(originally published on the Run and Gun Videography Blog)
In the book Run ‘n Gun Videography–the Lone Shooter’s Survival Guide I went into some length to describe an atypical approach to shooting corporate videos which I’ve done successfully for several years now. In short, it’s a method of deriving the narrative content (or script) from an interview. And it does take some knowledge of how to do an interview.
Anyway, I recently completed a 2 day shoot from which I produced 11 different videos. This company produces a diverse range of product protective covers as well as cotton bags and what was wanted was an overall video for the site’s home page or ‘about us’ page, several short narrated demonstration videos on their best selling products and a few more narrative driven ones, also on their best selling lines.
The sample I’m showing here is one of the latter.
This series is now one of my favorites, and the reason is that this guy was so likeable and sincere, even self-deprecating, which, oddly enough, is perfect for the UK audience which responds better to soft-sell than hard-sell.
Even he was very nervous about the whole being on camera thing and I really had to twist his arm. But he was so easy to talk to that he easily forgot about the camera and just continued to be his normal, likeable self. This, and several other short videos like it, was produced from only about 40 minutes of interview, and like any other narrative script derived from an interview, it was pieced together to create a seamless narrative even though it wasn’t recorded in the order you will hear it.
Now maybe this isn’t fair, but in the process of uploading his videos YouTube offered up some ‘related videos’ which are some of his competitors.
I’m including a couple samples–the first which I think is rather typical and the second which is simply a home-made video for a business. Please do not comment or do anything to criticise them. Rather just notice the differences and learn something from them. This is why I wrote the book Run ‘n Gun Videography–The Lone Shooter’s Survival Guide.
Now, to be honest, despite what I wrote in the book, it isn’t always as easy as I describe.
The project previous to this one was an example. Very nice guy, but very self-conscious. Though I managed to break him out of it part of the time, I had to use interview material that was a bit more stiff in places, including the beginning. That one was a 12 minute video meant to replace his frequent need to take clients and brokers on 90 minute tours of the factory. It was a 2 hour interview, which tells you how difficult it was. Most of the time he was covered by B roll and for those moments he was in good form I’d bring him back on screen so you could see the passion and get a feel for the continuity of his talk (which was really created from 2 hours of interview to appear to be a seamless 12 minute talk). If you ever wanted to know how coal briquettes are made that video is last on this page. It’s titled and tagged so as to not come up on searches for that company, and is offered here only for education purposes in the context of this post.
Now I know I found the Video Whisperer because I wanted t learn more about the X70, but at the end of the day I wasn’t thinking about what camera you shot this with or what lighting or microphone you used. I got caught up in the story, the sincerity, the honesty. These are good, hard working people turning out decent product in the face of the competition from countries where the cost of doing business is much less, therefore the product might cost less. But at what cost? Content is king.
Thanks Gerry, and, as I said in the post–that’s why I wrote the book. (did you look at the ‘related video’ samples? Just curious)