Craft the Right Story
Video production is costly so it’s important to know what story to tell before you start. Whether you’re making a business or corporate video, communicating with intention begins with knowing the different types of stories available. Here are several story types that businesses can use to get their point across.
The Values Story: Great for individuals or companies who wish to share the core values and qualities which make them special. Expressed beliefs must be woven into a story which demonstrates the qualities espoused.
The Why Story: A great way to connect and build trust by explaining the deep motivations, influences and desires that determine why you do what you do.
The Origin Story: Overlapping somewhat with the Why story, this story boosts trust and connection by sharing with the audience where it all began and distilling the resulting journey down to the moments of conflict that were overcome with passion.
The Vision Story: Where are you or your company headed? Encourage the audience to become involved with a story of how the world would be better if your service or product is brought to life.
A Teaching Story: Lessons learnt by personal experience are woven into a story with conflict and desire. An emotionally engaging tale will leave the audience with the message you intend.
An Impact Story: Generally a case study or testimonial that’s crafted with a character’s journey and transformation to demonstrate the values and qualities a business wishes to portray.
An Objections Story: Confirm the objection but then through good personal storytelling, show how this was overcome and why it was for the best.
For a deeper look at story, see The Story Factor by Annette Simmons.
If video footage is not shot under the same exact circumstances, correction and grading will need to be done in post. For the most part, the following steps will need to be undertaken to convince an audience that a scene was shot at the same time and place.
1) Base Correction Stage a) pick a "hero shot" from the set of scenes and set your exposure values (gamma, gain and lift) with help from the waveform meter, b) modify the contrast values using gamma curves to your liking, c) colour balance with help from RGB parade and vector scopes keeping in mind people's skin tones are most important, d) match the shots from the rest of the clips to your "hero shot" by split screening.
2) Build your Look a) determine the mood the scene requires, b) determine the time of day, c) consider and build in the context of the scene, d) is there a popular look you wish to copy?, e) is there a stylized look the scene requires?
3) Secondary/Isolation a) using masks, clean up any details in the clips (exposure problems, skin smoothing etc) again with masks, focus attention where you want the audience's attention.
Correction and grading can make or break video footage, no matter how creative or imaginative the script, work of the director or DP. Poor shot-to-shot matching is probably the biggest sin no matter how many ungraded or uncorrected youtube, iPhone and GoPro videos the audience has seen.
Notes and mussing about video production.