After a meeting with Ian at VPoint we discussed ideas for the video project and what it needed to achieve. Initially I was told they needed to create a promotional video that wasn’t so obviously just a typical promotional video.
After the meeting recently we outlined this further with the idea of creating a short video that will be used as the main video on the VPoint website, this will promote the company but more importantly clearly outline what the company does for other brands and companies.
The core idea is ‘Humanising Brands’ and how the company does that for the brands it works with. A key word is ‘Irreverent’, not being disrespectful but to approach videos in a way as not to treat the audience as stupid, or at least passive. Audiences are clever, and they know when they are being sold to, so creating very blatant advertisements or videos that are aimed at promoting a brand in a very obvious way is no longer a way of getting a good response from the audience, or in fact getting the audience themselves to talk about or share the video after watching. In an age of social media where brands can “go viral” with a successful campaign largely down to an audiences response and sharing of these videos, it’s important to communicate to companies wanting videos that going about things in a more traditional way simply won’t work, especially online.
Another key point is creating something that works but also looks simple to make can often take a lot of work and preparation. A good example of this is one of my research videos for ‘dollarshaveclub’, which a lot of other brands probably see as a simple video they should be able to create for a small budget, when in fact a video like that in far harder to create than a tradition advertisement or promotional video.
An interesting point to make about the video I need to create, is that the video also needs to adhere to the research and points I’ve made about what the video itself is trying to convey. So that it is more ‘irreverent’ or ‘tongue in cheek’ about the idea of being more ‘irreverent’ or ‘tongue in cheek’.
An example of a video Ian raised as being of this style is and award winning video called ‘Haircut’ by Straker Films, a promotional video for Nationwide.
Of course the video needs to get communicate that the company has the technical ability to create something that is shot, edited and sounds great to a high standard, but the core idea and how the message comes across is key, and ultimately the technical aspects can be great, but all for nothing without a good idea.
So all I need to do now is create a great idea for this video promoting how important it is to have a great idea, simple.
No comments:
Post a Comment