How to Make a Great Corporate Video-Step TWO: Creative

How to Make a Great Corporate Video-Step TWO: Creative

October 25,2019 Animation Production 3 MIN READ

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Making A Successful Video

   

Advert In FIVE Steps

 

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Step TWO: Creative


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Making a film doesn’t need to be complicated. In this 5-part blog series, I’m going to break down the 5 key stages of production so when you commission your film, it’ll be a breeze. Even if you’ve never made one before, this 101 guide will make it look like you and video marketing go ‘waaaaaaaay back'.

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The 5 stages are:

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  1. Messaging
  2. Creative Development
  3. Planning
  4. Shooting
  5. Editing

So today we’ll move onto Creative Development.


This is how your story will be told visually, it refers to not only the colours, but the style of images; how they're textured, tinted and shaped. It also covers the pace, the energy and the tone of the piece.


Within creative development we’ll be looking at:

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    • CONCEPT
    • EXISTING ASSETS
    • STYLEBOARD V STORYBOARDS
    • BRAVERY
 

CONCEPT

There are many nuances, as well as more obvious differences, that can make a marked difference to how your message is received. The key is ultimately to make sure your footage or animation style is fit for purpose and fit for your audience. To get the ball rolling, below are some links to show how different the same film can look with a different creative treatment. These are company films with talking heads all produced by our good-selves here at Gnu Films.


William Grant Talking Heads Video

Avara Talking Heads Video

Keyline Talking Heads video


A great springboard to get the creative ball rolling is using existing examples as references. The trick is including ones you don’t like, as well as ones that you do. To really make the most of it, you need to qualify your examples. The ‘Why’ is a massive time-saver, but you need to be prescriptive. Saying ‘I don’t like the ‘graphics’ is not enough detail. Here’s an example of great feedback.


    • I like the idea of icons overall, but I don’t like this style because the lines look too thick
    • I find the movement way too fast
    • I like the use of only 3 colours


EXISTING ASSETS

Come on, hand it over. Now. Stop hoarding it. Whether it’s a 236-page brand book (we’ve actually had one of those it was epic - but useful) or just a logo because that’s all you’ve got, send it immediately. Below I’ve compiled a list of things that are generally useful for both concept development and production further down the line:


    • Brand Book
    • Current Logo (ideally as an Ai or Eps, failing that the largest you have)
    • Colour Pallets with CMYK refs
    • Font Files (not just the name but the files: TTF etc.)
    • Graphics: Existing Icons, Swooshes, lock-ups (Ai, Eps preferably)
    • Marketing Tool Kits
    • Existing or current digital campaigns (if relevant)


STYLEBOARDS VS STORYBOARDS

“What’s the difference?!” I hear you cry. Essentially a style-board is like a Pinterest mood-board. It will have a combination of existing assets, descriptions and original visuals collaged together to give you a feel rather than a definitive look. It can actually lead to some much more creative films as it opens up the possibilities for organic development along the production process while ensuring you stay on brand.


A storyboard is far more prescriptive. If it’s for a film, then it may be hand-drawn or even use photos to emulate the shots that will be aimed for. If its animation it'll be pretty much bang on exactly what you’re going to get.


If you are concerned about the movement, my advice is to first make sure you’ve read the description below the picture thoroughly. If you’re still not sure, ask for clarification on the movement description. Then feedback with amends if you still think it’s too static.



BE BRAVE

Creatively, as long as your video production company is fairly experienced, the world is your oyster. So, think broadly and don’t sit safely making the same thing you or your competitor has made before. More than 500 million hours of videos are watched on YouTube each day, this is the haystack in which your needle must be found, liked and shared; make sure you stand out!


So, that’s the skinny on creative development. This part is pretty straight forward and should be quite an exciting stage as you watch things take shape Esentially, it’s the video production company or animation studio that should do the heavy lifting, all you really need to do is:


    • Send good and bad examples
    • Send over any branding material

….your video agency will be able to do the rest easily. Check back in tomorrow to read about The Next Step – ‘Planning’ or click here if you can’t wait : )

If you missed out on part 1 - click here to find out about MESSAGING


If you’re ready to get started, then get in touch! Call us on 01604 422911 or email production@gnufilms.co.uk

We’re a full-service video and animation company serving the whole of the UK and more!


Eve Myhill Byline Gnu Films Director

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