There are many corporate videos that feel staged, rehearsed… unnatural. Every action seems forced and the blocking predictable. Budgets often prohibit the hiring of professional actors, so sales and marketing videos usually rely on actual employees to communicate a company’s message. Using real-life employees, however, does have its advantages. It gives the company some transparency, allowing viewers to see the people behind the brand. And it can be a necessity. After all, if you’re producing an employee orientation video, wouldn’t you want to feature other employees within the company?
The challenge for the director then is to instruct non-professional talent so that the video seems personable, open, and natural. Here are some things to keep in mind:
- Be clear with the talent regarding the content of the video, what you expect of them, and what you are trying to achieve.
- If they are to be interviewed, go over the questions with them beforehand. Again, tell them what you’re looking for, but be careful not to lead them. The answers need to come from them, in their own words.
- Before you start shooting, take some time to get to know your talent. Get them talking about things they are interested in. Being in front of a camera can be intimidating for some people. So you need to help them relax before you start rolling.
- In some situations, you may find yourself working with children. If so, take some time to joke around with them. Get them laughing. go outside and play with them for a little bit. If they consider you a friend, then they will perform better on camera.
- Children are very curious, so let them look at your gear. Show them the camera. Let them look through the viewfinder. Get them excited about being in the video.
Each of these suggestions is designed to help your talent feel comfortable. If they feel at ease with you, your crew, and the situation, then their on-camera presence will be incredibly strong.
I was recently approached by a potential client with a question, “I’m interested in putting together a 6-8 part educational DVD series. How much will that cost?” On another occassion I received a call from an individual who simply asked, “I want to do a video. How much will that cost?”
If your company puts you in charge of working with a production company to produce a marketing/promotional video, it’s important to understand the budgeting process. There are several factors involved in bidding a job, and there are some questions that you need to ask yourself before picking up the phone to call a video production company. The more specific you are, the more accurate the bid will be. Let’s use the example of the 6-8 part educational DVD series to understand some of the factors involved in bidding a video. Here are some variables that need to be addressed:
- How long will each of these videos be?
- What’s the desired format? Do you need single/multiple camera coverage of a live lecture? Do you need a single/multiple camera coverage of a round-table discussion? Will you require any dramatic re-enactments? on-camera interviews? fictional narratives to illustrate a point?
- Will you need HD or SD?
- Will you need the production company to conceptualize and script the series, or will you provide the materials?
- Will the series require a professional voice-over talent, or will the educator drive the series?
- Will you want to shoot on location? Where? A classroom? Auditorium? Will the location be interior or exterior?
- Will the videos require any motion animation or heavy graphics? If so, how much?
- Will the DVDs need to be replicated and packaged with graphic art? If so, will you need one color, two colors, four colors?
The answer to each of these questions will affect the budget of the entire production. They dictate how much crew will be needed on set, how much and what type of gear will be needed, whether actors need to be hired, whether sets need to be built, whether location fees need to be paid, etc.
I understand that sometimes you might not know the answers to these questions, but don’t panic. Talk to potential production companies and allow them to help you narrow your focus. Then you can be assured that you will receive a more accurate bid.
