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The Respower trade show video had a hard challenge to meet. According to information contained in the captions of their video, Respower is the largest 3D film laboratory, serving Hollywood and the film and video industry.. Their list of clients, including such television and film greats as Star Trek, is impressive. At the same time, the company, which services predominantly professional videographers and filmmakers, is almost unknown to the public.
In an industry, such as 3D production, it is not enough to produce a trade show video which describes what the company does, it has to show what the company does. As is apparent from the video, this company also felt the need to describe its accomplishments in words, so parts of the video were full of captions.
How does a trade show video accomplish all these goals? Respower opted for a collage style video. The two minute video presents segments of the company’s most successful 3D imagery coming on and off the screen in a temporal and artistic collage. In the second half of the video, captions present names of famous clients the company has worked for, as well as other pertinent facts about the company, such as their computer set-up, which is the largest in the industry.
If I was asked to judge this video, I would have to opt out, as I have different opinions about different segments. Certain scenes are very effective, others are, in my opinion, a bit busy, especially when you have a list of famous clients competing with as many as four simultaneous segments of famous 3D effects the company has produced for television, video and the theatre.
Impressive scenes, include the start, a traditional 10, 9, 8, second countdown, scene frequently seen in the theatre. This style tells us immediately that the company is active in big Hollywood style movie productions. Other impressive scenes include a rocket taking off from a boat, a dinosaur peddling a bicycle, a plane stuck in a storm. In the middle of the video the company presents a rapid sequence of multi-video collage, which in my opinion was too short and too busy to follow. Subsequently, the video presented a captivating 3D scene of a fantasy stairway entrance to a magical wizard’s palace. However, the powerful scene was now competing with a wealth of captions as the company attempted to present names of its famous clients.
There is another effective scene at the end. The caption tells us that the company employs 100 computers simultaneously the largest technical setup in the industry. And we see a motion graphic depicting a 100 computers linking together in a formation that appears to be floating on water. The scene gives a sense of the power of the company’s technological capabilities.
I can feel for the frustration of this company, which while one of the greats in the 3D industry, is virtually unknown to the public. It wants, therefore, to present a comprehensive albeit abbreviated display of its great accomplishments and famous clients. The result, in my opinion does injustice to the individual 3D segments within the video.
I do not in any way mean to be critical of this video, it is certainly not a bad video. The overall effect, amplified by action style background music is impressive. But I believe, that other viewers, like myself are a bit frustrated by some of the interesting scenes that came and went too quickly, or else we were distracted a bit by competing scenes.
On a spectrum between documentary and branding, this is certainly a branding video. It’s goal, which it accomplishes, is to leave the viewer with images of the impressive powerful ability of this company to create 3D imagery. However, branding videos have no need to present all the information or all the imagery about the company. In fact, by leaving out some images and lingering longer on others a branding video is bound to make an even greater impression.
I also concluded that it might have been more effective to vary the pace of the video. Both the music and the pace run from start to finish. But life isn’t like that. Having a slower segment in the middle might have added temporal texture to the video, and made it more believable.
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Pacifico Del Mar, a lovely eatery perched on the shores of the Pacific Ocean, has no need to exert itself to find entrancing and majestic visual images, with which to craft an enlivening restaurant video. Challenged by the enormity of the imminent Pacific panorama as seen from the restaurant’s outdoor patio, the indoor dining hall is yet unabashed, as it bathes visitors in the shimmering rays of the changing pacific light reflected off artfully designed modern wall hangings, that surround the dining area. And as if that weren’t enough, visitors are reminded of the neighboring sea by a centrally placed aquarium set aglow by a display of muted spectral lighting.
Rising to the challenge, the restaurant compliments the beauty of the outdoor setting, with the beauty of their own creations; richly textured and flavored dishes, that present the hidden bounty of the sea as stunning works of culinary art.
The colorful and tasteful Aquarian offerings are politely accompanied by terrain delights such as the restaurant’s filet minion, and their famous award winning selection of wines from California and around the world.
Despite the richness of this visual scenery, the restaurant does not fail to present an equally vibrant narrative to balance out their well done visual video presentation.
The narrator reads from a carefully and effectively prepared tribute to the culinary sea side retreat, and gracefully takes the viewer through the physical and nutritional purlieus of Pacifico Del Mar. Without missing any of the establishment’s rich natural resources, the video does justice as well to the artistic food creations prepared by the Chef, which match texture and appearance to taste.
After completing the presention of the resounding beauty of the seaside eating haven, to the backdrop of light, oceanic almost Hawaiian music, the video closes with a lyrical tribute to the restaurant by the sea where “sky meets sea and flavor meets satisfaction.” The music fades as we are treated to one last glimpse of the Chef’ superb artistry, a mouth watering fish dish, grilled to perfection, about to be presented to a lucky guest.
The well balanced video is posted on San Diego Restuarants.com, along with a friendly review and informative details about the restaurant. An online chat and reservation link is posted near the restaurant video and it should come as no surprise to anyone that this well placed well made web video and landing page are attracting scores of visitors to this Pacific paradise.
Moral of this article, a gentle and artistic narration can enhance even the best made restaurant videos
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The excitement surrounding restaurant videos on the web today is enough to inspire anyone to want to make a video for his eating establishment. The challenge is to make a video that effectively presents your restaurant in an appealing fashion. Interestingly, there is more than one way to do it. In this article I will be talking about what I call the associated meaning template of a restaurant video. In this template, the focus is drawn to an important image or event which takes place in the restaurant, and which adds importance to the atmosphere and desired qualities of the establishment, through the power of association.
I will present two examples of this type of video. The first is the first half of “The Rose.” http://www.foodreference.com/frvideos/html/local-rest-011.html , a viral video which in the end turns into a spoof. As you watch the first 17 seconds of the video you will see that it portrays a dating couple sitting at the table, ordering their food in a chic restaurant. The scene is romantic, the couple sit before two glasses of wine, and mandolin music plays in the background. The couple are in the earlier stages of dating, and they are sufficiently matched so that romance can develop. Nothing is said about the restaurant, and nothing need be said, because it has been found to be a worthy place for a high caliber date, from which it takes referred importance.
The second video presents the same concept in a different way. In this video, “Mother’s Pizza-Pasta Restaurant, the late actor Dennis Weaver walks into a Mother’s Pizza-Past Restaurant ,and describes their pizza to the public. In his friendly winning speech, the actor depicts the tasty panzerotti at Mother’s. The script is a bit like an informative restaurant narrative. But as we watch the video, we find ourselves just as interested in Dennis as in the pizza. And truthfully, the next time we pass a Mother’s Pizza, we’re liable to go in and order Mother’s panzerotti because it reminds us of the time we watched Dennis eating the pizza on a video. So what these two restaurant video have in common is a presentation of an appealing image or theme, which adds meaning to the restaurant via association.
Thanks to Winmax Video of California, producers of restaurant and corporate video for sponsoring this article.
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Businesses might have two reasons for wanting to write the narrative for their trade show video or corporate video. They might want to have significant control over the final video product, and or they might need to save the cost of paying a script writer to produce the narration. In either case, at least one company, Winmax Video of California has created a protocol to meet their needs. Winmax will lend their video expertise and their studios to compile and edit professional videos, with a script and captions that the customer creates.
This service allows businesses to commission the creation of a professional corporate or trade show video, while at the same time feeling and knowing that the video reflects their own goals for the project.
While creating the narrative and having a hand in the video production can be great fun, it is important to take the task seriously, and consider ahead of time, the goals of the narrative and the type of video your company wishes to create. It is important to realize that there is not just one approach to creating a successful video script. There are a number of different models, or templates, that can effectively make a successful trade show video, corporate video, or general business video script.
One template is the branding template. In the branding or corporate image template, the video will not be attempting to present every little detail, or a lot about the history of the company. The branding video, is designed to portray the essential image of ethos of the company in a way that will appeal to the viewer and make him want to know more.
One example of a branding video is the SyncroFlo trade show video seen on the website of Winmax Video Production. As you can see from the video, the essential step in creating such a video is to pinpoint what is the most important essence of your company, and or what it does for the public. Then it is possible to decide how to create a narrative appropriate to the task.
SyncroFlo creates and installs a large device which synchronizes and regulates the flow of liquids through pipes and tubes, and it has many applications in industry. The equipment is used throughout the world. So, the essential service of this product is synchronized flow of liquids.
The company ethos, is conveyed through just four written captions. “Single source responsibility and performance guarantee.” “SynchroFlo Professionals make solutions of problems,” “Not limited to any part or manufacturer,” “Installed in 60 countries.”
All of the rest of the branding effect is conveyed through a collage of digital photos, music and motion graphics. As a result, the video was compiled without the cost of an onsite video shoot. The company was able to send a small amount of narrative and still digital photos through FTP transfer, and Winmax Video’s studios did the rest.
One important technique of the branding video, which is worth noting, is the maintenance of unity between narration, music and visual presentation. So in this video, the essential image of synchronized flow is conveyed not only through the words but through the display of photographs which are changed in synchronized harmony to the music. The music contains an incessant beat conveying the sense of second to second industrial activity. One can picture the opening and closing of valves at precise moments to maintain the synchronized flow, just as the music proceeds without missing a beat.
Having decided upon the image to be conveyed by the branding, the video than goes on to present digital photos of the main company product, an assembly of industrial pipes connected to their regulator machinery, which is the central unifying images of the video. The piping-regulator assembly is colored sometimes in red and sometimes in blue. We see the image of the machine featured centrally throughout the video. This unifying image is interspersed with pictures of factory workers examining individual details of the piping system. One man has his hand in a pipe. Another man is measuring the diameter of a pipe, as the pipe regulating system is being assembled. Twice, both at the beginning and at the end of the video we see the finished regulator assembly being crated for shipment to its destination. And a number of times, we see images conveying global distribution, such as a map of the world with lights showing locations where the product is in use.
Both at the beginning and at the end of the video, the full name of the company is displayed along with the web site address. The company name is displayed again in the middle of the video, and the phone number is displayed at the end.
This is the branding video template. It includes an intro which presents the company name, and could also include a compelling reason to watch the video, such “The next 2 minutes will present information that might be very valuable for your company.” It includes a closing, which present contact info, and might also include a call to action. “Contact us today,” etc.
And it includes the body, which presents the essential image or ethos of the company in a compelling way which includes narrative, imagery and music.
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The audience listened with rapt attention as Louis Broom, Manager of SMSGH World Wide Creative Services Division of Microsoft talked at a recent Streaming Media East Conference and described techniques his company uses to produce large quantities of video with a rapid turn around time.
Broom may have surprised the audience when he described the relatively low costs involved in establishing and equipping a studio capable of producing video rapidly. He illustrated some of the effective ways that costs are short-circuited, without in any way lessening the needed impact of the video, with the story of a company that wanted to shoot a video on top of Mt. Ranier. On inquiry, he learned that the company had struggled hard to make it, as it were, to the “top of the mountain,” in their field. But they barely had enough money to afford 4 hours of studio time, so a Mount Ranier shoot was out.
What the studio did instead was to recreate the peak of Mt. Ranier in a small studio room. The studio was so small that they couldn’t fit all the employees into the room at once. They shot the film in six layers, filming one participant in each layer. They had separate layers for the snow element and the foreground element. All of the video effects were shot ahead of time. The actual content was shot in 4 hours. and the editing was done, by Broom the next day. There was a review cycle, and the total project was completed in 2-3 days.
Broom noted parenthetically, that in his experience, corporate identity is locked down and inflexible. So when he gets, as in the mountain scene, employees of a company willing to participate in the video shoot he encourages it. It also, cuts down on the cost of bringing in professional actors.
One area, which is particularly testy is the video review process. Broom prefers working with one member of the company, who can voice back to him the response of the company members to the video. If he starts getting feedback from more than one member of the corporation, he strongly encourage the company to choose one person to work with the video company during the feedback cycle. Some shoots, such as conferences, don’t require any review process at all.
Using strictly followed protocols, which includes making an editing list on the fly at the time of media capture, and relying on separately produced special effects, which can be rapidly mixed in to the video, Broom is able to turn out deliverable material in 1`business day. Amazingly, he said it is possible to build and equip a small studio with rapid turnaround capabilities for as little as 15,000 for the studio, and low entry costs for the required software and hardware.
The upside of rapid video production is huge, and rewards therefore great for both the vendor and the private company.
Thanks to Winmax Video of California for producing this report. Winmax is a Video Production Company in Los Angeles, which produces trade show video, corporate videoand other business videos with a rapid turn around time.
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In today’s super fast paced environment, there is a premium on rapid video production. In response to that need, there are a growing number of technology, techniques and protocols which facilitate rapid video production. In a recent podcast, Louis Broom , the Manager of World Wide Creative Services, a sub-sub division of Microsoft, described techniques that his company is using in the studio and in the field to deliver rapid turn around videos.
Louis explained to the audience that part of what his company does is to simplify the delivery process. There are certain products that his labs will produce, screen captured demos, video with slide production, marketing video projects. When a company or other entity demands a deliverable that is not on their list, then that becomes a discussion among his working colleagues. By using this approach, they are able to work more effectively on delivering the products they specialize in. The company is also able to maintain control of the process. His company is in the business of content development, and design, and whether overtly or covertly, they, the knowledgeable professionals make decisions about what is the best way to present the client’s material.
One of the basic principles Brooms’ company practices in the field is to video capture on the fly, and not to go back. They do this by using equipment which allows them, to create editing markers as they record. If they are filming a speaker, and he stumbles, for example, the primary media person will click a button and create a marker with an added editing note, telling the editor that that segment requires fixing. This use of front line notes and markers, cuts out the timely process of having to sit down in the studio and wade through a whole series of shoots to make editing lists. Now, the notes are available as soon as the clips comes into the studio.
To combine all the various media files together, Broom and his colleagues use a dv rack and a utilities editor. This technology allows them to download any type of media, slides, audio clips, head shots of speakers, and add editing notes to the file.
Broom’s camera men create a complete set of markers in the video as it is being shot. These markers, with attached text notes, will serves as a completed editing list, and will save large amounts of time in the lab. The on site camera man is hampered a little bit by having only one viewing screen versus three screens in the studio. However, the problem is manageable.
The file produced by the utilities editor is an asx file. The file can be sent to a satellite studio, and the combination of video material on the asf file and the text material on the asx file, provides all the info the editor needs to complete the assignment.
Thanks to Winmax Video of California for sponsoring this report. Winmax is a producer of rapid turn around trade show video and corporate videos
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The type of video you decide to create will largely determine the other elements that you use. Keep these four key elements in mind during the planning and production of your video products:
- Target Audience: This is the most important decision you need to make. Who are you trying to reach? You have to think about demographics: age, socioeconomic level, gender, nationality, educational level. It’s no good to jump into the planning process with vague statements like, “I want to create a video product for sale on the Internet that will appeal to everybody, everywhere.” First define your niche market, narrow your target audience, and create your video with a specific type of person in mind. When you set out to create the kind of video product that one specific person will want to buy, you increase the likelihood that a lot of people will want to buy it. Always wrap your language in images that your target audience can relate to.
- Participants: If you decide to shoot a how-to video on an area in which you have expert knowledge, you are the natural choice as host. If you decide to create a do-it-yourself video in an area where you don’t have expert knowledge, you will need to take great care when choosing a host. Once you’ve decided on a subject and a host, you will need to work together on the script. And always remember that video is not just a format-it’s a language. Never say it if you can show it. The viewers will understand much better when they see it being done, so don’t just explain things while the camera focuses on you. The rule of thumb is: Whenever you can present a visual image of something, show it instead of talking about it. Instead of explaining how to do something as you talk into the camera, always show a demonstrator (whether it’s you or another person) carrying out the action as you describe what’s happening. You’ll quickly become an expert in the use of “voice overs”-speaking off camera as the audience sees action taking place. Do-it-yourself, educational, and promotional videos should be full of voice overs.
- Length: The type of video you decide to make will determine the best length. A great promotional video can be done in as little as 3 to 4 minutes, and should rarely be longer than 7 to 8 minutes. A do-it-yourself or educational video will be from 10 to 30 minutes.
- Props: If you’re doing a how-to video, the subject matter will determine what props you’re going to need. Even if you plan to be your own host or demonstrator, make a list of all the props you’ll need. Lay out the shoot before you do it and walk through it several times with your camera operator. This will keep the shoot from turning into chaos-even experienced studio professionals work with a prop list every time they shoot.