Generally, I am an advocate of letting clients speak on your behalf verses cutting a straight commercial with voice talent and nice music. I call it real marketing. But in listening to my client I heard that what they really needed was a video that would set an energetic tone – more of a wow piece – that could also be highly informative. In addition, it would work well as a 15 or 30 second promotional spot.
Since I had already produced this Telly award-winning video for Trade that did have good testimonials, it was decided to pursue something different. This piece uses heavier animation work and a fast-paced rhythm to hopefully incite the target audience to take action. I was keen on using a female narrator of which I auditioned several, and very particular about the script balancing practical information with some sales sizzle.
Here is my latest production. An inside look in to the lives and businesses of three German companies who fabricate elevators you ride, industrial systems you need, and most of the world’s pressure gauges you depend on. It offers a little mountain biking, Mexican food, running, welding, robots and virtual reality.
As is often the case with these video productions, it provides me the opportunity to meet new people and get behind-the-scenes of what makes global companies tick. Before a video camera is ever turned on I have done quite a few things:
An extensive amount of research on the company’s brand, operations, employees, and competitors.
Met with company executives and stakeholders.
Thought very carefully about the target audience and any cultural nuances.
What kind of supporting locations and footage would bolster the story?
How much can I realistically cover with the budget available?
What are possible risks that I may face?
How much crew do I really need?
What permits do I need?
What will effectively tie the piece together?
What will be the timing for each shoot and where?
And the list goes on. But one key factor that I think is often underestimated is getting very busy executives to open up their lives and their companies. To potentially spend a whole day with me while we get this shot, and that shot, and that quote and, can you say it again but like this?
Don’t ever discount what your mom and dad taught you about being a people person. These productions require a lot of moving parts, and the coordination of many different people.
Once the video shoots have taken place there is a considerable amount of time spent:
Selecting the right scenes and quotes.
Making sure the international translations have the right message, tone and inflection.
Developing the script.
Listening to dozens of voice talents if the piece requires professional narration.
Carefully choosing the right mix of music tracks and sound effects.
Ensuring that each scene informs the next scene for a seamless story.
Sure, I’ve had many 5:00am starts, flipped an ATV, crashed a drone, equipment malfunctions, no shows, bad weather and host of other issues, but it is all part of the process in telling a great story and learning a few things along the way.
Life has changed. Vacations no longer consist of sitting idly by the pool, or packing a nice, light bag solely meant for me.
There is no:
Why don’t I spend a bunch of time setting up this super artful photograph?
Gosh, that was such a great ski line, why don’t we hike up the mountain and do it again?
Man, I have been surfing for hours. Let’s go and chill on the beach with a beer.
Hey, let’s grab our kayaks and disappear for a few days down this super dangerous river where there is no cell reception!
You never know how much doing you are going to do when you say, I do, right? Now I have two young boys and life is very different.
When my first son was born a good friend said, “Welcome to manhood.” He couldn’t have been more right. Kids are the real test of will and perseverance. I swear every time I hear the word, “Dad,” another hair pops off my head.
But it is exactly what the freewheeling, fun-soaked, and child-free folks often hear from a subservient procreator like me….
It’s so rewarding.
Life is more challenging, and some days I feel like I’m walking around with my pant pockets turned inside out. But what a thrill to play witness and direction to my two boy’s endless discoveries. Here a just a few precious moments from this new adventure.
I began this China investment video project 5 months ago with the initial scouting, strategy and budgeting. Fast forward to September and all the editing, translating, licensing and approvals are finally done. Trying to convey the business and lifestyle environment of a geographical location thousands of miles away from the target audience obviously needs careful consideration. My goal was to make it as credible and informative as possible while still keeping it brief.
These projects always require more effort than is evident on the surface, but it was a great experience and the chance to meet so many wonderful people that call Georgia home.
The advanced manufacturing capabilities of this company, and the infrastructure and logistics they need to move their product, is incredible in size and scope. It was an ideal backdrop for producing a video like this.
Creative
I took more of a documentary approach with subdued music and narration to seem less like a marketing piece. The sponsoring brand only appears at the very end.
Lesson Learned
If you want to use a drone in a facility this size then make sure you test it beforehand or are clear as to whether it will function properly inside an area with a lot of electromagnetic disturbance.
