Avoiding Video Brainrot: An Interview with Garrett Bennion at Marmalade
The following interview was conducted between NextNW Executive Director, Kent Lewis, and Garrett Bennion, Founder & Director at Marmalade Creative. Marmalade is a valued in-kind NextNW sponsor, providing video production work for our March 20th Magnetic Brands event at KILN.
[Kent Lewis]: Tell me a little about your agency, Marmalade.
[Garrett Bennion]: Marmalade is a video and photo production company, and we believe in the power of “the story”. We want businesses to show their uniqueness and why they really care about what they do. And visually showing this to your community is so important.
[Lewis]: What are you best known for? What do you do better than everyone else in the world of video?
[Bennion]: We’re best known for crafting story-driven, high-quality, emotionally compelling videos. Many businesses struggle with turning their mission or product into a clear, engaging narrative—that’s where we come in. Beautiful footage is great, but can only go so far without strategic stories that inspire audiences to take action.
[Lewis]: Who is your ideal client and why?
[Bennion]: Our ideal client is a brand looking for a strategic partner to bring their message to life. We work best with organizations with a strong mission and want to see the long-term benefits of growing their community through video.
[Lewis]: We’re excited to see your work in action at the March 20th Magnetic Brands seminar at Kiln. What do you have planned for the shoot?
[Bennion]: We’re stoked to be at the seminar! I get excited when people focus on the why of their work. We’ll capture this energy at the event and the great insights to gather from Olivier.
[Lewis]: What do you think are the most impactful changes in video the past 3-5 years?
[Bennion]: Short-form content has also had a major impact on video in the past few years. We figured out how to incorporate the power of video into “the scroll”. The challenge now is making meaningful and impactful content in a new form. AI has also transformed creative services, and for video creators it’s becoming an essential tool– not necessarily AI generated videos, but tools to get what you want done quicker and easier. Whether we like it or not this is the future of video.
[Lewis]: Where do you feel video is going in the next 3-5 years?
[Bennion]: With all the buzz of AI and short-form content, I think Authentic content and human stories will remain king. More and more people are turned off by the attention-stealing short-form content of Reels and Tiktok. Or as we call it, “Brainrot!”. I think Reels and Tiktok will remain powerful, but transform into something bigger. AI generated videos will have it’s place, but they can’t replace real people or real moments. Plus, let’s be honest– they just feel like something is off most of the time.
[Lewis]: What are your goals and plans for Marmalade over 2025 and beyond?
[Bennion]: We are newer in the Portland Community, so we are focusing on digger our roots deeper here, building our community of local friends and collaborators, and becoming a more and more trusted name in the PNW. We’re also looking to invest in building strong and consistent creative partnerships with businesses looking for engagement through video.
[Lewis]: Any parting thoughts for our readers?
[Bennion]: One of my biggest epiphanies this year is the power of collaboration. Who wouldn’t want to work alongside their besties every day? This is especially true in video and marketing, but it applies to nearly every industry. Show up for your friends and community and not only will it be more fun but the growth you achieve together will be exponential.
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