Case Study
Hindenburg: Tell Your Stories
Client: Hindenburg Systems
Format: Documentary campaign: main film, three profile films, and social cutdowns
Duration: 3 minutes (main film) + approx. 2 min. each (profile films)
Locations: Denmark and Peru
Scope: Concept development, production, directing, cinematography, interviews, and post-production
Hindenburg Systems is a Copenhagen-based software company creating audio editing tools for podcasters and audio storytellers around the world. In 2022, as the company was redesigning its website and refreshing its brand, it wanted a way to introduce the software to people who might not already know it.
Ease of use was central to that message. Hindenburg’s premise was simple: you shouldn’t need to be an audio engineer to make a great-sounding podcast. Rather than explain that through a conventional product film, we proposed showing the software where it actually mattered, in the hands of people with stories to tell. We built the campaign around three podcasters working across different genres and levels of experience.
Hindenburg: Tell Your Stories - Main Film (3 min.)
Letting Audio Lead
Because Hindenburg is built around audio, we wanted the films to reflect that and show how the three podcasters actually worked.
Instead of filming traditional sit-down interviews, we recorded audio-only interviews with each subject using their own podcasting setup, speaking into the same microphones they normally used and recording directly through Hindenburg. Their voices became the narrative layer of the films, while the camera followed them observationally through their everyday lives and podcasting routines.
This gave the interviews the same close, intimate sound the subjects were already creating with Hindenburg, while freeing the visual storytelling from the interview chair. We could see them preparing, recording, editing, moving through their environments, and using the software naturally as part of their work.
Although the software remains clearly present, the films were never intended as tutorials. The focus stays on what the podcasters want to create and how the technology helps them get there.
Different Stories, One Idea
The project was originally centered on a single three-minute film, but as the concept developed, we suggested giving each podcaster their own profile as well. What began as one film became a broader campaign, with the main Tell Your Stories film bringing their perspectives together and three individual films giving each story more room to unfold.
We deliberately looked for podcasters with different backgrounds and levels of experience, working across different genres. Some had years of professional audio experience, while others had entered podcasting without a technical background. Filmed in Denmark and Peru, the profiles showed different ways into podcasting while remaining connected by the same underlying idea.
That variety helped make Hindenburg’s message tangible: the software could support very different kinds of podcasters without asking them to become audio technicians first.
Tell Your Stories
The finished campaign gave Hindenburg a flexible set of films for its redesigned website and social channels: the main Tell Your Stories film, three individual profiles, and shorter social cuts of each.
Rather than introducing the software through features alone, the films showed Hindenburg in context, as part of the real creative process of podcasters with different backgrounds, experience levels, and stories to tell.
Trine Krarup - Grønne fortællinger
In Zealand, Trine Krarup reflects on nature, traditional storytelling, and learning to make a podcast from home. (2 min.)
Dorte Palle – Rakkerpak Productions
In Copenhagen, Dorte Palle reflects on her years in radio and on helping new storytellers find their voice through podcasting. (2 min.)
Carlos Mejía - Pase del Desprecio
In Lima, Carlos Mejía reflects on football, humor, and building Peru’s popular sports podcast Pase del Desprecio. (2 min.)
“They have always provided invaluable input from the idea phase to the final execution. They always understand the essence of our message and are able to help us formulate an appropriate approach.”
Read the full review on Clutch.