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Phil DiMartino It’s harder than ever for your content to get noticed. Standing out online isn’t just about what you say – it’s about how you show it. One of the most immersive, eye-catching tools for cutting through the clutter is 360 video. There are tons of creative uses for 360 video storytelling – ranging from immersive experiences to simple behind the scenes captures.
360 video storytelling goes way beyond the traditional use case you may be thinking of – something like a real estate video, or the tour of a new building or capital project. 360 video gives you a whole new suite of tools to show off the people in your organization who are making a difference, and connect them directly with your audience.
Creating content with 360 video as a component gives offers a radically different way to capture and showcase the world around you. The end result could also help you cut through some of the clutter in social media feeds.
From education and event coverage to documentary and brand storytelling, here are some of the most compelling and creative ways to use 360 video to elevate your narrative and attract more engaged viewers.
Using a 360 camera isn’t just about capturing everything around you—it’s about shifting perspective entirely. When working with Emanuel College on their Heart of Boston project, we leveraged the unique capabilities of a 360 camera to put viewers directly into the eyes of our subject. This point-of-view approach transformed familiar scenes, allowing audiences to experience the campus and city life through a completely fresh lens.
By immersing viewers with a unique perspective – something more akin to what you’d see in a video game than in a higher education video project – we were able to show off the campus and the students on it in a totally new light. This angle was used in conjunction with plenty of more traditional shots of the students at work. The combination allowed the unique angle to shine without overtaking the entire project.
The result was an exciting new view that connected with the audience, showcasing the genuine energy and character of Emanuel College from a distinctly personal viewpoint.
Graduation and commencement highlight reels can sometimes feel repetitive. It can be challenging to capture the energy and emotion of a ceremony in a traditional format and really showcase the unique elements of a school using standard tools. When Phillips Academy approached us to help capture a special celebration of their Class of 2020, held in 2025, we saw a perfect opportunity to leverage 360 video.
Phillips Academy has several unique elements to their commencement ceremony, notably a tradition where students gather in a circle and rush together, creating an enthusiastic, celebratory mosh pit. By handing our 360 camera directly to one of the students, we were able to take viewers straight into the heart of the action. This perspective offered an immersive, first-hand view that no traditional camera or drone could replicate. Instead of simply observing from the outside, audiences experienced the circle from within, capturing the true spirit and excitement of the moment.
Behind-the-scenes (BTS) content is one of the most authentic and engaging types of media you can create. 360 video takes it a step further, offering viewers a fly-on-the-wall experience. From film sets to conference setups, placing a discreet 360 camera can provide raw, unscripted moments that boost transparency and trust with your audience.
Better still, the camera’s compact footprint and ease of use make it ideal for recording long-form time lapses. These sequences, when edited with motion tracking or perspective changes, can add cinematic flair to any production.
The content we captured at the Black Maternal Health Conference at Tufts University illustrates some unique ways that 360 video enhances behind-the-scenes content. The distinctive structure of the lens allowed us to showcase a much wider perspective in our time-lapse than possible with traditional cameras. We could pan around an entire room, revealing the full scope of a setup or capturing the teamwork involved in event preparation. For example, at this event, we provided a wide-angle view of our team assembling the AV components, giving viewers a comprehensive look at the effort and collaboration that went into making the event a success. This approach allows your audience to appreciate the complete scope of your work, rather than just glimpses of it.
The beauty of 360 footage is that you don’t have to move the camera to create movement. By using keyframing and reframing tools, editors can create sweeping pans, zooms, or rotations in post-production, even when the camera itself is stationary. This makes it easy to inject visual energy into interviews, architectural footage, or classroom environments without the need for expensive rigs or gimbals.
For instance, imagine capturing B-roll footage in a beautifully designed space, historic location, or bustling environment. Instead of relying on traditional static or limited-motion shots, a stationary 360 camera enables you to dynamically highlight various elements of the setting during editing. You can seamlessly pan from architectural details to surrounding activity, creating engaging visuals that enhance the storytelling experience. This approach brings otherwise static or mundane content to life, making your audience feel immersed and visually captivated.
Action cameras have long been popular for capturing unique, adrenaline-fueled perspectives. Cameras like GoPros have delivered incredible footage from extreme sports, outdoor adventures, and professional athletic events—angles and movements that a videographer simply can’t replicate from the sidelines or at a distance.
360 video elevates this concept further by capturing a full, spherical field of view around your subject. In a recent shoot with Spalding Rehabilitation, we leveraged 360 video to follow a subject mountain biking. This approach provided a comprehensive view not only of the rider but also the surrounding environment, resulting in footage rich with context and perspective. With just a small amount of footage, we captured an extensive array of immersive B-roll, far surpassing what traditional action cameras can provide. The outcome was a dynamic, engaging sequence that immersed viewers fully in the action.
Attention spans are only shrinking, and the library of content available to your audience is only growing. Everything you create needs to be done with an eye toward cutting through the clutter and getting noticed.
Using 360 video storytelling opens a wide creative canvas for brands of all shapes and sizes. Whether you’re spotlighting a vibrant city campus, preserving the emotion of graduation, or taking audiences behind the scenes, the opportunities are endless, and the results unforgettable.
Need help coming up with a creative way to use 360 video in your next campaign? Give us a call!