How did Sian Evans go from being a classically-trained singer to our Head of Video?? We chatted with Sian to get her story, and opinions on the fast-moving world of video.
We talked about Sian’s experience with big brands, her dream collaborations, and her honest take on where video is going. So if you’re a seasoned pro, or just dipping your toe into the world of video, read on for some practical advice and predictions.
How did you get into video?
“So, my journey into video is slightly unconventional. I was a classically trained singer with a passion for tech, and I ended up going to study Creative Music Technology BMus at Surrey University. I wanted to learn more about digital composition, creating music and sound design for visuals – and put my music training to use in a more forward-thinking way.
“When I finished my degree, I went on to study performance and learned how to perform the work I’d been producing for my degree (using synths, pedals, etc). Then I took any job I could find and started writing and recording my own music, and playing shows across London – finding my way eventually into music PR. I got lucky with my music, and played a (small) spot at Glastonbury, shot my own music video and decided I wanted more.
“I’ve always been passionate about film, and how things look and sound. With my technical knowledge from the music side of things, it was a natural transition for me to start applying my technical ability to visuals and enter the world of video.”
Have you got any advice for someone who’s just starting out in their video career?
“I think working in video, there’s always something new to learn. So, whether it’s a new camera technique, a new animation style or, looking at Gen AI – there’s always something to keep you hooked. My advice would be stay open to everything, try everything, say yes to things that scare you and stay curious.
“I actually think it’s a smart move to be interested in everything. Learn as much as you can. It’s a competitive industry and it takes more than the gift of the gab to really get ahead. So learn lots. Find something that gets you excited and run at it.”
You’ve worked with like a lot of big brands like Google and DHL Express. What’s your favourite project so far?
“I’ve been fortunate enough to produce, direct and work with clients around the world and travel for the last 13 years. But I think one of the jobs that always sticks out is a brand film for SAFT about making batteries for satellites – their batteries powered the Mars Rover. I love learning new things, so this one was particularly cool! I got to travel to the States and France. And I met brilliant people doing pretty awesome things. That’s the dream!
“What’s amazing about a job like this is, if you approach it with curiosity, you’ll win every pub quiz going – you learn so much from so many different clients. It’s just a constant state of learning and it’s impossible to be bored.”
Who’s your dream client?
“My dream client to work with would be Gregg’s. I love the brand. And the steak bakes. They don’t take themselves too seriously. And manage to maintain and sustain the brand so well. So yeah, I’d love to produce any content for them. Shout out to anyone who works at Gregg’s and wants to collaborate on something!”
How has the video industry changed in the last decade?
“The video industry is always changing, but generally, the biggest shift over the last decade is clients finally recognising and realising the power of video in their comms and using it as a huge part of their marketing strategy. Video is power!
“Not everyone is a video expert. But there are more people making it, more people engaging with it. Our exposure to video has gone stratospheric. I actually think that’s meant that we’re all so much more aware of what ‘great’ looks like – it sets the bar higher and forces us all to be better at what we do.”
What video trends have you seen in recent years?
“I think everything with video is quite cyclic. Things always come back around. Short form, long form, UGC, animation. Everything is a trend until it’s not. And then it’s back again.
“But with the rise of Gen AI, we’re now seeing video production shift. It’s hard to know what’s real and what’s not. There’ll definitely be a trend towards more AI generated video. But right alongside that, no doubt there’ll be a craving for authentic content.”
What video style is popular now, compared to what was popular five years ago?
“I think authentic, short form content is super popular. Even if it’s lower production value – if it’s really honest and authentic, I think it’ll perform well. Content that tells a really good story is always popular. Whether it’s created with AI, UGC or shot on film – authenticity and great storytelling is always ‘in’.”
What do you think the next trend in video will be?
“It’s a bit like pizza. To me, all video is good video, unless it’s a whiteboard animation. But I think authentic, user-generated content, where real people share their experiences, will be bigger than ever.
“And sustainability content is something we all need to be watching out for too. With the urgency of the climate crisis and a rising demand for corporate responsibility and accountability, sustainability videos not only build trust but also connect with more conscious audiences who want to see real impact and change.
“It would be silly not to mention interactive and AI-assisted videos too. If you aren’t jumping on the AI bandwagon, you’re going to get seriously left behind. Everything is changing so quickly with text-to-video capabilities, by this time next year, we’ll be able to do amazing things with it and that’s something that we’re really focusing on.”
How do you think AI will affect video?
“I think the speed at which AI tools are developing is pretty wild. What we’re reviewing and seeing today, will have moved on by next month – let alone the end of the year. There have been huge breakthroughs with text-to-video AI models like Sora, Veo 2 and Chinese rival models like Hunyuan. Are they client ready? I think so, brief depending. And it’s really going to change the way we think about making content.”
How do you personally feel about AI?
“AI presents an amazing opportunity to generate content. I say generate rather than create. It’s a new muscle to exercise. A different angle to see things from. And I’m curious and excited to see how we can share that information and knowledge with our clients. Learn it and be aware of it. Use it to your advantage.
“I went from classical composition – physically writing and playing music to then digitally writing music and performing. This is exactly the same to me. It’s an evolution of a creative form.
“We’re adopting new ways of doing things. I think it’s just part of that journey. Coexisting rather than replacing.”
What do you like most about what you do?
“The thing I like most about what I do is meeting new clients, and helping them develop their content and creative strategies. I like learning about new businesses and getting to know the people who run them. And I like helping them get what they need to make the business stronger and better with content. It’s consultative. And I really love that.
“Sometimes we’re working on 10 to 15 projects at one time. So, if you really like the juggle and that way of working, video can really suit you. With traditional filming, the camaraderie, being on set, being on location and pushing to get the best shot you can possibly get from a job –that teamwork and seeing the result at the end – is just incredibly rewarding. And on the other end of the spectrum when it comes to AI, it’s about running at something new together. Knowledge sharing and working together to generate something new that we never thought was possible.”
Big no-no’s in video?
“Commissioning content before you’re ready. That’s a really big no-no. Don’t commission anything until you’re absolutely ready. Understand why you’re doing it. Otherwise, it’s a waste of money and time.
“Don’t just produce content that looks pretty. Whether that’s live action, AI generated or animation. Understand why you’re making it and make sure it makes sense. Spend time on the storytelling. Whether that’s selling a new product or service, or promoting a brand or an initiative.
“How are you going to measure the success of it. Where is it going to go? How are you going to use it? What are you looking to achieve from that content? And then work backwards.”
What not to say to a video expert
“Please don’t ask us to make whiteboard animations – you know, those videos with the hand drawing on a whiteboard. I’m not even sure why they exist. They’re outdated, overused, and lack any creativity needed to truly engage modern audiences. Don’t punish your audience – delight them!”
How do you stay up to date with the video industry?
“Watch, read and learn. Constantly consume. We’re always looking at better ways of working, more creative, more efficient ways of working to make the best content for clients. We’re consultative, so whether it’s animation, film, AI generated – we’ll know what works for you.”
Need a video? Talk to Sian and the team
