Do you want to sell something? It needs to be advertised correctly. Do you want to advertise so that buyers flock in flocks and shoals? The best way- make a video advertisement. It has long been known that our people prefer to look at moving pictures than to listen, much less read. So, don’t hesitate to order an advertising video shoot from us - it really works. Of course, it all depends on who is filming.
Now the phrase literally suggests itself about what cool professionals we are and how you need to order advertising only from us. We are not just professionals - we are monsters advertising market, we are the Mark Zuckerbergs of video production for TV, we are the Elon Musks of image video advertising. In short, if there is someone cooler than us, then it’s only us in the future: because with every video we become better.
We answer: yes! iPhone is always cool. This is super-duper cool, and he shoots cool, and the result is always cool, and why do we need all these cameramen, copywriters, directors, stylists. In general, when you’ve played enough, you’re welcome to watch a normal video.
Why do they shoot advertising?
No, this is not an evening of dumb questions, this is a task that you need to decide on before any shooting. Video advertising has many purposes. Well, for example:
- ensure that when they see your product they don’t shrug their shoulders in bewilderment, but snatch it with sparkling eyes and run around trading floor with joyful cries, they knocked down with a cart the insolent person who dared to take the last unit from the shelf;
- tell why your product (service, brand) is better than nothing, and why competitors offer ge on a stick, and you offer real delicious candy;
- remind lazy customers that you haven’t actually closed yet, that the warehouses are full of products and it’s time to grab them, run!
- increase the number of people who will shamelessly believe that you are the best in the world. Look at the iPhone fans on the day of the presentation. We will help you achieve the same effect.
In general, decide and voice the requirements in the brief - we must know why we are starting the production of the next masterpiece. Otherwise, we will get huge queues for you, and all you wanted was to film the boss’s youngest daughter in a video and show it on TV. After all, she is so cute at 42.
Pre-production, production, post-production and other nonsense - what is it and why understand it?
These are all “productions” - the stages of creating turnkey video advertising. Professional buzzwords that studio representatives like to throw around to throw dust in the client’s eyes. This is how we imagine a typical monologue: “What are you doing??? Discount on advertising shooting?? This is PRODUCTION!!! So that you are no longer frightened by this terminology, let us explain what it means:
- Production Production (in our case, video) or, speaking in Russian (it’s much clearer, right?) – video shooting. Some advertising filming studios also call themselves production studios. This is cool and adds a couple of zeros to the price. We tried it ourselves - it works. In general, when your beer-drinking neighbor films his friend on his mobile phone, who is ruining the environment under a tree, this is also production.
- Pre-production – preparation for filming. This is when the neighbor is still drinking beer and says to the sidekick: “Let’s film something, really.” In short, these are all the stages of preparation for filming: script, storyboard, casting, selection of props from the nearest landfill, and so on.
- Post-production Returning to the neighbor: this is when he had already taken off his imperishable film and downloaded free application for editing and put some funny music on the video. And he did the right thing, because post-production involves editing, color correction, sound mixing, writing music, applying effects, 3D computer graphics, and so on.
How is filming going?
Estimate for a commercial
Everyone wants to make a creative, cool, selling, professional video with Hollywood effects, stars in the frame, exploding cars, battles shot with a panorama from a drone, 3D animation at the Pixar level - and all this for 300-500 dollars. Well, what – we’re all too greedy here, we don’t want to work, and we’re only interested in money. And it is true.
Well, in fact, we set the price for shooting video advertising not out of the blue (there are no prices there, we checked), but depending on the type of video, timing, level of specialists, cost of locations, quality of equipment, graphics. For example, if you need to advertise delicious cutlets made from the meat of an unknown Chinese animal, we will have to hire a food stylist who will beautifully cover this biomass with grease and varnish so that everything in the frame will be fried and tasty. This will all be included in the estimate, no doubt about it.
- locations – if you want the filming to take place in the palace of the Queen of England, be prepared to invest quite a lot in rent and permission;
- the quantity and quality of specialists in the film crew and actors - everything is clear here, either a talented duo of young wedding videographers for a modest remuneration, or a professional film crew, but more expensive. The stars have their own fees, and everything is serious there too;
- equipment, props, consumables - a camera with a video function, and we include in the estimate cameras, light, sound, cranes, rails, smoke machines, drones and a canister of cognac for the film crew;
- post-production (that word again, yes) – you need to pay for editing, computer graphics, renting a studio for dubbing and everything else;
- royalties to the composer or royalties for the use of a famous song. We need to work legally, guys. So we forget about the idea of using the song “Vladimir Central” for nothing;
Nowadays, fewer and fewer people can sit with a newspaper in their hands or a business newspaper on their laptop. Rather, it will be a smartphone or tablet with headphones and some kind of video. Video is more visual and also much larger
VISUALS
From the point of view of filming equipment, now even top-end smartphones often have very decent cameras. Also, for the same money or a little extra, you can buy a DSLR camera or a camera without a mirror with optics, which will give a more cinematic picture. In fact, any Canon DSLR starting with the 600D allows you to capture almost cinematic images. And slightly more modern cameras such as Canon 80D, Panasonic GH5, Sony A7SII have completely redundant capabilities for shooting videos.
By the way, for cameras with interchangeable lenses, the lens may be even more important than the body.
For example, if you look at Lana Del Rey’s videos, noise filters are specially applied to the video sequence to make the image seem more artistic and as if taken from a VHS videotape. That is, in essence, you do not need 4K and an expensive camera. Quite relatively simple solutions. But much more important is good lighting, atmosphere, image stabilization and so on. In short, you need to have a certain taste to make videos.
But this is just a form. And in video, the issue of content is also noticeably more important. Video advertising production can be compared to art, where it is important to find and show interesting idea. And this is already more difficult task than just taking everything off beautifully. In many cases, it is better to turn to creative guys who specialize in video marketing rather than trying to film everything yourself. You need to be very talented to make an advertisement on your own for a reasonable budget.
SOUND
Many videographers rightfully believe that the sound in a video is even more important than the picture itself and its dynamics. High-quality sound really makes a difference. Therefore, it is advisable to immediately think about suitable recorders and microphones. For example, I have at least two external microphones for my vlog. Record sound using the microphone built into your camera or smartphone. Although - it all depends on the specific tasks. But at least 3 times out of 4 it is better to have a suitable external microphone or recorder. Moreover, different types microphones are suitable for different types of tasks.
INSTALLATION AND PROMOTION
And then you should think about video promotion. YouTube, Instagram, VK or others social media. Recording a cool video is important. But it’s even better when hundreds of thousands of people see it. Therefore, it is worth studying search engine optimization, optimization of YouTube videos and ideas for viral video promotion.
correct shooting of promotional videos
1. LightingYour eyes are beautiful, they can adapt to any light from a bright sunny day to the darkness of night, but a video camera is unfortunately not so perfect. Therefore, when shooting, always use good light. The use of creative and dramatic lighting should be justified. Good, even lighting will give your video a professional look and present your business in the same light.
2. Clear sound
Record only good sound; if it is not audible, the viewer will concentrate all his strength and attention on trying to recognize what you are saying, and the video itself will pass by for him. Use a variety of recording devices to capture crisp, clear sound. These can be various microphones, radio lavaliers, voice recorders. High-quality and natural sound is a huge plus for your future masterpiece.
corporate video shooting
3. ClothesIf you are not shooting any kind of fashion-related video, then wear the right clothes when shooting promotional videos. If in your environment it is customary to wear a suit, create a video in a suit, but if a turtleneck and jeans are usual for you, use them. The main thing is that the clothes fit the theme. And don’t forget that you are not creating a video for one day. What will your appearance look like in five years, that’s why we always say - classics will remain for centuries.
video shooting of corporate videos
4. Use a scriptIf you are going to shoot a more or less staged video, create a shooting script. Plan what you will say. Don't use jargon or fancy words unless you're sure your audience will understand them correctly. No one cares how strong you are or how you move forward. Too much text and the viewer will get bored. A large number of“mmmm”, “uh” and so on will kill your video. Good script will keep you on track and help you get your point across in the shortest possible time. Better yet, create a storyboard for your future video. This way you will save yourself some nerves on set and you will know exactly what needs to be filmed.
5. Be brief.
The one-minute video length is ideal for corporate videos. Express your thoughts clearly and clearly, use only really successful shots that will show your product from the advantageous side. Everything unnecessary goes into the trash!
6. Get to the point
Few people are interested in knowing when your company was founded, or how many awards you have received in the last 10 years. These things are very important, but not in our short, energetic corporate video. It's designed to show your customers what you can do for them right now. The main thing in the video is the first 15 seconds; they should interest the viewer, attract his attention, and force him to watch further.
7. Get ahead of the questions.
If you say you can do something for your audience, show it right away. Back up your words with deeds. Use only high-quality footage.
video shooting of presentation videos
8. Filming locationsCarefully choose places (locations) for your shooting. Each space should be meaningful, reinforce your message, but not in any way overwhelm the person’s gaze. An overly saturated background will certainly distract attention, so decide whether this location is really important for shooting or whether it will be enough to get by with a studio with a uniform background. Creating your video on outdoors you become dependent on weather conditions and illumination. You can use and own office, just be sure - there should be nothing in the frame that distracts from your main idea.
9. Interaction with the audience
Interact with your audience, make the viewer believe in what you do. Your video must evoke feelings and they can be completely different, it all depends on the tasks. If you are uncomfortable or unaccustomed to talking while looking directly into the camera, imagine that you are talking to a friend who is just in the camera - it will be easier. The second option is dialogue. There are two people in the frame discussing your product or service.
10. Proposal
End your videos with a call to action, otherwise why are you creating it? Yours should compel the viewer to purchase your product or service. Required condition: complete your thought, bring it to its logical conclusion. The viewer must understand what is being offered to him and how it will benefit him. By leaving your thought unsaid, you are deceiving expectations and this will only make the experience of the video negative. You don't have to say it yourself, but simply place the information in the end credits along with your contact information.
Before you snort disdainfully at the phrase creating a commercial, remember that Guy Ritchie himself did not disdain this art (that’s art, let’s not be afraid of this word!). Those who seem to definitely have enough money and fame. The current level of video and animated advertising products is incredibly high and it is far from easy to meet it.
Filming clips and commercials is a huge branch of the video industry, in which hundreds of talented people work and create - cameramen, directors, scriptwriters and editors. There is no denying that there are plenty of mediocrities and video graphomaniacs out there, but this is the problem with any art. If you can make money shooting commercials, then why not do it. It is with these thoughts that lovers of quick money come to the advertising industry, forgetting that video clips and commercials of the post-perestroika level have been out of fashion for a decade and a half.
Well, seriously, what should you pay attention to first as an advertiser? Are you thinking about removing the selling promotional video, but search engines are full of links, sites with tempting words, prices advantageous offers- so there is no way to decide. All you have to do is either, trusting chance, point your finger at the first phone number you come across, or patiently call each studio, “be meticulous” and ask questions.
Make a commercial or advertisement
So, the first thing is professionalism. Of course, you shouldn’t require the studio to present diplomas from the Hollywood Video School or membership cards to the Directors Guild, but it’s also unlikely that you should trust the filming to a graduate of a road construction technical school, even if he took a short course in cinematography at the Kamyshin Institute of Arts. After all, an advertising video is a video product that must meet certain standards and requirements not only in terms of its aesthetics, but also in its technical aspects. What is the maximum duration of a static plan? How to direct the highlighting light to highlight the model’s silhouette? In what cases should you use a manual diaphragm, and when is it better to rely on an automatic one? Finding answers to these questions by trial and error is too expensive and takes a lot of time. That is why, in order to shoot a commercial of the appropriate education, the screenwriter must “burn with style,” the director must “twist the soul out of the actors,” the cameraman must work wonders with the camera...
The professionalism of studio workers is the first indicator of the level at which the company operates. The technique can be expensive and complex, but the technique requires hands and head, and if the technique makes a mistake, experience will always help compensate for this mistake.
The second point is equipment. Just as having a camera in your hands does not make a person a professional, it also does not bring the title of professional to a studio. Cameras are different, and without being an expert, it is sometimes difficult to outwardly distinguish professional equipment from semi-pro or amateur-level equipment. Look at the videos presented in the studio’s portfolio, ask to show them to you on the big screen, find out specifications equipment. Most likely, this will be enough to form an opinion about how good the company you contacted is.
Third, the timing of the production of the commercial. Usually it takes from a week to a month to shoot a commercial, so if the studio tells you a time frame of several days, be careful. Sometimes the development and approval of a script takes tens of days, but this is rather an exception. In general, the time required to shoot a music video or create an advertising video is strictly individual and varies quite widely. Anything can be an obstacle - bad weather during filming, for example, can ruin Mel Gibson's mood...
In food commercials, we often see things that are so delicious that we unwittingly become victims of marketers. And the sandwiches there are delicious, and the cocktails are multi-layered, and some Bavarian sausages are so steamy that it seems that you would give a lot for a couple of such servings.
But you will be very disappointed when you find out WHAT we are actually offered to taste!
Now we will share with you the main secrets that are used in the studio when filming such gastronomic videos.
Milk rivers
The milk you see in a plate with very healthy mules is actually a mixture sunscreen and glue. This liquid has a greater shine and flows beautifully from a spoon. The flakes do not get soggy in it and remain very appetizing.
Foam Mountains
Have you seen the foam rising above beer mugs? She is lush, huge, almost lace. But definitely not a beer hall! To make it, take regular soap or dishwashing liquid and generously add it to a bottle of tea or a mixture of apple juice and vegetable oil. The beer is ready!
Exotic cocktails
Do you think they contain really expensive colored alcohol? Do you hope that the lady in the bikini really is sipping it through a straw and that’s why she’s smiling so blissfully? No matter how it is! These color illusions use regular gelatin and dye. Well, and some water, of course)
Clouds of steam
What you think is fragrant steam from hot food is actually smoke from incense sticks. They are hidden behind a plate of food and filmed from the desired angle. Therefore, the studio always smells not of some shawarma, but, for example, of jasmine, which has a much better effect on the work process and does not allow the staff to relax.
And if they save even on sticks, then they simply draw “steam” on the computer.
Meat supplies
The meat in advertising is usually neither pork nor beef. Cut-up makeup sponges are used to advertise dishes with exposed meat fillings (such as tacos). These porous pieces are thoroughly soaked in sauces, after which they look very much like meat and keep their shape perfectly. If a dish consists of several layers of dough, they are often glued together.
And if you need to remove a whole piece of meat (for example, a steak), then use a raw semi-finished product, only slightly browned for appearance. Then it is covered with hairspray and the characteristic “grill stripes” are applied with a special marker!
To create a golden brown crust on a chicken leg, it is processed construction hairdryer, and mashed potatoes are injected under the skin using a syringe (this gives the chicken silhouette a fuller appearance).
Ice icebergs
If you suddenly see ice in an advertisement, immediately say Stanislav’s “I don’t believe it!” Frozen water would instantly melt from the heat of the spotlights and the studio temperature that is comfortable for people, so acrylic transparent cubes are always thrown into glasses, not ice.
Juicy dew
When in advertisements for soft drinks (juices, waters, nectars, etc.) we are shown beautiful glass glasses, all so foggy and with droplets of liquid, then immediately imagine food stylists who diligently rub the dishes before filming with matting cream and sprinkle them a mixture of glycerin and water. And then the drink is brought to a well-heated state and - voila! — you can start the first take!
Ice cream balls
For those who think that advertising ice cream is ice cream, a bad mark in the diary! Advertisers don’t want to spend several hours in sweet colored puddles, so they prudently stock up on a convenient mixture of flour, dyes and packaged vanilla cream. As an option, sometimes silicone or gel masses are used and painted over them. different colors PVA.
Multi-decker sandwiches
This engineering structure of 6-8 layers does not bother signing contracts, and therefore there is no clause on mandatory sustainability either. To keep all these cutlets, cheeses, tomatoes, herbs and sesame buns together, they are placed on toothpicks, Chinese chopsticks are glued to them, and tape and cardboard are used in all sorts of combinations.
Then the camera skillfully moves in from the right direction - and you admire yet another culinary miracle of fast food!
