Feb 04th 2020

Producing authenticity on screen 

Matt Butler image

We asked Mat Butler, one of our Electric House production experts, how to achieve on-screen authenticity. Here, he gives us the low-down on how to keep things real.

When producing video content for an online audience, authenticity is a pivotal player in its success. Without authenticity, a video can flop quicker than a malted milk dunked in a brew too long, with your reputation left resembling the mushy mess at the bottom of the mug.

To achieve this authenticity, it’s important to focus on the finer details, ensuring that all videos produced closely resemble the world they are meant to reflect. This list is not exhaustive but encompasses some top tips about the setting, actors, wardrobe, lighting, props, dialogue and sound required to provide authenticity on screen.


The On The Tools community is predominantly men, with 84% representing male construction workers. They’ve lived and breathed on-site life and know that a clean hi-vis either means an apprentice on his first day, or an actor. With wardrobe, our go-to mantra is that if an actor doesn’t physically grimace when donning the hi-vis we give them, then it’s just not filthy enough.

Actors and dialogue

On to the actors themselves. Do they look, sound and speak like the character you want to portray? Very rarely do you meet a tradesperson that either looks or sounds like Jacob Rees-Mogg.

What they say is equally as important. Every industry has its own jargon – whether that’s construction workers, medics or financiers. As a scriptwriter, it’s critical to delve deep into the language that’s really used or you could end up referring to a multi-tool as an ‘oscillating hand tool’ and being figuratively castrated for it by your audience (and your work colleagues).

Set and sound

The environment, including set and props, really matters too. Not only for telling a convincing visual story but for sound also. If you build a homely kitchen inside a large warehouse, it can be made to look genuine by keeping the warehouse out of frame, but the ambience of the space will almost definitely affect the audio. What seems like a small kitchen on camera can easily end up sounding like a large open space through the mics.

Production experts

At Electric House, our in house production teams keep a keen eye on making the videos authentic and avoiding the mushy biscuit mess in your brew. We live and breathe our online communities, and have a large team of internal experts in all areas of video production.

Talk to us today about any video production projects you have coming up.