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4Ward is a Canadian company specializing in branding, web video production and photography. Their 2008 corporate video is posted on the web. Their corporate video is striking in that they have chosen as background music, the popular song “Here it Goes Again,” by OK.
The song is an exciting song, which won real prominence because of the incredible viral video made to the tune of that song. The video features the band members performing an incredible walk dance on a series of treadmills in a gymnasium. The treadmills are lined up in two rows and set to run in alternating directions. As the band members walk/dance from treadmill to treadmill, to the tune of the music, they create some incredible visual effects. The visual effects illustrate the theme of the song as well. In the song, the protagonist is always getting in the groove and in the mood, with a girl, apparently, when something outside of his control occurs. The treadmills which constantly are in motion, and never allow the user to stand still, reflect that out of control and need to go with the flow type of daily living pattern.
The choice of Here it Goes Again, as background music for their corporate video apparently reflects the company’s esprit de corp. Videography manufacturing is a fast paced business. Just when one project is under control, the phone rings and another project comes along. The pace never stops and people working in videography on online marketing are constantly busy, but constantly loving it.
Both of these themes are expressed by the video song selection. While the song laments the fact that
something always goes out of control, just when things are going great, the song response is an dutiful and upbeat accpetance, “Oh well, here we go again.”
The visual display is collage style, with lots of images, many related to computers and communication, coming and going in multiple simultaneous frames. The work held together stylistically and is loosely held together by occasional captions. The captions tell us the company has 40 branches throughout Canada.
The video addresses the fast paced world of computer video and visual advertising. As a corporate video the work shows off the ability of the company to create motion graphics. The captions note that the company makes flash, 3D animation, print design, package design and web design.
Eveyone will be able to relate to the background song of this video, and people who work in a related industry will be able to relate with the imagery Much of the material presents products of desktop publishing, including photographs, text designs and online arragnements. Other segments present clips of videos made for important clients such as Yamaha.
As a viewer, if asked how the company could better the production of their corporate video for future years, I would suggest using a song that is slightly less domineering. It is a tune that is so popular on You Tube, that anyone hearing it immediately wants to see the viral video that goes with it. The meaning of the song appears to express the pace of life of the industry, and that is captivating and amusing. I personally would relate a little better to a visual storyline which presents a more unified visual theme. I would want to see a bit more coherence and correspondence between the images and the script. However, it is worthy of note that the video has been popular, as corporate videos on You Tube go, with over 25,000 views. And that’s a lot more views than many very coherent looking corporate branding videos get.
One must concede that this video has presented a successful branding image of the company, based on the song and the content of the video collage. This helps to defend the company’s assertion that they are specialists in branding.These are people who know how to live and breathe in the fast paced Internet video and web marketing environment. And in the computer world, we tend to trust faced paced people. People who can make it have fun from 4 until 10, as the song describes, and then shrug off a sudden unexpected event, which ends the good time, and then go with the flow, are the kind of people we know we can trust with a marketing project.
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Like many artforms of any substance, becoming a professional videographer necessitates patience, passion, and the ability to be flexible in many different environments. Basically, video production refers to a person that works in the video medium: moving images, sound on tape, camera, sound, lighting, etc. The job commonly involves working with a crew, under a producer and responding to a variety of directions based on all types of criteria. Although, smaller projects can include weddings, independent films, small commercials, and corporate events, which can commonly be taken on alone—without all of the external influences. A typical professional videographeris responsible for the up-keep on a variety of equipment; he or she must be able to edit footage, and must be at the cutting-edge of the latest technological advances. More duties include operating the satellite, repairing video walls, editing in a multitude of formats, creating different styles of graphics, and programming a broadcast room.
As far as careers are concerned in terms of video production, novices typically stand-in on non-paid or low paying gigs at first, in order to get their feet wet. Video production is an artistic craft, just like writing, acting, music, etc., so it requires diligence and the thirst to become better. Unfortunately, this may mean that a novice may have work alongside another paid videographer; remember, this hands-on experience can be a great opportunity to learn the tricks-of-the-trade. Of course any reputable videography service may be offering positions for beginners, so one should always be on the lookout for those opportunities. Careers in videography are pretty abundant, but of course so is the interest in those careers. It makes sense to have a side-job until you can make an appropriate transition, but it’s best to acquire the most hands-on experience before making the transition. A lot of successful event videographers recommend taking jobs one often wouldn’t consider; for instance, companies in charge of pharmaceuticals internal training videos, tradeshows, and other sales videos that require a videographer. That’s a perfect way to make a name for yourself, and get your foot-in-the-door. Moreover, you can make a little money while you’re at it.
For those in search of videography Los Angeles careers, the market is quite plentiful—for obvious reasons. All of the major movie and music studios are housed in this wonderfully abundant city; and besides the movie and music industry, there are various up-and-coming smaller businesses that require videographers. So if you’re not already in Los Angeles, that doesn’t mean you should jump on the next bus and cruise down here. Look at what your immediate area has to offer; you may be surprised once you look deeply into the cracks. Again, like any passion and anything that contains any substantial meaning, its pursuit entails genuine effort, patience, and the ability to be resurgent. In order to turn your hobby into a career, which can pay anywhere in the neighborhood of $50,000 to $250,000 a year, one must begin small and take baby-steps until your experience meets the right connection. Like many creative industries, there certainly is no guarantee of success, but with enough tenacity, your chances are as good as any.
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