24 Questions with Rory Groves

Interviewed by Sam Holmes,  Head of Marketing at Force24.

Welcome to 24 Questions, FWD: Thinking’s answer to Vogue’s 73 Questions! In this episode, we’re stepping into the world of video with Force24’s talented videographer, Rory Groves. Starting out in marketing, Rory has brought a fresh, dynamic perspective to our team, turning his passion for photography and video into a full-fledged career. He shares the tech that keeps him inspired, his thoughts on video’s role in the future of marketing, and everything from quirky on-set moments to his top editing tips. Get ready for an inside look at the creative force driving Force24’s video strategy.

 

1. Let’s start from the beginning, Rory. When did you join Force24, and what’s kept you here six years on? 

I joined in 2018, starting out in marketing and eventually transitioning to videography, but still within the marketing team. The variety has kept things interesting, from campaigns to video projects. Plus, it’s the people and culture – we’ve had new faces come in, but it’s always friendly and feels like home. 

 

2. What led you to shift from marketing to video? 

I’ve been a huge photography fan since I was a kid, and I got into video a bit later, doing things like travel videos and family events. Then we had an event at work, and I thought, why not bring my camera along and try a video? It went down really well. Adam, our CEO, loved it, and that opened things up for me to do more, starting with event videos and then moving to other marketing content. 

 

3. You’re still part of the marketing team, but with a camera now. How has that changed your day-to-day? 

I still work on marketing content – all the events, forward-thinking hub projects, and cool stuff. But now I’m working across other teams too – with product, creating tech demos, and even sales. I used to be more in the ‘marketing bubble,’ but now I get to collaborate with so many different people, which has been really nice. 

 

4. Video’s now front and centre in Force24’s strategy. Why do you think it’s become so important, especially in SaaS? 

So many companies offer similar things, and it can be hard to stand out. Video lets us put faces to the brand, showing the team behind the tech, and helps prospects understand what we offer. Tech demos, for example, let customers get a clear view of our product in action, which just makes their decision process easier. 

 

5. You’ve got a real mix of projects, from events to product videos. How do you approach each style differently? 

For event videos, I’m usually doing it solo – checking out the venue, planning the shots, deciding on what to capture. With speaking videos, though, it’s more about working with people on scripts and making sure they’re comfortable.  Not everyone’s used to being on camera so the process focuses more on coaching the person involved to keep the process more relaxed and natural. 

 

6. Looking back, which video project are you most proud of? 

This might sound a bit cringey, but usually, my latest video is my favourite. I try to add something new each time, and it’s nice looking back through my work and seeing that progression over time. It feels like I’m always pushing things just a little further. 

 

7. With your marketing background, do you reckon you see video in a different light? How does that influence your work? 

Definitely – I’m always thinking about the purpose behind each video. Whether it’s an event or a product highlight, there needs to be a takeaway. I want viewers to feel something or take action. It’s not just about making it look nice but ensuring it has a real purpose. 

 

8. What’s your favourite part of video production? 

Seeing the finished product. After putting hours into it, the best part is when people get to see it and have great words to say. It feels like all that hard work has paid off. 

 

9. When planning a product video, what’s the main goal? 

The goal is to keep it clear and to the point. I want enough detail to keep people interested but not so much that they tune out. If it’s a more technical video, I’ll use different angles or cuts to keep things interesting whilst still keeping in all of the necessary detail. 

 

10. How do you see video fitting into customer success? Do you think it genuinely makes a difference? 

Massively. We offer free training and support for life, but sometimes a short video can explain something faster and save everyone time. It’s a way to show visually how to access a feature or use a tool in seconds rather than setting up a whole call. 

 

11. What’s in your kit? Anything you’d never leave the office without? 

It depends entirely on the shoot. For office-based marketing materials or tech demos, I bring a couple of cameras on tripods for multiple angles, along with mics and occasionally a lighting setup. For events, I use a wide, mid-range, and zoom lens stabilised on a gimbal. 

 

12. If you could give one piece of advice to SaaS companies starting out with video, what would it be? 

Take your time – don’t rush to get something out. Start by learning the basics like lighting, composition, and setting up your camera or phone right. It’s worth investing a bit of time into those details because they make a big difference in the final product. 

 

13. Do you think your old marketing manager brain kicks in when planning videos, or is it a different mindset now? 

A bit of both, but I have to be much more organised now. I’m often working with multiple people, so I need to make sure everyone’s ready and we have the locations set. There’s a lot of planning involved, whereas in marketing, I could usually just work solo on campaigns. 

 

14. What’s the most innovative thing happening in the video world right now? 

Social media trends have been massive, especially people using their phones to make videos in new, creative ways. I love seeing trends like the Wes Anderson-style videos; it’s really inspiring and makes it feel like anyone can give video a go. 

 

15. If you could only post your work on one social platform, what would it be and why? 

LinkedIn. It might not be as creative as other platforms, but it’s where you’re going to get results. Whether it’s drawing interest in Force24, signing up people for an event, or starting a conversation, LinkedIn’s the platform that’s actually going to make things happen. 

 

16. Editing can be a bit of a grind. Got any tips for getting through those marathon sessions? 

Take regular breaks. I can hyper-focus when I’m in the zone, but I find it helps to step away, grab a coffee, or have a quick chat with someone. Then I can jump back in feeling a bit more refreshed. 

 

17. How do you decide on the tone for each video – laid-back or polished? What’s the thought process? 

It depends on the audience. If it’s a formal event, I’ll go for a more polished look. But if it’s a relaxed gathering, maybe with drinks and networking, I’ll go for something more casual. It all depends on who’s going to be watching and the message we want to send. Again, for more marketing related things are we trying to explain a new feature or are we trying to educate? Both need different approaches. 

 

 18. Any funny moments from a shoot? 

Yeah, during our AI launch video, I had James Kennedy, who’s on the support team, play this stressed-out character who couldn’t get through his emails in time. I even dropped water on his head to make it look like he was sweating – he was a great sport about it! 

 

19. How do you know when a video’s finished? Got any signs you look for before calling it a wrap? 

I usually go back and watch it multiple times, adding little touches each time. When I rewatch it and feel like every detail is where it should be, that’s when I know it’s done. I like those final touches because they really do elevate the end product. 

 

20. If budget wasn’t an issue, what bit of kit would you add to your setup tomorrow? 

I’d get five more drones! I’m pretty cautious with my current one, but if I had spares, I’d be willing to push the limits and try some crazier shots. 

 

21. Personalisation’s big these days – how do you make videos feel relevant without overdoing it? 

It’s all about data segmentation. With Force24’s platform, we can create targeted videos for different audience segments, so the content feels personal and relevant without going overboard. If we know someone’s interacted with us before, we can create something specifically for them. 

 

22. What’s one thing you wish more people understood about the work that goes into video? 

Video production times can vary so much. Some edits are quick, while others take hours. It really helps when people understand the work that goes into creating something high-quality, and sometimes a small detail can be the thing that makes it all come together. 

 

23. Where do you see video fitting into the wider marketing world? Is it here to stay, and how will AI play into it? 

Absolutely, video is only going to grow in marketing. But I think quality is going to become more important as more people jump on board – the best content will be the stuff that stands out. As for AI, it’s still got a long way to go. There’s something missing – a human touch that AI just doesn’t capture yet. Even if AI can streamline some things, real people and authentic moments will always have a special place. 

 

24. With video technology evolving so quickly, what are some ways you keep pushing yourself to learn and improve your craft? 

From a results perspective, it’s important to stay on top of current trends, so I always look at what businesses across different industries are doing. It’s also key to track which videos engage people most. From a technical angle, I’m always trying something new. With each video, I experiment with a new style or technique—even if it takes a bit longer in the edit, it’s something I can build on to improve future projects and keep evolving as a videographer! 

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