect video?
“AI is definitely going to be a massive game-changer, and honestly, I’m excited about it!
“It’s already making waves with automated editing platforms, AI-powered voiceovers, and even AI-generated graphics. I think it can free up creatives from mundane tasks like sorting footage, creating transcripts, or organising assets, so we can focus more on the creative vision.
“But, that said, I do think the challenge will be maintaining the human touch in our stories. AI can assist, but I see creative direction, emotional depth, and storytelling as something inherently human for the foreseeable future. So, I’m absolutely welcoming it, but with the mindset of using it as a tool and not as a replacement.”
What do you like most about what you do?
“I love being part of a project, from the first idea all the way through to delivery. Working with a client on making their idea and or vision come to life. Being a part of each step of the process means no two days are the same.”
What’s your favourite type of video?
“I’m a huge fan of documentary-style videos, but I also love incorporating motion graphics and animation when appropriate. There’s something about real-life storytelling combined with stylish, engaging visual elements that make for powerful content. Plus, motion graphics and animation can simplify complex ideas or data, making information more digestible and engaging.”
What’s one thing you should NOT do in a video?
“Don’t underestimate the importance of audio quality. Many people focus exclusively on the visuals, but poor audio can ruin even the most beautifully shot video. It’s tempting to cut corners here, but interview audio, sound design, music, and a professional voiceover are so important for an impactful video.”
What’s one thing you should NOT ask a video expert?
““Can you make it go viral?”
“The reality is, creating a viral video often involves good timing, luck, and a ton of factors outside your control. Instead, ask how we can make compelling content that resonates with your audience. Focus on telling a story with connection, and let the results follow.
“Also, asking if we can “fix it in post” can often be costly and an inefficient way of working — it’s always better to nail it during production.”
Need a video? Chat to Grace and the team