Production 101 – What You Need to Succeed

Production 101 – What You
Need to Succeed
#VCS12
Kevin Edwards
Founder, Video
Aptitude
Robert Moses
Photographer, Eastern
Mountain Sports
Tom Santay – Video
Production Specialist,
OnlineShoes.com
Kenna Hurd, Account
Management,
Liveclicker
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Eastern Mountain Sports video
production case study
Onlineshoes.com video production
case study
The Many Hats of an Online Video
Producer
Panel Discussion
Audience Q&A
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Our video program showcases
knowledgeable, credible and authentic
expertise in the outdoor retail industry.
Launched in 2010, our video
production studio provides engaging
and informative product descriptions,
special event recaps, and documentary
features that inspire our customers to
get outside and have fun.
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The studio grew within an existing product photography studio and has access to a
wide range of field locations.
Initial budget was $7500 for equipment and training. With an additional $2500, we
added more equipment and training over the first year. A grant of $5000 also
enhanced equipment during this year.
Our strategy was to achieve the highest possible quality at the lowest possible cost,
using in-house creativity, talent and production skills that would grow in time.
Two people plan, conceive and execute all videos alongside their regular jobs.
Talent is primarily EMS associates and on occasion family members.
Production currently averages 1 to 2 videos per week and is rising.
Our video program showcases knowledgeable, credible and authentic expertise in the
outdoor retail industry. Launched in 2010, our video production studio provides
engaging and informative product descriptions, special event recaps, and documentary
features that inspire our customers to get outside and have fun.
#VCS12
Zero video background.
Years of still photography experience, both product in studio and lifestyle
outdoors.
About one week of hands-on training with videographer during initial product
videos.
Attended a 3-day Stillmotion / Canon Live Learning video workshop.
On-line study for videography and editing:
• Lynda.com, Phillip Bloom, Vincent Laforet, Larry Jordan, Izzy Video
• Hours and hours on Vimeo.
All aspects of our current video program have been learnt on the job.
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Product videos
• In Studio
• On location
Features
• Document Events
• Highlight Programs
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Dictated by platform decision - focused on the
choice of Canon HDSLR cameras
Best quality for comparatively low cost
Ability to use owned lenses
Doubles for still photography - product and
lifestyle
Canon 5DMkIII
Canon 7D
Contour GPS
Canon 50mm f/1.2
Canon 24-105mm f/4
Canon 70-200mm f/2.8
Tokina 11-16mm f/2.8
Zacutto Z-finder Pro 3x
Marshall M-LCD7-HDMI 7" On-Camera Monitor
3 x 16g Flashcards
6 LP-E6 Batteries + 2 chargers
UV and neutral density filters.
Slik PRO 340DX + 504QF II video head
Manfrotto 561BHDV (includes fluid head)
Cavision Shoulder pad system with dual handgrips
Sennheiser ew100G3 wireless lavalier microphone system
Zoom H1 portable recorder - on camera
Zoom H2 portable recorder - on and off camera
Eneloop rechargeable AA batteries - 8 + 2 chargers
2 Lowell Tota-lights 750w
120v with 2 Tota-brellas
Think Tank Shapeshifter
Backpack
Mountainsmith Parralax Pro
Backpack
EMS Camp Duffel bag for
lights, tripods and
accessories
HDSLR platform because of the quality/cost possibilities.
HDSLR platform to double as still camera upgrade.
Basic product videos - in studio easiest to control lighting, sound,
quantity increased through repetition.
Tell a story.
Highlight lifestyle imagery while using product.
Early decision to use in-house talent - Pool of knowledgeable and
authentic outdoor enthusiasts only too happy to show off in studio and
get outdoors to demonstrate and highlight our gear.
Current strategy for product videos- works great - scripted but loose
enough.
• Script all the major selling points.
• Record an audio track of knowledgeable product manager
describing the points
• Edit audio track and create a shot list from the major points.
• Shoot the video track according to the shot list both in studio and
on location as needed.
• Overlay audio track with video and add music track.
• Final edit
We have produced tightly scripted videos but as our production has
ramped up there is less time to script the videos.
On average a product video in studio will be 2 takes.
Product details are then shot separately close up.
We use about 1 minute from 10 minutes of video
Videos on location average 3 takes per scene.
We use about 1 minute from 30 minutes of video.
• Decided on Final Cut Pro X as the most affordable, quick, easy
and versatile platform.
• In studio product videos follow a basic format and can be
finished in an hour.
• Feature and documentary events can involve multiple days of
shoots, camera angles, interviews, etc. and can take days to edit.
On average we spend about 30% of time planning and shooting
and 70% of our time in post production.
• Problems encountered are:
– Talent audio - Non professional talent require lots of coaxing for
editable audio. This major challenge led us to our current product
video strategy.
– Music - finding suitable affordable music.
– Studio - Lighting backgrounds and talent challenging.
– Audio - Unexpected sounds
• We use a YouTube private site for preview,
comments, discussion, etc.
• We use Liveclicker for publishing and viewing on
ems.com.
• Liveclicker’s strengths as a video commerce
platform and the ability to gather discernible
statistics on our video program and to easily
source vendor video content.
• From Liveclicker we publish to our website
ems.com, our YouTube channel, and social
media, primarily Facebook.
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Getting Your Program Started
Producing 101
Directing 101
Editing 101
Final Thoughts
B.F.A. in Film Producing at the University
of North Carolina School of the Arts
College Television Award Winner 2006
Freelance Videographer/Photographer
for several years in NC
Made the move to Seattle
Currently “Video Production Specialist” at
OnlineShoes.com
1 Full Time Video Employee
Over 2100 videos on our website
Majority of content is filmed with shoe reps
and employees of the company
Video is implemented across a variety of
channels (product pages/social
media/internal/user experience studies)
I love doing what I do!
Talented Videographer(s)
Camera
Lighting & Sound
Nice Computer
A place to work
Budget
Goals
10’x15’
Track Lighting System
Sony EX1 Camera
Adobe Premiere
Soundproof room
Plenty of space for products
Mirror
Director chairs
White backdrop & green screen
Producer, Dreamworks
The “brains” of the operation
Producing is working with people
Concept is king
Lots of variables involved in making videos
The ability to sell your vision is key
Know your audience
Know your limitations
Who do you know?
Everyone and everything involved is YOUR
responsibility
Is creative and business minded
Can collaborate and listen to others
Can be objective
Maintains the integrity of a project
Builds relationships with everyone they
meet
Knows about all aspects of the process
Can recognize good and bad ideas
Remembers that it’s all about the story
-
Must have a solid understanding of
lighting and composition
Working with on-screen talent IS a
talent
You often wear many hats on set
Trust your filmic instinct
The “heart” of the operation
Uses what’s available to make best
looking image and get best
performance
Knows good lighting and composition
Knows their gear
Makes shot lists and is organized
Has patience working with people
Can make a good idea BETTER
Editor of Silence of the Lambs
The more time you spend editing a
project, the better the project will be
Observe people’s reactions when
reviewing your work
Good editing can often “save” a project
Know your software, but also know some
basic editing theory
Has good rhythm and sense of balance
Is organized
Can make a good performance…better
Can give structure and story to each
project
Can stare at a computer screen all day
with a smile
Accepts being the unsung hero
Amazing Technical Support
Analytical tools offer a variety of useful
information
Easy to navigate and manage video
assets.
Open to suggestions and ideas
Informative blogs, articles and advice
Good people!
• Video is a great medium for storytelling
• Video builds customer confidence
• Video can be utilized for many projects beyond
product videos
• Making videos isn’t easy
• There’s always room to grow and learn
• There are no rules, just experiences
• It’s all about the story, even with shoes!
• Remember to have fun!
toms@onlineshoes.com
The unspoken roles that you won't
find in the job description.
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B.A in Television and Film Production – Pepperdine
University
Producer, Writer, On-camera Host for National Cable
Television Network
Video and Content Manager for Petco Animal
Supplies
Currently Account Development Representative with
Liveclicker
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Video is different from any
other creative.
graphics, script, music, host,
products…
Which means…
More moving parts = More stakeholders
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Get your process defined and approved early
Include upper management on discussions while
forming the process
Exercise Exclusivity
Establish approved formats for each type of video
Set clear boundaries and stick to them!
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You’re the expert!
Offer Transparency
Inquire About Intentions
Teach! Teach! Teach!
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Have Multiple Host Options
Look for the Diamond in the
Rough
Credibility is
Think outside the box!
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Basic Hardware Set-Up:
Camera
Computer
Software
Audio
Tripod
Lights
Random
Total
-
$1500
$2000
$200
$300
$200
$200
$600
$5000
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Camera Options:
Microphone input (unbalanced audio)
XLR input for balanced audio
Better audio
Uses Compact Flash Cards, not Secure Digital Cards
CF traditionally holds more space
Faster transfer speeds
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Liveclicker Studio:
- Easy-to-use video templates
-
Out-of-the-box Liveclicker integration
Guided, simple workflow
Integrated tips and best practices
Professional effects and music
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Liveclicker Studio:
•Produce more videos in less time
•Video at scale: Easy as 1-2-3
•Studio does the work for you
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