FILMING & EDITING
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The ad should address a need, demonstrate how the product or service meets the market, and do it in a compelling, memorable way, with a device known as a hook.
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Suppose production puts all the ingredients together to bake the cake from the recipe developed in pre-production. In that case, post-production is putting the icing on that cake and making it look irresistibly delicious. Next, our editorial post-production team kicks in to shape your story, handle colour correction, record voiceovers, clean up the audio, add music, create graphics, and make sure your video looks exactly like we planned in pre-production. It's at this stage that you’ll see the first cut.
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Video editing
Is necessary because it is the key to blending images and sounds to make us feel emotionally connected and sometimes truly there in the film we're watching. So it's a safe assumption to say that video editing is among the essential jobs in the film industry.
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The Power of Editing shows the importance and influence of editing, how and why the edit determines how the audience feels, the art of storytelling in the improvement, approaches to telling a story, how to think like an editor, shot types and transitions, how to organize footage before an edit, working with directors, dissecting how a feature film scene is edited, video formats and more.
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A great commercial will have the following characteristics:
A good (and simple) story: A good storyline has a beginning, a middle, and an end with tension and resolution. Commercials that use the principles of good storytelling will immediately capture the audience’s attention and elicit some sort of emotional reaction. In a two-hour movie, a director has plenty of time to hit and complete all of these steps. It’s a little harder when it comes to a 30-second spot, but it’s not impossible—just remember to keep it simple when storyboarding.
The right tone: It’s easy to think that a great video is always the one with the best entertainment value—for instance, a hilarious video ad with a catchy jingle—but if it’s not the right tone for the brand, it still may not succeed. When making an ad—whether it’s an online ad or TV commercial—you need to keep the brand’s tone in mind. Are they edgy, serious, peaceful, or quirky? That’s the tone you want to strike in your commercial.
A recurring theme: The best commercials aren’t just standalone ideas; they’re full-on ad campaigns that include followup commercials to continue the story and develop the theme or characters. For example, Budweiser’s series of ads that featured the iconic frogs Bud, Weis, and Er, and later on the lizards Frank and Louie. Marketing campaigns like these are usually effective TV ads because they build up memorable characters over many promotional videos and generate considerable brand awareness.
A call to action: It’s vital to know exactly what your marketing video’s call to action is before you ever start drafting. What does the company want people to do after they see the television commercial? For a small business, maybe your goal is just to raise awareness of the brand or give potential consumers the company’s contact information (for instance, a phone number or web URL). If you’re working with a large and well-known corporation, your focus may be on introducing a new tagline. Calls to action depend on the company’s target audience (also called the target market); who are their potential customers, and what would they respond to most in a video commercial?