Top 5 tips for creating a company video

This year Trident turned 20 and wanted to mark the milestone by producing a promotional video to celebrate the company, their staff and all of the work they do. The design team here at Lenny worked their magic and carried out the project from start to finish. With the aim of launching the video online, via email banners and social media channels, Trident hoped to show past, current and potential clients how they operate, the range of services they provide and how professional and approachable they are as a company.

At the briefing stage, they provided the team with a script that they had written with a list of their staff who would be reading the lines. From this script and their initial brief, we created mood boards (to determine an appropriate look and feel), then created a full storyboard for our vision of the video. Once the client was happy, we began planning a shoot that would span 11 cities in 10 days.

Matt, senior designer at Lenny gives his top tips for video:

What do you want to say in the video

Look closely at what the main messages are and plan your shots around them. Ideas for transitions, effects, locations, props and actions in each shot can all be developed from what is being said or by what message the video is promoting. Keeping this in mind during the initial ideas and storyboarding stage is essential for planning how you want the final footage to shape up.

Do the prep

Create moodboards, sketches, storyboards and where possible scout locations. We obtained photographs of all of the client’s offices so that we had a good idea where we would realistically be able to shoot and how to achieve the shots we needed. Where we aimed to use special effects in the video, we did test footage to make sure that we had everything we needed before starting filming and to make sure that the client would be happy with the final result.

Create a realistic schedule

Making sure we had every shot planned and timetabled, allowed us to turn up on each shoot and work quickly and efficiently. Allowing a good amount of time for each shot allowed us to be able to adapt when issues arose. No matter how well you plan, there will always be issues that crop up that you won’t have thought of or that you are not able to control (like the weather on outdoor shots!). Allowing a realistic window for capturing each shot gives the option to re-think on the day and make sensible decisions that are not rushed.

Knowing where it will be used

Before you start the shoot, you have to factor where the video is going to be used, so that you capture it all in the correct format. Whether the video is going to end up on a DVD, television or Cinema screen or online, the formats and frame rates vary between the different mediums. So planning at this stage is essential to prevent difficult and time consuming conversions down the road.

The final cut

After all of the careful planning and shooting, you want to make sure that you do all of the footage justice. Getting the pace of the video right can be tricky, making all of the cuts and transitions feel seamless is also another job that can easily go wrong. If you haven’t already planned on using music (at the storyboarding stage), now is the time to see if your video would benefit from a nice track in the background. If your video already has audio, you need to be careful not to pick music that may overpower it or drown it out. You can also use the music to help pace the video, timing certain actions or cuts to the beat.

It might be that the footage works better without music, but a carefully chosen track can be a very powerful tool. It can help sum up the tone of the video to the viewer immediately, conveying a particular emotion or mood much quicker and effectively than the footage on it’s own might.

Adding graphics like title sequences, lower thirds or special effects can also help to reinforce key messages and make your video stand out from the crowd.

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