producing mobile-first video

PRODUCING MOBILE-FIRST VIDEO

Avoiding Cuts that Sting, Unfollows and Beyond

www.appleboxstudios.com

“The future of mobile is the

future of online. It is how people access online content now.”

–David Murphy, Mobile Marketing Magazine


No new news mobile is taking over. It’s changing (or should change) the way we produce video.


Producers need to understand the medium itself and what kind of impact it will have on the view as well as respond to this mobile experience takeover now


Text


The simple philosophy guides every aspect of TELAS community investment strategy, from our locally focused TELAS Community Boards, to our national and regional partnerships, to our team member and customer engagement programs.

•Say no to paragraphs of small text over top of moving video on a 3inch screen

Legibility, clarity & relevance

is everything• Shrink designs down to size of mobile for a

visual reference• Keep the size of the text a little larger than

usual• Text needs to be easy to read, just like the text

on billboards on the highway needs to be big, bold, to the point


Legibility, clarity & relevance

is everything


Typefaces – Quick Tips1. Ellipses, ligatures, and diphthongs can improves the

aesthetics of your typefaces2. Bulleted lists start under first character, end marks finish an

article3. Bold/ italic have their place, underlined/blinking do not 4. Old style #s improve readability when using #s – blend in well

with lowercase letters 5. Do not stack letters, form blocks with words instead


Typefaces – Quick Tips

6. Contrast is important, you want the type to stand out from the rest of the design

7. All caps should be reserved for sans serif typefaces8. Any large text requires kerning (adjusting the space

between letters)9. Use a larger font size than what would be used on a

typical website10. Don’t distort type



• Bariol• Open Sans• ADAM• Montserrat• Bebas Neue• Ubuntu• Source Sans Pro

Sound or narration– a great alternative to text in mobile video“Dear Kitten” Friskies Ad – Limited text, at end only


View video ad here!

http://www.youtube.com/watch?v=G4Sn91t1V4g

Listening through Headphones – changes the

viewing experienceProblem: Speakers on a mobile

device/headphones will sound different than in a sound system or a movie theater.

Solution: Listen for hard-cut sound between edits & lose low end subleties, which will be lost to the viewer on mobile


Cuts can sting – cuts are important to pay attention to in

mobile video

Note: When, where and how often you cut in a video can set the tone, feel and pace of any story especially on a 3 inch screen


Walter Murch’s Rule of Six

A set of priorities when determining a cut. “You can afford faster cuts than on a big screen when dealing with mobile. The content has less of a presence than a big screen. The principle behind it is your eyes have less to look at in terms of size. The less you have to move them back and forth, the quicker you can comprehend a concept”


Read More

http://www.masteringfilm.com/walter-murchs-simple-approach-to-the-rule-of-six/

Editing & design are only part of the mobile video production

process of today

• Keep the user in mind• Produce for the user• Produce for their platform…the mobile

platform


How do you produce for the mobile user?


producing mobile-first video

Design

size of mobile

future of mobile

mobile video note

mobile deviceheadphones

mobile experience takeover

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mobile marketing magazine

new news mobile