The Power of B-Roll: Why the Shots Between the Shots Matter

If you’ve ever watched a video that just flows, where every cut feels seamless and the story draws you in, you’ve probably got B-roll to thank for it.

B-roll is the unsung hero of filmmaking. It’s the connective tissue that ties everything together, the detail that gives a piece rhythm, emotion, and context. You might not always notice it, but without it, even the best interview or headline shot can feel flat.

Below are some screenshots from our The Spirits Business - Beach Party Cannes Video

So, what exactly is B-roll?

In simple terms, B-roll is any footage that supports your main (or “A-roll”) content like interviews, scripted pieces, or key action. It’s the extra layer that shows rather than tells. Think of it as the visual glue between your story beats: hands gesturing in conversation, a close-up of coffee being poured before a meeting, a sweeping drone shot over a venue before an event starts, or a smooth parallax shot on a slider of a product, or a tracking shot on a gimbal following a carpenter walking through his workshop.

B-roll brings life to what would otherwise just be talking heads. It gives your audience something to feel, not just hear.

It’s not filler, it’s storytelling

There’s a common misconception that B-roll is just filler footage. But when done well, it’s far from that. Great B-roll is intentional, planned, and motivated. It’s often what transforms a straightforward corporate video or event highlight into something cinematic and engaging.

That said, not every project allows for detailed planning, and that’s fine. When we’re filming event highlights, promo content, or large conferences, we often don’t know exactly what interviews or vox pops we’ll end up using. In those cases, we focus on capturing a bit of everything: atmosphere, reactions, cutaways, crowd shots, small details, and wider context. It’s about over-capturing to give us options later in the edit while still maintaining a strong standard of composition and quality.

With a lot of shoots, we’ll try to plan a DOP to be solely on B-roll duties, while the lead DOP and producer handle the A-roll. As the day goes on, everyone chips in where needed. This setup is especially useful on days where budgets or time restraints make planning difficult. It allows us to maximise coverage in a short period of time and make sure we don’t miss the moments that tie everything together.

For something more process-driven, like a behind-the-scenes piece or a film showing how a product is made in a factory, planning becomes much more important. We’ll map out the stages, lighting setups, and how each action connects to the next. But with fast-moving or unpredictable shoots like events, flexibility is key. You might not have time for a storyboard, but you can still think like an editor and build coverage that tells a story.

At Matchbox Motion, we treat B-roll with the same care as our A-roll, no matter the situation. Whether it’s capturing genuine interaction between colleagues during a conference, the atmosphere of a trade show as guests walk through, or a quiet, human moment between presenters before the day begins, it’s all about creating a story that feels alive and real.

Planning for great B-roll

Strong B-roll starts long before the shoot day. It’s built into the storyboarding, shot lists, and even location scouting. When we plan a corporate film, product launch, or networking event, we’re always asking what moments will add authenticity and what we can capture that the audience doesn’t expect to see but should feel.

Not every project has the time or budget for full pre-production, and that’s fine. We’ll always do our best on the day to find creative shots and adapt as we go. But when there’s room for planning, it makes a huge difference. Even a few reference photos of the venue or stand layout can help us think about light, movement, and composition before we arrive. A recce or basic pre-production chat gives us the chance to map out transitions, timings, and how we’ll use the space to tell the story visually.

From a technical point of view, B-roll is where we can really flex creative choices.

Lens selection matters. A 24-70mm might give you versatility for handheld work, while a fast 24mm, 50mm, or 85mm prime brings a more cinematic depth and focus fall-off. On a gimbal, we often use the Canon RF 15-35mm, which gives that wide, dynamic feel and keeps movement smooth without distortion.

Composition and aspect ratio play a huge role too. Depending on the project, we might frame for a super-wide cinematic look, standard 16:9, or vertical for social platforms. The aspect ratio affects how shots are composed and how the story feels. This also applies to focal lengths, a wider frame can feel expansive and dramatic, while a tighter angle brings intimacy and focus to detail.

Lighting and diffusion count too. A touch of haze during a conference setup, warm backlight from a screen, or a CineBloom filter to soften highlights can all help build atmosphere and tone.

It’s not about just pointing a camera at something happening. It’s about capturing visuals that elevate the story’s emotional texture.

Movement matters

If there’s one thing that defines how we shoot, it’s movement. Around 95% of our B-roll is captured using gimbals, and that’s no accident. Camera movement adds energy, pace, and a cinematic flow that static shots just can’t match.

At a busy event or trade show, the gimbal lets us glide through the crowd, track speakers walking to stage, or follow delegates as they connect and network. It creates that sense of being part of the moment rather than observing from the sidelines. For product or brand films, it’s what gives those smooth tracking moves across details like bottles on a bar, a logo reveal, or machinery in motion that extra touch of professionalism.

That said, handheld definitely has its place. When the feel of the video calls for something more personal or organic, handheld can give exactly the right energy. It’s great for capturing genuine reactions at weddings, raw emotion in interviews, movement in sports, or those moments in nature that feel alive and unpredictable. It brings the viewer closer and adds a human touch that smooth gimbal work sometimes can’t.

We still use sliders and tripods when the story calls for calm or precision, but movement, whether it’s steady, fluid, or slightly imperfect, is at the heart of our visual style. It helps bring rhythm to the edit and gives life to even the smallest details. Used thoughtfully, it turns simple cutaways into moments that carry purpose and emotion.

The role of mise en scène in B-roll

Mise en scène simply means “everything in the frame”, the way setting, light, colour, composition, and movement work together to tell a story. It’s what gives B-roll its emotional tone and visual identity.

Strong mise en scène in B-roll turns ordinary moments into cinematic ones. A carefully placed light, the choice of wardrobe against the location palette, or a well-balanced depth of field can make all the difference. It’s not just about capturing what’s happening, it’s about shaping how it feels.

When your B-roll is built with mise en scène in mind, the visuals do the storytelling for you. A brand feels more premium, a workspace feels more human, a product feels more desirable. It’s a subtle craft, but it’s what separates professional cinematography from casual filming.

Establishing the scene and setting the tone

We’re big believers in not rushing straight into the main content. The first ten seconds of any film are crucial. It’s where you set the tone, mood, and sense of place. Before the interviews or key moments begin, those establishing visuals give the audience space to settle in and understand the world they’re about to enter.

These opening shots do more than just look nice. They quietly communicate the brand’s personality and values, whether it’s a drone revealing the size of a conference hall, the ambient buzz of delegates arriving, or morning light moving through a workspace before the day begins. They say this is where we are and this is how it feels here.

Of course, attention spans today are shorter than ever. Everyone scrolls quickly, skips intros, and looks for instant engagement. But just like in film, the opening few moments of a well-made video are about creating context and atmosphere, not chasing clicks. Even modern directors rarely jump straight into dialogue. They show the world first: the skyline before the city noise, the landscape before the footsteps, the silence before the story.

That approach gives meaning to what follows. It helps the viewer feel grounded, curious, and emotionally ready to take in the message. So while algorithms might favour immediacy, we still believe in giving stories a moment to breathe. Those extra few seconds aren’t wasted time. They’re what make everything that follows more powerful.

Drone cinematography and perspective

Aerial shots can completely transform how a story feels. Whether it’s an establishing shot to open a sequence, a top-down detail to show scale, or a slow reveal that ties a scene together, drone footage adds a sense of place and drama that’s hard to achieve from the ground.

We regularly incorporate drone cinematography into our B-roll, especially for events, property, and large-scale commercial shoots. It’s not just about showing height. It’s about giving the viewer a new perspective and helping them see the full picture. Used thoughtfully, aerial footage complements ground-level storytelling rather than competing with it.

Where B-roll earns its keep: in the edit

Editing is where B-roll comes into its own. It’s what smooths transitions, hides cuts, and builds pace. It can turn a jumpy sentence into a natural flow and give editors room to breathe between dialogue.

A simple example: you’ve got an interview where the speaker says something brilliant but stumbles halfway through. Without B-roll, you’re stuck with a jump cut. With B-roll, you can overlay visuals like event networking or people engaging at a stand and keep that emotional thread intact. It’s not trickery, it’s craft.

And when you’re dealing with brand or corporate content, solid B-roll makes a huge difference. It transforms “informative” into “engaging”. It adds polish and professionalism. It’s the part clients often don’t know they need until they see it in the first draft and realise how much it lifts the whole piece.

B-roll’s value beyond one project

Another strength of B-roll is longevity. Well-shot supporting footage becomes a library of reusable assets, clips that can feature across social edits, recruitment films, or future campaigns. A 20-second establishing shot of a conference crowd today could become the opening frame of a brand reel next year.

That’s why investing time in capturing it properly always pays off. You’re not just shooting to fill gaps, you’re building visual assets that keep your content ecosystem alive and consistent.

Why clients shouldn’t overlook it

It’s easy to underestimate the value of B-roll, especially when schedules are tight or the focus is on interviews and main dialogue. But skipping it often means missing out on the detail that connects an audience emotionally.

Without supporting visuals, even the strongest message can fall flat.

Taking the time to capture quality B-roll doesn’t just improve one video, it raises the overall production value of your entire brand. The same shots can be reused, re-edited, and repurposed across multiple campaigns. In short, it’s one of the smartest long-term investments a business can make in its video marketing.

What Happens When You Don’t Have B-Roll

Skipping B-Roll might save a bit of time on set, but it usually causes more problems later on. Without it, the edit becomes limited and repetitive. You end up cutting between the same talking head shots or wide angles, which can make even the most interesting subject feel flat.

B-Roll adds rhythm and flow to a story. It gives the editor more room to hide cuts, fix continuity, or build emotion. Without it, pacing often feels forced and transitions look awkward. You also lose the ability to cover mistakes, stumbles, or awkward pauses in interviews.

Another big issue is storytelling flexibility. If a client changes their mind or wants a different narrative focus during post-production, strong B-Roll can save the day. Without those extra shots, you’re often stuck with what you filmed and have little room to adapt.

It’s also worth noting that not having enough B-Roll can make a video feel cheap or unfinished. Viewers notice when visuals don’t match what’s being said. A well-shot cutaway or detail clip adds credibility and professionalism, helping to keep people engaged until the end.

Options When B-Roll Isn’t Possible

Sometimes there just isn’t time to capture enough B-Roll, or a project might not allow for an extra filming day. When that happens, there are a few options to fill the gaps.

Animations or motion graphics can be a great alternative. They’re perfect for visualising processes, data, or ideas that are hard to capture on camera. However, they can take more time and cost more than simply spending an extra few hours shooting footage. It depends on the style and complexity, but it’s something worth considering early in the planning stage.

Another option is stock footage, though we’re not fans of relying on it. While it can sometimes help illustrate a point, it rarely matches the tone, colour, or personality of the main shoot. It often feels disconnected from the rest of the video and can take away from the authenticity of a brand’s message.

Whenever possible, we prefer to capture original footage ourselves. Even a few extra minutes of shooting can give the edit far more flexibility and make the final video feel cohesive and well-crafted.

The unsung hero

In the end, B-roll is all about observation, noticing the moments that others might overlook. It’s what gives a brand story depth, texture, and believability.

So next time you watch a piece of film that feels natural and immersive, remember the real magic might not be in the headline shots or the dialogue. It’s probably in those quiet, considered details that bridge the moments in between.

At Matchbox Motion, that’s what we love most. Finding beauty in the unnoticed and giving stories the space to breathe. Because in the right hands, B-roll isn’t background material. It’s the backbone of great storytelling.

Commonly Asked Questions About B-Roll

What does “B-roll” stand for?

• The term “B-roll” comes from early film editing, when editors used a secondary reel of supporting footage, literally “Roll B”, to cut between main scenes on “Roll A”. The name stuck and still defines supporting visuals today.

Why is B-roll so important in video production?

• B-roll gives context, depth, and emotion to your story. It keeps viewers visually engaged and helps editors hide cuts, maintain rhythm, and build flow. Without it, even the best dialogue can feel static.

How much B-roll do you need for a typical shoot?

• It depends on the project, but generally, the more coverage, the better. For interviews and corporate films, we always capture multiple layers (wide, medium, and close-up) to give editors options and flexibility in the cut.

What equipment do you use for capturing B-roll?

• We use a mix of Canon cinema cameras paired with an array of RF and EF glass, along with Sigma Art primes. The setup changes depending on the brief, but common choices include the RF 15-35mm on gimbal, 24mm, 50mm, and 85mm primes for tripod or slider shots, and longer lenses for compression or product detail. Movement comes from gimbals, sliders, handheld setups, and the trusty tripod or shoulder rig, whatever best serves the story.

Can Matchbox Motion film B-roll for existing projects?

• Absolutely. We often capture standalone B-roll libraries for clients who already have interviews or internal content but need stronger supporting visuals to lift their storytelling.