Join Ashley Kennedy for an in-depth discussion in this video Structuring the video, part of Making Video 1: Sell Something.
- Now that we've talked a lot about audience, let's move forward and figure a bit more out about the format and structure for the Wood Inspire video. Lolita wants to clearly communicate her goals, highlight her business and drive people to purchase her products in about two minutes. So we'll need to make sure that not a moment is waste and that we're able to convey all the right things about her product, her own story, her vision and other unique things about Wood Inspire. Let's talk more to Lolita about what she's thinking in terms of the content of the video and then, we can figure out how it's all going to come together.
So let's start getting a little bit more specific with this. In terms of content, can you describe to me maybe the two or three main things that you'd like to communicate in this video? - Well, I really want to communicate the beauty of nature, that the air plants convey into your home and the home made part of what I'm going to bring to the table. - Alright, so it sounds like we're definitely going to lead off with this beauty of nature, it's been very clear through all of my conversations with you, that's what you're very passionate about so, we'll bring back to the forefront.
We also really want to highlight the benefits of air plants, that's not only topical for what your video's going to be about but I think it'll be informational for your audience so that they kind of understand a little bit more about your products and then, finally, it really sounds like the process of your creation of your products is something that we really want to highlight. The handmade nature of it and so, we should find some nice creative ways to bring that to the forefront as well. So those are kind of your three main points and we only have two, two and a half minutes for this video but, are there sort of, secondary points that you'd like to tackle as well? - Definitely, I would like to cover my product photography, I also want to talk about my new products, every time I have a new release and then of course, I think packaging is really important to show people and having good packaging is really important to me and then of course, my future goals.
- Okay, so sub topics are going to be photography, pride in photography and pride in packaging, sort of talking a little bit about your other products as well as your goals for the future then. - Absolutely. - Alright, so we'll have a little bit of idea on our content there, very good. So it's clear that Lolita has a lot of things that she wants to communicate in this video. And as we mentioned before, capturing and holding your viewers' attention is one of the most important parts of creating a video.
If Lolita doesn't get people interested immediately, she won't be able to follow through on actually selling her products. So let's keep that in mind as we talked about our approach of what to include and how to structure it within the video. Here are the main components that we want to cover. Of these, here are probably the most important parts, which we'll need to cover first, so that the viewer knows what the video is about. Then, there is some other topics that Lolita wants to cover. But, which will be secondary.
And so, if we begin to take a look at these topics within the video structure, things may start to look something like this. So right now, this is just the shape of the video, without any specifics laid in yet. Let's go back and talk with Lolita and get more of a specific idea about how this is going to come together. So content wise, I think we have a lot of really great ideas but there are a lot of ways to cover this content. Obviously, the bulk of this video is going to be talking about your products and so I assume, we're going to feature you front and center, there's different ways to do that though.
You can speak directly to camera or we can do it maybe a little bit more documentary style in sort of an interview format. Does one of those speak to you more than the other? - I really feel the documentary style speaks to me a lot more and one of the reasons is because I feel like my products are not quite the right product to convey the straight on camera type video. They're just a little more elegant and I feel the documentary style would just be a lot more me. - Alright, so the interview format, I think you're right, I think that really does fit your personality and also your products quite well.
In terms of the bread and butter of what we're actually showing though, your products, I'm really interested in what your vision is for that, aesthetically. You know, your website is just, it's really beautiful, it's very bright and clean and is that the look that you're going after or something else entirely, can you give me a sense of maybe what direction you want to go with that? - I definitely want to keep it consistent with my website. I feel like the bright colors, the crisp, clean look is really what I want to convey to my audience.
- So yes, stylistically, I think that would work really well, it'll beautifully complement the brand that you've already kind of established. In terms of the different types of camera shots and camera and lens movement, there are so many options, do you want to go more traditional with your basic close ups, medium shots, wide shots, do you want to try for some creative artsy timelapse and stop motion, slow motion, give me a sense of kind of the style of camera shots that most intrigue you.
- So I definitely want to do the stop motion and the time lapse, I think that would be really fun, but I also want to do some more of the traditional shots, the pan, the zoom in and out, wide shots stuff like that. - Alright, so perhaps we could plan for most of it to be shot in a traditional way and then maybe the intro and the outro or different moments within it when we're transitioning from one idea to another, we can get more creative with that, we can sort of explore that later but it sounds like maybe structure wise, that's what you're interested in.
- Absolutely. - Alright, well, we have a lot of fun things to explore with that then. Okay, so now we're starting to really determine some specifics about style. Lolita wants to be able to be featured on screen but she doesn't want to speak directly to the camera. Rather, she'd like to stage it in an interview format, where she's speaking to an interviewer off camera so the style will be more, documentary-esque, much less commercial. This already will affect the tone of the video considerably.
She also wants to play around with some artsy shots of her products and other visuals. So aesthetically, she'd like everything very clean, natural and bright, matching the aesthetic of her products and her website. We'll be able to accomplish this look in several ways. We'll likely be able to get creative with lighting, fun close-ups, manipulations in shot speed and also perhaps, some effects in editing in order to achieve the look she's after. We'll also be on the look out for some music that complements this aesthetic perfectly.
Okay, so after talking about this with Lolita, I think we're getting some solid ideas for how this video is going to come together and once she writes the script, we'll be able to get even more specific. But having this high level plan will be great as she moves forward to put pen to paper and really start to plan things out.
- Video workflow and techniques
- Sales fundamentals
- Pre-production basics: planning, script writing, location scouting, and scheduling
- Production basics: interviewing, shooting b-roll, lighting, and sound
- Editing and post-production basics: organization, editing, and refinement