Video


Including a dynamic media such as video into your branding opens a new arena of applications and touch points for your brand.

When developing a video, be it 30 seconds or a feature film, storyboards play a critical roll in developing the concepts and application of effects and transitions throughout the sequence(s).

Storyboards provide a rough visual prototype that allows for the determination of requirements, sequencing, effect location, and audio insertion / transition points before dedicating time and resources to making the initial video files.  It provides a way to explore various concepts and scenarios in a low cost medium allowing the creation and refinement of ideas quickly and easily. Storyboards come in a variety of formats.  They can be hand drawn illustrations, ranging in complexity from stick figures to refined illustrations, photo’s, images drawn from magazines, or computer generated. The ultimate goal of any storyboard is that is conveys the storyline and provides markers for integrating other elements into the finished product.

As the video develops, pacing and rhythm come into play. Pacing is the variation of shot length… ”Rapid pacing suggests intensity and excitement, while slower pacing is more relaxed and thoughtful” (Cuvideoedit, n.d.).

Pacing isn’t only about the number of cuts in a sequence, but also about the amount of information that is presented and, needed to be digested in the shot. There are time when a sequence may be comprised of relatively few shots, but the amount of visual information conveyed, or the frequency of occurrences communicating of meaningful information is high enough to maintain the shot for longer durations.

The length of the shots that make up a sequence determines rhythm. There is no set pattern for shot lengths to establish a rhythm, but “sequences where all shots are the same length are considered to have no rhythm” (Cuvideoedit, n.d.).

The use of sounds also plays a critical roll in the success of any video.  It the use of sound (effects, dialog and music) integrated together with the visual action to create a full sensory experience.  Sound design is the artistry of developing the sound integration of a video. Sound design is not “loud” sound, as the volume of the auditory tract(s) has no relevance on the quality of a sound designed film, or sequence. Some of the most profound sound design can be found in the “silence” or soft sounds of a film. It’s the placement of the water drip, the pipe creaking, the traffic outside the window, or the television through a thin apartment wall, it sets the mood, the ambiance and ensure that the dialog is not muffled behind the ambient sounds. Sound design is also responsible for creating the soundscapes of alien lands and creatures through the utilization of synthesizers and recorded natural sounds which are combined in a new and unique way. Sound design is not something that should be considered only at the end of the film making process, but should be considered from the beginning. It is necessary for all parts of the film process, visual and the auditory, to collaborate with each other to create a complex interesting and engaging final produce. In essence if sound design is done well, it is not noticed.

Once the sound design is complete, the shots sequenced and the transitions in place you’ll have a dynamic element which could be used in a multitude of ways to connect with your target audience.

Copyright © 2017 Alice Pettey Branding & Strategic Design, LLC