In today’s post, I want to take you through the creative and mechanical process of making a simple marketing video for a client.
My client, the International Institute for Wellness and Integrated Healing, is in the development stages. They have not actually setup shop yet, so there were no opportunities to videotape their office, staff, or patients. They don’t have any yet!
So as a video producer, I had to create it all out of thin air. On a tight budget!
I decided to concentrate the on the subject matter of the institute, mind-body medicine. I selected a documentary style format for a consumer education video, which will establish authority in the niche.
Here’s what we managed to conjure up.
Mind-Body medicine is a fascinating subject but not one that is well understood by the average Joe. So part of the job of a video like this is to help educate the masses and help them feel comfortable with the subject. Fortunately I know quite a bit about that subject as a former health reporter but of course the client is always your primary subject matter expert. (SME.)
In order for the video to convey the wide diversity of concepts found in mind-body medicine, I looked for royalty free video clips that represented each and every one of them. Physical health, mental health, spiritual health. Nutrition. Exercise. Meditation. I also wanted to narrow in on a more specific topic the would be more familiar. We chose dealing with depression naturally, which research showed appealed to the most people.
I then found more clips that represented generalized medical science since M-B medicine is a science and research based philosophy. (It started at Harvard Medical School in the 70’s with a doctor named Herbert Benson.)
Alone, none of these clips is adequate. They only tell the story when they are put together. That’s why I ended up with three shots on the screen at once. One clip does not have enough meaning. I used three and not two since the script started out discussing the trio that is Mind/Body medicine: Mind, Body, Spirit.
Of course three clips at once makes for a rather busy screen, so I left each shot up for while a while in order to give viewer’s time to absorb it all. When I started dissolving away to to other shots, I rotated the timing of the dissolves so it would be less distracting.
When I needed to introduce the clinical psychologist who founded the Institute, I cut to a full screen JPEG of him which completely covered everything else. Covering it all at once was an easy way to gracefully get away from the 3-shot pattern.
After cutting to the zoomed in JPEG, I slowly zoomed out on that jpeg using key frame animation.
When I came out of the still shot of the doctor, I had backed off to only two shots up on the screen at once. I think that looks better than three shots, but I used three to match the three aspects of the Mind/Body/Spirit concept.
The soft peaceful clip of royalty free music I used, one of Mike Stewart’s, was only one minute long so I looped it. Looping means I started it over again when it was finished. I overlap that a bit to make it sound more natural. You overlap it by putting the audio on separate tracks and then lining them up to over lap. If you had them all on the same track, it would be harder to get a good blending.
I also looped many of the animations in order to make them last longer. With so many shots on the screen at once, I did not want to have a rapid pace too. This video is supposed to convey serenity so it should not move a million miles an hour.
So there you have it. If the clinic were actually opened, I would have loved to have gotten some shots of their staff at work. But, of course with all videos, you work with what you have. If you h ave to conjure up something out of nothing, using stock footage is the way to go. I buy mine from Footage Firm. You can get great stuff for very little money if you click this banner!
Thanks for reading VPT