2. 2
What Type or Style of Video
The video type establishes how the message is communicated to the
target audience.
Need to define what the purpose of the video is
Establish your audience – what is its persona
What is the reason or specific problem your trying to solve
What makes them respond to your message
Context of the video
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What is the audience expectations of the video
3. 3
What Type or Style of Video
Time or video length can be critical in sending your message
Average Viewer with click off if the video is not relevant to them in 15 seconds
Content is “king” ….. Make it compelling…. Interesting … Informative …fun
What is the expected ROI of the video
Is the purpose of the video “Branding”
What is the standard of “success”
Is the purpose of the video “direct sales”
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What is the standard of “success”
4. 4
Can You Tell a Good Story
People Love Stories that put actions and words into context
Viewer orientation is letting the viewer know where they are…a time… a place
In your office, or place of business like a manufacturing floor
Is it now, in the past or in the future… what is the message
Start at the beginning ….. (Some people miss this point)
Make sure there is a middle….. The story telling
Not your beginning, but the viewer’s beginning
Where the action is, or the key point you want to make in your message
End the video only once….. One story, one ending
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This is the call to action, the reason for the story
5. 5
The Story or Script
The script outlines the details that make up the video
The benefit in scripting is that it ensures that the video has structure, relevance,
and continuity. But most important is that your story/message us effective.
In a “solution” video (story) you state your value proposition…the reason
to buy.
What is your Solution and how is it understood
What is the pain your relieving
Why are you to best solution provider
Remember: Who, What, When, Where, Why, and How
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6. 6
Script Format
Big Deal Product Script
File #
Scene
001
002
003
004
005
006
007
008
009
010
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Action
Script
Track
Graphics
Comments
7. 7
Script Format
Big Deal Product Script
File #
Scene
Action
Script
001
Office
sitting in chair
Hello
Music 1
Welcome to Big Deal, we are an advertising organization with a
focus on the milk market.
002
Office
Stands
003
Plant
walking in with the cows
004
005
006
007
008
009
010
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Track
Music 2
As you can see out staff has very little to say, but work very hard Moo track
Graphics
Comments
Slide 1
Fade to slide
Track muted
Dot step on the props
8. 8
Video Equipment
Camera
What ever works for you….but keep in mind:
HD consumes a lot of storage space because of the number of pixels per image
Miniature technology suffers from a loss of quality as the camera size scales down
Low light conditions can become a problem
Microphones rage in quality based on volume and distance, and acoustics
Zoom speed can very depending on the strength of the battery
Most mini-cameras save footage as a MPEG-4, good for YouTube, bad for TV
Smart phones…use them to shoot your employee picnics, but not your marketing
video
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9. 9
Video Equipment
Lighting
The correct lighting is critical in producing a good video
Lighting adds depth to a scene by creating the illusion of distance between the
subject and the back ground.
Lighting can control the mood and even the story (message) from warm to cool
Ambient lighting is the light that is naturally available at the scene
But you may still need equipment such as a reflector or fill in lights
Basic equipment that will be needed can be low cost, but need to be “true”
color lights
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Main light…. Fill light…. Key light…. Back light
10. 10
Video Equipment
Sound
Sound can be 50% of the video experience.
Live sound is the sound in the scene, dialogue ad the ambient sounds
Voiceover or narration in edited into the scene as is music tracks and effects
“Toning” the scene can save you time and money
Omnidirectional mics
Talking, walking, chairs moving, cell phones, copy machines, street traffic, etc.…
Picks up sound from all around the scene
Unidirectional
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Picks up sound from mostly one direction, primarily directly in front of the mic
11. 11
The Shoot (Taping)
Get organized, this saves money and time
Develop a “Realistic” shooting schedule
Shoot the most complex scenes first
List the scenes to be shot in the order of shooing, not in the order of the story
Try to “Edit” as you go as this will save time in the editing process
Script…. Talent…. Scene…. Equipment…. Props…. Wardrobe….
All need to be at the same place at the same time
Remember to KISS
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Keep It Simple Stupid ……
12. 12
The Set UP
Testimonial Video
Main Light
Fill Light
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Back Light
Back Light
Key Light