ART & STORY: THE VIDEOPRODUCTION PROCESS      BY CLINT TILL
DOVE• Problem: the definition of "beauty" has been distorted by the advertising industry.• Goal: produce   a commercial tha...
For me, an effective video is part ART and part STORYTELLING.
Clear & Concise Message + Compelling Visuals
VIRAL TRIGGERS      (From Sarah Wood of Unruly Media)                   Funny                    Sexy  Random (Watch Sony ...
VIRAL TRIGGERS (CONTD)       Illuminating         Shocking       Spectacular      Hyper-Relevant
CONSUMERS & ADVERTISERS• Consumers   want advertisers to speak WITH them, not AT them.•A   disconnect has formed between C...
We have to shift our strategy.
INITIAL MEETINGS WITH YOUR CLIENT• Find   out how many people you must answer to.• Of   that group, who is the ultimate de...
SAVE YOUR EMAILS• when   defining the scope of the project• whenever   certain aspects of the project change• when   the cl...
RESEARCH• Learn   about the client.• Research   their customers.• Learn   about their competition.
QUESTIONS TO ASK YOUR CLIENT• How   do you plan on using the video?• Whats   your time frame for completion?• What   actio...
Online Resources
STORYBOARDING• It   clearly communicates your vision to the client.• Ithelps you as the director formulate a shot list and...
Cinemek Storyboard Composer
Let the visuals tell your story (Watch the          Navy Seals beach ad).
JOHNNIE WALKER"THE MAN WHO WALKED AROUND THE WORLD"
Use a visual elementto communicate an        idea
THE PRODUCTION PROCESS       Pre-Production         Production       Post-Production
RECOMMENDED READING        Video Shooter by Barry Braverman The Five Cs of Cinematography by Joseph Mascelli    Hey Whippl...
RECOMMENDED PODCASTS        The Accidental Creative         Duct Tape Marketing              Dishy Mix        Six Pixels o...
CONNECT WITH US• www.redfoxmediainc.com• www.twitter.com/ redfoxmedia_inc• www.Facebook.com/ redfoxmediainc• www.YouTube.c...
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Art & Story - The Video Production Process

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This presentation, by Clint Till of Red Fox Media (http://www.redfoxmediainc.com), was delivered to a Public Relations practicum class at Samford University. The presentation covers some general topics pertaining to the craft and business of video production; i.e. Creative Philosophies, Creative Conceptualization, Client Relations, Common Mistakes to Avoid, The Process of Video Production From Start to Finish, and Recommended Resources.

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Art & Story - The Video Production Process

  1. 1. ART & STORY: THE VIDEOPRODUCTION PROCESS BY CLINT TILL
  2. 2. DOVE• Problem: the definition of "beauty" has been distorted by the advertising industry.• Goal: produce a commercial that helps to create a healthy self image.• Target Audience: Women ages 13-25• What would your approach be?• What did Dove do? (Watch "Dove: Evolution")
  3. 3. For me, an effective video is part ART and part STORYTELLING.
  4. 4. Clear & Concise Message + Compelling Visuals
  5. 5. VIRAL TRIGGERS (From Sarah Wood of Unruly Media) Funny Sexy Random (Watch Sony Bravias "Bouncy Balls" commercial.)Surprising (Watch the "Will It Blend" series.)
  6. 6. VIRAL TRIGGERS (CONTD) Illuminating Shocking Spectacular Hyper-Relevant
  7. 7. CONSUMERS & ADVERTISERS• Consumers want advertisers to speak WITH them, not AT them.•A disconnect has formed between Consumers and Advertisers.• Consumers feel as though brands arent listening to them.• Consumers think that brands dont understand them.• Consumers think that brands dont take customer feedback seriously.
  8. 8. We have to shift our strategy.
  9. 9. INITIAL MEETINGS WITH YOUR CLIENT• Find out how many people you must answer to.• Of that group, who is the ultimate decision-maker?• Keep everyone in the loop.
  10. 10. SAVE YOUR EMAILS• when defining the scope of the project• whenever certain aspects of the project change• when the client sends materials for use in the project
  11. 11. RESEARCH• Learn about the client.• Research their customers.• Learn about their competition.
  12. 12. QUESTIONS TO ASK YOUR CLIENT• How do you plan on using the video?• Whats your time frame for completion?• What action(s) should the audience take after watching?• Who are you trying to reach?• What are the main selling points of your business?• What is your companys mission statement?• What objections might prevent people from buying or using your services?• What are your short and long-term company goals?• How would you like your company to be perceived?
  13. 13. Online Resources
  14. 14. STORYBOARDING• It clearly communicates your vision to the client.• Ithelps you as the director formulate a shot list and keep track of the days progress.• It helps the production crew all stay on the same page.
  15. 15. Cinemek Storyboard Composer
  16. 16. Let the visuals tell your story (Watch the Navy Seals beach ad).
  17. 17. JOHNNIE WALKER"THE MAN WHO WALKED AROUND THE WORLD"
  18. 18. Use a visual elementto communicate an idea
  19. 19. THE PRODUCTION PROCESS Pre-Production Production Post-Production
  20. 20. RECOMMENDED READING Video Shooter by Barry Braverman The Five Cs of Cinematography by Joseph Mascelli Hey Whipple, Squeeze This by Luke Sullivan The One Show volumes
  21. 21. RECOMMENDED PODCASTS The Accidental Creative Duct Tape Marketing Dishy Mix Six Pixels of Separation The Bean Cast Creative Screenwriting Magazine
  22. 22. CONNECT WITH US• www.redfoxmediainc.com• www.twitter.com/ redfoxmedia_inc• www.Facebook.com/ redfoxmediainc• www.YouTube.com/ redfoxmediainc

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