Every so often we stumble across someone using video in a new and interesting way. One such customer is [Denham The Jean Maker](http://denhamthejeanmaker.com) who have turned to video as a means of projecting their brand online. Whether that be through music, imagery or a simple story we liked what we saw so we spoke with Art Director, Ali Kirby at Denham who shared with us their creative story…

In one sentence what does Denhamthejeanmaker do?

Denham is primarily a jeans label built on experimentation and resourceful innovation. This is Jason Denham’s most fully realized personal vision but demonstrating his modest and sincere resolve to resist compromise

Why did you start to use video for your products? Any early learnings?

We started making videos to present new collections to sales agents at our bi-annual collection launch. These videos helped serve the purpose of visually explaining the processes involved in product design. Combined with relevant music. This interactive presentation got them enthused about the new collection. Video worked!

It was therefore a natural transgression to web for our end consumer to see the same videos. We learned very quickly that customers like to watch and appreciate the level of craft within each product so we set about creating content that matched that demand.

In terms of syndicating this content online we actually stumbled across vzaar whilst searching for a video hosting company that we could link into our site. What we like about vzaar is that the service recognizes the company’s that use vzaar do not necessarily want vzaar to self-advertise. Their integrity lies in respecting the online invisibility of the service they provide. This is unique.

Concerning the videos, what has the customer feedback been to date?

We get very positive feedback for the website. In the denim world, the Denham website is a unique attempt to lay bare the industrious and adventurous life in our office. And judging by the handy ‘hit list’ on our vzaar homepage it’s clear to see how many people are actually watching them.

Where would you like to go next with your video?

Our plans for 2010 are to continue as we left 2009! We’ve started to develop a style of video that supports the product. The product is the first and most important aspect of our brand. The videos serve as an education, and a visual diary of each garment’s construction. We plan for them to stay that way.

Who produces the content, any tips to share?

All content on the Denham website is produced in-house. We have a team of designers that also try their hand at video editing. Whilst this might not be the smoothest videos out there, the ‘hands-on’ approach is both modest and sincere. Top tip: don’t be afraid to confront established beliefs in design as even videos can start to read like books sometimes.