Here is how I made this simple Marketing Video.
First, the script was written. The format of this video was to be a voice over with music and sound effects and royalty free footage from my library. This is a low-budget way to get a highly polished finished video.
The basic skeleton of the script is a fairly standard formula. I started the script with a few questions aimed at the target audience. Questions I figured most of them would answer, “YES.” The questions were all based on typical problems the product will solve.
The script leads the audience to become aware of a problem, and of course offers the solution in the form of the product being advertised. That basic format can be used on a video like this whether you’re selling cars, membership sites or wrinkle cream.
For me, script writing is a PROCESS. I take the first draft and refine it by getting more precise and and colorful with my word choices. I ALWAYS consider potential visuals when making word choices. Video scriptwriting is unique in that it is a marriage between visuals and the spoken word.
Copy editing also means I delete superfluous words to maximize conciseness. This process of script writing basically hones the formulaic script to make it more creative, unique and specific to the product.
This was a brand new project for my editing system, so I opened up Final Cut, immediately created a new project and named it while doing a standard “save as” command. Exact same process as with any other style of computer program, such as creating a Word document and saving it.
Next step is to gather visual elements that will fit well with the script. I leaf through the sound effects, stock footage and royalty free music I keep on my Mac Pro computer. Since I edit a lot, I have tons of that sort of thing on my computer already. It’s important to have stuff like this stored in an organized filing system so you can find it quickly and easily.
I drag what I want into my Final Cut project. It shows up in the browser window in FC. I gather everything I need for the individual project,
I needed some screen capture footage of the the actual website. I do this by getting some screen capture video using Camtasia. Then I export it as a QuickTime movie into my final Cut program.
I did not want to do the entire project in Camtasia as Final Cut gives tons more editing options and is way more precise.
For high level editing, I personally do not really want to use any screen capture program.
I often transfer Camtasia footage into FC but chose to use camera footage with this project.
RECORDING THE NARRATION
I voiced the narration right in Final Cut using the voice over tool. Many novices are under the mistaken notion that you HAVE to have audio editing software to make video. That is one huge advantage of using a higher level VIDEO editing program, it eliminates the need for separate audio editing. A low level video edit program will accept an already recorded audio track, but it will not record it for you. A higher-level video program will, plus you can mix multiple audio channels and alter the sound using audio filters and other adjustments.
I use an Audio Technica USB 2000 microphone plugged straight into my computer. It has USB connections on both ends. XLR mics are more common and you can use any XLR mic with a computer if you have a cable that has an XLR connection on one end and a USB connection on the other. I have one and absolutely LOVE this cable.
The first shot of the video was a slow-mo of a computer monitor being smashed with a hammer. I added the sound of the glass breaking.
The next shot was a combination of two royalty free stock video shots. The happy business man was dancing in front of a white background. I used a white chroma key effect to put him on top of the computer animated money shot. You’ll notice that the happy business man has a soft white border all around him, that is left over from the way I set the chroma-key filter. Generally with chroma key you want to eliminate all of the original plane colored background, but if it is white and not green, I often leave a soft border. I actually think it looks better this way than if I had tweaked it and gotten rid of all the white. For one thing, he was wearing a white shirt and I didn’t want his chest to disappear too. Plus, getting ALL the white out will leave his edges rough looking and I think that looks terrible. Given all that, I think the soft white outline is acceptable. If it had been a green chroma key I would not leave any in.
I added a crowd cheering sound effect with the happy businessman. I flipped the happy businessman off the screen using keyframe animation and rotation.
At this point, I was transitioning from the “beginning” of the video to the “middle” of the video, so adding the music facilitated that transition. I added some jazzy royalty free music that was long enough to take me to the end of the piece. The music adds lots of pizzaz. In addition to the uplifting nature of the music track, another reason I chose this particular cut was because it timed out just right! Royalty free music comes in different lengths and fitting with the timing of your narration is always a major deciding factor in which one of the zillions of cuts you choose.
After a few seconds of the music up full, I brought the music down to about 50% once my narration came back in. Obviously you can’t have the music drowning out the narration
If you’d like more detailed information on how I made this video, drop me an email with specific questions.
Thanks for reading Video Production Tips
Internet Video Gal