Since running Theory Films and other production companies over the years I’ve had the dubious honour of editing together more showreels than I want to think about.

Generally they’re all the same: a bunch of out-of-context clips strung together to some fast music, perhaps with some graphics thrown in. Pretty much all production companies have a showreel on their website, and they’re all pretty much identical.

But when you really stop and think about it, what’s the point?
Potential clients watching showreels won’t get any idea if the work’s any good, they won’t be able to tell if the films do what they need to do. They’ll just get a vague impression that we’ve filmed stuff, even though all those shots could be library footage.



So when it came time to cut our latest showreel, I wanted to do something different. After much discussion at our studio, we came to the fairly obvious conclusion that a showreel should basically be our commercial. It should represent everything we’re about, should hint at our sense of humour, should convey our personality and core belief that corporate communications needn’t be endured, but enjoyed and watched to the end.

With that in mind I set to work. Admittedly our new showreel still features a bunch of out-of-context clips strung together to music, but hopefully it does it in a way that embodies Theory Films.

Our verdict is we still think they’re a bit pointless, but as they say if you can’t beat them join them. So here’s ours, hopefully it’ll be watched to the end.