Company Culture Video Example: How We Did It at Synthesia

Most companies can describe their culture.

Far fewer can demonstrate it.

And that gap matters, because culture isn’t your mission statement. It’s how decisions get made, how feedback works, how teams collaborate under pressure, and what gets celebrated after a win.

AI video is one of the fastest ways to make those realities visible, consistently, at scale, across recruiting, onboarding, and corporate communications.

Get inspired, then make it yours

We could show you a long list of great culture videos, but imitation usually makes culture feel generic. The strongest culture content is specific to how your company works.

To give you inspiration, here’s how we do it at Synthesia. On our careers page, we use video to answer the questions candidates actually care about:

• Why choose Synthesia?
• What do we build?
• What’s it like to work here?

Then we go deeper with employee and leadership perspectives, including interviews with our CTO, Chief of Staff, and other team leaders. That way, candidates can hear about working norms, expectations, and growth paths from the people who live them every day.

💡 Tip: Culture videos work best when they answer the specific questions people already have. A few focused videos give candidates and new hires the context they need to picture themselves thriving there.

Find your stories

Most culture content focuses on mission, vision, and values. That’s a start, but it’s rarely what candidates and new hires need most.

To make culture tangible, build your videos around the questions people are already asking about life inside your company. Every organization has a different operating model, tone, and set of trade-offs, so treat these as prompts, not a script. The goal is to show real moments employees recognize, in a format that feels unmistakably like your brand.

1) What are your mission, vision, and values?

Ask: What decision or trade-off shows each value in action? What did you choose, and what did it cost?
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What to create: A 60–90 second “values in action” story (one decision, one trade-off, one lesson).
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Creative angle: Tell it like a mini case study, a customer moment, or a “before/after” story.

2) How would you describe your ways of working?

Ask: How do collaboration, feedback, and decision-making work in practice? Where do decisions live? What happens when someone is blocked?
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What to create: Three 45–60 second clips: collaboration, decisions, and feedback (one norm + one example each).
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Creative angle: Use simple visuals (a decision tree, a workflow map, or an artifact walkthrough) to make the invisible visible.

3) How do people connect, and what do you recognize and celebrate?

Ask: What rituals bring teams together? How do you recognize great work? What do you celebrate: learning, craft, impact, teamwork?
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What to create: A 60–90 second “how we connect” or “how we recognize great work” video showing one real ritual.
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Creative angle: Make it documentary-style with quick cuts, captions, and employee voice.

4) What does success look like in the first 90 days?

Ask: What should a new hire learn, do, and deliver? What support do they get? Where do they go for answers?
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What to create: A 2–3 minute onboarding culture video that sets expectations and points to next steps.
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Creative angle: Frame it as a “first week guide,” or “what I wish I knew” from a recent hire.

💡 Tip: Bring a creative lens. Don’t just go through the motions. If you have a creative partner (brand team, studio, internal creative, or agency), involve them early. Keep the message grounded in reality, then give yourself permission to present it in a way that’s interesting, human, and memorable.

Start in Synthesia: structure when you need it, creativity when you want it

The hardest part of company culture video is deciding what to say and how to say it in a way that feels true to your brand.

Synthesia is here for both outcomes:

• Enable creativity when you already have strong stories and a clear voice
• Give you structure when you need a reliable way to ship consistent onboarding at scale

Choose your starting point

Option 1: Start with a single culture moment

Best when you want to move quickly and build confidence.

Pick one question from the section above and make one short video:

• how decisions get made
• how feedback works
• how teams collaborate
• how recognition works

What to create: one 60–90 second video that shows one real moment employees recognize.

Option 2: Start with an onboarding workflow

Best when you’re onboarding at scale and need something immediately useful.

Instead of trying to “cover culture,” start with a real workflow new hires must learn, then weave culture into it:

• what “good” looks like
• how to get unblocked
• where decisions live
• how handoffs work
• how feedback happens in the flow of work

What to create: a step-by-step onboarding video that teaches a workflow and demonstrates your ways of working along the way. Try editing the template below to get a feel for how this works.

Option 3: Build a short onboarding series

Best when you want consistency across teams, regions, and hiring waves.

A series that scales:

1. Welcome + mission (why we exist)
2. How we work (collaboration + decisions)
3. How feedback and growth work
4. How we connect + recognize great work
5. First 30–90 days expectations and resources

What to create: 4–6 short videos instead of one “everything” video.

Remember, keep it real, and keep it useful.The goal of culture video isn’t to impress people. It’s to help them picture themselves working with you. We look forward to seeing what you create.