Dani Lyman

In an age when we have shorter attention spans than a goldfish, marketing videos have to be more creative and technically savvy to get viewers hooked.

In 2015, Microsoft Corp published a study that showed our average attention span plummeted from 12 seconds to 8 seconds – meaning we are as easily distracted as Dory and just as likely to forget what we watched. A video marketer’s goal must be to grab the attention of the viewer immediately, and then keep him watching with memorable content.

In film school we were taught that edits should be made approximately every 7 seconds to keep the audience interested. When you’re relying on video to market your company or build interest in your brand, you have to be fast moving, entertaining, and more than anything – creative.

Here are 3 examples of edgy brand marketing videos that combine innovative ideas, witty voice overs, flashy cinematography and out of the box editing techniques to create unforgettable content.

SLACK

Using popular sitcom techniques like exterior wide shots, cheesy intro music, and mockumentary style storytelling, Slack created a unique, laugh out loud, quirky 2-minute video that tells us who they are and why we want to use them.

FRESHBOOKS

A fresh take on Talking Heads. This video really highlights the value of a great producer on set.  Sarah’s genuine and confident presence on screen proves there was an experienced producer behind the camera putting her at ease. Beautiful lighting, unique framing and edits every few seconds keep the viewer’s interest visually, while creating a human element to Freshbook’s brand by making us truly interested in Sarah and her story.

Whether you work on commercials, movies or photo shoots, you’re bound to run into one very tricky issue in production – creating a weather scene.

There are some crafty Hollywood hacks for recreating the elements: like stuffing ice into a wood chipper (Fargo much?) to imitate falling snow or using a leaf blower against talent’s hair for tornado scenes. But, the most used element on camera, rain, can also be the most difficult to film.

R.A.I.N.

When your shoot calls for rain, you want those big, sexy, glamorous drops falling slightly to the left while subtle winds circle around your talent. You want it to look unrealistically beautiful, so you have to fake it.

Creating movie-style rain requires a few simple steps. Number one – don’t shoot in the rain! Not only is weather completely unpredictable and nearly impossible to schedule a shoot around, but it also doesn’t read on screen. It could be a downpour of torrential rain, but the footage only shows hazy grey streaks crying on the screen. It’s kind of pathetic.

For the camera to catch the drops, you’re going to want large, heavy disbursement. Features often make it rain by using rain trucks, but that can cause a drought in the budget. The next best thing is a rain rig, which are long pipes that stand on tall poles with attached sprinkler heads. Rain rigs are set up in the foreground and background of your shot to create a great consistent shower. Those can be a bit pricey as well. If you want Hollywood rain on a film school budget, check out this bad-ass rain rig designed by Tom Antos. Watch out for the Amateur Move: Rain that comes into the scene from more than one direction.

The Blustery Day

Whether you’re trying to achieve a romantic kiss under a light drizzle or the Day After Tomorrow Armageddon storm, you’re going to need some wind to sell the moment. A fan off-camera isn’t going to push the illusion of wind unless it has something to blow around. For wind to pop on screen, you want to scatter your set with debris like leaves, dirt, and some earth powder. When you add the fan, the debris will circle in the air, creating a whirling movement and a beautifully textured scene.

If you’re in the video production industry, there is only one place you want to be when spring hits: Vegas! No, not just for the debauchery, but for the unveiling of ground-breaking gear that revolutionizes the way we do business. Spring means NAB.

But, what really stood out at the 2018 NAB Show?

Every year we want to stay on top of the latest gadgets and upgrades that make our shoots more efficient and our footage stunning. While everything revealed at the NAB Show is pretty exciting, the product that caught my attention this year was the Redrock Mirco Digiboom. Not only is the Digiboom hard to say without smiling, but it is also all too easy to envision its practical use and how it serves to improve production quality.

Sure, Sony showcased their new FS5 II with color science technology, and Blackmagic has a nifty pocket camera, but the Digiboom is the real game-changer for everyday content. While at first glance it simply looks like a fancy boom pole, it’s actually a multi-purposed camera rig that merges jib, drone, and Steadicam technology into one pint-sized, easy to maneuver, handheld piece of magic.

Probably the most exciting aspect of the Digiboom is its ability to capture innovative 4k angles we’ve never seen before. Its flexible rig, 11 feet of extension, and smooth stabilization allow the camera to move around and underneath objects. This all makes for spontaneous creativity, fast-paced action shots, and more engaging interviews.

While other gear may have been equally mind-blowing at this year’s NAB Show, a product like the Digiboom has a real practical impact on our crews. Imagine the production value you can easily add to your corporate videos, commercials, and live events – with much less hassle and smaller cost. I must say, this new product is a bet that will pay off in happier clients and bigger profits.

Designed for the master camera operator, Digiboom is an essential tool to help our camera crews stand out among competitors and produce the best product possible. Luckily, what happens in Vegas isn’t staying in Vegas this time. You can pre-order your very own Digiboom now on the Redrock Micro website for a mere $500. Jackpot!

Kurt Vonnegut may not have been talking about the Video Production Industry when he wrote, “In this world, you get what you pay for,” but it certainly applies.

In an effort to keep costs down, clients often cut corners when negotiating their budgets. “Why do we need a camera guy, an audio tech, and a grip? Can’t one person do all 3 jobs?” Not if you want the best quality product, an efficient shoot, and a video you can be proud of.

To save you time, stress, and money, there are a few key areas you never want to skimp on when planning a shoot.

Sound

Never skimp on the sound. Never.  A great audio tech is worth every penny.  The general consensus is: people are unforgiving when it comes to audio issues. An audience can sit through a video with less than appealing visuals, but the bad sound makes them turn it off immediately!

Fuzzy dialogue, mic squeaks, and bursts of loud music make for a completely unpleasant viewing experience. Worse yet, these kinds of mistakes read as an amateur. Speaking from personal experience, there’s nothing quite as embarrassing as a squeal coming from a speaker during a live event. Well, except watching your project with an audience and realizing you didn’t balance your levels. That’s pretty embarrassing too.

Great onset audio, sound editing, and music add depth and quality to a project which really ups the appeal and professionalism. You’ll walk away looking like the boss you are.

Experienced Crew

It’s true, you probably can get your neighbor’s best friend’s son to make a video on his iPhone for less than a tenured crew. But, nothing compares to having a team with years of technical knowledge, proven client relationships, industry & troubleshooting experience. A solid crew can save you money on reshoots by getting it right the FIRST time. They are usually better with time management and anticipating problems that can eliminate overtime and other expenses.

Budget Padding

Speaking of OT, clients often forget to plan for long days. You never know what can happen on set. Anything from traffic jams to a sudden burst of rain can cause a delay and send a shoot into overtime. Like our Crew Connection veteran, Ashley says, “Be prepared. You can’t always plan for every bump in the road, so have some padding in your budget.”

That extra padding often applies to unforeseen travel expenses too. A crew should never have to pay for parking, tolls, or hotel accommodations for your shoot. Depending on your project you may even need to fly in a DP or rent a car. When creating your budget, be prepared to see some mileage, airline tickets, parking fees, and other travel expenses on the final invoice.

Food

This may seem like a minor detail, but it’s a big issue for a crew that’s lugging around heavy equipment and making quick decisions all day. To be on point, they need to eat. Don’t be cheap! Pizza isn’t going to supply your crew with the fuel they need to excel. For best results, plan for meals… and good meals at that.

Getting what you pay for doesn’t always mean spending more, it means spending smart. Proper expectations and a realistic budget are key to getting the most bang for your buck!