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The Weasel That Roared

Gareth J JohnsonWeasel Televisual Enterprises (and University of Leicester )

Creating and using effective promotional and educational videos for libraries and information services

FILM 1: One weasel’s view...

…Fade In

Creating movies for training, education or promotion

The underlying theoryConsidering the power of humourGoing from script to screenThe practicalities of creation and use

Genesis of the Weasel

Started filming in 2007 for funBought a camera and editing softwareMoved on to developing short filmsStarted using videos in (some)

teaching and training Made open accessible Reused by librarians globally

Learned about the practicalities and craft of film production

The Role of Film

Relax

Respite Re-usableReinforce

Remote

RefocusRepetition

The Cons

Won’t click for everyone But neither do other forms of instruction

or promotion Satisfying different customer needs and

styles A hybrid or blended promotional

approach Another weapon in the arsenal

Video production itself can be a PR event Barriers exist

Organisational ethos or personal resistances

Concerns over skills set or resources

A Comedy Tonight So, where do humour and librarians

meet? A powerful a communication tool as

rhetoric or repetition Makes it engaging

A key goal for any education or marketing

Makes it memorable Audiences will remember serious points

made Makes it digestible

Sugar coating for difficult topics

Selling the Idea

Consider making a simple business case What demands could a video satisfy? What value added dimension does it add

to your service? How could it save time or resources in

the future? Making your pitch

Be positive! Be proactive! Be prepared for a knock back…and then

try again! Be prepared to just do it anyway!!!

FILM 2: Bookworms

25 Words…or less?

Effective way to conceptualise your idea What if all reality was a computer game,

and only you knew how to use the cheat codes?

Biographical story of the rise and fall of a small time mobster, and the lives he touches for good or ill

Respected man and only possible suspect tries to prove he didn't kill his wife, fleeing the dogged pursuit of an unstoppable man

Classic fantasy tale of noble heroes and heroines against evil overlords and their fortress of terror; only in space

The Process

Message

Plot

Dialogue

Action

Filming

Editing

Release

Pre-production

Production

Video: Planning

A video short should contain 1 core concept Concept encapsulated in 25 words or less Start simple with message then plot then dialogue

Choose your artistes with care Dull inflection/intonation bring death on swift wings Availability can be a key factor

Block out plenty of time First time always takes longer than you expect

Get someone else to film it if you can…

Video: Scripting Remember the hook

The opening line has to grab the audience’s attention

Get someone else to read/review the script Spot the best bits and polish your diamonds Helps avoid major clangers

Write for your audience Brevity, clarity and punch

Basic screenwriting techniques will help Not a simple migration of words to screen Use or adapt a template style or format

Keep thinking message, message, message

Video: Finessing

A need to make use of a visual grammars The lexicon of movement and reaction Show don’t tell at the heart of best practice Fewer words and more movement

Don’t over rely on cliché Bookshelves back drop can be a major turn off Talking heads looking straight into the camera …but can be a handy visual shorthand

Breaking the rules What works for me, might not work for you Experiment – it might just work

FILM 3: Mandates

Group Exercise

1. Outline a movie concept Create your key message (in 25 words or less!) Think about your audience & stakeholders

2. Plan your scenes in detail Summarise your situation and plot events Plan out your component scenes and actions Think of locations, situations and actors Think about practicalities of the shoot

2. First and last lines Script the opening line(s) of dialogue Script the punch (last) line of dialogue

Your Masterpieces

Script to Screen

Screen writing formats Useful as a guide but don’t follow strictly See references and handouts for suggestions

Writing effective and engaging dialogue Two heads can be better than one An interrogative between two speakers is best Question and response format works well

Rules of thumb on the page 1 page/1 minute The Speaking script and the shooting script

are strictly two different entities

Your Name In Lights

Be wary of information overload Tempting to cram too much in - One or two core messages only Remember clarity, pacing and engagement

Shooting tips Always consider simple backgrounds Avoid busy backgrounds Make sure it’s well lit Shoot once, shoot twice, shoot thrice Be prepared for reshoots after rough cut

Editing: Saving It In The Mix Keeping it on track

Complex/long scripts equals more time consuming shoots and editing

A little each day can be more manageable Good editing can save weak movie making

Can sharpen by trimming dead air Daily rushes & rough cuts

Screen to a small audience Listen to their feedback or comments Be prepared to make (minor) changes or reshoots

Output in multiple formats Lower res for web, higher res for DVD & archive

Timing is Everything

Videos are a non-trivial creation exerciseA 3-5 minute movie might well take

1. Plotting, scripting, planning 1-2 hours2. Set up, shoot and re-shoot 1-2 hours3. Editing & polishing 2-3 hours

May not be consecutive periods Helps if are relatively close together Need for script approval can increase times

Prefab (Sprouting)

If you don’t have time to make your own… Reuse someone else's Might not be ideal but can save time

Freely available and high quality videos YouTube Jorum Open Institutional Repositories

Or failing that commission someone to make you one….

The Golden Rules

Scripting Keep your message uppermost in your mind Get someone else to read the script out loud

Shooting Do multiple takes of every scene Be aware of backgrounds and lighting

Editing Use what ever software you are happy with Make & watch a rough edit as quickly as

possible Produce low & high quality final versions

After the Film Contact

gazjjohnson@googlemail.com 0116-252-2055 (2039 after 1st Oct)

Twitter www.twitter.com/llordllama

Videos www.youtube.com/llordllama

Facebook tinyurl.com/randyweasel

Questions?