ASCEND™
- Horizen
- Jan 1
- 5 min read
Updated: 3 days ago
An Overview of Horizen's Flagship Service
ASCEND™ is Horizen’s flagship service, shaped by more than a decade of experience working with businesses across the country - from established national brands to emerging startups.
In practical terms, it serves as the foundation of a company’s visual identity, delivering several key assets:
A 90-second flagship brand film.
Short-form reels from interview highlights and production moments.
Curated photo sets captured during filming.
Coordinated social posts to support the project rollout.
The result is a clear, professionally designed visual system that serves as the foundation of your brand’s online presence - strengthening sales conversations, supporting recruiting efforts, and establishing consistent visual authority across every platform where your business appears.
What follows is a detailed breakdown of how the process unfolds, beginning with pre-production.
PHASE I
Pre-Production
Every ASCEND™ project begins with pre-production.
This phase establishes clarity before any filming takes place. It ensures that what is captured on camera accurately reflects how the business operates and how it intends to be perceived.
The process begins with a focused positioning and messaging consultation. This working session clarifies:
The primary audience the film is meant to serve.
The standard and tone the brand needs to convey.
Key themes that should be reinforced visually and verbally.
Once alignment is established, we move into planning.
Interview locations are selected and evaluated for lighting, acoustics, and visual depth. Supporting environments for B-roll are identified. Testimonial participants are coordinated. Production dates are confirmed in a way that keeps filming efficient and intentional.
Wardrobe considerations and general visual direction are discussed at this stage so production days feel structured rather than improvised.
By the end of Phase I:
Messaging direction is defined.
Locations are finalized.
Production schedule is confirmed.
Testimonial participants are coordinated.
A clear filming plan is established.
This preparation allows production to move efficiently and ensures that every shot captured serves the final film.
Photo Examples: Film Sets
All Photos from Horizen ASCEND™ Brand Film Photo Sets.
PHASE II
Film Production: The Interview
Phase II centers on the professional interview.
This is where the core narrative of the brand film is captured. The interview shapes how the business is introduced, how its standards are articulated, and how its perspective is communicated.
A typical interview production runs approximately four hours - one hour for setup, two hours of guided filming, and one hour for breakdown.
We use a multi-camera setup to allow for natural pacing in the edit. Lighting is designed intentionally to create depth and separation. Audio is captured through dedicated professional microphones to ensure clarity.
The interview itself is structured as a guided conversation. Clients are not expected to memorize scripts. We ask targeted questions, refine responses in real time, and ensure key themes are expressed clearly and confidently.
From Phase II, clients receive:
A 30-second behind-the-scenes reel.
A 30-second highlight reel.
These assets are delivered early and can be shared while post-production continues.
Photo Examples: Interview Scenes
All Photos from Horizen ASCEND™ Photo Sets.
PHASE III
Film Production: B-Roll & Testimonials
If Phase II captures the voice of the brand, Phase III captures its environment.
This production day focuses on filming the business in motion - within the spaces where work actually happens. Depending on scope, this may include multiple locations, wardrobe adjustments, and structured visual sequences designed to create depth and movement within the final edit.
B-roll is captured intentionally. Rather than filming loosely, we follow a structured approach to ensure each sequence supports the narrative established in the interview. This is also when testimonials are typically filmed.
Testimonials are kept conversational and grounded. We guide participants toward specific, experience-based responses rather than scripted praise. The objective is clarity and credibility.
From Phase III, clients receive:
A 30-second behind-the-scenes reel.
A 30-second highlight reel.
By this stage, the visual identity is already taking shape across platforms.
Phase III provides the dimensional footage that allows the final film to feel layered rather than static. What follows in Phase IV is the refinement - shaping everything captured into a cohesive final piece.
Photo Examples: B-Roll Scenes
All Photos from Horizen ASCEND™ Brand Film Photo Sets.
Video: B-Roll Example
Copyright © 2026 by Horizen LLC.
PHASE IV
Brand Film Launch
Once filming is complete, the project moves into post-production.
This is where the interview, B-roll, and testimonials are shaped into a cohesive final film. Every piece of footage is reviewed and organized to construct a clear progression - one that introduces the brand, reinforces its standards, and concludes with confidence.
Music is selected carefully to match tone. Sound design is refined for clarity and depth. Dialogue is tightened where necessary. Visual color grading is applied to ensure consistency across every shot.
From Phase IV, clients receive:
The 90-Second flagship brand film.
Curated photo stills captured from production.
All previous deliverables.
All files are delivered via secure cloud transfer in formats optimized for web and social distribution.
Turnaround is typically one to two weeks following the final day of filming.
Video: Film Example
Part 2 of the multi-part series created for Willow House Coffee, centered on their commitment to quality and community.
Copyright © 2026 by Horizen LLC.
THE RESULT
A Powerful Visual Identity
By the end of ASCEND™, you are not left with a single video file.
You leave with a cohesive visual system that is ready to be implemented immediately across your website, social platforms, recruiting materials, and client communications.
The flagship film serves as the primary introduction. The supporting reels extend visibility. The testimonials reinforce credibility. The curated photo assets elevate every digital touchpoint.
Everything is aligned. Everything is usable. Nothing feels improvised.
ASCEND™ does not create content for a moment - it establishes a standard you can maintain.
FREQUENTLY ASKED QUESTIONS
What does ASCEND™ cost?
Most projects begin at $10,000. Final pricing may vary depending on scope, number of filming days, travel requirements, and additional deliverables. A detailed proposal is provided following the initial consultation.
How long does an ASCEND™ project typically take?
Most projects move from the initial positioning session through final delivery within four to six weeks. The timeline depends on location coordination, testimonial scheduling, and client availability.
Why was 90 seconds chosen for the flagship format?
The flagship film is typically delivered at approximately 90 seconds. In our experience, this length allows the brand to be introduced clearly and confidently while maintaining pacing and focus.
How involved do we need to be during the process?
Clients are most involved during Phase I, where positioning and messaging are clarified. Production days require your presence for filming, but our team handles setup, direction, and execution. You will review the final edit before delivery.
Do we need to prepare a script?
No. Interviews are guided and conversational. We shape responses in real time to ensure clarity without scripted delivery.
What if our business serves multiple audiences?
During the positioning session, we identify whether the film should speak primarily to clients, recruits, investors, or a combination. If multiple distinct audiences require separate messaging, additional segments can be developed.
Who owns the final assets?
Clients own the completed deliverables outlined in the service agreement and are free to use them across web, social, and presentation materials.
How are files delivered?
Final assets are delivered via secure cloud transfer in formats optimized for web and social distribution. Physical drives can be provided upon request.
Can ASCEND™ be expanded into a multi-part series?
Yes. While the flagship format works well for most companies, expanded series can be developed for re-brands, product launches, or more complex service offerings.
Is ASCEND™ suitable for early-stage businesses?
This service is best suited for companies with a defined direction and established standards. The process is designed to elevate presentation, not discover foundational identity.
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