Making Things Studio’s Fi Murray sheds light on how she tackles that all important sizzle video

Making Things Studio’s Fi Murray on why today’s sizzle reels need to do much more than dazzle…

Today, a successful pitch must address a complex ecosystem of decision-makers. To actually get a product made and sold, a sizzle reel needs to do much more than dazzle… It needs to dismantle doubt – in the most fun way possible! – across the entire organisation.

We kick off every sizzle with insight. Before a potential licensee sees a single frame of the invention, I want them to understand the why. What is the commercial reason for this thing to exist? If the receiver agrees with the insight, the concept lands easier.

When the narrative satisfies an entire business, it can align teams, remove friction and make the collective “yes” significantly easier to achieve. The structure is simple: the start forms the commercial backbone, speaking to the business, and then we flow into the innovation – often as if a consumer is watching it. Almost like it’s a TikTok.

We try to always remember that the sizzle is an asset that travels well beyond the in-person or virtual pitch, when we’re not there to defend or offer further explanation… It could be forwarded in an email, played in boardrooms, shared on slack, watched over Zoom or viewed on someone’s phone as they dash to the airport. By ensuring the sizzle speaks to everyone, we essentially plant a salesperson in every department.

Admittedly, this approach means our sizzles tend to sit at about 120 seconds versus the often requested 45 seconds… But I promise they’re not a yawn fest! Every bite is there for a reason, hopefully paced and delivered in a way that activates emotions in every recipient.

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