art & story - the video production process

ART & STORY: THE VIDEO PRODUCTION PROCESS

BY CLINT TILL

DOVE• Problem: the definition of "beauty" has been distorted by the advertising industry.

• Goal: produce a commercial that helps to create a healthy self image.

• Target Audience: Women ages 13-25

• What would your approach be?

• What did Dove do? (Watch "Dove: Evolution")

For me, an effective video is part ART and part STORYTELLING.

Clear & Concise Message + Compelling Visuals

VIRAL TRIGGERS(From Sarah Wood of Unruly Media)

Funny

Sexy

Random (Watch Sony Bravia's "Bouncy Balls" commercial.)

Surprising (Watch the "Will It Blend" series.)

VIRAL TRIGGERS (CONT'D)

Illuminating

Shocking

Spectacular

Hyper-Relevant

CONSUMERS & ADVERTISERS• Consumers want advertisers to speak WITH them, not AT them.

• A disconnect has formed between Consumers and Advertisers.

• Consumers feel as though brands aren't listening to them.

• Consumers think that brands don't understand them.

• Consumers think that brands don't take customer feedback seriously.

We have to shift our strategy.

INITIAL MEETINGS WITH YOUR CLIENT

• Find out how many people you must answer to.

• Of that group, who is the ultimate decision-maker?

• Keep everyone in the loop.

SAVE YOUR EMAILS

• when defining the scope of the project

• whenever certain aspects of the project change

• when the client sends materials for use in the project

RESEARCH

• Learn about the client.

• Research their customers.

• Learn about their competition.

QUESTIONS TO ASK YOUR CLIENT• How do you plan on using the video?

• What's your time frame for completion?

• What action(s) should the audience take after watching?

• Who are you trying to reach?

• What are the main selling points of your business?

• What is your company's mission statement?

• What objections might prevent people from buying or using your services?

• What are your short and long-term company goals?

• How would you like your company to be perceived?

Online Resources

STORYBOARDING

• It clearly communicates your vision to the client.

• It helps you as the director formulate a shot list and keep track of the day's progress.

• It helps the production crew all stay on the same page.

Cinemek Storyboard Composer

Let the visuals tell your story (Watch the Navy Seals beach ad).

JOHNNIE WALKER"THE MAN WHO WALKED AROUND THE WORLD"

Use a visual element to communicate an

idea

THE PRODUCTION PROCESS

Pre-Production

Production

Post-Production

RECOMMENDED READING

Video Shooter by Barry Braverman

The Five C's of Cinematography by Joseph Mascelli

Hey Whipple, Squeeze This by Luke Sullivan

The One Show volumes

RECOMMENDED PODCASTS

The Accidental Creative

Duct Tape Marketing

Dishy Mix

Six Pixels of Separation

The Bean Cast

Creative Screenwriting Magazine

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