In the fast-moving world of advertising, staying ahead of the curve is everything. Commercial video trends aren’t just creative preferences—they reflect how audiences connect with brands on a deep, emotional level. At Melty Cone, a video production and video marketing agency in NYC, we’re always watching the creative landscape so we can help our clients cut through the noise.
The Filmsupply 2025 Trend Report offers a fascinating look at where video is headed—and how brands can create smarter, more resonant campaigns. Here are the five commercial video trends that are dominating in 2025, and how you can harness them to elevate your brand.
1. Unique Camera Perspectives: A New Visual Language
2025 is the year of experimentation with the camera itself. From FPV drones and helmet cams to probe lenses and GoPros, filmmakers are using every trick in the book to immerse audiences in a moment.
Why It Works
This trend reflects the TikTok generation’s craving for fresh, raw, and unexpected angles. It puts viewers in the shoes of the subject—whether that’s a snowboarder launching off a cliff or a chef assembling a dish—and makes them feel something. These kinds of dynamic visuals grab attention in crowded digital feeds.
How Brands Can Use It
You don’t need a Red Bull-sized budget to get creative. Incorporate POV-style shots or use motion creatively in product videos and social content. For example, a clothing brand could shoot a delivery-to-door unboxing from the customer’s viewpoint.
2. The Return of Analog Aesthetics
It’s no longer just a vibe—it’s a movement. Analog formats like 16mm film, VHS overlays, and grainy textures are coming back in a big way. Brands are choosing these imperfect visuals on purpose, even when high-resolution digital tools are available.
Why It Works
Analog feels human. It introduces texture, nostalgia, and emotion—qualities that can set a brand apart in a market saturated with glossy perfection. Viewers associate film grain with authenticity and memory, and that builds trust.
How Brands Can Use It
Use analog-style effects in your next campaign to connect on a deeper emotional level. If you’re telling a story about heritage, values, or human experience, this trend can amplify that feeling.
3. Documentary-Style Storytelling
Forget actors. Forget scripts. Brands are shifting toward real people, real stories, and real life. Documentary-style ads—think interviews, behind-the-scenes footage, and slice-of-life storytelling—are booming.
Why It Works
Audiences are savvy. They can smell inauthenticity a mile away. Documentary-style commercials create a sense of transparency and truth. Whether it’s a founder’s story or a customer testimonial, this trend puts connection before polish.
How Brands Can Use It
Leverage real people: employees, fans, customers. Use documentary techniques—natural light, handheld footage, unscripted moments—to bring sincerity to your campaigns. It’s especially effective for brand origin stories, social impact initiatives, or community-centered content.
4. Sound Design as Storytelling
In the past, sound was an afterthought. In 2025, it’s a key player. Creative audio—especially atmospheric sound design and ASMR-inspired textures—plays a starring role in creating mood and emotion.
Why It Works
Audio is half the story. Think of the subtle crunch of leaves, the hum of a city, or the satisfying click of a product in use. These sounds don’t just fill space—they create space. They immerse the viewer, even without dialogue.
How Brands Can Use It
Don’t just hire a composer. Hire a sound designer. Use sonic cues to make your brand feel tangible. Even in short-form content, sound can define your tone. A great example? Apple’s product videos, which use sound almost as a character.
5. Prioritizing Authenticity Over Perfection
In 2025, perfection is out. Realness is in. Brands are learning that people don’t want to see polished, rehearsed content—they want the raw, imperfect, real stuff.
Why It Works
Today’s viewers are more likely to trust a brand that admits it doesn’t have it all figured out. Authenticity builds relationships. People engage with vulnerability, humor, honesty, and even awkwardness—because that’s what they relate to.
How Brands Can Use It
Start showing the messy middle: the bloopers, the behind-the-scenes, the human faces behind the brand. It works especially well on social platforms, where overproduced content can feel out of place. Don’t be afraid to strip things back.
Final Thoughts: What This Means for Your Next Campaign
These five trends signal a larger shift in commercial filmmaking—from aspirational to relational, from stylized to human, from passive to immersive. They reflect how people want to connect with brands in 2025.
If you’re a brand looking to create compelling, forward-thinking content, this is your opportunity. Embrace new perspectives. Let your audience in. And tell stories that feel true.
At Melty Cone, we help brands like yours harness the power of video marketing and video production to stand out in today’s media landscape. If you’re ready to create content that feels modern, authentic, and emotionally resonant—let’s talk.
