CLIENT BRIEF
Superannuation can be complex, and members need access to information that helps them better understand their options and make informed decisions.
Visual Culture has worked with ESSSuper to produce a growing range of educational content designed to support its members at different stages of their superannuation journey.
For the ESSSuper Member Education team, the objective is not simply to put information on screen. The challenge is to take detailed subject matter and present it in a way that is clear, approachable and engaging.
ESSSuper brings the expertise. Their team understands its members, the questions they regularly ask and the information that needs to be communicated.
Our role is to help turn that knowledge into professional video content that members can easily access and understand.
OUR APPROACH
Our production process is built around close collaboration with ESSSuper’s own specialists.
The Member Education team identifies the topics and develops the underlying scripts and information. Visual Culture then considers how that content can work most effectively as video.
That distinction is important.
Rather than trying to replace the expertise within ESSSuper, our role is to help communicate it – using production, presentation, graphics and editing to make detailed information easier to follow.
Putting ESSSuper’s Experts in Front of the Camera
An important part of the approach is using ESSSuper’s own people to present the content.
Members hear directly from people who understand the subject and work within the organisation, creating a more authentic connection between the information and the team behind it.
Presenting detailed financial information to camera, however, is a different skill from understanding it.
Our crew works closely with presenters throughout filming, creating a relaxed environment and providing direction to help them deliver scripted information naturally and confidently.
Professional teleprompters allow detailed information to be communicated accurately while maintaining a direct connection with the viewer.
It also gives us flexibility to break longer scripts into manageable sections during filming and then build those elements into a seamless finished video.
Making Complex Information Visual
The presenter is only one part of the finished content.
ESSSuper often provides existing charts, diagrams, figures and other information that needs to be communicated within a video.
Our post-production team takes those static resources and considers how they can work on screen.
Rather than presenting a complicated diagram all at once, information can be introduced progressively. Key figures can be highlighted as they’re discussed, graphics can build alongside the explanation and important messages can be given additional emphasis through animation and text.
The purpose isn’t animation for animation’s sake.
Every production decision is made to support the information and help the viewer understand what’s being explained.
OUTCOME
The result is a growing library of professional educational content that helps ESSSuper extend the knowledge of its Member Education team to a wider audience.
The videos can address specific questions, introduce important concepts and provide members with information they can access when it is relevant to them.
For ESSSuper, video also complements a broader member education approach that includes seminars, online resources, articles, fact sheets and podcasts. ESSSuper describes these resources as ways of simplifying complex topics and helping members build their knowledge and confidence.
Our work has extended into podcast production as well, including educational topics and quarterly discussions around developments in superannuation and financial markets. This provides another way for ESSSuper’s specialists to share their expertise, particularly where a more conversational or in-depth format is appropriate.
Across the content, our role remains consistent: take the expertise that already exists within ESSSuper and use professional production to make it clear, accessible and engaging for members.
It is a collaborative model that allows subject-matter experts to concentrate on what they know best, while Visual Culture concentrates on how best to communicate it.
