As the production company behind Louisiana Economic Development's groundbreaking LA.IO video series, CounterTake took on the challenge of reimagining what corporate storytelling could be. Our team produced, directed, edited, and scored four short films that showcase Louisiana's most innovative companies - and here's how we did it.

The Vision Behind the LA.IO Videos

When Louisiana Economic Development (LED) approached us to create the video content for their new Louisiana Innovation (LA.IO) initiative, we saw an opportunity to revolutionize the corporate video format. Taking inspiration from series like "Chef's Table," we wanted these to look and feel like films, not corporate videos. Since this was for Louisiana Innovation, we challenged ourselves to innovate the medium itself. We wanted these films to be the new standard for the modern corporate video.

Our Creative Process

To turn the corporate video into modern corporate films we created a set of rules.

• Tell a story. Don't state corporate talking points.
• Rarely cut to a sit down interview (if at all). Most corporate films are just talking heads with random b-roll. Show what the story is about instead of a person talking about it.
• Let the visual environment and B-roll drive the narrative
• Use "handheld" camera for authenticity. Gimbal shots for control.
• Create emotional arcs through purposeful cinematography and original music

Original Music Composition

We wrote and recorded original music for each LA.IO film because music isn't just background—it's half the picture. Our in-house composer Nick Vitter created distinct scores that gave us the freedom to change the emotional tone instantly, whether we needed to add intensity, give a sense of resolution, or signal a new idea.

We recorded at Esplanade Studios in New Orleans with local Louisiana musicians to bring in a genuine, homegrown feel that stock music could never replicate. The authentic sound matches the innovation happening at each company we filmed.

Beyond the music, we incorporated real environmental sounds when it made sense—the hum of Intralox's conveyor systems, the coastal waters at Natrx's sites. These ambient elements make viewers feel like they're actually there, reinforcing our documentary-style approach.

This attention to the complete sonic landscape, from composed music to natural sound, helps create the immersive experience we wanted for these films. It's all part of our commitment to telling these stories in a way that feels real and cinematic, not corporate.

The Companies We Chose to Feature

A key component to making these films was to choose the right companies. We selected each company for the LA.IO series based on four essential criteria:

• They had to have a good story or a person at the company who could tell that story
• They had to showcase Louisiana innovation
• Their impact had to go beyond the state of Louisiana
• They needed to be visually interesting with compelling things to film

Delta Biofuel
This innovative company is revolutionizing the sugar industry by solving a major environmental challenge. They transform sugarcane bagasse - a problematic waste byproduct for sugar mills - into valuable fuel pellets.

Intralox
Approximately 90% of packages delievered to you door travel on an Intralox conveyor at some point in their journey. This Louisiana-based company exemplifies how local innovation can achieve global impact, revolutionizing logistics and manufacturing worldwide.

Natrx
This forward-thinking startup uses advanced technology to enhance nature's own restorative abilities, offering solutions for vulnerable coastal regions worldwide.

MECO
If you've ever taken prescription medication, there's a good chance MECO's equipment helped make it possible. Their ultra-pure water (WFI) systems are essential for pharmaceutical production.

Why This Project Matters

These films, which debuted at LED's Innovation Day event at the Louisiana Now pavilion during Super Bowl LIX, represent more than just corporate videos - they're a testament to Louisiana's leadership in innovation and technology. Through CounterTake's lens, we're helping position Louisiana as a hub for high-growth, technology-enabled startups.

About CounterTake

As a New Orleans-based video production company, CounterTake specializes in commerrcials and creating compelling visual content that breaks the mold of traditional corporate videos. From concept to completion - including production, direction, editing, and original music composition - we deliver stories that resonate.