Brand Videos for Chemical Companies: How Shepherd Chemical’s Story Won Global Recognition

When it comes to brand videos for chemical companies, few examples capture the perfect balance of innovation, sustainability, and human storytelling like the films Barking Squirrel Media produced for The Shepherd Chemical Company. In 2016, our cinematic storytelling helped Shepherd Chemical win the international 2016 PC Polyurethane Innovation Award by showcasing their environmentally responsible chemistry and their unwavering commitment to improving the world through science.

As a Cincinnati-based video production company with deep roots in manufacturing storytelling, Barking Squirrel Media set out to humanize complex chemical processes and elevate Shepherd’s global reputation — not just as a materials manufacturer, but as a purpose-driven innovator.

A Vision for Brand Videos in the Chemical Industry

Many industrial videos focus exclusively on technical processes, production lines, and data points. While that approach informs, it rarely inspires.
Our mission was different: to produce brand videos for chemical companies that go beyond the laboratory and connect emotionally with real people — employees, clients, and communities.

By blending cinematic visuals with authentic interviews, we created films that revealed the why behind Shepherd’s innovation — a story of stewardship, discovery, and family values that spans more than a century.

The Challenge: Turning Science Into Story

Producing brand videos for chemical companies presents a unique creative challenge. Complex formulations and specialized terminology can easily overwhelm non-scientific audiences. To succeed, the story must translate technical achievement into emotional connection.

During Barking Squirrel Media’s Discovery Process, we worked closely with Shepherd’s leadership team to uncover the human motivations behind their chemistry. We asked:

• What problem are you solving for the world?

• How does your innovation improve lives?

• Why does sustainability matter to your team?

These conversations became the foundation for our storytelling strategy — a structure that would not only celebrate Shepherd’s award-winning polyurethane innovation, but also highlight their culture of integrity and collaboration.

Cinematic Storytelling That Wins Awards

Our 2016 film showcased how Shepherd’s polyurethane innovation offered a more sustainable, environmentally friendly approach to material science. The story followed Shepherd’s research team as they pursued chemistry that performs beautifully while reducing ecological impact.

The result? A cinematic narrative that resonated deeply with both the scientific community and Shepherd’s customers. The video became a central piece of their global communications strategy and directly supported their success at the 2016 Polyurethane Innovation Award.

“The Shepherd team proved that chemistry can be both innovative and environmentally conscious — and we had the privilege of telling that story through film.”
— Barking Squirrel Media Creative Director

The Power of Emotional Branding in Chemical Manufacturing

In industries like chemicals, trust is everything. Customers rely on companies that prioritize safety, sustainability, and scientific rigor. Video storytelling has the unique ability to make those qualities visible and relatable.

That’s why brand videos for chemical companies are increasingly becoming a critical marketing tool. A well-produced film can:

• Build trust through transparency

• Simplify complex science for broader audiences

• Showcase corporate culture and values

• Strengthen relationships with partners and investors

According to Wyzowl’s 2025 Video Marketing Report, 91% of businesses use video as a marketing tool, and 89% say it delivers a strong return on investment.¹ For B2B chemical companies, that ROI often comes in the form of reputation growth and client retention rather than direct sales.

Capturing the Heart of Shepherd Chemical

Beyond the award-winning polyurethane film, Barking Squirrel Media produced a series of historical and cultural videos exploring the origins of Shepherd Chemical. These pieces traced the company’s century-long legacy, emphasizing its dedication to family values, global citizenship, and scientific excellence.

Each video served a different purpose:

• Heritage Film: Told the story of Shepherd’s founding and evolution.

• Innovation Feature: Highlighted ongoing R&D and global partnerships.

• Conference Films: Served as inspiring openers for major chemical manufacturing conferences.

By combining storytelling with beautiful cinematography, we gave audiences a deeper appreciation for how Shepherd Chemical’s people — not just their products — are driving positive change.

Our Discovery Process for Brand Videos for Chemical Companies

Every Barking Squirrel Media project begins with a detailed Video Discovery Workshop. For Shepherd Chemical, this process included:

• In-depth interviews with scientists, engineers, and executives

• A comprehensive brand analysis

• Script development rooted in emotional truth

• Site scouting across laboratories and production facilities

• A cinematic shooting plan designed to showcase both people and processes

This disciplined approach ensures that every brand video we produce aligns with a company’s mission, message, and measurable goals.

Learn more about our Video Discovery Process

From Laboratory to Global Stage

Shepherd’s brand films became powerful internal and external communication tools. They were featured at international conferences, embedded into digital campaigns, and used as recruitment assets to attract world-class scientists and engineers.

The story’s authenticity also strengthened Shepherd’s employer brand. Employees expressed pride in sharing the videos with family and peers — a testament to the power of authentic storytelling in technical industries.

See how we helped Q Labs tell their scientific story.

The Human Element: Scientists as Storytellers

In our films, the true stars weren’t actors — they were Shepherd’s chemists and technicians. By allowing them to speak about their work and values, the videos achieved a level of honesty that scripted marketing pieces often miss.

We filmed real conversations, real experiments, and real results. Every scene served to remind viewers that behind every chemical formula lies a person driven by curiosity, responsibility, and passion.

Explore our Empower Project testimonial films.

Elevating Brand Perception Through Visual Storytelling

High-end visuals were central to communicating Shepherd’s innovation. Using RED 5K cinema cameras and Zeiss cinema lenses, we captured the beauty of chemical reactions, the precision of laboratory equipment, and the humanity in every face.

The visual language reinforced Shepherd’s message that innovation and sustainability can coexist beautifully.
This blend of artistry and science became a defining hallmark of Barking Squirrel Media’s brand video production style.

Why Brand Videos Matter for Chemical Companies

The chemical sector is highly competitive and often misunderstood. Many companies struggle to articulate the value of their work beyond technical jargon. That’s where brand storytelling becomes transformative.

Brand Videos for Chemical Companies Humanize the Technical Industries

Storytelling bridges the gap between laboratory innovation and real-world impact, making science accessible to broader audiences.

Brand Videos for Chemical Companies Build Trust and Transparency

Videos show the people, processes, and integrity behind the brand — strengthening credibility with partners, regulators, and clients.

Brand Videos for Chemical Companies Attract Talent and Investment

An authentic video can inspire top talent to join the company and encourage investors to support long-term innovation. See below.

American Chemistry Council – Industry Sustainability Initiatives

Lessons Learned from the Shepherd Chemical Project

1. Start with purpose. A successful brand video isn’t about products — it’s about why the work matters.

2. Include real people. Engineers, scientists, and employees make the message relatable.

3. Use cinematic storytelling. Visual emotion engages audiences faster than facts alone.

4. Prioritize authenticity. Viewers recognize genuine passion.

5. Leverage multiple versions. One shoot can yield marketing, training, and recruitment videos.

(Internal link suggestion: See how Celanese shared their sustainability story)

Continuing the Mission

The Shepherd Chemical films were more than a one-time success; they were a stepping-stone toward a larger mission — helping global manufacturers tell stories that inspire hearts, change minds, and drive meaningful progress.

Today, Barking Squirrel Media continues to create brand videos for chemical companies and other science-based organizations across the world. Whether we’re telling stories of sustainability, innovation, or community impact, our goal remains constant: to amplify the voices of companies that make a positive difference in the world.

Conclusion: Turning Complex Chemistry into Compelling Cinema

The Shepherd Chemical project exemplifies what’s possible when science meets storytelling. Through cinematic visuals and human-centered narratives, brand videos for chemical companies can transform perceptions, build trust, and inspire global recognition.

In Shepherd’s case, it did more than that — it won international awards, elevated the brand’s legacy, and reminded the world that great chemistry begins with great people.