1. Don’t be predictable. There’s no point to filming an
interview that could just as easily take place on stage. Take the less obvious
route by shooting it in quirky location that’s relevant to the content. Or flip
the standpoint completely and shoot it from say, a customer’s point of view.
Video should bring the outside world in.
3. Make video an immersive experience. A surround sound
system is a relatively inexpensive way of insuring that the film is more
engaging. If it’s appropriate and your budget allows, go 3D. You don’t even
have to shoot anything – animated text and graphics look great in 3D.
4. Make sure that all videos are appropriate to the
content flow of the event. Film should support the messages and compliment the
other presentations not outshine or clash with them. Don’t be tempted to show a
video commissioned elsewhere just to get a bit more mileage from it. Audiences
will spot it and will turn off.
5. Make sure the length is appropriate; too short is
better than too long. Better to leave an audience wanting more than bored to
tears.
6. Selecting an appropriate soundtrack is fundamental.
Well-chosen music can control the tone by injecting pace, emotion or rhythm. Select
wisely and don’t be aid to use more than one piece of music if the mood
needs changing a couple of times in the one film.
7.
Bring out the human side of your subjects. Allow the
audience to see business leaders as real people. They’ll believe in them
and
are far more likely to trust their message. Don’t shoot the CEO behind
his desk, this only reinforces the ivory tower stereotype; show him
walking his dogs or
having enjoying a pint. But don’t overly stage it, remember Cameron and
Obama
barbeque press-call.
8. Tell a story. A strong narrative makes a video, no
matter how short, far more memorable.
9. Don’t be aid to make emotive films. Engagement
increases with emotional buy-in. We’re not robots. Celebrate success, make
delegates proud of their achievements or show them how they’ve changed a
customers life.
9. You can’t ignore ROI. Produce films that will have a
life beyond the event or can be shown in the cascade. Make modular films that
can be updated without the need to shoot new footage. Getting a crew on the
road is expensive so shoot more than you need and create a bank of cutaway
material.
10. Don’t be aid to lift concepts and techniques from
ads, TV shows or feature films. Don’t try and remake Avatar, you’ll fail
spectacularly. Borrow a camera angle, or the graphic treatment from the opening
titles. Take an idea and make it your own.
Any comments? Email conferencenews@mashmedia.net
