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Financial Risk & Resilience feat. Laura Wedmaier
Video & audio production
Leadership Lessons feat. Tom Munyard
Video & audio production
Level Up feat. Melisa Hendrawati
Video & audio production
Work that works
Evolving INTHEBLACK into a multi-format content platform for CPA Australia
The challenge
INTHEBLACK was already a well-established editorial platform with a strong, engaged audience of finance and business leaders. CPA Australia engaged Heads & Tales to refresh and elevate an existing member video series, translating the credibility and authority of the INTHEBLACK brand into formats designed for digital, social and video-first audiences.
The production environment was complex. Our subjects were senior finance professionals with limited availability, operating within highly regulated organisations and extensive stakeholder review processes. Content needed to feel insightful, engaging and human – while navigating tight production windows and compliance considerations.
Our approach
We reshaped the narrative structure of the series with each episode anchored to a single topic or business challenge covered in INTHEBLACK. From sustainable finance to leadership and resilience, we were able to frame members’ perspectives around issues that felt fresh and topical, creating content that felt editorial rather than corporate.
Alongside the hero videos, we developed platform-native social formats tailored for LinkedIn, YouTube Shorts and other digital channels. We also built repeatable production systems across editorial discovery, talent coaching, stakeholder reviews and post-production workflows – enabling consistent quality at scale.
As the partnership evolved, CPA Australia expanded our role beyond the original series – engaging us on broader strategic and creative projects including a 140-year anniversary brand film, animated explainer content and email strategy. We're also in development for the next evolution of INTHEBLACK: How CFOs Think — a new video-first podcast and content ecosystem designed to deepen engagement with finance leaders across channels.
Services
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Video production
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Audio production
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Animation and motion design
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Digital content
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Digital platform strategy
The impact
227%
149%
870%
The impact
227%
increase in average views per video.
149%
increase in watch time per video.
870%
increase in subscriber conversion per video.
The introduction of YouTube Shorts also created a new layer of audience engagement, with retention averaging 85% and multiple videos exceeding 75% average watch-through, well above channel benchmarks.
The introduction of YouTube Shorts also created a new layer of audience engagement, with retention averaging 85% and multiple videos exceeding 75% average watch-through, well above channel benchmarks.
increase in average views per video.
increase in watch time per video.
increase in subscriber conversion per video.
