I saw this video on Vimeo and thought it was a great example of a true "process" video. Process videos are, really, artistically rendered "how-to" videos. They are usually set to music and show how something is made. Sometimes there is dialogue but the best ones forsake voiceover and, instead, rely on picture, music, sound effects and, sometimes, on screen text to get the message across. This particular film is successful because it not only shows the process of building a dowel - or table leg - it also educates with the clever use of text to share the names of the tools being used, the actions the carpenter is taking. The education doesn't stop there. The filmmakers used architectural drawings as graphics that lend a real cool and artsy feel to the piece. The driving music sets the pace and turns the process of making something out of wood feel like an action film; a genre that is good at grabs the attention of the audience by setting them up to always wonder, "what will happen next?"
This is not a storytelling marketing film but, because it is so high quality, it did capture the attention of the Vimeo folks who nominated it as a "Staff Pick." Of course, this kind of accolade will always work well to attract more clients to the business being showcased AND to the film production company who produced the video. But most process videos do not gain this type of attention, making them nice editions to your website but not as effective in building your business as a Storytelling Marketing Film will be.