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Art & Story - The Video Production Process
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ART & STORY: THE VIDEO PRODUCTION PROCESS
BY CLINT TILL
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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")
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For me, an effective video is part ART and part STORYTELLING.
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Clear & Concise Message + Compelling Visuals
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VIRAL TRIGGERS(From Sarah Wood of Unruly Media)
Funny
Sexy
Random (Watch Sony Bravia's "Bouncy Balls" commercial.)
Surprising (Watch the "Will It Blend" series.)
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VIRAL TRIGGERS (CONT'D)
Illuminating
Shocking
Spectacular
Hyper-Relevant
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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 aren't listening to them.
• Consumers think that brands don't understand them.
• Consumers think that brands don't take customer feedback seriously.
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We have to shift our strategy.
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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.
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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
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RESEARCH
• Learn about the client.
• Research their customers.
• Learn about their competition.
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QUESTIONS TO ASK YOUR CLIENT• How do you plan on using the video?
• What's 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 company's 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?
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Online Resources
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STORYBOARDING
• It clearly communicates your vision to the client.
• It helps you as the director formulate a shot list and keep track of the day's progress.
• It helps the production crew all stay on the same page.
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Cinemek Storyboard Composer
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Let the visuals tell your story (Watch the Navy Seals beach ad).
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JOHNNIE WALKER"THE MAN WHO WALKED AROUND THE WORLD"
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Use a visual element to communicate an
idea
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THE PRODUCTION PROCESS
Pre-Production
Production
Post-Production
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RECOMMENDED READING
Video Shooter by Barry Braverman
The Five C's of Cinematography by Joseph Mascelli
Hey Whipple, Squeeze This by Luke Sullivan
The One Show volumes
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RECOMMENDED PODCASTS
The Accidental Creative
Duct Tape Marketing
Dishy Mix
Six Pixels of Separation
The Bean Cast
Creative Screenwriting Magazine
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