A mountain panorama at sunrise. A family at the breakfast table. A handshake in the conference room.
All perfect scenes – and all from the same stock database.
You can’t see it immediately in the video. But you can feel it. Because as nice as stock footage is, it doesn’t replace a real story. And yet – sometimes that’s exactly what a project needs.
What is stock footage anyway?
Stock footage are video clips that already exist and can be licensed. The selection ranges from nature shots and city scenes to drone flights or time-lapse sequences.
In video design, we use stock footage above all when:
production abroad or in nature would be too costly,
detail shots or macro shots are needed that are difficult to realize,
or the budget is smaller and we still want to show high-quality images.
Our main source is Adobe Stock. There we find reliable, licensed clips with a large selection and high quality.
When your own recordings have more impact
If the budget is available, unique real film shots are almost always more impressive.
They convey authenticity, brand identity and a visual language that only exists once.
In image films or employer branding videos, you can tell immediately whether the people are real – or whether the smile is from a stock database.
That’s why we almost always use our own shoots in such cases.
One example: Imbach Reisen.
For the image film, we shot real scenes and combined them with animated maps.
The result is a cinematic mix of travel feeling and information – with faces, landscapes and emotions that seem real because they are.
When stick becomes emotional - the example of CSS LIVO
For CSS, we created the product video for LIVO entirely with stock footage – over 25 different clips from all over the world.
The film begins calmly, almost philosophically:
“We can’t predict the future. Even if we would prefer to do so for our customers.”
Between moments of health, families, movement and nature, an emotional journey unfolds through themes such as prevention, security and change.
Each scene appears genuine because it is carefully selected, color-coordinated and edited to the rhythm of the music.
Not a single own shoot – and yet a coherent, high-quality result. An example of how stock footage can convey brand values with concept and sensitivity
Combinations are also possible
Die Grenzen zwischen Stock und Custom verschwimmen immer mehr. Bei vielen Projekten entsteht die Magie in der Kombination.
Ein Beispiel ist das 10-Jahre-Jubiläumsvideo von Swiss Sustainable Finance, wo sich eigene Aufnahmen und Stockmaterial zu einem harmonischen Gesamtbild verbinden.
Oder das Caritas-Erklärvideo «Mit mir», bei dem Stockmaterial mit Illustration und Animation kombiniert wurde. So entsteht ein eigener Look, ohne alles neu drehen zu müssen.
👉 Caritas «Mit mir» ansehen
Budget tip: When stock really makes sense
Stock footage can be the best option if you:
travel scenes,
mic recordings or studio setups,
or your budget is clearly limited.
But:
You shouldn’t be surprised if the same scene appears in another video.
And stock footage can only be adapted to a limited extent – lighting, mood and perspective are fixed.That’s why good selection is crucial: rather a few, perfectly fitting scenes than a patchwork of generic clips.
Illustration & Animation als Alternative
Bei klassischen Erklärvideos setzen wir fast nie Stock Footage ein. Dort entsteht alles von Hand gezeichnet und animiert, individuell für das jeweilige Projekt.
So bleibt der Stil konsistent, und wir können jede Szene exakt auf die Story abstimmen.
Gerade in der Wissensvermittlung ist diese Kontrolle entscheidend: Stock kann informieren, aber weniger gut erklären.
Conclusion: Not a rule, but a decision-making aid
Whether stock, custom or a mixture – there are no blanket recommendations. Every project is different, which is precisely why we advise our customers individually.
- If you have the budget and time, it’s almost always worth shooting your own film.
- If it needs to be pragmatic and efficient, Stock is the clever solution.
- And sometimes it is simply the combination that produces the best result.
Schedule a free consultation with our video experts.
Together, we’ll simplify your communication.
