Introduction to Sketch


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Introduction to Sketch Production Company

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  • Contributors must be allowed to be spontaneous and natural (with gentle prodding) Your branding is not important - the audience already know what they are watching
  • Introduction to Sketch

    1. 1. Sketch - A check list A check list for making better films and leaving your audience refreshed, entertained and informed
    2. 2. Contents <ul><li>About Sketch </li></ul><ul><li>How we work </li></ul><ul><li>Where are we today? </li></ul><ul><li>The audience </li></ul><ul><li>What does this mean? </li></ul><ul><li>How to be ‘audience led’ </li></ul><ul><li>What are you filming and why? </li></ul><ul><li>The check list </li></ul><ul><li>Common mistakes </li></ul><ul><li>The wish list x10 </li></ul><ul><li>A brief summary </li></ul>
    3. 3. About Sketch <ul><li>Sketch produces film content for companies, charities and NGOs </li></ul><ul><li>Our clients include: British Council, Hearing Dogs for Deaf People, The London Library, Romsey Mill, Penguin UK, Safestore, Kind Consumer, Reprieve, Open Cinema and The Boston Consulting Group </li></ul><ul><li>We make documentaries for Channel 4 and Current TV </li></ul><ul><li>We recently won the Britdoc Co-operative ‘It’s good to know’ award </li></ul><ul><li>We work with award winning documentary makers </li></ul><ul><li>Focused on an organic investigative documentary approach </li></ul><ul><li>Our aim is to make a film that responds to the brief and draws in a captive or fresh audience </li></ul><ul><li>We are flexible and passionate about film’s potential across new media </li></ul>
    4. 4. How we work <ul><li>We talk to clients as early as possible </li></ul><ul><li>We clarify budget and resources available </li></ul><ul><li>We pinpoint the visual content of the film and the tone required </li></ul><ul><li>We encourage clients not to use scripts </li></ul><ul><li>We let the event or people or company speak for itself </li></ul><ul><li>We urge clients to resist heavily branding their film </li></ul><ul><li>By letting contributors speak for themselves in a natural style - we create transparency and build trust </li></ul><ul><li>We encourage a two way conversation with the audience- generating comments, calls to action, ratings, sharing </li></ul>
    5. 5. Trends in online content
    6. 6. Where are we today? <ul><li>How we consume content is rapidly changing - we have to ensure that the films we produce catch up </li></ul><ul><li>The collective ‘personalised’ voice is gaining strength - we listen to our friends and like-minded people more and more - rather than searching through media </li></ul><ul><li>The media’s power is decreasing/changing - they are being cut out of the loop e.g. UK election </li></ul><ul><li>People who share similar interests are able to find each other far more easily than before </li></ul><ul><li>Your audience should be able to find or discover more about your organisation or event very quickly </li></ul><ul><li>Twitter - the pulse of the planet or a just a fashion </li></ul><ul><li>Facebook - about to make the web very social with the ubiquitous facebook like button and the Open Graph project </li></ul>
    7. 7. The audience’s attention span is very short
    8. 8. What does this mean? <ul><li>The context in which people are introduced to media (facebook, twitter, email) is alsmot more important than the source itself. CONTEXT is now king </li></ul><ul><li>There is a huge amount of content online - your shared audience acts as your first filter and your first referee </li></ul><ul><li>People don’t like to be lectured or told what to think </li></ul><ul><li>Look at us and what we do is no longer enough </li></ul><ul><li>You need to surprise and move people - only connect </li></ul><ul><li>The audience is smart and you need to earn their trust </li></ul>
    9. 9. How to be ‘audience led’ <ul><li>Keep a film short. If you make a long film - cut it down and release the film as a series </li></ul><ul><li>Ensure that the film can be shared and rated (where appropriate) </li></ul><ul><li>Make it easy for the viewer to find out more through related content </li></ul><ul><li>Produce text and comment to accompany the film </li></ul><ul><li>Package the film in the right category - don’t push everything into one folder and assume that your audience is interested in everything </li></ul><ul><li>Tag your film </li></ul><ul><li>Use multiple platforms e.g. vimeo, youtube. Ensure that all content on these channels is relevant and fresh. </li></ul><ul><li>Link to the film on your own blogs </li></ul>
    10. 10. The Filming Process
    11. 11. What are you filming and why? <ul><li>Ask yourself a series of questions: </li></ul><ul><li>What are you filming and why? </li></ul><ul><li>How will people react to being filmed? </li></ul><ul><li>Is it visual? </li></ul><ul><li>Is this unusual and why? </li></ul><ul><li>Will something happen/develop over time? </li></ul><ul><li>Where is it happening? Any implications for filming? </li></ul><ul><li>Who is involved? </li></ul><ul><li>Are the people likely to be changed by their experience? </li></ul><ul><li>Are there any stakeholder issues? Who has final cut? </li></ul><ul><li>Who is the target audience? How do they consume media? </li></ul><ul><li>How will this film be distributed online? </li></ul>
    12. 12. The check list <ul><li>A film needs to be VISUAL </li></ul><ul><li>Pinpoint the ACTION </li></ul><ul><ul><li>Think about when the exciting things will happen and make sure that we are there to film them </li></ul></ul><ul><li>Choose carefully WHO we will focus on and select only a few contributors </li></ul><ul><ul><li>Big Brother type casting vs. dull but safe casting </li></ul></ul><ul><li>Allow contributors to be NATURAL and HONEST (with gentle prodding) </li></ul><ul><ul><li>Keep the camera crew small and give ‘contributors’ cameras to film or do video diaries </li></ul></ul><ul><li>Create the structure for a JOURNEY </li></ul><ul><ul><li>Think of it as stops along a tube line - at each stop something is going to change </li></ul></ul><ul><li>PREPARE PEOPLE - let everyone know that a film crew will be present </li></ul><ul><li>SHOW the action, don’t report it or TELL us what just happened </li></ul><ul><li>THINK FIRST about distribution…ask yourself why the audience will watch, why the film will generate positive word of mouth </li></ul><ul><li>What would the headline of a review of the film be? Think about linking print to the film and generating media coverage </li></ul><ul><li>Overt branding is not important </li></ul>
    13. 13. Common mistakes <ul><li>Planning late </li></ul><ul><li>Poor communications with partners and people on the ground </li></ul><ul><li>Looking inwards - pleasing the boss but not the audience </li></ul><ul><li>Not knowing whom to please (Who is the boss? Who is the audience?) </li></ul><ul><li>Going over budget - by not knowing what you want before you start </li></ul><ul><li>Uploading content online simply to have something up there </li></ul><ul><li>Not promoting your films online with text and tags </li></ul><ul><li>A series of people talking at camera telling us what they have just done </li></ul><ul><li>Overly obvious enthusiasm - ‘Everything is great’ is a bit boring </li></ul><ul><li>Filming events that are great LIVE but not so great on screen as ‘you had to be there’ </li></ul><ul><li>Letting people get nervous and stilted on camera </li></ul>
    14. 14. The wish list x 10 <ul><li>Define your objective </li></ul><ul><li>Define your audience </li></ul><ul><li>Segment the audience (different films/channels for each audience) </li></ul><ul><li>Prepare and plan </li></ul><ul><li>Know what you want - develop a result orientated strategy </li></ul><ul><li>Let people know what you are doing and what you are trying to do </li></ul><ul><li>Communicate constantly with us </li></ul><ul><li>Show human relationships at work or human stories/journeys </li></ul><ul><li>Refine your film - get feedback from outsiders and make changes </li></ul><ul><li>Get a high impact still image and ensure the film has clean sound </li></ul>
    15. 15. A quick summary <ul><li>Prepare and Plan </li></ul><ul><li>Audience, Audience, Audience </li></ul><ul><li>Surprise people - don’t use the same old, same old approach </li></ul><ul><li>Do something different this time </li></ul><ul><li>Make it snappy, make it simple </li></ul><ul><li>Allocate resources sensibly </li></ul><ul><li>Commission investigative films rather than event coverage </li></ul><ul><li>Think about distribution first </li></ul><ul><li>Obtain objective feedback </li></ul>
    16. 16. <ul><li>7 Denmark Street </li></ul><ul><li>London WC2H 8LZ </li></ul><ul><li>Tel: +44 207 240 0457 </li></ul><ul><li>Mob: +44 778 213 2146 </li></ul><ul><li>Email: </li></ul><ul><li>Web: </li></ul>Questions? If you want to meet to discuss any filming requirements you may have please get in touch. Thank you.