In a world saturated with scripted, polished content, creating truly engaging client testimonials can be a challenge, especially when the companies involved bring unique perspectives and values to the table.
Recently, our team at Snap collaborated with MyAnova, an innovative workplace wellbeing tech startup, and their client, JTC, a leading professional services firm, to tell their story in an unconventional, people-centered way.
This project was all about breaking the mold —making a testimonial that didn’t just talk about success but showcased it with warmth, humor, and authenticity. Here’s how this refreshing approach not only resonated with clients but earned rave reviews from both MyAnova and JTC.
Moving Beyond Traditional “Corporate Talking Heads”.
Typically, client testimonials follow a familiar formula: formal language, stiff interviews, and controlled messaging. While this might work for some brands, it often lacks the genuine, relatable quality that audiences today connect with. For this project, we wanted to craft a testimonial that felt personable and memorable—moving beyond “business people talking about business” and instead focusing on the people and users behind the products.
The challenge? Striking a balance between MyAnova’s personable style and JTC’s more traditional corporate tone. Our goal was to present them both in a way that felt fresh, engaging, and still true to each brand.
The Creative concept
To break away from the standard corporate approach, we developed a video concept that would capture both MyAnova’s innovative products and the unique personalities behind both MyAnova and JTC. Rather than producing a traditional, product-focused video, we aimed to highlight not only the solutions Anova provides but also the people and shared values that make the MyAnova-JTC partnership successful. By embracing a more conversational, unscripted style, we sought to showcase how MyAnova’s products are a reflection of its team’s dedication to innovation, while also showing JTC’s commitment to trusted, people-centered service.
In our pitch, we demonstrated how this new approach would balance professionalism with a celebration of each brand’s human side. Through natural, authentic interactions, the video format would allow MyAnova’s cutting-edge products, person-centric values and JTC’s client-focused values to shine in a way that felt fresh and engaging. This vision resonated with both teams, instilling confidence to move forward with a testimonial that authentically reflected both their work and their people.
Our project with MyAnova and JTC reinforced the value of thinking differently about client testimonials. This video, with its focus on genuine interactions and playful energy, didn’t just tell a story; it created an experience. For companies looking to connect with audiences, moving beyond the script and focusing on the people behind the brand can make all the difference.
Capturing Authenticity on Set
On the day of the shoot, we focused on creating a relaxed environment. Instead of diving straight into interviews, we started with lighthearted questions and casual interactions, even encouraging the team to share favorite tunes to loosen up. This approach brought an energy to the set that translated on camera, helping everyone feel comfortable and truly themselves.
“Rather odd watching myself on screen. Fair play to Marcus and the team at Snap, excellent edit and what a fantastic outcome. I’m very proud and thankful I was asked to partake. It is not often you watch something more than once, and it grows on you; this certainly has.”
David Viera, Cheif Communications Officer & Group Head of Sustainability Services at JTC
David’s feedback summed up what we were aiming for—a video that didn’t just feel like a standard testimonial but rather something that resonated and grew on the viewer.
Results: Why Authenticity Matters in Client Testimonials
The response to the video was overwhelmingly positive, both within the teams and across social media. MyAnova and JTC shared the video widely, and feedback poured in from clients and colleagues alike. The video’s success lay in its authenticity—a quality that’s often missing in corporate testimonials. JTC, in particular, was thrilled to see how well the video captured their people-centered values in an approachable way, earning them enthusiastic responses from clients.
The project was not only a success for MyAnova and JTC but also highlighted a valuable lesson in testimonial creation: authenticity resonates. When companies let go of the overly polished script and instead embrace the real personalities of their teams, it shows. And this resonates far beyond the boardroom.
