Video Marketing

kids using vr - Crew Connection
  • Dani Lyman

Part Time Evil’s Chen Zhang on AR and VR
Part Time Evil’s Chen Zhang on AR and VR 400 266 Dani Lyman

Just like the rest of the world, I have been recently becoming more and more interested in AR and VR and how it is continually shaping the here and now as well as the future. Regular basic stuff. I’m curious about how we, as consumers (and just generally as humans for that matter), interact with reality, video, marketing and tactile objects in relation to one another. And, how we have created an environment in which we can now shape/limit/expand the mind’s ability to intake reality, video, marketing and tactile objects.

I decided to speak to an expert on the subject and get a sense of what the AR/VR production world is up to these days from a source I truly trust. Chen Zhang is the COO of Part Time Evil, a superior ‘immersive story studio that creates AR, VR and mobile experiences.’ Crew Connection has had the pleasure of working with Part Time Evil and can attest to the excellence of their work. Check out my super interesting and very helpful interview with Chen Zhang below where she shares the ins and outs of AR/VR, advice for the next generation, and tips on how to make this all relevant to our lives below.

Crew Connection: What is your background and how did you get into this line of work?

Chen Zhang: I’ve always worked in emerging technology, whether it was at digital and design consultancies like Gensler, Razorfish, and frog Design, or at tech companies like Under Armour and HomeAway. My undergrad degree is a dual degree in economics and marketing, which is what gave me my start in digital marketing, which evolved to digital products and experiences. It’s really exciting to me to find ways to deliver true value to consumers and users via new technologies and experiences. That is a challenge and requires creativity and a deep understanding of user needs and the tech landscape to be able to design products and experiences that are new, and yet feel seamless and friendly. I like that challenge.

CC: What does your average day look like?

CZ: No two days are ever alike. For example, today, I started the morning with a few hours of status meetings on ongoing projects. We check in on the latest designs, 3D models, and development efforts, provide feedback, and then discuss next steps. Then Matt Udvari, Part Time Evil’s CEO, and I met with a video team to discuss the trailer for our VR film. After that, he and I discussed a roadmap and revenue models for our Aquifer face motion capture product. In the afternoon, I caught up on some business development communications and then finished an agenda and presentation for a workshop I am facilitating with the global leadership team for one of our clients. I mean, whew! I love it though.

CC: What are your favorite applications of AR and VR?

CZ: AR and VR are both often lumped together, but they are actually very different experiences that deliver different value to users. VR is totally immersive. It takes you out of your world and puts you in an entirely new one. Because of that, I think it’s ideal for entertainment and gaming, which is already the primary use case for VR. Shared entertainment experiences like sports and concerts are also great. Oculus Go is already on this with their co-viewing app Venues that allows you to attend an event with your friends. VR is also really powerful for any experience where you need to empathize with someone (or something) else’s world which is very important in training, education, and even mental health. The biggest hurdle for VR right now is the difficulty in setting up.

AR on the other hand, adds objects to your current world. At the risk of sounding simplistic, my favorite consumer AR experience that not many people talk about as being “AR” is Snapchat. It takes your face or your view and adds something valuable to it and makes it better, more enjoyable and more useful. People love it, it’s easy to use. From a user experience standpoint, it checks all the boxes. There are a ton of great apps that provide utility, like the measuring AR app and the Ikea app to place and view furniture. There is also lots of great movement in medical and industrial industries with smart glasses and AR glasses that allow employees and medical professionals to have critical information at a glance.

CC: Are you seeing more women in AR/VR as an emerging industry?

CZ: It is relatively male dominated, but there are a lot of women who are making big moves in the industry. For example, Joanne Popper, the global head of VR for HP has a great public presence. There’s Amy Peck, founder of EndeavorVR. And there is a great organization called Women in XR fund that was created to help the industry distribute capital more fairly. There is much progress to be made and I think the industry will only benefit from a more diverse group of contributors and industry leaders.

CC: What advice do you have for students considering a career in this field?

CZ: There are so many ways to get into this field, either as a project manager, artist, developer, product manager, or a million other angles. Use AR & VR experiences and develop a point of view about what you like, don’t like, and what the future may bring. Pursue what makes you excited about going to work every day.

CC: What are a few ways clients can use AR, VR, 3D modeling, etc. in their video projects, corporate interviews or marketing campaigns?

CZ: I could talk all day about this, but I’ll limit myself to a few good examples. For marketing, AR can be as simple as a branded lens or filter experience on Snapchat, Facebook, Instagram or have more functionality as a mobile app. Magic Leap, HoloLens experiences can be really impactful for event marketing. VR is another one that is great for event marketing. There are a ton of successful immersive 360 video or fully interactive real-time VR experiences that can really deliver an unforgettable experience at a booth or event. 3D storytelling in general is just a great tool for videos and marketing campaigns. You could tell a product story via a 3D animated video or bring in 3D models and animations into a 2D video to increase impact.

CC: Can you walk us through the process from meeting with a client to project completion and what the most important things are to note along the way?

CZ: Our general process for projects is 1) emphasize, 2) concept, 3) create and build, 4) test, 5) deploy and learn, 6) expand. We start all projects with understanding the landscape – who are the users? What do they need? What is the business need? What is the ROI that we are targeting? What are the operational needs? What hardware? Then we concept several ideas and create some concept art so the client understands what we are proposing. Once a concept is selected and refined, we start to build! Whether it’s detailed design, modeling, animating, development, we have a collaborative agile process that our team follows. Then we test on device and deploy the experience. If this is a pilot program, then we tweak the program and experience based on our learnings and plan a full launch.

CC: Is there anything else you feel is important for our readers to understand?

CZ: We’re not your typical 3D animation or AR/VR development shop. Yes, we’re designers, technologists, and 3D nerds, but first and foremost we are strategists and storytellers. We think deeply about what consumers want and need (whether or not they can verbalize it), and then try to design something easy and beautiful, and thoughtful that delivers meaningful value to customers and to our client’s businesses.

 

Check out Part Time Evil’s website to see some of the revolutionary work they’ve been doing here.

beer pouring out of tap - Crew Connection
  • Dani Lyman

Social Media Stirs Controversy Over Super Bowl Ads
Social Media Stirs Controversy Over Super Bowl Ads 499 333 Dani Lyman

You just created your Super Bowl commercial and paid $5.2 million for your spot, what are you going to do now? If you’re like the most talked about brands of the year, a lot.

In our social media driven world, agencies are creating an immersive experience beyond the Super Bowl ad itself. Today, brands are spending a minimum of $175,000 per second of air time and launching marketing campaigns that begin before the game and fuel conversations long after it ends. They engage viewers in content, conversation and a little controversy.

Among many Super Bowl ads people are calling “safe” this year, these 3 surprising trouble-makers emerged to steal the spotlight.

Battle of the Brews: Bud Light vs. Miller Lite & Coors Light

In a bold move, Bud Light decided to pit themselves against their light beer competitors by pointing out the use of a popular ingredient: corn syrup.  In a surprise twist, Americans care very little about corn syrup in their beers. They are, however, very passionate about corn, corn farmers, and not acting like a jerk.

Before Bud Light knew what was happening, social media was blowing up with posts from the National Corn Growers Association, tweets from farmers and videos of Bud Light being poured down the sink and dumped in the trash. A clear line had been drawn in the sand. In a move meant to poke fun, Bud Light lost sight of their target audience and sparked a major #corntroversy in the process.

Our Marketing Manager at Crew Connection, Alexis Gabel, made an excellent point that if you’re going to spend millions of dollars on a Super Bowl commercial you have to “anticipate the conversation that will ensue and if it could have a negative impact on your brand. The conversation surrounding Bud Light very well may have negated that not so inexpensive 60 second spot.” And with no clear follow-up strategy from Bud, Miller Lite was unintentionally presented with an amazing marketing opportunity without having to spend a dollar in advertising and Tweeters loved it!

Meanwhile, Bud Light looks like your jerk friend trying to start an insult fight after too many beers. The consumer has more influence to make or break your brand than ever before. Don’t let your competitors “Miller Lite” you by being unprepared for the conversation.

Devour Commits to their Racy Addiction

The brand most unapologetically committed to their campaign was Devour Foods – by a long shot. The brand took the term “Food Porn” to an entirely new level, a level that was too high for some. However, their marketing strategy is unwavering.  Their ads started with teasing posts about the censored Super Bowl ad itself, continued with the promise of more risqué content being released on social media and then flooded their Twitter feed with a series of live tweets and videos packed with enough “That’s what she said” innuendos that Michael Scott would be jealous.

The ongoing videos, racy tweets and flirtatious comments have fans continuously engaging with the brand, even 3 days after the Super Bowl. The highly amped uncensored version of the commercial now has nearly 16 million views on YouTube alone. Accompanied by the decision to promote themselves on adult-themed websites, Devour has carved out its brand and is sure to be remembered.  While many got a kick out of the innuendo-packed ad, a lot of parents were beyond upset that such adult geared content was played in front of their children.

Devour’s creative use of Twitter during and after the Super Bowl ad aired is worth checking out. Just remember, it’s not everyone’s taste.

That’s Not Right

One of the more controversial Super Bowl ads came from a brand with an unfamiliar name and a knack for making people angry. As part of their “That’s Not Right” series, Mint Mobile revealed their Chunky Milk Super Bowl commercial and viewers were not at all happy. Aired during a time when most American’s are stuffed to the brim with pizza and cheese dips, watching a tv family drink a chunky dairy product was just not right. The outrage from viewers was intense and unfortunately relatable.

The Senior Vice President of Marketing and Creative for Mint Mobile, Aron North, told Time, “We expected a reaction. I think this strong of a reaction maybe not. …If it took something as obtuse as chunky-style milk to wake everybody up, I would run it again.”

While they definitely stood out and North adamantly stands by the decision to run the ad, you have to wonder if the reaction of the posters on social media will influence decisions when it comes to purchasing new mobile plans. The other videos in the series are just as uncomfortable to watch, proving there was a clear attention-grabbing strategy at play, but will it provide the desired results? We know your name now, Mint Mobile. But, do we like you?

The Take-Away

After seeing the aftermath of three very bold approaches to advertising, a few questions come to mind. How will social media affect your campaign? Are you prepared for the backlash? Do you have enough video content to keep your audience engaged? Are you giving customers the opportunity to join the conversation? Do you have something to say and the social media strategy in place to say it?

“Story without strategy is art. Story with strategy is marketing.” – Dave Sutton

sun - Crew Connection
  • Dani Lyman

The Art of Good Lighting
The Art of Good Lighting 800 534 Dani Lyman

As every selfie-obsessed Millennial knows, great lighting is key. Whether you’re posting your daily #foodie pic on Instagram or creating a fog-filled scene for a horror movie, it is crucial to find your light. Before going into a production, you want to determine the tone of the project and then discuss with your DP the right lighting to achieve that tone.

Lighting is an art form all on it’s own. DP’s and gaffers are talented artists that paint a scene with light to create the desired tone of a video project. They can cast shadows, manipulate time and take your video from bland to brilliant with the flick of a switch.

Here are three inspired lighting ideas to take your video up a notch:

The Corporate Video

Most corporate videos take place in offices that are not quite as cheery as the picture above. Under fluorescent lights in a room with grey walls, your video can look depressing and bleak. To avoid the “Office Space” vibe, you’re going to want to use light to create an inviting, warm and modern tone.

You also want to consider that your subject is likely not a professional film star and may come across as awkward and unattractive on camera. The right lighting cannot only make your subject look stunning, but also give them the confidence they need to present well on screen.

For a bright and inviting feel that’s perfect for interviews, testimonials & marketing videos try:

  • Thinking beyond 3 point lighting: Bring additional gear to light around the room, bounce off walls, and brighten up the background to make the whole space more inviting
  • Adding faux sunlight: Give the impression natural light is coming from the windows to appear friendly and approachable
  • Using soft light: Like in the photo above, soft light helps subjects look more attractive and polished
  • Tip: China balls, domes, additional background lighting and diffusion are great add-ons to your lighting package

 

Dramatic Flair

 

 

 

 

 

 

Menacing. Brooding. Mysterious. A highly contrasted look, like the example above, is perfect for dramatic re-tellings, serious PSA’s or corporate videos containing heavier material. Deep shadows create a stark contrast which will immediately communicate to the viewer this content is serious. In this example, it looks like the darkness is about to devour that unsuspecting happy man, which might be too intense for your corporate PSA. But, lighting in a lower key, using additional gear to separate the subject from the background and experimenting with color, split lighting and diffusion can help create this sinister tone.

Next Level Talking Head

The go-to video trend of content creators is the Talking Head. We’ve seen it a thousand times. It’s efficient, inexpensive and practical… a.k.a, boring. But, it doesn’t have to be. With great lighting and a few fun extras, your Talking Head can be eye-catching and dynamic.

If you check out the video below, you’ll see the subject is beautifully lit with specific lighting for hair, face & eyes. However, despite the simplicity of the setup, the video looks rich with contrasting shadows, texture and depth. That’s the work of a skilled professional. You’ll also want to note the use of subtle movement here. The camera glides with such control you likely wouldn’t notice if you weren’t looking for it, but it makes the video all the more engaging. The use of two cameras, a slider or additional accessories like a dolly or gimbal, combined with beautiful lighting techniques, can really push production value to the next level.

A video represents who you are to the world, so you want to make sure the style and tone match your brand. It is essential to establish tone and then plan your shoot and budget accordingly. You are definitely going to need to schedule enough time, as creating the right light can be a meticulous process, so a full day shoot is always best.

While lighting is key, it certainly isn’t everything.  To achieve the best results you’re going to want to make sure you hire a complete team. A director will focus on the talent so the DP can focus on the frame. Hair & makeup artists will make sure your subjects look flawless – because lighting can’t fix everything.  Onsite editors are invaluable when it comes to making sure you have enough footage for a seamless edit. And don’t forget a great production assistant can help a shoot flow smoothly, or at least bring you coffee.

trees from drone - Crew Connection
  • Dani Lyman

The sickest drone videos from around the web
The sickest drone videos from around the web 2668 2000 Dani Lyman

There’s no question that drones revolutionized video and changed our viewing experience. From nature docs to corporate events, drones have captured beautiful footage from interesting angles that weren’t possible to achieve in the past. However, with technology quickly advancing, certified drone operators are pushing boundaries and taking aerial cinematography to a whole new level. Drones are increasingly being utilized across multiple professions to create cinematic and awe-inspiring footage – and even aid in saving lives.

Here are a few sick videos from around the web that highlight the badass tricks and practical capabilities of the modern drone.

Smooth Operator

In this commercial, Ford teamed up with Aerial Edge to capture a stunning shot we don’t usually see. Going beyond the usual “from above” view, the pilot squeezes the drone through the trees to allow the car to drive out of frame in one seamless move. It’s cinematic, perfectly paced and really challenges the status quo. Drone footage like this, which follows the action, is much more stimulating and exciting to watch!

Tricky One Shot

Do not let the easy flow of this video fool you! To accomplish these tricks so precisely, the drone operator has to be wildly talented and must completely understand the technology he’s working with. It’s much harder than it looks! Not only does he fly backward throughout the entire shot (what!?), he also perfectly times his movements to fly through small objects and tight spaces with complete accuracy. This beautifully constructed one-shot leaves no room for mistakes. In just a few minutes the sun will rise and he’ll lose the piercing light creeping up over the city. No wonder this was the 2017 Drone Film Festival Winner.

Lifesaving Technology

Drone technology company Aerones provides a great example of the diverse use of drones outside of the video industry.  In 2017, Aerones launched a drone that is able to carry a human being! Despite the sheer joy on the face of the jumper in the video, this beast isn’t just for adrenaline junkies and extreme sports enthusiasts. The massive drone was designed, in part, to aid rescue teams by dropping a person into the action or pulling someone out of a dangerous situation. Afraid of heights? You might want to look away. But, I wouldn’t recommend it. This is epic.

 

iphone video - Crew Connection
  • Dani Lyman

Push iPhone’s video potential to the max
Push iPhone’s video potential to the max 6720 4480 Dani Lyman

With internet articles like “How to Film A Hollywood Worthy Movie on Your iPhone” and “How to Shoot iPhone Video Like a Pro” you may get the impression that cinematic brilliance is in the palm of your hand with the purchase of the iPhone X.

You say to yourself, “Why do I need to hire a crew for my social media campaign, my promotional video, or my company’s internal projects when I can do everything on my phone?”

Then you see incredibly beautiful images produced with the iPhone like this gorgeous short film by Amnesia Art and you think, “I can do that.” But, it’s not as easy as it looks.

When you see such a well crafted film like this it is easy to get swept away into the notion that you, yourself, or at the very least, your neighbor’s teenager because he’s better with technology than you are, can create something similar for your video project. Until you give it a try. Then, sadly, passed your deadline with half your budget wasted, you find yourself with unusable footage ruined by terrible lighting, unbearable sound and choppy editing.

Just like wearing Nikes doesn’t make you Jordan, the iPhone doesn’t make you a talented DP. The device is only as good as the person operating it. Ryan Earl and Nick Arcivos, the talent behind this film, have years of experience as filmmakers and photographers. In their dedicated and very capable hands a phone becomes another tool in their arsenal to create a successful piece of art.

Another thing to consider is the extensive amount of equipment needed to create a piece that looks this professional. The Amnesia Art team posted the list of equipment they used which totals over $2,000. Half of that was spent on sound equipment alone! BECAUSE THAT’S HOW IMPORTANT SOUND IS! No one will watch your video if the sound is bad! That is why a professional Audio Tech is so crucial to the success of your project and worth every penny. Not to mention the smooth flow of the edit is not something that can be accomplished by just anybody, even with easy to use editing apps.

There is a laundry list of details that go into making a film like this. The kind of details that those of us who work in Video Production are completely passionate about, obsess over and educate ourselves on daily.

The iPhone definitely has a place in the DIY video world. You can make awesome videos for your podcast, Instagram or YouTube channel, but when it comes to larger endeavors and really higher-end projects – nothing beats experience. Or dedication. Or knowledge. Or passion. A crew of experts who understand how to use the equipment and deliver a solid project is always worth the investment.

 

 

 

 

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