Parc Entertainment - A Video Production Company - Birmingham, AL

This is probably how it happened: Thousands of years ago some cattle owners were watching their cows graze in the fields when suddenly, cows from another herd wandered over and got mixed up with all the other cows. Confusion and chaos soon followed, because the cattle owners had no way of differentiating one cow from another. All the cows looked similar. No single cow stood out from the herd. In an effort to alleviate this problem, one wise individual decided that the best course of action would be to mark his cows in some distinctive way. Thus, the tradition of branding livestock was born.

Is it any wonder that we use the same word (brand) to refer to a company’s identity as well as the burn mark on the backside of a cow? If you are involved in marketing. there are some important lessons to be learned from the process of cattle branding.

1. THE BRAND MUST BE UNIQUE. Sure, the letter “T” or “X” could be used as a mark to brand cattle, but it wouldn’t be very distinctive. It would be easy for other cattle owners to copy your brand, mark their own cattle with it, and then claim your cows as their very own. Livestock owners understand that in selecting their brand, they must find something different; something no one else has; something meaningful; something that is reflective of themselves in someway. Is your company identity something distinctive? Does your brand stand out from the others? Or is it easily copied?
2. THE BRAND INDICATES OWNERSHIP. The reason why a rancher brands his livestock is so that others will know to whom that animal belongs. All anyone has to do in order to determine ownership is to look at that symbol. When you build up a brand, your company takes ownership. The executives, administrators, sales people, customer support staff, etc. are all part owners. When the public sees your company’s brand, do they know immediately who owns it? Are you building a brand with great visibility?
3. THE BRAND IS PERMANENT. Once that brand is burned onto the livestock’s skin, it’s there to stay. It’s a permanent symbol defining ownership. Remember, that once the public develops a certain attitude or position toward your company, that brand may be hard to change. Your brand is your company’s identity. It defines who you are, and often, it is defined by how people perceive you. What are you doing to help increase positive perception toward your brand?

In the Birmingham film & video production market you can find several independent professionals working away at their craft, creating a wide variety of content - wedding videos, promotional videos, short films, etc. Often they work alone, or at smaller production houses, because of the affordability of production equipment and editing software. This means that one individual sometimes must take on several responsibilities - writer, producer, director, DP, and editor. Some people prefer working solo, but the production industry is all about creative collaboration. Improving the quality of your work is often the result of someone else critiquing you and challenging you to try new things. So, on your next video project, let me encourage you to bring someone else on board who has a stake in the final product. You might shoot while the other person edits. You might like to edit, so let your colleague shoot. The point is to create an atmosphere where different creative voices are allowed to voice their opinions. Here are some things to keep in mind:

• Find someone with whom you feel free to voice your opinion, but one who ultimately has a different approach than your own.
• Recognize the differences you have with your colleague and use that to your advantage. An editor I like to work with has a very strong sense of story and structure. He’s extremely talented at seeing the entire arc from the raw footage as it comes in. Me? I like to insert the artistic flourishes in the final edit; the little details picked up in the b-roll that really add a nice element to the finished product.
• Remember that you both want what’s best for the project. If you work with someone who has a different style and/or philosophy, you will disagree from time to time, but realize that you both share the same goal.
• It’s give-and-take. Don’t be stubborn. Be willing to concede to your colleague when he/she is right about a particular segment of the video. For example, for one recent video project, I had a vision for how I wanted a certain portion edited. I shot footage that could only be used for this one purpose . However, when I saw the first cut with my editor, that segment wasn’t in the video. We discussed my vision and I fought to have that section in the final video, but in watching the entire video in context I soon realized that he was right. My scene just didn’t work like I wanted it to.

It can be difficult to hear someone else critique our work. That’s why it’s so tempting to go it alone and do everything yourself. But that approach will ultimately hinder you from taking your craft to the next level.

For video production, it’s always helpful to have a collection of sound effects at your disposal, but sometimes you need to create something from scratch. Perhaps you can’t find the right sound effect in your library, or the effect itself sounds too electronic or campy. There are a number of resources across the web that can provide you with great DIY tutorials on creating authentic sound effects. Years ago, I came across a tip on how to create an authentic punching sound effect for fight scenes. All you need is a stalk of celery, a pillow, and a stick or baseball bat. Place the celery on the pillow and then hit the celery with the stick. The pillow provides you with a nice, muffled “thud,” mimicking the sound of a fist making contact with someone’s stomach. And the celery provides a nice bone-crunching sound effect. There are some variations to this effect, like using raw meat instead of a pillow, and cabbage instead of celery, but with a few household items and some experimentation you can create some nice authentic sounds.

It’s been said that the simplest solution is usually the best solution. Over the years, we have had the privilege of working on some large-budget projects requiring extensive creative, several crew members, dollies, camera cranes, professional talent, a five-day shoot and several weeks of post. However, not every company needs such scale in their video marketing efforts. This is especially true in the world of online video. Clients sometimes need a  simple solution.

Over the past 18 months, we have worked with law firms on projects specifically for the web. The purpose of these online videos is to provide viewers with an informal, personal glimpse of an attorney’s practice. These videos educate, inform, and help the viewer to feel more at ease before they step into the office. After all, wouldn’t you feel more comfortable and confident in hiring an attorney if you had the chance to see and hear him/her first?

This format can be duplicated for any business that needs to inform the viewer about the company, introduce key personnel, and educate the viewer on relevant issues, laws, procedures, etc. These videos, although simple in their approach, never compromise on production quality. And they are always effective in increasing traffic to a website and generating new business.

The biggest challenge in writing the script for a sales or promotional video is not knowing what to include, but knowing what to leave out. I’m wrapping up work this week on a script for a 90-second sales video and so this particular topic has been on my mind.

The initial creative session with the client involves a lot of fact-finding. This may include tours of their facility and interviews with key personnel. It also includes sorting through a ton of  information. Usually the client will have brochures, articles, statistics, research results, etc. all pertaining to their particular product. They will also have ideas regarding what they want to say in the video and how they want to say it.

The problem is that there’s no time to include every statistic and little-known-fact into your final video - even if the running time is upwards of 10 minutes. It’s the job of the writer and the director to sit down with the client and trim everything down into simple concepts. This is why it’s so vitally important that you find out who will ultimately see the finished video. Writers and directors have to speak to the audience. Different demographics respond differently to certain keywords and images.

Basically the script must do the following:

• Identify the viewer’s problem
• Empathize with that problem
• Show why the product is the best solution to that problem
• Alleviate the fear that prevents the customer from buying the product

The client for this 90-second script I’ve been working on has a great product, and they have an abundance of supporting information. But understanding who would eventually see this video helped me tremendously when I had to decide what material to include and what to omit. Do the research. Absorb the information. Then simplify everything into key points that will motivate the viewer to act.

Video is an artistic medium, meaning that the final product is always influenced by a certain interpretation and aesthetic approach. Give four directors the same subject and tell them to create a promotional video on that subject, and invariably you will receive four very different videos.

This means that a budget for any one video can run from one extreme to the other. The final cost always depends on several factors. That’s why it’s very difficult to nail down an accurate bid, simply based on the question, “How much do you charge for a commercial?” Video production is something different from an item you find on the grocery store shelf. Every commercial or promotional video can’t always be packaged and priced with a nice, neat little label. Businesses are different. People are different. Therefore, directors that strive to give clients unique content that speaks directly to their audience will want to sit down with you for a creative consultation.

I always try to meet with a potential client face to face to gather information for a particular video project. In that initial consultation, I like to find out the following:

• Basic information on the company; history, products, services
• Main selling points that make this company different from their competitors
• Values the company holds
• Perceptions about the company (both internally and externally)
• Marketing goals that the company has for themselves (more specifically, what do they want this video to achieve?)
• Information on current customers (why do they buy from this company?)
• Their target market
• Problems that this marketing effort will help solve
• The reasons why they contacted me
• The role they want me to play in this project
• Ideas they have for a video (both in terms of content and aesthetics)

These items are incredibly important to me as I move into any video production, because it helps in developing a concept and a script that will be most effective to the client. I want the client to know that what interests me most is helping them gain greater public exposure and increased profitability.

Shooting exteriors can be tricky, because you have less control over the light falling onto your scene. It would be nice to have access to a one-ton grip truck with shiny boards, silks, butterflies, and HMI’s. But most often you won’t have the budget to acquire all that extra gear. Even without all the fancy grip and electric toys, you can still get some fantastic exteriors. Here’s how:

1. Pay Attention to the Time of Day - Shooting in the early morning or late afternoon when the sun is low in the sky is ideal for exteriors. Conversely, shooting at mid-day when the sun is at its highest will produce nasty shadows on your subject, creating unwanted contrast. If you have to shoot the exterior of a building, scout the location first. Find out when the sun is hitting the front of the building. If the sun is at the back of the building and the front is in the shade, your shot won’t turn out very well.
2. Invest in Lens Filters - Filters are great additions to your camera package and give you a little more control over the way your exteriors look. When placed over the lens, a filter will manipulate the light entering the camera. When shooting on cloudy days, the scene will look flat and gray. Adding a warming filter to the camera will improve skin tones and give more saturation to your colors. A definite must-have, in my opinion, is a circular polarizer filter. A polarizer has a number of different uses:

• Increases the saturation of blue skies - You’ve probably seen video footage shot outdoors where the sky looks gray or even white. Adding a polarizer to your lens will block out the haziness of the sky and will intensify the blues, giving the sky a rich, natural look. You can rotate the polarizer to adjust the intesity of the color.
• Reduces glare - If you’re shooting footage of a lake, river, or ocean, a polarizer will cut down on the amount of sun glare coming off the water, reducing intense highlights within the scene
• Eliminates reflection - If you’re shooting through a window, or a car windshield, a polarizer will reduce reflection off the glass, allowing you to see through the window.

3. Use Reflectors - Even if you can’t purchase large shiny boards or flex fills, sturdy foam core will do the trick. You can use the boards to reflect sunlight back toward your subject. Bear in mind that if you place your subject in the shade, you will have to contend with the contrast between the shaded foreground and sunlit background. If you expose for the background, your subject will be too dark. If you expose for your subject, the background will be over-exposed.

A shoot scheduled at the right time of day, coupled with a few well-placed reflectors and the utilization of lens filters will ensure great exterior footage, even with the smallest of crews.

Periods of uncertainty often plague both the freelancer and the small business owner. Staying motivated is key, and everyone has their own methods of self-inspiration. Many people surround their work area with inspiring quotes, just to maintain an aura of postivitity. Here’s a little nugget that I keep taped to my desk. I refer to it from time to time when negative thoughts start creeping in. I’d be intereted to know how you stay motivated.

This is the beginning of a new day.

God has given me this day to use as I will.

I can waste it or use it for good.

What I do today is very important because I am exchanging a day of my life for it.

When tomorrow comes, this day will be gone forever, leaving something in its place I have traded for it.

I want it to be gain, not loss - good, not evil,

Success, not failure in order that I shall not forget the price I paid for it.