2. A corporate video is commissioned by a business or
organisation (for example McDonalds, Coventry College or
Medicines Sans Frontiere) to promote the businesses, provide
information or to train staff.
WHAT ARE CORPORATE VIDEOS?
3. They are different to adverts as they are normally longer form
and are often intended to be played on social media and the
web, as part of the businesses wider marketing activity, or as
part of their own internal communications (for example to train
staff).
NOT A TV PROGRAMME, NOT AN ADVERT
4. Corporate videos are an important sector of the UK’s film, TV &
video industries.
There are thousands of businesses in each part of the UK, so
the potential demand for corporate videos is always quite high
(although you will have to be proactive in contacting & pitching
yourself to businesses). Because of this they are a great way for
freelancers to earn money, especially between TV shows.
WHY DO DIRECTORS
LIKE CORPORATE VIDEOS?
5. Promotional: a video that is trying to let more
people know about the company, and / or particular
products or services.
https://www.youtube.com/watch?v=umdTmKRmBYA
Training: a video that is used by the company to
train its own staff.
https://www.youtube.com/watch?v=QK5dMp43NJE
THERE ARE SEVERAL DIFFERENT TYPES
(OR FORMATS) OF CORPORATE VIDEO.
6. Information: paid for by a company/organisation to
give the viewer key information.
https://www.youtube.com/watch?v=nPQE3hiZ92I
Conference: a video of a meeting, so that people
who couldn’t attend can still watch and listen to the
key messages.
https://www.youtube.com/watch?v=8KkKuTCFvzI
THERE ARE SEVERAL DIFFERENT TYPES
(OR FORMATS) OF CORPORATE VIDEO.
7. At the heart of all good promotional videos there is a clear
message.
You need to understand exactly what your video needs to tell (or
promote to) the viewer:
Try our new product; its fat-free.
We care about people, fly with us.
We are an environmentally conscious company.
We need donations urgently, or homeless people might die.
Our company has been at the cutting edge of technology for
200 years.
THE MOST IMPORTANT PART
OF ANY CORPORATE VIDEO?
8. Corporate video directors need to work closely with their client
and get a clear understanding of exactly what the client wants
to promote.
The client’s goals for this project are your goals; we shouldn’t
impose what we think they should be promoting, however we
should help them to articulate exactly what it is they want us to
promote.
HOW DO WE FIND OUT WHAT OUR
MESSAGE IS?
9. Cutaways (of relevant things to the video)
Interviews (talking heads)
Music (what style or tone?)
Graphics (text, pictures & motion graphics)
Presenter (if its appropriate to the style)
The format of corporate video you’re making (promotional,
information, conference, training) and your vision for the video
will dictate what different types of media you will need to
produce for your video.
WHAT DIFFERENT MEDIA DO WE NEED FOR A
GOOD CORPORATE VIDEO?
10. A videos style (or its tone/feel) is created by its:
Mood (upbeat, happy, sad, dark, exciting, serious)
Pace (fast, slow)
Structure (the types of content we will use, and when
we will use them)
But what impact does the clients brand have on our
videos style?
DECIDING ON OUR VIDEOS STYLE
11. THE COMPANIES BRAND IS IT’S PERSONALITY,
& EVERY COMPANIES PERSONALITY WILL BE
DIFFERENT.
Your job is to understand the companies personality, and get it across in the video.
12. The most important consideration when deciding on our videos
style (it’s mood, pace & structure) is our client:
Who are they?
What is their message?
How do they want to be seen by the world?
What are their goals for this particular video?
DOING IT WITH STYLE
13. If you are producing an informational video for
a medical services charity that provides aid to
warzones and developing countries, what style
do you think would be appropriate?
Mood?
Pace?
Structure?
https://www.youtube.com/watch?v=gJE1Xh-MDLA
HOW TO DECIDE ON THE RIGHT STYLE:
14. They allow you to be a creative film-maker
To gain a wide variety of skills
To use different technology
To become a better editor
To work with lots of different people
To expand your network of professional contacts
To build a network of clients
To interview, film, edit, plan, pitch.
PROMO VIDEOS ARE GREAT.
15. You will
Write a report on corporate videos (promo theory)
Find a local business & pitch an idea for a promo video to
them
Plan your promo video, writing a detailed proposal as part of
your planning
Film your video
Edit it
Play it to the client and get their verbal & written feedback
OVER THIS UNIT
16. Working alone analyse 3 videos from the list
on Moodle. Think about:
what the video/clients message is and how the director brings it
across,
what format the videos are
what style each video uses, and how they've created mood, pace
& structure through their use of filming and editing techniques
what content they use to create the video.
how effective each video is
How they bring the brand of the client across
Write up a detailed analysis of these.
TASK 1
