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
The boundaries between stock and custom are becoming increasingly blurred. In many projects, the magic lies in the combination.
One example is the 10th anniversary video for Swiss Sustainable Finance, where our own footage and stock material come together to form a harmonious whole.
Or the Caritas explainer video “Mit mir”, which combines stock material with illustration and animation. This creates a distinctive look without having to reshoot everything. 👉 Watch Caritas “Mit mir”
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 as an alternative
In classic explainer videos, we almost never use stock footage. There, everything is hand-drawn and animated, individually for each project.
This keeps the style consistent, and we can tailor every scene precisely to the story. This control is crucial, especially when it comes to conveying knowledge: stock can inform, but it is less good at explaining.
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.