Marketing Week Live 19

28th June

A film-maker’s take on the rise of video


The world of the moving image continues to dominate 21st century communications with video set to account for 82% of traffic on the internet within three years. Video is everywhere, online and offline, including in print.

We talked to industry-insider and UK-based film-maker Jimmy Bricknell, who set up video production company Timecode Pro five years ago, about what’s behind the surge in popularity for video.

“Visitors were especially impressed with the way vue tv brings together cutting-edge technology with tried and tested marketing tools like direct mail.”

Cost of video production

“Anyone can now produce advertisements that would previously have only been made for TV. Over the last decade, technology has moved on so far that the cost of camera kit and equipment has fallen drastically, and film-making has just become so much more accessible.

“Ten years ago, a start-up would have needed to invest at least £10k in a camera, battery, media, rigging and tripod. The Sony EX1 production camera, used by BBC News, used to cost around £5k on its own. The cost of something like this has fallen by 60% in recent years. Now, it’s possible to pick up a 5k Black Magic cinema-quality camera for around £4k.

“Prices have gone down as quality has increased, opening the market to a much greater use of video and film.”

DSLR Revolution

“When Canon launched the first digital single lens reflex (DSLR) camera that could also shoot video in the same quality, it started a revolution in film-making.

“The likes of JVC and Panasonic quickly followed with comparable products and soon it was possible to buy lenses that could alter the depth of field and effects for video without having to use separate equipment.

“The technology has developed so rapidly that now, everyone can be a film-maker using their smartphones to record 4k quality images. There is so much data from video stored in the cloud that scientists are working on using DNA to create greater capacity for the future.

“Even drone cameras are now commonly used and relatively cheap. It costs £1k to get trained and licensed to use a drone with a small fee payable each year. These are great for holiday companies and we got some great shots using a drone recently on a film shoot in Mauritius for TUI. Drones are also ideal for showcasing properties from the air and are getting very popular with estate agents.”

Style it out

“With the advent of all this accessible technology comes the ability for anyone to become a broadcaster. With 3G and 4G uploading to social media and the growth of live-streaming, amateur broadcasting has influenced the type and style of video that is now being produced. Brands want to capitalise on the popularity of the homegrown video movement and briefs often require a more informal response and sometimes even lend themselves to an amateurish style. Rough and ready footage lends authenticity and can be more believable than a big budget advert with slick production values.

“Ultra-segmentation using programmatic advertising has increased the power of targeting exponentially meaning video can be highly tailored for exactly the audience you want to reach.”

Sounds terrific

“I have learnt never to underestimate the power of sound. For me, it is so significant, it makes up 50% of the impact of any video. It is easy to focus too much on the imagery in film-making, for obvious reasons, and that can mean that the soundtrack becomes an afterthought. We would always try to guard against this by considering music or a sound piece as early as possible in the project.”

Word in motion

“I’ve noticed a massive increase in requests for motion graphics in the videos we have been making. In fact, I think there is a talent drought in this area as it is a highly-specialised skill and demand is only set to grow. About two fifths of our films require after effects such as typography and this sort of digital design adds a huge amount of impact to moving images.”

Devil in the detail

“Ultimately the success of a video project rests with its impact on our client’s objectives. You may need the kit to secure the job, but clients don’t really care what type of camera you are using. They want to know whether they will get a return on their investment by impressing their customers and making a difference to their brand.

“Communication at the briefing stage and managing expectations are vital to delivering a successful project. Storyboards should be used to flesh out the theme and always make sure everyone has signed off the concept before any filming starts.

“In the early days, I used to start a pitch by showing prospective clients what we had done before and suggesting what we could do for them. Now I sit down with a blank sheet of paper and ask them what they are trying to achieve before running the showreel.”

New departures

“The new vue tv range from Print Data Solutions is really impressive and I can think of plenty of my clients who would love to see their videos brought to life in print. The fact that the video is embedded and not online is a bonus because you don’t have to rely on shaky WiFi or 3G connections to start the video playing. I like the fact that vue tv items are portable and pleasantly tactile; people will want to keep theirs and show it off to others.”

Contact the vue tv team on 01933 672150 to find out how they can help you to create a stand out video and marketing campaign with the use of vue tv.

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