online videomarketing dm institute
TRANSCRIPT
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Online VideomarketingWORKSHOP DM INSTITUTE
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Every story has ALREADY been told
How to create a story that has NOT been told
ACT 1: CONTENT
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PREPRODUCTIE
Onderwerp Invalshoek Premisse Scenario Draaiboek Storyboard Productieplanning Call-sheet Budget breakdown
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VALKUILEN
Dubbele doelgroep, platform, boodschap Haalbaarheid Lengte Te veel actoren Niet visueel (talking head) Budget Materiaal
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VERHAALSTRUCTUUR
Expositie Plot Point 1: start Plot Plot point 2: Crisis Climax Staart
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3 ACT-STRUCTUUR
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VOORBEELDEN + en -
Push to add drama Dollarshaveclub.com Shipmypants Pepsimax test drive
Dovy keukens Microsoft Vine
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HOW TO STORY
PRAKTIJK 1
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TECHNIQUES
Necessary EVIL or BENEFIT
ACT 2: TECHNIQUES
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BEELDTAAL
Optische as Cadrages Spingers / jump cuts Raccordfouten Soorten shots Perspectieven Bewegingen Overgangen in de camera
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COMPOSITIE
Diepte Kijkrichting Hoofdruimte Gulden snede Lenzen en compositie lijnen
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LICHT
Hard en zacht licht Kleurtemperatuur Lichtbronnen Richting van het licht Reflectie Tegenlicht Driepuntsbelichting
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CAMERA
Camera Witbalans Cameratypes Lenzen Diafragma Scherpstelling Scherptediepte Aspect ratio Witbalans toebehoren
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AUDIO
Decibel Richtingsgevoeligheid Interne / externe microfoon Niveau (- 9db, te luid, te zacht) Voice over Muziek
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BASICS CAMERATECHNIEKE
N
PRAKTIJK 2
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If CONTENT is king
MULTISCREEN is the queen
ACT 3: DISTRIBUTION
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MONTAGE
Software Beeldovergangen Matchen van shots Basisregels Grafiek Omgevingsgeluid
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FORMATEN
Encodering Videoformaten Sabam
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HDTV
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VOORBEELDEN
Project Stratos (Red Bull) Dumb ways to die (preventie metro) The man your man could smell like (old spice) Child of the nineties (internet explorer)
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COMMERCIAL
PRAKTIJK 3
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TRANSMEDIA
Transmedia vs. Multimedia Multiplatform delivery Vimeo, YouTube, Facebook, Twitter, iTunes Podcast Viral, seeden
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TRANSMEDIA
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MULTIPLATFORM DELIVERY
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VIDEOSHARING
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CHOICES
PEOPLE will watch:
WHAT they want
WHERE they want
WHEN they want
on WHATEVER SCREEN they want
CHOICES will EXPLODE
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THE TAIL
STORIFY AVADVENTURE USTREAM, LIVESTREAM, … CHEMICALWEDDING TV Double double INTERACTIVE YouTube decision trees (Chad, mad
& Rob) …
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VISIE EN ANALYSE
PRAKTIJK 4
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DEELNEMERS
VALIPAC PICANOL BBC VLERICK AG INSURANCE DIE KEURE HUURLAND BVBA BELGA