on Mar 1, 2016 at 12:44:46 am Last Edited By Blake Barnett on Mar 1, 2016 at 12:46:33 am
Corporate Video Production is an important part of many video business’ bottom line. It is the “bread and butter” as we often call it and as an industry is one of the more conservative parts of our business. Most productions are based around talking heads, b-roll of a product or facility, and some sort of narration and corporate sounding music. And while that might sound a little dull, there is actually a whole new world of possibilities out there for corporate videos. With the advent of sliders, brushless gimbals (think Steadicam but more versatile), aerial platforms and motion control time-lapse rigs, there are actually a multitude of options out there for a director or DP who wants to do more with his or her videos. There is a also a level of sophistication that is rising every year. We are no longer in the 80’s where cheesy spokesmen talking directly to the camera with bad tv news cinematography mentalities are sufficient. These days there is a crowded marketplace full of qualified producers and creatives that have extremely professional tools at unbelievably low costs at their disposal. Visually speaking, you can make a beautiful video pretty easily these days. So where does that leave us?
As always, story is king. How you tell the message and what you help the audience walk away with is always going to trump technology. The focus and specificity with which you deliver the message is also more important than ever. This is because with all these tools at hand we run the risk of doing things because “they look cool” or using a piece of gear just because we made an investment in it. The point is to know your audience, know your objective and deliver the goods as simply and effectively as possible. Technology will continue to provide endless creative possibilities, but without good creative, they will just be possibilities.
A good script is worth more than a truck full of fancy jibs, sliders, and toys. Particularly in Business/corporate work. Corporate clients, however, are easily distracted by the hardware toys and effects, the"glamorous" parts of production, and they think of those things as the main ingredient to a "good" video.
In addition to increasing production values there are also new areas that are opening up for video. Things that used to be covered with stills or print are now being covered with video. Look at the proliferation of simple short videos featuring product on most retail websites. Training is a big corporate market that is currently benefiting from increased production values but very mundane things that would have been covered in a technical manual are now being done with video. We recently did a shoot where the sound a machine made determined whether it was operating properly or not. Try putting that in a manual. A video is actually cheaper to produce and distribute. A corporate video producer can be well served to have some examples of what the "other guys" are doing in his or her back pocket when going on a production with a client.