Through years of working with incredible Staff Picked filmmakers and companies that tell meaningful stories, the Vimeo Brand Studio team has learned what works when it comes to making original brand videos.

We’ve teamed up with places like Charles Schwab, Lincoln Motor Co., Olympus, and Samsung (the inaugural winner of the Tribeca X Award!), and we’ve seen firsthand what makes a video stand out in the crowded internet space. There are a few tried-and-true rules that guide us through a project, like 1) the story always comes first; 2) products can be a part of the story, but they shouldn’t be the hero; and 3) find the coolest filmmakers, and then trust the filmmaker completely to be creative, innovative, and do what they do best. And okay, one more: don’t be afraid to get a little weird and do something that hasn’t been done before — at your company, in your industry, or ever.

When these elements come together, videos rise in phenomenal ways. They shirk stereotypes about ads while simultaneously expanding filmmakers’ voices. We regularly see videos that apply similar principles —and come up with a few of their own. These videos are helping to usher in an exciting new wave of brand videos, many of which are Staff Picked.

Here are a few of our recent favorites that may serve as inspiration for creators and businesses alike. We hope these videos spark a few creative brand videos of your own.

1. Tender Stories No. 1 (TOUS)

Christine Amorose