A series of promotional videos featuring journalists

The Onet Premium campaign is a series of videos designed as a custom branding project featuring the platform’s leading journalists. The production was created with digital communication in mind and to build a new context for figures familiar to audiences from editorial content. The premise was simple yet challenging: to show journalists in a way viewers don’t recognize from their daily work.

Instead of classic interviews or editorial content, we opted for a creative approach to form and a visual language that clearly diverged from the newsroom aesthetic. As a result, the video content gained a fresh perspective and stood out from standard media communication. The project involved working with subjects who operate in a completely different environment than a film set on a daily basis.

The video production was designed to highlight their individuality, way of thinking, and personal style of expression. Each journalist brought their own perspective, which resulted in the diversity of the content and the authenticity of the entire series.

We moved away from the formulas typical of television and news websites, creating an aesthetic closer to image campaigns than to editorial content. As a result, the video production not only grabs attention but also builds a new layer of communication for the Onet Premium brand.

The project fits into the broader context of video marketing, where formats based on personality and authenticity are growing in importance. Showing journalists in a less formal light helps bridge the gap and strengthen the relationship with the audience. The result is a series of videos that combines promotional functions with image-building for both the platform and its creators. The digital campaign leverages the potential of video production to create engaging, standout content that operates beyond the standard framework of media communication.