Category Archives: Corporate and Promotional Film

Corporate and Promotion Magazine Assignment (New)

How to tackle corporate and promotional films

social-media-520x245-The-Next-Web

Introduction

Imagine sitting in a classroom with a pen and paper on your desk, listening to the endless garbage that is coming out of your teacher’s mouth. Starring at the clock for what seems like hours on end, waiting for the bell to ring, that signals your class finishing. It’s here, it’s finally here, the end of the day, you hurriedly grab your stuff and head towards the door without making eye contact with the teacher, you’ve made it, almost. You reach out to grab the handle of the door, when you suddenly hear your name. Everything seems to slow down, you turn round awaiting the hell which might follow ‘Oh I nearly forgot, here is your next assignment. I would like you to produce a short promotional film, don’t worry, with everything that we spoke about in class today, you’ll have no trouble blitzing through this one’ Who, what, where, when, why, how; you can’t remember anything that was spoken about, not because you didn’t understand it, but because you decided not to listen to anything. You turn around towards the handle of the door. What once seemed like it was inches away, now feels like it is a world away.

bored-in-class

Perhaps that is exactly how you feel as well. You need to understand something which you can’t and don’t understand. And you worry that what you do produce might be completely wrong. You believe that you don’t need to be an A* student to produce Distinction grade work, and your right, you don’t need to be.

Much like you, we were in the same position. So in this article, we will be guiding you through the various steps of how to create a corporate and promotional film, without getting inside and twisting your head.

So let’s start off with the simple question you want to know ‘what is corporate and promotion’ with a fairly basic answer, which later on will have expanded into something that we fully understand.

Funny Boy

Corporate and Promotion is the production of a promotional material or form of media for a corporate company (in our case a film). As simple as that. Seeing as this is a promotional film for a ‘professional’ company. You have to act professionally. So their are several things you have to bare in mind about this creating a corporate and promotion piece.

Codes and Conventions

Some of the biggest challenges when producing a piece of corporate and promotional media are understanding the areas that are most important throughout the production process. Some of the most important areas that you need to understand are legal rights, ethics and advertisement.

Legal Rights

2000px-Copyright.svg_   WB0PGGM81

Legal rights are issues predominantly based around things such as copyright and music. You can’t use somebody else’s work as your own. So in the case of music, you can either ask someone you know if you can use their music, or you can scout the internet for royalty free music. For example, ‘Soundcloud’ is a good one that you can use to find music to use or modify for commercial purposes, but you need to make sure that the music has been declared ‘free to download’ by the provider. And remember to all ways credit your musicians; we all know who delivers the post, so why shouldn’t we know who provides the music. Copyright is very similar to the issues with music, this may occur if you want to use pictures or footage. You want to make sure that you aren’t using somebody else’s work.

‘Beats by Dre’ – ‘Hear what you want’ advert

Obviously you wouldn’t be able to go and just download the song and place it on your video. Even if you did pay for the song by purchasing the CD or purchasing the song on iTunes, you still wouldn’t have the consent of the producer to use or modify the song as you so wish to.

Yes, I know what you are thinking, everyone modifies or uses songs/footage without consent and publishes them on ‘Youtube’. That is because the video will probably be for someone’s entertainment purposes and will not be for a company. Those video’s are extremely unlikely to be seen by the original artist/publisher, so copyright probably won’t be inflicted on them. However if you are making a video for a company then you need to have the rights to use the song/footage, seeing as you are advertising them and you could get them in trouble. Similarly if you have a Youtube channel that is viral, then you will probably need to make sure you have the right to use the song/footage as many people will view your videos’ and you could get in trouble.

However seeing as you are making a video that is for a professional company, by professional standards, then it would be advised that your video gets published to ‘Vimeo’ instead ‘Youtube’. Vimeo is a more professional video company than youtube. And you can use it to create a portfolio of all the work that you do.

Screen Shot 2015-01-08 at 11.22.51

Here you can see that I am on ‘Souncloud’ and I am searching for music that I can use in my promotional video.

  • Click ‘explore’
  • Type in what your looking for
  • Click ‘tracks’
  • Click ‘to listen to’
  • Click ‘to use/modify commercially’
  • Make sure it says ‘free download’

Just a quick note to add, make sure that you are not downloading a song that you know, that says ‘free download’ because quite often people will make covers/remixes of famous/viral songs and will give others the consent to use their remix. However they probably never got permission to modify the song in the first place.

Ethics

diversity

You need to be really careful when facing ethics. You need to make sure that you balance out those within the film. So you should include a variety of races, religions, genders, and ethnic backgrounds. So basically another way of looking at it is ‘DON’T BE BIASED’. Don’t just keep using the same people over and over again. You need to show the viewers what they are buying into, and you don’t want to give the impression that your clients are a segregated, racist or sexist company. The alternative way of looking at it is, you are at a party and you have five other people alongside you, and they each chip in their share (buying into the business) to order in some pizza’s. You only like pepperoni. But if you only order pepperoni, people are going to look at you (your client) as non diverse. So in order to avoid those problems, you order a variety of pizza’s, to keep everyone happy and give a good impression. While this isn’t the best metaphor possible, you get the idea.

In my promotional video (scroll down to see somewhereto_ promotional video) I tried to make sure that those onscreen were varied. So I featured clips of male white performers, female white performers and black male performers. As far as I am aware their were no female black performers, which is the reason that none of them feature on screen.

‘Dollar Shave Club’

This video is about a company that advertises razors, in particular a monthly razor package that you can subscribe to every month.

Those behind this video try to balance everything up by featuring a woman who seems to be of latino american origin. This is so the company does not appear to be dominated by white males. The video goes on to ask the woman ‘what were you doing last month’ ? to which she replies ‘not working’ which brings on the next question ‘what are you doing now’? to which she replies ‘working’. The video tries to make the company look like its a diverse one, although their are some questions to be raised about the way they handled it in the video, since they chose a latino american woman. It is as if they presume that people from South America or Mexico perhaps don’t work as often as other groups of people. So it seems like they wanted to do the right thing, but did it the wrong way.

Aesthetic

Advertising

This is all about style, sales and advertisement. So the key to this is understanding the needs and wants of your client (the company). You have to produce something which successfully sells them and their product(s). So the best way to do this is to liaise with your client either in person (face to face) or to stay in regular contact with them over emails or any other networking sites. But try to use emails or face to face conversations in order to look more professional. That isn’t always the case though, as your client may be young and technological for instance and may prefer chatting over Facebook or other social media, but make sure you properly understand your client first before you decide if social media is an acceptable form of conversation.

This part can be broken down into three sections:-

Style – This is about how you want the film to look. As you are making a film for a professional company, you want it to look professional, and you may have a few things in mind in order to give it that edge. For instance music might be one of them, you might want the film to be slow placed or you might want it to be fast paced. You might want to sync up the sound with the clips, so that it ‘feels right’ when you watch the video. This could also be about fonts, choice of shots etc. This is where your vision as a ‘filmmaker comes into it’ anyone who makes at least one film is a filmmaker. You have to be good at it to be considered successful.

‘This is a generic brand video’

This video is generally fast paced in both shots and music, but also goes quite slow at times. But one thing that the producer’s of this video, really thought about was the dialogue that you hear. If really puts their own style on the video because the voice has been recorded from right up close to the speakers voice, who just happens to be a fairly old deep voice that is meant to give the video this overall perspective as they are ‘wise’ and ‘knowledgable’. But the dialogue itself is simple but effective because you will hear phrases like

  • ‘See how we’re part of a global economy’
  • ‘Check out this wind energy thing in Indiana’
  • ‘Here’s some powerful rushing water and people planting tree’s’

The video is all about stock footage but instead of just displaying cool shots (often slow-mo), with cool music and just say at the end ‘stock footage from…’ The producers have put their own twist on it.

Sales – The key to getting the sales point right is to understand the target audience. You need to know who the company are aiming to promote themselves and their products to. You will have to model your work around the people that you are catering them towards.

In my promotional video which was aimed towards young people, I had certain ideas about how I wanted to present the video, with the audience in mind.

I started off the video by using several methods to keep the audience’s attention. Typically young people have shorter attention spans and if they are not interested within the first 5-10 seconds, they won’t bother paying attention at all.

bored-teenager1

So what I did to counter this was that I placed several quotes on screen, but the quotes are all that you can see, so this hopefully leaves the young people curious about what the advert is about, and just what these people are describing.

Then once the footage comes in, several voices start saying ‘somewhereto_’ which is the name of the company. Hopefully at this point they are thinking ‘what is somewhereto_?’ And it isn’t until about 20 seconds in until someone actually describes just what somewhereto_ actually is. At this point they may be inclined to watch the whole thing as they have already watched a fairly long duration of the video.

Advertisement – Quite often this part refers to product placement. This is when a company that owns a brand e.g. coca cola, pays the producer of a film to advertise the product within. This won’t be extremely noticeable. Often it will have a short feature that sometimes lurks in the background.

For example AMC had a long running deal with Hyundai that meant that the Hyundai SUV was able to be advertised on AMC’s hit show ‘The Walking Dead’. The car would feature every now and then and would probably get up to 30 seconds at the most on screen at one given time.

http://www.marketplace.org/topics/world/product-placement-lessons-walking-dead

Screen Shot 2015-01-08 at 10.40.24

Planning

Everything that you do needs to be planned beforehand, so you know exactly what you are doing. Some of the types of planning might be

  • Research – Looking at videos produced by other people that are similar to what you are filming. You might get ideas and inspiration from them.
  • Treatments – Talk about your aesthetic; what you want your film to look like. Tell your clients, how you are going to advertise their products and bring your vision to life.
  • Shot Lists – write down what shots you want to capture when you are their. With no shot list, you are going to struggle on the day of shooting and you will probably take twice as long as you would if you had planned your film. This way you won’t forget to get any shots that you need.
  • Risk Assessments – Take note of the potential risks and hazards when visiting a certain location or using certain equipment.
  • Storyboards – Draw out how you want the final video to look. You don’t need to be good at drawing. Stick men will do. This help plan the shots you want.
  • Schedules – This is like a diary in a way. It has times and places written down in it. You need to organise everyone and tell them where to be and when. This will really help.
  • Clothing – This is about what everyone is going to be wearing. This may not be a critical in some films, where people can just turn up in whatver and you just film them naturally. But some times when you want the film to look a certain way, you might ask them to wear certain clothing. Colours and clothing can alter the viewers perception.
  • Locations – This is about where you want to film and the locations are critical towards the look of your film. If you want your film to have the correct style, look and vibe then it needs good locations.

For additional support, here are a few examples of production documents and what they might look like.

Current Practise

All of these adverts have a strong comedic twist to them. One of the most important things about making a short promotional video is to draw the viewers in and give them something to remember. Adverts like these come to mind a lot quicker than most other adverts. And the important thing about them is that I can remember what they are advertising.

Their are many car adverts and within them their is a strong line between the successful adverts and not so successful adverts, but this particular advert remains among the one’s which I remember the best. It is really cool to see the inside of an Audi, although many other adverts show the inside of cars, but the constant roar of the engine would leave any car fan jealous at the sight of this…well unless they owned a Ferrari or something similar anyway.

 

 

Corporate and Promotion Assignment

Print

The Event

Screen Shot 2014-11-24 at 10.59.46

Screen Shot 2014-11-24 at 11.00.23

Screen Shot 2014-11-24 at 11.00.40

10828135_1493390280949301_4585375762003791941_o

http://blackburnisopen.co.uk/events/showcase-your-skills-to-syco-entertainment/

Research

https://archiebean14.wordpress.com/wp-admin/post.php?post=604&action=edit

Pre-Production Documents

Email conversation with Pete arranging the promotional video opportunity

https://archiebean14.wordpress.com/wp-admin/post.php?post=264&action=edit

Final Video 

Magazine Article

https://archiebean14.wordpress.com/wp-admin/post.php?post=394&action=edit

Corporate and Promotion Research

This is the promotional video for somwehereto_ based around basically the same event that I filmed, only that this one took place in Lancaster. So this gave me a few ideas about how to use shots and sound together, while bringing in interviews. This is also where I got the idea to use a voiceover telling you to visit somewhereto_.com. In all of the somewhereto_ videos, they use their own special font. I wanted to use this font as well, but it wasn;t available so I had to make something similar. This video uses lots of generic shots. My video used lots of generic shots as well, because it is perhaps the dialogue and audio that is more important than everything on screen. So it was just generic shots that I was after.

This video gave me the idea of using voices of people saying ‘somewhereto_’ because as a viewer, you are confused and baffled about what the video is advertising. This was also game me the idea to use voices at the start and not images, and use their quotes to leave on the screen. In this ‘youth church’ video, words sometimes stick on the screen, and I think that they are really powerful because you remember them. I think that since the ‘youth church’ video is for young people, it is successful in engaging them and grabbing their attention, and I want to be able to do something similar.

Music Research

These are some of the songs that I considered when looking for music for the video, when on sound cloud. The bold one at the bottom was the one that I used.

https://soundcloud.com/roeshad/sampler – DC Beat Club

Email Conversation with Pete (Arranging a promo video opportunity)

This is the email conversation that I had with Pete Compston from ‘Somewhereto_’, in arranging something that I could film for a promotional video.

I emailed him in regards to an upcoming (second) day of shooting for a free-running event that we started filming not too long ago. But in the email, I also asked him if he or anyone he knew would like a promotional film making.

(I am in Bold)

Hi Pete, just letting you know that I am good to go for Saturday 29th November to complete the filming for the free-runners (if anything comes up, i’ll let you know)

And I have completed the ‘plan’ for the previous filming day. Do you have any media links that I can add to the ‘do’, otherwise I cannot complete filling it in.
I also wanted to ask if either yourself or anyone you know needs or would like a promotional film making. Our new college assignment is to make a promotional video for an individual or company. I am also looking into other companies myself, but if you do know of anyone who would like a promotional film making, then please could you let me know. That would be very helpful.
I am looking forward to completing filming for the free-runners.
Many Thanks
Archie Bean
Great news !!

Perhaps for the evidencing for the do badge you could just use a few stills taken from the footage you guys got ? I did ask Danny to get me some so when he does I can pass them on to you too?
When does this promotional film need to be done?
I might possibly have something for you that would also be commissioned. In the Easter holidays next year I’m working with Dog’s Trust to do a promotional film for them to help raise awareness about responsible dog ownership. It’s a really cool project so far as we’re trying to do as much good as possible with it, including young people in every step of the process. It would be great to get you guys involved in that, perhaps as project leaders to support the other young people ?
If that’s too far away I’m sure there is other projects I’m working with that would love a promo video. Perhaps you could do one for somehwereto_NW ?
Thanks
Pete
Hi Pete

Yeh, I can take some stills from the footage that Danny has.
Sorry, I forgot to mention that the deadline for the video’s to be filmed and edited is January 12th. And we are all working in groups/individually. Danny and Ben (who came along to film) are already in a group and have their own promotional video sorted out. So I may be working in a two/on my own. It is possible that I may be working with Natasha (who also came along to film). But just to let you know, that the film (or at least all the pre-production, organisation, editing, etc) will be produced by a smaller group than that which came to film the free-running day (But it is possible that we can nab other people to help us film it however).
But I will still mention the Dog’s Trust project to them, if they are interested in it for next year.
Making a video for Somewhereto_NW is a possibility. What kind of film might they need making?
Thanks for getting back to me to help me out with my College work. Even if their is no-one that you can think of that might need a video. It is much appreciated.
somewhereto_ do have a quite a good/big event on 3rd December. We’re hosting an evening of showcases and master classes run by SYCO entertainment ( Sony Records Artist Agency).

That could be something that would make for a good promo video ?
What do you think? Maybe we could add some extra bits and interviews and such. I just think to make a proper promo video for somewhereto_ it would mean following us round for ages even just to get a small grasp of the large range of things we do and that’s just in the North West.
Thanks
Pete
That sounds like that could be a viable option. Where about’s in the North West is this being held?
Its in Blackburn, obviously we’d cover travel costs and such
That sounds that like that could be a really good opportunity. 

But what I will do next is I will ask Natasha (who is also in my College group, who came along to film the free-running day) if she would be happy working in a pair with me (as she is off ill today and I believe that everyone else has found someone to work with), and it would also be quite practical, seeing as we both live in the Lancaster/Morecambe region, and we are also both members of the Lancaster Young Advisors group, so we see each other quite a lot and it is not like I would be working with someone that I do not know.

But yeh, that sounds great
I will get back to you as soon as I can, regarding the SYCO entertainment event.
Many Thanks
Archie Bean
Awesome ! Let me know when you can, cheers.

It’s in a really cool space too so lot’s great shot possibilities and such. It’s in a really cool old church and will have lots of art etc on the walls too.
Hi Pete

Just to say that Natasha is working on something of her own, but would be happy to help where she can.  And I will need to borrow some others for filming anyway. I was just wandering how large the space in the church is? And if their will be any other activities taking place in the church other than those you mentioned? (which sound great).
Hi Archie

It’s quite an average sized church. Quite a large space. I don’t know exact size but if you’d like to Google it, it’s called St John’s in Blackburn.
There will be a break in which the young carers from Child Action North West will be talking about a book we have been working with them on that will have been published by them. I’ve attached a flyer for the launch of that book that’s happening this Wednesday.
They will be there, hopefully they might perform some of their poetry/short stories from the book and will be collecting donations as well as giving away copies of the book.
Anything else you want to know feel free to ask, by all means give me a ring if you want to have a chat about it.
***** ****** (Pete’s Number)
Thanks
Pete
Hi Pete

Thanks for helping me out.
I will probably email you here and their, just to ask a few questions, if that’s alright.
Their were just a few things that I wanted to find out
What time does the evening of showcases start and finish?
Also In one of your previous emails you mentioned interviews. Would you want these to be on the spot interviews with people who are attending the event (which I would like to get anyway, even if they are just a question or two) or would you be wanting a separate interview with someone on a different date perhaps?
And you said that the event will be run by SYCO entertainment. Does this mean that their will be a musical input to the event e.g. performances and such.
Many thanks
Archie Bean
Yes of course it’ OK to ask me what you like when ever. It might be good to have my colleague Jacks input too so I’ve cc’d him in now.

The event runs from 3pm to 9pm on the 3rd.

With regards to the interviews. Yes I think on the spot ones would be great. Not sure how you would facilitate on a different date. If you have a solution/way round that then by all means feel free. I can happily pass on email addresses of people involved if we can come up with a way of doing it and it’s something you think would benefit your project?
Yes there will be several performances, all 10-15 mins long and there is some phenomenal talent lined up, genuinely jaw dropping stuff!
I can share the schedule for the evening with you if that will help anyway.
Thanks
Pete
Hi
About a minute after I emailed you I received the most recent somewhereto_ newsletter, which was all about the event. Which helped me out.
But would I be able to have a look at the schedule anyway?
Many Thanks
Archie Bean

Hi Archie Bean,

Now you’ve done your somewhereto_ activity, we wanted to get in touch and see how things went. 

This is your chance to showcase your involvement with somewhereto_. It’s also a great way to reflect on what you’ve achieved, how you can build on it, and will enable us to award you your somewhereto_do digital badge.

Tell us a bit about what you did by clicking here.

We’ll review what you’ve shared, send you your somewhereto_do badge and you could even be featured on the somewhereto_ website:www.somewhereto.com.

Thanks, the somewhereto_ team

Corporate and Promotion Magazine Assignment

How to tackle corporate and promotional films

football-tackle

Introduction

Imagine sitting in a classroom with a pen and paper on your desk, listening to the endless garbage that is coming out of your teacher’s mouth. Starring at the clock for what seems like hours on end, waiting for the bell to ring, that signals your class finishing. It’s here, it’s finally here, the end of the day, you hurriedly grab your stuff and head towards the door without making eye contact with the teacher, you’ve made it, almost. You reach out to grab the handle of the door, when you suddenly hear your name. Everything seems to slow down, you turn round awaiting the hell which might follow ‘Oh I nearly forgot, here is your homework for the month. I would like you to produce a short promotional film, don’t worry, with everything that we spoke about in class today, you’ll have no trouble blitzing through this one’ Who, what, where, when, why, how; you can’t remember anything that was spoken about, not because you didn’t understand it, but because you decided not to listen to anything. You turn around towards the handle of the door. What once seemed like it was inches away, now feels like it is a world away.

bored-in-class

Perhaps that is exactly how you feel as well. You need to understand something which you don’t understand. And you worry that what you do produce might be completely wrong. You believe that you don’t need to be an A* student to produce Distinction grade work, and your right, you don’t need to be.

Much like you, we were in the same position. So in this article, we will be guiding you through the various steps of how to create a corporate and promotional film, without getting inside and twisting your head.

So let’s start off with the simple question you want to know ‘what is corporate and promotion’ with a fairly basic answer, which later on will have expanded into something that we fully understand.

i-dont-know

Corporate and Promotion is the production of a promotional material or form of media for a corporate company (in our case a film). As simple as that. Now you know what the final goal is. However seeing as this is a promotional film for a ‘professional’ company. You have to act professionally. So their are several things you have to bare in mind about this assignment.

Codes and Conventions

So let’s imagine that the final product (the finished promotional video) is scoring a goal into the opposing teams net. You are currently at the other end of the pitch and you will have to dribble around all of the opposing players to score. So let’s call the opposing players obstacles. You also share obstacles creating your film, you don’t understand what is meant by codes and conventions. So let’s picture the scenario; the opposing strikers are legal rights, the opposing midfielders are ethics, and the opposing defenders are advertisement. You will have to successfully dribble around all of them to score. The key to beating your opponents is understanding them. You first need to study your topic areas to beat them.

STEP 1

Legal Rights

2000px-Copyright.svg_   WB0PGGM81

Legal rights are issues predominantly based around things such as copyright and music. You can’t use somebody else’s work as your own, similarly you can’t use somebody else to score your goals. You have to score them yourself. So in the case of music, you can either ask someone you know if you can use their music, or you can scout the internet for royalty free music. For example, ‘Soundcloud’ is a good one that you can use to find music to use or modify for commercial purposes, but you need to make sure that the music has been declared ‘free to download’ by the provider. And remember to all ways credit your musicians; we all know who delivers the post, so why shouldn’t we know who provides the music. Copyright is very similar to the issues with music, this may occur if you want to use pictures or footage. You want to make sure that you aren’t using somebody else’s work.

‘Beats by Dre’ – ‘Hear what you want’ advert

Obviously you wouldn’t be able to go and just download the song and place it on your video. Even if you did pay for the song, you still wouldn’t have the consent of the producer to use or modify the song as you so wish to.

Yes, I know what you are thinking, everyone modifies or uses songs/footage without consent and publishes them on ‘Youtube’. That is because the video will probably be for someone’s entertainment purposes and will not be for a company. Those video’s are extremely unlikely to be seen by the original artist/publisher, so copyright probably won’t be inflicted on them. However if you are making a video for a company then you need to have the rights to use the song/footage, seeing as you are advertising them and you could get them in trouble. Similarly if you have a Youtube channel that is viral, then you will probably need to make sure you have the right to use the song/footage as many people will view your videos’ and you could get in trouble.

2570014-pew

However seeing as you are making a video that is for a professional company, by professional standards, then it would be advised that your video gets published to ‘Vimeo’ instead ‘Youtube’. Vimeo is a more professional video company than youtube. And you can use it to create a portfolio of all the work that you do.

Screen Shot 2015-01-08 at 11.22.51

Here you can see that I am on ‘Souncloud’ and I am searching for music that I can use in my promotional video.

  • Click ‘explore’
  • Type in what your looking for
  • Click ‘tracks’
  • Click ‘to listen to’
  • Click ‘to use/modify commercially’
  • Make sure it says ‘free download’

Just a quick note to add, make sure that you are not downloading a song that you know, that says ‘free download’ because quite often people will make covers/remixes of famous/viral songs and will give others the consent to use their remix. However they probably never got permission to modify the song in the first place.

STEP 2

Ethics

diversity

You have successfully dribbled past the opponents strikers, but their are plenty more obstacles to follow. You need to be really careful in the centre of the park, at this stage it is make or brake, one wrong move and BAM you could be out of the game, straight red card. You need to be really careful when facing ethics. You need to make sure that you balance out those within the film. So you should include a variety of races, religions, genders, and ethnic backgrounds. So basically another way of looking at it is ‘DON’T BE BIASED’ Don’t just keep using the same people, you need to show the viewers what they are buying into, and you don’t want to give the impression that your clients are a segregated, racist or sexist company, just because you didn’t go and film those people over there. The alternative way of looking at it is, you are at a party and you have five other people alongside you, and they each chip in their share (buying into the business) to order in some pizza’s. You only like pepperoni. But if you only order pepperoni, people are going to look at you (your client) as non diverse. So in order to avoid those problems, you order a variety of pizza’s, to keep everyone happy and give a good impression.

In my promotional video (scroll down to see somewhereto_ promotional video) I tried to make sure that those onscreen were varied. So I featured clips of male white performers, female white performers and black male performers. As far as I am aware their were no female black performers, which is the reason that none of them feature on screen.

‘Dollar Shave Club’

This video is about a company that advertises razors, in particular a monthly razor package that you can subscribe to every month.

Those behind this video try to balance everything up by featuring a woman who seems to be of latino american origin. This is so the company does not appear to be dominated by white males. The video goes on to ask the woman ‘what were you doing last month’ ? to which she replies ‘not working’ which brings on the next question ‘what are you doing now’? to which she replies ‘working’. The video tries to make the company look like its a diverse one, although their are some questions to be raised about the way they handled it in the video, since they chose a latino american woman. It is as if they presume that people from South America or Mexico perhaps don’t work as often as other groups of people. So it seems like they wanted to do the right thing, but did it the wrong way.

Step 3

Aesthetic

Advertising

Onto the last bunch, the defenders and goalkeeper. These lot are perhaps the toughest lot on the pitch. This is all about style, sales and advertisement. So the key to this is understanding the needs and wants of your client (the company). Because you have to produce something which successfully sells them and their product(s). So the best way to do this is to liaise with your client either in person (face to face) or to stay in regular contact with them over emails or any other networking sites. But try to use emails or face to face conversations in order to look more professional. That isn’t always the case though, as your client may be young and technological for instance and may prefer chatting over Facebook or other social media, but make sure you properly understand your client first before you decide if social media is an acceptable form of conversation.

This part can be broken down into three sections:-

Style – This is about how you want the film to look. As more making a film for a professional company, you want it to look professional, and you may have a few things in mind to give it that edge. For instance music might be one of them, you might want the film to be slow placed or you might want it to be fast paced. You might wan to sync up the sound with the clips, so that it ‘feels right’ when you watch the video. This could also be about fonts, choice of shots etc. This is where your vision as a ‘filmmaker comes into it’ anyone who makes at least one film is a filmmaker. You have to be good at it to be considered successful.

‘This is a generic brand video’

This video is generally fast paced in both shots and music, but also goes quite slow at times. But one thing that the producer’s of this video, really thought about was the dialogue that you hear. If really puts their own style on the video because the voice has been recorded from right up close to the speakers voice, who just happens to be an fairly old deep faced voice that is meant to give the video this overall perspective as they are ‘wise’ and ‘knowledgable’. But the dialogue itself is simple but effective because you will hear phrases like

  • ‘See how we’re part of a global economy’
  • ‘Check out this win energy thing in Indiana’
  • ‘Here’s some powerful rushing water and people planting tree’s’

The video is all about stock footage but instead of just displaying cool shots (often slow-mo), with cool music and just say at the end ‘stock footage from…’ The producers have put their own twist on it.

Sales – The key to getting the sales point right is to understand the target audience. You need to know who the company are aiming to promote themselves and their products to. You will have to model your work around the people that you are catering them towards.

In my promotional video which was aimed towards young people, I had certain ideas about how I wanted to present the video, with the audience in mind.

I started off the video by using several methods to keep the audience’s attention. Typically young people have shorter attention spans and if they are not interested within the first 5-10 seconds, they won’t bother paying attention at all.

bored-teenager1

So what I did to counter this was that I placed several quotes on screen, but the quotes are all that you can see, so this hopefully leaves the young people curious about what the advert is about, and just what these people are describing.

Then once the footage comes in, several voices start saying ‘somewhereto_’ which is the name of the company. Hopefully at this point they are thinking ‘what is somewhereto_?’ And it isn’t until about 20 seconds in until someone actually describes just what somewhereto_ actually is. At this point they may be inclined to watch the whole thing as they have already watched a fairly long duration of the video.

Advertisement – Quite often this part refers to product placement. This is when a company that owns a brand e.g. coca cola, pays the producer of a film to advertise the product within. This won’t be extremely noticeable. Often it will have a short feature that sometimes lurks in the background.

For example AMC had a long running deal with Hyundai that meant that the Hyundai SUV was able to be advertised on AMC’s hit show ‘The Walking Dead’. The car would feature every now and then and would probably get up to 30 seconds at the most on screen at one given time.

http://www.marketplace.org/topics/world/product-placement-lessons-walking-dead

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Planning

Everything that you do needs to be planned beforehand, so you know exactly what you are doing. Some of the type of planning might be

  • Research – Looking at videos produced by other people that are similar to what you are filming. You might get ideas and inspiration from them.
  • Treatments – Talk about your aesthetic; what you want your film to look like. Tell your clients, how you are going to advertise their products and bring your vision to life.
  • Shot Lists – write down what shots you want to capture when you are their. With no shot list, you are going to struggle on the day of shooting and you will probably take twice as long as you would if you had planned your film. This way you won’t forget to get any shots that you need.
  • Risk Assessments – Take note of the potential risks and hazards when visiting a certain location or using certain equipment.
  • Storyboards – Draw out how you want the final video to look. You don’t need to be good at drawing. Stick men will do. This help plan the shots you want.
  • Schedules – This is like a diary in a way. It has times and places written down in it. You need to organise everyone and tell them where to be and when. This will really help.
  • Clothing – This is about what everyone is going to be wearing. This may not be a critical in some films, where people can just turn up in whatver and you just film them naturally. But some times when you want the film to look a certain way, you might ask them to wear certain clothing. Colours and clothing can alter the viewers perception.
  • Locations – This is about where you want to film and the locations are critical towards the look of your film. If you want your film to have the correct style, look and vibe then it needs good locations.

For additional support, here are a few examples of production documents and what they might look like.

 Conclusion

crowd-cheering

As many a commentator once said ‘GOOOOOAAAAALLLLL’ you’ve done, it you have successfully managed to score past the big bad wolf that is corporate and promotion. How? because you understood them and knew what they would do, in turn, you planned what you would do and managed to get round them.

Armed with all of this knowledge, your gonna blitz through that homework like a piece of cake. I don’t think that that homework is going to be bothering you anymore. Congratulations. Now go and celebrate!

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