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.
In the past 2 years I have produced dozens of videos dealing with aerospace, agribusiness, manufacturing, life sciences and international trade. Some have even won video awards. But it has been a real pleasure working on this one for Georgia’s film industry. Tax incentives can be a hot topic, but in my opinion this one so clearly demonstrates the positive impact they can provide.
The crew at Devious Maids were very accommodating and helped to capture much of the b-roll. The part with Brigid Capelletti was not planned, but while she was handling lighting we struck up a conversation. Beneath the Carhartts and big knife on her side she proved to be an articulate and intelligent woman. I asked her if she would mind speaking on camera. She agreed but needed to check with her boss. Her boss admitted her to the makeup truck and she came back looking like a completely different person.
The Lifecycle Center is an amazing example of recycling. Now I know where to go to get Italian slate, wooden blinds, door knobs, mantels and much more for cheap prices.
John Raulet probably knows the location of more abandoned warehouses in Southwest Atlanta than anyone else. What he has done with one is what entrepreneurship is all about.
I’ve always thought of Atlantic Station as a shopping center. Now I know there are dozens of talented illustrators and animators creating fictitious characters just above the street.
After the interview at Cofer Brothers I’ll never look at a small Georgia town in the same light again – there is always so much more than meets the eye.
Recently attended the grand opening of the new Mando facility in Hogansville, Georgia. The run of show started with paying respect to several Korean War veterans, and led all the way up to the raising of flags and cutting the ribbon. I was fortunate to get a tour of the foundry and casting facility. There is something about the melting of metal that gets at the root of human ingenuity and progress. I am continuously fascinated by the sheer amount of products that are manufactured in the southeast, and the innovation and technology that helps get it done.
It is nearly impossible to move about Atlanta, or the majority of the state for that matter, without bumping into some aspect of Georgia’s creative economy. I’m not just talking about the High Museum, or the lesser known Michael C Carlos Museum on Emory’s campus, but everything from film to animation to street art and beyond.
This creative industry generates more than $29 billion of annual business revenue according to a 2012 study by South Arts, and it does not appear to be slowing down.
“From cutting-edge street art to community-inspired and public-transport projects, the arts scene in Atlanta is thriving.”
“Home to a number of significant cultural venues, Atlanta is a hotspot for contemporary art of all mediums and a fascinating destination in the heart of Georgia.”
The Culture Trip: “Atlanta’s 10 Best Contemporary Art Galleries: Profiling Georgia’s Culture”
“Where one might expect to see San Francisco or New York City at the top of this list, Atlanta was a little surprising; but when considering it ranked in the top 15 in all five of our categories, it was certainly deserved.”
Take a gander at the above links and them come have a look around. If you want to know more about the economic impact of art in Georgia visit the Georgia Council for the Arts website.
The intersection of business and lifestyle. Robert Payne | Seattle, Washington
