The Weasel That Roared:Creating and using effective promotional and educational videos for libraries and information services

The Weasel That Roared
Creating and using effective promotional and educational videos for libraries and information services
Gareth J Johnson
Weasel Televisual Enterprises (and University of Leicester )

FILM 1: One weasel’s view...

…Fade In
Creating movies for training, education or promotion
The underlying theory
Considering the power of humour
Going from script to screen
The practicalities of creation and use

Genesis of the Weasel
Started filming in 2007 for fun
Bought a camera and editing software
Moved on to developing short films
Started using videos in (some) teaching and training
Made open accessible
Reused by librarians globally
Learned about the practicalities and craft of film production

The Role of Film
Relax
Refocus
Repetition
Remote
Reinforce
Re-usable
Respite

The Cons
Won’t click for everyone
But neither do other forms of instruction or promotion
Satisfying different customer needs and styles
A hybrid or blended promotional approach
Another weapon in the arsenal
Video production itself can be a PR event
Barriers exist
Organisational ethos or personal resistances
Concerns over skills set or resources

A Comedy Tonight
So, where do humour and librarians meet?
A powerful a communication tool as rhetoric or repetition
Makes it engaging
A key goal for any education or marketing
Makes it memorable
Audiences will remember serious points made
Makes it digestible
Sugar coating for difficult topics

Selling the Idea
Consider making a simple business case
What demands could a video satisfy?
What value added dimension does it add to your service?
How could it save time or resources in the future?
Making your pitch
Be positive! Be proactive!
Be prepared for a knock back…and then try again!
Be prepared to just do it anyway!!!

FILM 2: Bookworms

25 Words…or less?
Effective way to conceptualise your idea

What if all reality was a computer game, and only you knew how to use the cheat codes?
Biographical story of the rise and fall of a small time mobster, and the lives he touches for good or ill
Respected man and only possible suspect tries to prove he didn't kill his wife, fleeing the dogged pursuit of an unstoppable man
Classic fantasy tale of noble heroes and heroines against evil overlords and their fortress of terror; only in space

The Process
Message
Release
Pre-production
Production
Editing
Plot
Dialogue
Filming
Action

Video: Planning
A video short should contain 1 core concept
Concept encapsulated in 25 words or less
Start simple with message then plot then dialogue
Choose your artistes with care
Dull inflection/intonation bring death on swift wings
Availability can be a key factor
Block out plenty of time
First time always takes longer than you expect
Get someone else to film it if you can…

Video: Scripting
Remember the hook
The opening line has to grab the audience’s attention
Get someone else to read/review the script
Spot the best bits and polish your diamonds
Helps avoid major clangers
Write for your audience
Brevity, clarity and punch
Basic screenwriting techniques will help
Not a simple migration of words to screen
Use or adapt a template style or format
Keep thinking message, message, message

Video: Finessing
A need to make use of a visual grammars
The lexicon of movement and reaction
Show don’t tell at the heart of best practice
Fewer words and more movement
Don’t over rely on cliché
Bookshelves back drop can be a major turn off
Talking heads looking straight into the camera
…but can be a handy visual shorthand
Breaking the rules
What works for me, might not work for you
Experiment – it might just work

FILM 3: Mandates

Group Exercise
Outline a movie concept

Create your key message (in 25 words or less!)
Think about your audience & stakeholders

Plan your scenes in detail

Summarise your situation and plot events
Plan out your component scenes and actions
Think of locations, situations and actors
Think about practicalities of the shoot

First and last lines

Script the opening line(s) of dialogue
Script the punch (last) line of dialogue

Your Masterpieces

Script to Screen
Screen writing formats
Useful as a guide but don’t follow strictly
See references and handouts for suggestions
Writing effective and engaging dialogue
Two heads can be better than one
An interrogative between two speakers is best
Question and response format works well
Rules of thumb on the page
1 page/1 minute
The Speaking script and the shooting script are strictly two different entities

Your Name In Lights
Be wary of information overload
Tempting to cram too much in -
One or two core messages only
Remember clarity, pacing and engagement
Shooting tips
Always consider simple backgrounds
Avoid busy backgrounds
Make sure it’s well lit
Shoot once, shoot twice, shoot thrice
Be prepared for reshoots after rough cut

Editing: Saving It In The Mix
Keeping it on track
Complex/long scripts equals more time consuming shoots and editing
A little each day can be more manageable
Good editing can save weak movie making
Can sharpen by trimming dead air
Daily rushes & rough cuts
Screen to a small audience
Listen to their feedback or comments
Be prepared to make (minor) changes or reshoots
Output in multiple formats
Lower res for web, higher res for DVD & archive

Timing is Everything
Videos are a non-trivial creation exercise
A 3-5 minute movie might well take
Plotting, scripting, planning 1-2 hours
Set up, shoot and re-shoot 1-2 hours
Editing & polishing 2-3 hours
May not be consecutive periods
Helps if are relatively close together
Need for script approval can increase times

Prefab (Sprouting)
If you don’t have time to make your own…
Reuse someone else's
Might not be ideal but can save time
Freely available and high quality videos
YouTube
Jorum Open
Institutional Repositories
Or failing that commission someone to make you one….

The Golden Rules
Scripting
Keep your message uppermost in your mind
Get someone else to read the script out loud
Shooting
Do multiple takes of every scene
Be aware of backgrounds and lighting
Editing
Use what ever software you are happy with
Make & watch a rough edit as quickly as possible
Produce low & high quality final versions

After the Film
Contact
gazjjohnson@googlemail.com
0116-252-2055 (2039 after 1st Oct)
Twitter
www.twitter.com/llordllama
Videos
www.youtube.com/llordllama
Facebook
tinyurl.com/randyweasel
Questions?