This corporate video from Microsoft promotes their new logo and branding by documenting the process of installing new signage at the Nokia Theatre in LA. The video aims to communicate Microsoft's values and promote the company internally and externally. It shows the design, production and installation of the new signs and logo, using interviews, timelapses, and aerial shots. The target audience appears to be adults interested in business and technology.

1. Corporate video analysis
BY FAY

2. The different types of corporate video
The types
Product launch/Marketing Product launches is a form of advertisement.
Promotion of key ideological
message and values
This where you communicate values to the audiences.
Internal communications Selling of products within an organisation. It’s selling and promoting the company within the
organization.
Internal training This is where they create training programmes within the company.
Conference opener/ show reels These are screened at conferences to sell an item or a brand to the target audience.
Event coverage This is where they document events, making them more public to show what the company has to offer.
Idents and animated logos The logos help people recognise the company, and it makes the company more noticeable and it
reinforces the brand/ company’s identity.

3. what video have you found
 The video I found was a Microsoft corporate video.
 Link here: https://youtu.be/Fjo20qYsXqc
 I found access to this video from Youtube

4. The type of video it is? How it makes that
type?
 The type of video it is Promotion of key ideological messages and Values and
Internal communication.
 How this video applies to these types; It is promoting the new Microsoft logo and
what buildings that it is going on and they show you the process of how they
made it happen.
 This video is a internal communication video because it promotes the company
within the Microsoft organization. As in the video they talk to the people who help
to run Microsoft.

5. What is it for? Who is it for?
 It is to show off the new logo and the rebranding of the Nokia theatre at the AEG
L.A. Live.
 They are also promoting the new logo to the public. Which will help them gain
more local business and become more notice by the general public.

6. Target audience and how they are
represented?
 The Target Audience is aimed at a more adult/ those who are interested in the
business community.
 The ethnicities that is shown within the video are White and Asian Males. This is
because of the area that is filmed at and the type of business they get in that area.
 Through out the video you see more males that females. When you see them they
are either building or being interviewed for the video.

7. Cinematography
 The Lighting within this video is natural and artificial, as it is filmed during the day outside but also at night which
would be artificial lighting because otherwise it would be too dark to see anything. When the interviews and the
process of when the sign is being made are being shot, they use artificial lighting as they are based in a building.
 Some of the shots within the video are time lapsed to show parts that may of been a slow process but is shown
sped up.
 The shot types in this video are Mid, Close up and wide . Most of the close up shots are shown on when the signs
are being put up onto the building. The mid shots happen when the people within are getting interviewed. You
can also see the wide shot they do the time lapsed and when they fly up in the helicopter filming the location and
the Microsoft logo on top of the building.
 The camera movement: there is are panning shot showing location and when the signs are getting placed and the
movement also follows the sign getting put up. There is a lot of circles movements when filming from the
helicopter to show the whole building and the surrounding area. Most of the other shots are still as they are
focused on one object or person.
 There is a few parts when the camera is looking up towards what is being filmed and there are a few bird eye view
shots when within in the helicopter to try and show off how big the new signs are and the logo that is on the roof.

8. Editing, length and pace
 The editing cuts some shots quite quickly compared to some of the others. This helps
make the video feel like it is moving at a fast pace to show off what they are creating
and trying to promote within L.A.
 The interviews are shown for a few second then it cuts to voice overs from the
interviews.
 The video duration is 3:49 this is enough time to put the rebranding of the theatre. In
this time they show the process of the signs being creating from computers to the big
signs that get shown from the building. They also mention the permission they had to
get to place them on the buildings.
 The didn’t show a shot for too long which did help move the video along but they felt
a bit too quick for you as you didn’t have time to focus on what they as showing.

9. Music and sound
 The music they use is a quite a fast pace but helps build up a bit the next shot and
what is going to happen next.
 The music sound like it has trumpets, drums, flutes and violins.
 When someone is talking the music goes quiet so you can hear what the people
are talking.
 Near the middle it feels like it does pick up a bit as it helps create a story of
process.