5 ways to get the most from existing assets / video content

Posted by Nick Francis
Read More
Existing Assets

 

How do you make the most of video content assets that you already have? Most businesses will now have a large amount of past material that they want to reuse or repurpose. This could be footage from past brand or corporate videos, TV commercials, internal films, promotional stills or even music. It takes time, money and thought to create content that is worth sharing in the first place so it makes sense to want to get the most from it. If the content is for social, having more helps you to get noticed and to stay front of mind for your audience. A bit of extra mileage can make a big difference. So what are some of the ways to find it?

1. Tell the Producer

The earlier in the process the production team know that you want to create as much content as possible, the better. This allows them to look for ways to maximise the final outputs throughout. Share the all the content that you have so that they can see how to best incorporate them. Don't worry about whether you think it's right or not - they will know what they are looking for and will be able to help you.

2. Speak to the Editor

No-one knows the footage as well the the person who has just spent hours pawing over it. Sometimes the production team might have shot hours of footage to create a single 60 second output. This is a very rich hunting ground for additional content. If you want to know what's there, speak the editor. They will be able to let you know what you did or didn't get. Quite often what you think you got and actually got can be quite different things, so it's always a useful conversation to have. Don't worry if you don't get a chance though - this is the kind of thing that your producer does on your behalf.

3. Transcribe your Interviews

It can be a little blinding to look at four hours of interview recordings. One way of making this a lot easier is to get it transcribed. This allows you to do a search for words or phrases - significantly reducing the time needed to scoot through. It can also make it easier for you to understand the content that's there. There are some really excellent websites which do this automatically. The output is not perfect but it's certainly good enough to be getting on with. We use and recommend Trint.

4. Think Cross-Platform

Sometimes a piece of content may have run it's course on specific platform might by ripe for another. For example short reedits which wouldn't work for your company website can be really effective when used with some overlaid graphics on Instagram or Facebook. You may be able to grab still images from videos and share them as Instagram Stories with some supporting copy.

5. No Piece of Content is Ever 'Spent'

Finally, try not to think of content as being 'spent'.  There are always ways to get a little more mileage out of the material that you have. Try to look with fresh eyes. It can be as simple as going back over an old project with a different frame of reference and seeing clips or soundbites in there that make sense in a whole different way. 

Reused assets can lead to really powerful results, particularly when included from an early stage...

BMW - Careers (1)

BMW Careers

This film for BMW Careers is a perfect example of using pre-existing content from the business’ library. Naturally they had a large amount of really lovely footage from the promotional material produced for the main brand. This was combined with graphics, some library, some UGC – also from BMW – sound design and a specifically composed music track. The addition of the track really pulls the production together – making it more than just a collection of disparate material. This is a clear example of how making the producer aware of the stipulations at the outset of the project allowed the creatives and the production team to incorporate the different assets seamlessly.


Whatever you are trying to achieve with your video content, it helps to have people who know what they're talking about on your side. Our team of producers, strategists, creatives, editors, animators and filmmakers have made literally thousands of films for people just like you. They would be happy to discuss your ideas, requirements and the potential that video holds for you. Book a no strings call back from one of our filmmaking team, right here.

Topics: Production process, Repurposed content, How-to, Content Strategy

Atomised content: The rise of the chicken sized horse

Posted by Nick Francis
Read More

As filmmakers we sometimes need to kill time - in airports, interview rooms, watching render bars. One-way of doing this is by playing the game would you rather? The options are only limited by the imaginations of the crew which can be fairly ‘expansive’. Most of them probably shouldn’t be shared here. A classic though is:

Would you rather fight one chicken the size of a horse, or 100 horses the size of chickens?

It’s a poser. Brand-film wise, the horse-sized chicken used to rule the roost: a single monolithic piece of content that promoted your brand with a knockout punch. It was shared everywhere – the AGM, at pitch meetings and conferences. Everyone would watch it and marvel as they were told how amazing the company was.

 

Breast Cancer Now - Chantelle

 

Breast Cancer Now - Chantelle 90 second cut

Now, things have changed. Online content is all about multitudes of chicken sized horses. You need volume because your audience are so fragmented, over stimulated and time poor the only way to be sure your message gets through is via a carefully directed stream of multiple pieces of content. Much of your content may not be seen but you’re playing the numbers game. As long as your brand and the narrative is consistent your message stands a far greater chance of getting through.

Breast Cancer Now ChantelleBreast Cancer Now: Chantelle - Instagram

Take our good friends over at Breast Cancer Now, they knew that in order to grab and maintain their audience’s attention you had to hit them, not once but again and again and again. Muhammed Ali didn’t win his fights with a single punch he danced around the ring and landed perfectly timed shots. Your video content strategy needs to do exactly the same thing. Atomised content isn’t about spending more to get more, it’s about getting more from what you already have.

Breast Cancer Now utilised their budget to ensure they had enough content to keep their audience engaged across multiple platforms for a longer period of time. Let the horse sized chicken slowly fall whilst you produce Instagram stories, Facebook posts, Twitter videos, subtitled content, banner ads, email marketing campaigns the list goes on and on. Loads of tiny horses streaming out towards their audience.

 

UK5060BCN_FactFilms_C_01_MB

 

Breast Cancer Now Chantelle Video Banner

On average we shoot between 15 and 40 minutes worth of content per interview. This content is then condensed to a 30, 60 or 90second film. That leaves loads of unused material which can now be used to create supporting content. Take those clips which were just a bit too long winded to include originally and see if it could work as a stand-alone film, pull stills from video content and create new social media posts, turn the audio into a podcast. Once you stop viewing your video budget as a single deliverable you start to get much more bang for your buck!

Producing content in this way gives you flexibility. You don’t have to blow all your budget on that one piece of content which needs to tick all the boxes, instead you can focus on the specific needs of your target audience. Make a film that speaks to each group individually, get personal and your brand and message will start to grow strong roots.

BCN_CHANTELE_970x250_02

So, next time you raking your brain trying to think of the next best all singing all dancing chicken sized horse surprise your audience with a hundred horse sized chickens, they won’t see that coming. Or maybe they will - and that's kind of the point.

...

Whatever the size of your future content project, set off on the right foot with our guide to writing better briefs. You can download it here:

DOWNLOAD BETTER BRIEFS

 

Topics: Being a better commissioner, Repurposed content, How-to, Atomised content, Content Strategy

Five Awesome Brand Films to Get You Inspired for 2019

Posted by Nick Francis
Read More

Being an almost limitlessly creative medium makes video an exciting and rewarding tool to work with. One of the things we like about making video for businesses is that we have very clear constraints within which to work. Unconstrained creativity is anarchic. Within constraints creativity flourishes. This is why having a well thought out brief is so central to creating work which is memorable and effective. You can download our guide to writing a good brief here.

Before you start with any project it helps to have an idea of the kind of thing you want to produce. To that end, we thought we’d pull together a few films which nail it - to help you to channel your thinking. Have a watch, have a think, and then maybe get in touch with an exciting production company you might know...

Dramatised Charity Film: 

Oxfam – The Heist No One is Talking About

 

This is probably my favourite charity film of all time. By reframing the issue of tax evasion, it makes the subject far more tangible for the audience. It is as illuminating as it is memorable. The cinematic production really adds to the drama and impact.

Inspiration point:

Films with this much gloss and thought require a significant investment. You can get a long way to a result like this with some decent creative thought up front. Once you have an idea as powerful as this, there are almost limitless ways of producing it - Hollywood production values or not.

 

Repurposed Material:

BMW Careers

BMW - Careers (1)

We love this film because it demonstrates how effective video can be at illustrating company culture. It was produced from the large amount of material that BMW already had. This was combined with some library footage and a punchy soundtrack, to deliver an effect that is eye-catching, memorable and effective.

Inspiration point:

Even if you're not BMW with endless amounts of great footage, have a think about the material you already have. Maybe you can update it, add to it or repurpose it easily to give you great content that you can get more mileage out of.

 

Business Mini-Doc:

AutoDesk – History of 3D Printing 

Autodesk - 3D Printing

Most companies are associated with interesting stories if you look beneath the surface. I like this mini documentary because it allows Autodesk to give real depth and context to the work that they do. It builds trust with the company both internally - with employees - and externally - with customers, prospects and potential recruits.

Inspiration point:

Admittedly, 3D printing is kind of cool and looks good on camera – especially the time lapse footage. There are always interesting stories that you can use to build trust with your brand if you look for them. Keep an open mind and ask around. Ask your employees/colleagues/clients. Video is a magnifying glass on issues. You can make a film about an individual or an event and reflect the story of the many.

 

Interactive:

Aloe Black

 Love is the Answer InteractiveThis will link you out to an external site.

This isn’t a brand film, and the interactive is pretty basic, but we still tend to go to this as a great example of the medium, because it’s so satisfying. It doesn’t hurt that the track is ace too. As with any new creative technology, some of the early  interactive has been a little prone to gimmickry. This confidently avoids that because the interactive adds to the narrative of the band coming together. It manages to inspire excitement as we switch from storyline to storyline, seeing what the next band member is up to. This could be used in a corporate context to show almost any process where different threads run concurrently - a recruitment process, a product being assembled or an even being prepared.

Inspiration point:

Interactive video is a great way of increasing engagement with your audience. We have seen engagement rates on some of our interactive films rate at nearly 4x live action video. It may seem a little intimidating, but it just requires an understanding of the mechanics and a little preplanning.  

  

Mixed Media Product Launch

Apple’s Big News

 

Sure, it’s Apple, so it’s stylish, glossy and delish. Producing something like this doesn’t need to cost an Apple budget though. This video works because it combines a number of elements effectively: live action video, on screen type, beautifully rendered animation, powerful audio blended with a strong dash of humour. Most of these elements are inexpensive to create, it just requires a good script and some planning. They can come up with the creative idea and then produce it quickly and efficiently. 

Inspiration point:

 

It's easier to create something like this than it looks. Being clear on what you're trying to achieve before you start is the key. Once you have this, a professional producer can help you to create something memorable and effective.


It helps the production team if you have an idea what you want your video to look like. Whatever you're trying to achieve take a moment to consult our easy to follow guide to writing briefs which will make your video more engaging, memorable and ultimately effective.

Topics: Attract and retain the best candidates, Increase brand awareness and appeal, Boost sales and encourage donations, Being a better commissioner, Repurposed content, Content Strategy

10 Video Trends to Watch in 2019

Posted by Nick Francis
Read More

2018 was a rip-roaring ride in the land of video content, as it was pretty much everywhere else. With a new year dawning, we thought we’d take a minute to look at the Top 10 trends we’ve seen developing to help you understand how people will be using video in 2019.

If these gives you a few ideas that's great - we'd love to discuss them with you. Drop us a line or let us know your thoughts in the comments section at the bottom of the page.

1. Making video go further

Video is the most effective way to get a message across online. Because any video done properly represents an investment of money and time, it is essential that we maximise the mileage on anything produced. This has seen an increase in the amount of ‘atomisation’ of content – splitting projects into a large number of outputs. These can then be optimised and shared on different social/owned platforms. This optimisation includes varying the content, the length and the aspect ratio (using square video for Facebook/Instagram).

Breast Cancer Now Square VideoSquare video works particularly well for Facebook and Instagram

We recently delivered a follow-up series of 10 to 20 second soundbite films edited from material which hadn’t made it into the original project’s outputs. This gave that client a series of cost-effective videos which worked well on Instagram Stories. This added another phase to the campaign without having to pick up a camera.

2. Quality content wins

The last year has seen our clients work with us on some of the best films we have ever made. The importance of pace and brevity has definitely caught on. It is now accepted and understood that shoehorning additional messaging into films does not increase the amount of information that the audience takes from them.

This is an important step towards better, more impactful work. There is so much content pollution out there, it is increasingly important for the material you share to be of a decent standard. This does not necessarily mean spending huge sums, but it does mean that you should take the time to consider what you are trying to achieve.

From here you can assess the best way to get there. The days of poorly produced, shaky user generated content being acceptable for global brands to share are thankfully numbered. That said…

3. We're all filmmakers now

We all have the means to shoot high quality video in our pockets. This makes the format even more accessible than it was before. Whether it’s a company news update or explaining a new advertised recruitment role, it’s never been easier to share video content. Coupled with how much more engaging video is, this is an excellent way to make sure that your message is heard online.

 jakub-gorajek-188614

To keep in step with this, it’s worth helping your staff to use their equipment properly and developing video branding guidelines and packs which can help to standardise the look and feel of your output.

4. Increased personalisation

This increase in the ease and speed of video production means that the next development we should expect to see is better personalisation. Whether you are creating video specifically for an individual or for a small targeted group, your audience want to engage with content which is perfectly aligns with their worldview. The most effective communicators should be looking at ways to tailor their content to the audience in order to do this.

 5. Going live

Live streaming on the various social platforms has really come of age. It’s growth over the last three years has been really significant. It works because it feels personal, immediate and engaging for the viewer. This contributes to the increases in engagement that those sharing live video can enjoy. This is a trend which will run and run.

6. Getting techie

Virtual reality, 360 and Interactive have all continued to come of age, they give communicators an excellent opportunity to excite and interest audiences. This is particularly true at trade shows/conferences, where the spectacle of the equipment being used can add to the buzzy nature of the technology. Beyond this, we have seen uses of new technology used as a tool to enhance the message, moving significantly beyond the gimmickry of some of the early adoption.

Casual Films Vodafone VR HeadsetStill from Vodafone EVP

7. Inherent content value is more important than ever

Your audience are more distracted than they have ever been. With more of them accessing your content through their mobile devices than ever before, they are empowered to choose how they spend their time. This means that communicators have to offer content which carries its own inherent value. As marketing guru Seth Godin says, you should aim to create material which your audience would "miss if it wasn't there."  This is a high bar, but an essential one to clear if we are to stand a chance of standing out and landing our messages with the audience.

8. Brands move closer to operating as media companies

Given its accessibility and the online audience’s preference for video, it’s not surprising that more and more brands are thinking far more like traditional media companies. For some time now, there have been outliers - RedBull, GE, Volvo Trucks - who have used video to communicate and develop significant additional brand value. This is a trend that looks set to continue and accelerate over the coming months and years. To capitalise on the opportunity that this represents, brands should have a coherent content plan, which serves their audience the material they are after in the form that they prefer.

Alfa Romeo No Longer a California DreamBrands as media companies - Alfa Romeo: No Longer Just a California dream (with WSJ Brand Studios)

9. The evolving role of the production company

Given all this change and the requirement to create more content than ever, it’s not surprising that clients expect their supplier relationships to evolve. To help clients get the most from the relationship, production companies are moving into the role of content partners. This means working seamlessly together, supplementing each other’s resources and abilities as necessary, allowing each party to play to their strengths.

Whether that is some communications consultancy or the creation of some animated stings to make some internal user generated content look more professional, the relationship of the future will be based on flexibility and understanding.

10. Storytelling remains the cornerstone of effectiveness

Whatever the purpose of your video or how it is are executed, storytelling and narrative remain central to landing creative messages with any audience. New tech and evolving approaches should be used to enhance storytelling, rather than as a crutch for poorly thought through creative. Used properly though, they make 2019 the most exciting year to be a corporate/brand filmmaker yet.


New call-to-actionWe’d be really keen to hear what you think about this list – please leave a comment below. If the pace of change feels intimidating, you can console yourself with the fact that you don’t need to do it alone. Book a call with one of our producers and we'd be happy to discuss how you can make 2019 your most successful year yet.

Topics: Being a better commissioner, Repurposed content, Atomised content, News

Mitie: How can video explain the future of the workspace?

Posted by Nick Francis
Read More

Mitie is the UK's largest facilities management company. They have been putting a fair bit of thought - and action - into what the information revolution means for the workspaces of the future. These ideas have been tied together in a plan called: The Connected Workspace.

Mitie Casual Films Main

Communication is essential to any effective plan so they decided that they needed a short series of films to explain what they mean by The Connected Workspace.

Every commissioner naturally wants to get the maximum 'bang for their buck' from every production they create. Generating a number of different outputs from the minimum amount of production - filming - time is a great way of doing this.

 

The Main Film:

This film captures the essence of the concept. It shows all of the different facets of the brief and is designed to work as a standalone unit:

Mitie Connected Workspace

It has a dynamic soundtrack and is designed to be emotionally engaging and inspiring. This engages more of the brain chemistry, which makes the message significantly more memorable.

 

The 'Talking Head' Intro Film:

In order to share the background and concept behind the concept, we decided to complement the main output with an interview led film. Where the main film focuses on emotion, this Intro Film is informative. These two facets - emotion and information - tend to be mutually exclusive in a production. ie. the more informative something is, generally the less emotionally engaging - and vice versa.

 Mitie Intro Film

The Social Cut:

The main intro film is over 3'00" long, which is fine for viewers who have made a conscious decision to watch it to gain the information. For the audience on social media though, this is way too long. This is why a 30" social media cut is created to encapsulate the idea in a more consumable package.

This is also a good way of increasing the 'bang for your buck'. Once the editor is familiar with the footage, putting out additional edits like this is relatively easy.

 

The Behind the Scenes Film:

This is another great way of getting more content out of the process. Making films/videos should be a rewarding, fun and creative experience (if you're doing it right). Getting everyone involved in the process together and working through the production plan makes this a great time for someone to shoot some back up material. It's a record of the day and gives you more content to share and promote the campaign.

 Mitie Connected Workspaces BTS

The 360 Behind the Scenes Film:

Even easier that getting one of the team to shoot a behind the scenes film is setting up a 360 camera in various spots throughout the production, so your audience can choose where to look. This is a cost-efficient way to be able to add depth to your campaign. You can reuse much of the assets from the central films. For example - as you can hear the music is the same as that used in the other films.

 Mitie Connected Workspaces Casual Films 360

 

You can see the main films in their natural habitat here: www.connectedworkspace.com

We hope this has helped you to understand some of the ways to make the most of your production. This project was made possible through Mitie’s appetite to do something eye-catching and different. This is reflective of one of the most important elements for any commissioner to consider - be bold. There is more high quality content being commissioned than ever before. Your audience spend time watching high-quality boxsets and compare your content to that bar sub-consciously. If you are going to stand out from the noise and be noticed, you have to be prepared to do something a little different.

That is one of our Ten Commandments of Better Video. You can download the full sheet here:

DOWNLOAD COMMANDMENTS

 

Topics: Explain or promote products and services, Being a better commissioner, Repurposed content

POPULAR POSTS

BMW Careers

Casual Films of 2018

Oxfam Awesome Brand Videos

Five Awesome Brand Films to Get You...

Recent Posts

Webinar Threeshot

Webinar: How to get great videos made...

PwC Rube Goldberg Colours

Even films about compliance can be...