Most people think they make decisions based on logic. But in reality, emotion does the heavy lifting. It is what creates that first spark of interest, that internal feeling of this is for me.
When you look at how consumers behave in real-world scenarios, you’ll find that most of the time, they’re not comparing feature sets or technical differences. They’re choosing based on how a product or brand makes them feel. That sense of recognition, alignment, or trust is the emotional groundwork that all buying decisions are built on. Logic only comes in after, giving people something to hold onto when they need to explain their decision to someone else or to themselves.
This is where video marketing plays a unique role. A well-made video doesn’t only inform the audience with lists of features and benefits, it makes them feel something. And in marketing, that emotional pull is what ultimately gets remembered
“You can say the right thing about a product and nobody will listen. You've got to say it in a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.” - Bill Bernbach, DDB co-founder
People often assume decisions are made through logic, that we look at facts, weigh options, and then choose what makes the most sense. But behavioral research shows this isn’t how we actually operate. Our choices are shaped by emotion, often before we’re even aware of it. The brain reacts emotionally before it processes rational information, especially in moments that require speed or instinct. Logic might come into play, but it usually arrives after our emotional response has already nudged us toward a direction. This doesn’t mean facts don’t matter, but they’re rarely the starting point.
This idea is backed by hard data. Research from Harvard Business Review shows that 95% of purchasing decisions are driven by emotion, not logic. Consumers might justify their choices with reason, but at the core, it’s the emotional response that leads them there.
Brands understand this, whether by strategy or instinct. They speak in stories, not just features and benefits. Emotion is the language of effective branding because it’s the language people naturally respond to.
We’re wired to be influenced by the emotional tone around us, especially when time is short or information is overwhelming. The most iconic marketing campaigns lean into these truths. Apple rarely leads with a list of technical specifications, it leads with possibility, creativity, and a sense of elegant freedom. Nike doesn’t open with the science of materials and sports; it starts with grit, ambition, and defiance. These stories land because people feel something. They recognize a part of themselves in what’s being shown.
This is where video becomes so powerful. Storytelling has always been at the heart of how humans connect, it’s how we’ve passed down lessons, shared beliefs, and built community long before we had books or brands. In video marketing, the story is no longer just told, it’s experienced. Music sets a tone within seconds, often before a single word is spoken. Visuals create mood instantly. A glance, a setting, a color, or even silence can say so much more than words on a page. The pace of editing, the choice of framing, the shift in tone from one scene to the next, all of it works together to create an emotional atmosphere.
These choices are rarely random. Cool color tones might convey professionalism or scientific discovery; warm colors might suggest safety, comfort, or energy. A shaky camera can bring urgency or tension, while smooth, slow movement can create calm. And when a viewer sees themselves in that experience, the message connects on a deeper level. Whether it’s a parent, a student, a small business owner, or someone facing a personal turning point, familiarity turns a brand story into something personal.
But emotional connection takes time. A single video can spark a feeling, maybe even a decision, but real trust, real loyalty, builds with consistency. It takes repetition, not in message alone, but in tone, values, and voice. Over time, the audience begins to recognize the brand not just by its visuals or tagline, but by how it makes them feel. That emotional capital when built slowly, shaped through story and reinforced across platforms, eventually becomes the most enduring part of how a brand is remembered and chosen.
There’s a point in every customer journey where emotion needs support. Once someone feels drawn in, they want to make sure their interest is valid. That is where logic comes into play, though logic doesn’t sell on its own, but it helps close the gap between feeling and decision.
A well-structured video will often open with emotion and then slowly introduce information. Maybe a personal story draws you in first, you connect with the character. You see the challenge they’re facing. Then, as the video unfolds, you learn how a particular solution helped. The brand steps in as a natural part of that resolution, not the hero, but the guide.
That emotional storytelling gets people to stay. But the details that follow like testimonials, product features, expert validation, give the viewer what they need to move forward. It’s not about overwhelming them with numbers. It’s about offering just enough information to answer the question, “Does this actually work?”
But there must be a balance as too much focus on logic too soon, and the viewer disconnects. Too much emotion without support, and the message might feel hollow. But when the two work together, the result is a message that feels both inspiring and credible. That’s what builds confidence and earns trust.
Emotional storytelling isn’t just something we believe in, it’s something we put into practice. We’ve had the opportunity to apply these principles across a range of client campaigns, each one asking us to connect with different audiences in meaningful and honest ways.
With One Stop Talk, the challenge was making invisible struggles feel seen. The campaign centered on the quiet weight many young people carry: anxiety, isolation, sadness, the fear of being judged. We focused on emotional performances that let those feelings surface in subtle, powerful ways.
A single tear from a teen girl, a pause in conversation, a glance away, these moments drew viewers in and made them feel. A student staring at a test paper, anxiety building as the weight of expectations looms over them. A teen in gym class, sitting alone on the bench while the game plays on around him, feeling disconnected despite the noise and energy. A young girl experiencing the heartache of a breakup. An LGBTQ+ youth dreading school, fearing judgment and bullying from their peers. These were the quiet battles we brought to life: truthful, specific, and deeply human.
Working with young actors, we were struck by their ability to tap into such raw, honest emotion. These performers brought an emotional range well beyond their years, making every moment feel true. Their performances didn’t just tell a story, they invited the audience to feel it, to see themselves in it.
In the case of Colorectal Cancer Canada, we were working with real people sharing their stories. What we heard during filming moved us deeply, these were stories of strength, grief, hope, and survival. To honor that vulnerability, we created a setting that felt warm and personal. Instead of a sterile white backdrop or a corporate office, we used a home-like studio space with subtle touches that helped create a sense of familiarity and comfort. The idea was to make the viewer feel like they were sitting down in someone’s living room, listening.
We guided scripted interviews while allowing participants to speak in their own words about deeply personal experiences. This approach gave structure to the conversations without taking away the authenticity of each story. The setting supported the emotional tone of the interviews without distracting from them. Every element was chosen to support the message, while allowing the raw honesty of each voice to take center stage.
When we worked on Canadian Tire’s Back to School campaign, the emotion came from a different place. Instead of focusing on the kids, we focused on the parents, the ones packing lunches, preparing their children, and watching them head into a new stage of life. It wasn’t about the school supplies or the sales. It was about the quiet feelings that parents often keep to themselves, the mix of pride and sadness that comes with watching them grow up a little more each year. The interviews felt personal and unscripted, and the setting helped support that tone. People shared it not because it was flashy or clever, but because it felt true.
What we’ve learned from these campaigns is that emotional connection doesn’t come from pushing harder or being louder. It comes from being thoughtful, intentional, and honest. And when you create stories that reflect real life, people don’t just watch, they feel seen.
If you want people to remember your brand, you have to give them something to feel. That emotional connection is what starts the conversation, and it’s what sticks long after everything else fades into the background.
Video is one of the most powerful ways to spark that connection. Not because it’s polished or attention-grabbing, but because it shows who you really are. It lets people hear your voice, see your values, and experience something honest. It becomes something people want to be part of.
Got a story to tell? Whether you’re building a brand or strengthening your connection with your audience, it all begins with how you make them feel. Let’s talk and explore how we can help you create work that truly connects.
