Lessons from Filming Freshworks' Refresh 2023 – What Still Works for Event Videos in 2026
Two years on from Freshworks' Refresh 2023 event at 30 Euston Square, the footage we captured and edited still gets shared internally and used in sales decks. That's the beauty of well-planned event coverage. It doesn't expire quickly.
Even though the talks focused on early generative AI applications, the core principles behind the project remain highly relevant for brands planning events in 2026.
What Made the Coverage Effective (and Still Useful Today)
Clear objectives from the start Freshworks wanted a highlight reel that showed both the energy of the day and the practical value of their tools. We focused on customer stories, live demos, and genuine audience reactions rather than generic stage shots.
Multi-purpose assets One shoot produced a 90-second hero reel, shorter social cuts, speaker highlight clips, and hundreds of stills. These continue to appear in newsletters, pitch decks, and LinkedIn posts without feeling dated.
Human-focused storytelling The most shared moments weren't the product slides. They were attendees nodding during talks, teams collaborating in breakouts, and speakers connecting with the crowd. In 2026, when AI content floods feeds, these authentic human moments stand out more than ever.
Flexible distribution built in The client embedded clips on their site, shared them with partners, and used stills for follow-up campaigns. Simple planning meant the content kept working long after the event ended.
Timeless Takeaways for Your 2026 Events
If you're organising conferences, product launches, or internal gatherings next year, the same approach pays off.
Define how the footage will be used before filming starts (sales, social, recruitment, website). Capture real interactions alongside stage content. These age best. Plan for multiple formats from one shoot to maximise ROI. A tight 90-second hero reel often becomes the most versatile asset. Focus on people and outcomes rather than just features.
After the event, make sure to label all assets appropriately with clear, searchable titles and descriptions. This extends their lifespan and makes them easy to find internally years later. For more on crafting effective titles, see our guides on event video clarity and purpose and video title optimisation.
Event coverage done right becomes an asset that keeps delivering value years later. Exactly what happened with Refresh 2023 – and continues to happen with each annual edition as the client reuses and builds on the library of footage.
Ready to plan coverage for your next London event that will still feel fresh in 2028? Get in touch for a free consultation.
