Task 1: What kinds of forms of corporate videos are there?
A Corporate Video is a video, which is intended for target/limited audience and for a specific purpose. Its puts the company in good light saying who they are & what they do etc.
There are many different forms of Corporate Video such as Promo Videos. The purpose of a promo is to advertise a business, product, event etc. Usually shown to a wide audience & demographic compared to a Corporate video. The difference between these two types of videos and other videos are Corporate & Promotional videos are both to promote a business. Here is an example of a Promotional video which ticks the boxes to be a promo video such us stating who they are, what does there business do, where there located and online info whilst also being appealing & interesting:
Another form of corporate videos are Training videos. This can cover a wide range of subjects such as Technology, Health & Safety, Fire procedures etc. This form has targeted audiences these depend on whose business it is and what subject they are covering. These are preferred by business to teach employees what not and too do instead of reading paper work etc., here is an example of Training Video that has to be very simple and visually appealing, weather this succeeds is debatable:
A final form of a corporate video is Video Testimonial. This is very personal video in which either a satisfied customer for example confirming the quality and performance of a business this puts the company in a good lights whilst making it very personal. Here is an example of a Testimonial video:
What Codes & Conventions are used in corporate videos?
There are many different factors which make a Corporate video come together, here are examples of what codes and conventions are necessary for a Corporate Video, first of let’s take a look at Common Practice. There are three types of Common Practice which are used for not just corporate videos:
Pre-Production – This is the first stages of video coming up with the ideas then developing that for productions such as shot lists, storyboards, equipment-list, proposal, call sheets, script etc.
Production – Filming stage where all the pre productions comes into use
Post production – This is the editing stage where making everything look professional by adding titles, transition, cleaning up audio, choosing the best possible shots, the key information from interviews etc. You will have to go back and edit stuff until the client is happy with the result this can be either major or minor things.
– Here are examples of the code and conventions with are key for making a successful corporate video:
Interviews – This is a good way of getting across the view of the customer or the person representing the business etc. This can put a face to the name or hearing from the people who consume the product and there feedback. If it doesn’t put the business in a good light then it should be used as your trying to but what business you’re showing in the best way possible.
Music/Sound – Getting the right music is key, you don’t want to be using dubstep, for example. Its quite tricky to get the right music as you need to get something which helps the pace of the video but also something which won’t distract the viewer from what people are saying.
Camera Shots/ Angles – In a corporate video you need to show what your representing in a good light so different shots and angels can be vital for showing a business for example in a good light by using various different shots like long and short shots and different angels such as profile shots are key to making it looks interesting and entertaining.
Lighting – Lighting can really change the mood varying on the lighting. Its best to have the best lighting possible to make it look vibrant etc. If you are filming in not light its best to bring lighting with you the make the shot look more interesting.
Editing – This can be the make or break of a corporate video. Depending on the pacing you can effect on how people feel about the video. Depending on what your trying to get across mostly slow pace videos are used so the audience can get the key information need however on the overhand you can make the edit fast paced so you can get make the audience more engaged and interested.
What kind of Techniques and Equipment are used?
There are various Techniques and Equipment used to make a corporate video to look as professional as possible. First of all you need a Camera. The best camera to use are the 600/ 700D’s to get the best possible quality as you don’t want your footage to be grainy. You will also need to use a Tripod, you need a big sturdy one to get the best possible panning shots etc. Never try to film without a Tripod as you will get wobble shots which will not look professional. The cameras will not have the best of sound so to achieve that you will Sound Equipment, A Marantz is useful to record the sound on, you as well need a mic to produce the sound, a boom microphone will retrieve the best sound quality as you don’t want the sound to be echoy and here background noise well. After you have recorded the footage and sound you need to import the footage into a Computer. To be organized create a separate folder so all the raw footage is in one place, it is also best to back up the footage on a hard drive so if you lose the raw footage you will have back up footage to fall back on. For post-production you need editing software. There are various programs you can use such as Adobe Premiere Pro, Final Cut Pro and Sony Vegas etc. In this process you can keep the best footage, sync up the audio with footage, make the pacing fast or slow etc. Once you are happy with the result you can Export it and have a finished product. Never delete any of the raw footage or saved edit as your client may want countless re-edits so make sure not to delete anything until you’re sure you have a final finished product. This current practice will make sure you have all the equipment you need and use the best possible techniques to produce a corporate/ promo video.
How they are made?
The foundation of a corporate video is meeting the client, its best to do research before you go about the company so you don’t go ahead meeting the client about knowing what their business about. Meeting and discussing with the client is called Client liaison. The client will may have some idea what they want, they might not so that’s where you come in to give suggestions with what you can do. After coming away from the client liaison its then time for you to start planning with idea developments. This is the first recorded of what ideas you can use, this can be shown through various means such as diagrams, word documents, Brian storms etc. Once you have a finalized idea its then time to create a Treatment, this were you sum up your idea into written form with how you’re going to do it such as locations, camera angles and shots etc. This should be a side of A4 it should be very simplistic using bullet points etc. This will be shown to the client and if they give the thumbs up then you precede onto a proposal. This goes into more detail information about who’s going to be in it, the rights for using the Locations, who’s it targeted at etc. Before going into production to show you know what you’re going to be shooting you need to create a storyboard to finalize a visual diagram of what shots you will be using. You need to write a Script which will be what people are saying, for a corporate video it best to put what question you will be asking & Shooting Script which will be another written document which describes all shots you are shooting, who you are inverting etc. After this you need to organise a schedule, this is based on what day’s people and locations are free and you must create a schedule around these factors. Before you go into production you need to come with a Health and Safety list listing all the possible hazards and how to overcome them or prevent them. After all of this is complete you can head into production
Task 2 – What kinds of Legal issues need to be considered when making corporate films?
There a various Legal Issues that need to considered throughout all stages of production, three examples of this are:
Privacy – You can’t use people if you don’t have their permission through signing in a legal document giving them permission to use them in the video. If you’re in a public place then you can film but on private company e.g. a business then you must get there permission if not. It’s a very complex document to cover every liability so it’s best to know there rights and when or not you can film with or without their permission.
Copyright – This is a key legal issue many people can get into disputes over this can be from un-necessary us of music or footage etc. to the right of using brands. If using music or footage you need to make sure it is non-copyrighted so you can use and as well with brands you need to have permission to use it if are going to incorporate it into the video. The result of not getting legal permission can result in being sued or jail sentence, yes it’s that serious.
Libel – This is where use a false statement that can damage a person’s reputation, for example, in a corporate video if you publish a false statement without their permission then you can get in serious tribute so it’s best to get your facts right both you and the client before the video is produced.
What kinds of Ethical Issues need to be considered when making a corporate film?
This is a very sensitive subject to cover as you need be cautious when producing a corporate video you don’t represent people in the right video, here are three examples of representations which need to be considered:
Race – This is a good example, racial discrimination & racism has been going on for years and is still being used in today’s society. You can’t not misinterpret a race in a video in any circumstance weather in a corporate video or any film depending on the context but in our corporate video this representation and like the rest of the representations will be looked over thoroughly.
Gender – This is another big miss-representation, which can be taking very badly. Gender should be treated with respect and equally, an example of this would if in the corporate video you say either men or women only work here etc. This is would be unacceptable as each gender should be treated equally and with respect and in our corporate video we will be cautious about race & gender etc.
Religion – Again this is another issue which should be carefully considered, like the other two examples this can be taken very badly as you can misinterpretatate so it’s best to not include any reference to religion as you can’t get it the facts wrong or be biased etc.
Task 3 & 4 – In this task I will be discussing 3 corporate films and 2 SBA films from previous years listing shots used, what happens, how they made, describing what I see etc. Also an in-depth looking what the video is saying how successful the film island the message etc. Here is what I have chosen:
Tissot corporate film 2014:
This is a watch company who are a massive brand in watch’s, there are various graphics which go well with the product, the videos is focused around an interview of the president of the company who tells us about the history of the company stating that that business was founded in Tissot family in 1883 and now sells over 4 million watches are produced every year! It states the creation and innovation of the watches are a key driving force. This tells us that it’s a very highly successful company whilst still branching out and making millions that same driving force of every individual watch is key. They are various montage shots of people who use this brand of watch. There models and a lot sports such as motorcycling, basketball and hockey to show off their sports brands which possible may have a sponsor-link with the company. They show of the history of their watches and their developments and the different models of watches you can get in very professional, highly detailed cameras, low and high angles to show the best of the watches. This is to show how they can stay with the times, they also state that their close relationship with men and women athletes over the decade, this is a good selling point as to show that the very best sports stars are walking promo material, for example, if a sports fan see’s watch their potential role model is wearing they will invest in that as their potential role model is wearing that brand. They also state they have sports ambassadors are chosen carefully as they know what it means to compete and involve which symbolizes there drive for the business. So there main message are that the sports stars symbolise there products by being robust, persuasion and beauty. The video has over 4,000 views, even though they produce over 4 million watches a year there products are very expensive to the average person so there target audience is for the highly elite which is their main selling point. Its shot superbly as you have shots of people making the watches, consumers buying the products, factory stage, sports stars and models who are ambassadors of their products, the cut a way’s are very relevant to what the president of the company is saying. Even though its 3 minutes long it’s very smoothly paced by not being to slow or too fast, overall a very well made corporate video if very well executed message.
Apple Corporate Video:
This is a very unique video, made for the 30th anniversary of the company this corporate video shot interlay on an iPhone in 15 days shows the various uses of their product globally. The message of this video is to show how far the mac and apple brand has come over 30 years. Not your traditional corporate video shot very cinematically and also shot by one of their products shows how advance their products is. There show loads of different situations there product is used in, for example, festivals, the army, universities, fashion shoots, this list go on for a long time but it does have a global value. The video starts off with a statement that January 24th 2014, 30 years ago on that day they promised to put technology in the hands of the people and through the video they defiantly show that. The font is recognisable the Apple brand. In the video description there are no links or vast writing just one tag line stating ‘This film was shot around the world in one day in 15 countries, entirely on iPhone’. This goes back to the statement they stated at the beginning of the video putting technology in the hands of the people and this gives the message saying they have achieved that and this is what you can do. Obviously all of these things they have picked some of the world’s most beautiful and recognisable destinations & they state in small print at the bottom that additional equipment was used to achieve some of the shots but going back to the point I made about the description it is a very bold move has a viral video you usually gain interest and promote their product to go the other links about their company but this is a very bold move by apple to not include his, this shows they are very confident and now how big their business is. There is now traditional interviews it’s all about the people who consume there products, you in a vast sense. The video has over 18,000 views which as company as big as Apple you would assume would be bigger, maybe this is because of no links in the description or failure to promote the video? Overall this is a very unique cinematic video showing where they company has but whilst also making about the people that consume their products on a vast scale.
Credential Motion Graphics Corporate Video:
Credential used there motion graphics skills to their advantage showing what they can do in this corporate video. Their main message it’s not about doing business but making business. There driving force in this corporate video is that there not just a money making business but they want to associate themselves with other companies and expand. They’re very moral messages for example a quote from there video show this quote ‘People chose us because what you stand for depends on who your standing with’ the voice over is conventional voice artist with professional fill. It’s very visually impacting as a lot of what they say you have question to yourself but the graphics are a visual aid to what they’re saying about the company. Examples of their use of graphics as a visual aid are there roots of the company, showing what they stand for and there mind-set etc. The video has over 67,000 views, over double the views apple had on their YouTube channel! There description says that it’s an explainer video of their company which I think it’s more about what they stand for then what they do. it is completely made from motion graphics which is perfect for their company as it shows of the skills whilst giving an insight about their company. The description shows of their contact details whilst giving a summary of what the video and the companies about. Obviously they work with various business which they use to their advantage by stating they help embower growth which is what every business from small to large business wants to do so they show they are willing to help people to do that, they also show there way of thinking and how they have a professional standard of dealing people. Overall they show the amazing motion graphics skills, there main focus point to excellent use whilst helping to build positive growth which is a good move.
– The next two videos are from SBA which is what are course will be doing this term so I will be looking very carefully at what they do and take on board what they have done good and bad to my advantage:
Plum — Business of the Year up to 10 employees (Somerset Business Awards 2013):
This corporate video for the Somerset business awards does very well with the limited space they have got. Very traditional interview if cutting shots integrated etc. The ‘Plum’ Business is up for Business of the Year with up to 10 employees where only two are shown on screen. The state what their company, what winning the award would mean & where there company’s future is heading in the 30-second time limit. There’s also a ‘hash tag plum to win’ tagline at the end, which could be taken either seriously or as a joke. The women representing the company seems very confident and knows what she’s talking about, There’s a panning shot of there office which isn’t that big but you must make the most of what you have in these SBA Films. Other cut way shots include the two women in the office working, previous awards they have won and branded pens a display of there company’s logo which go nicely with the coloured chairs on either side, there also some nice music which isn’t too noticeable but it fits in well. Overall it’s a good example of what to do within a limited amount of space, they could have had more cutaways but they did well with the amount of space they had & they also gave good examples of al they need to now about the company and the award in the time period.
Hilton Herbs – Somerset Business Awards 2012 – Winner of Best Exporter:
This corporate video is very basic. There are interview segments, there are cutaways but most of them are just pictures which take you out of flow of the corporate video. There are shots of forklift trucks loading and unloading products which is reverent for the award they are up for which is best exporter. The man & women being interviewed do a good Job explaining and saying everything they need to say about their business and the award. There is no background music accompanying the video which would have been a nice touch, also the camera quality isn’t high, very pixelated compared to the 600/700D Camera we will be using. Overall there’s some pretty good cut a way’s, the interview is decent but some of the cut a way’s are pictures which would of worked better as video, there’s some nice panning shots and people exporting but it would have been good to use some music to give in some life and used better cameras.
To conclude I have looked at all the things you need to know to make a high quality & professional corporate video, I have delved into process of making one, what types of corporate and promo videos you can do, I have look at high standard corporate videos made for well know brands and also looked closer to home at the SBA videos looking at what worked and what didn’t and taking this on-board as I go into making are own.