Promotional Video Introduction

A promotional or corporate video is a video that is commissioned by a business or organization, to communicate certain messages to other people.

Corporate videos are usually shown at a specific event or sent to clients. But they can also shown on company websites, and they are sometimes broadcasted, depending on it's purpose.

Corporate videos always have a specific purpose, function and target audience.

Main types of clients:
- Apple
- The Daily Telegraph
- Google
- College

Conventions:
- Interviews
- Brand identity
- Copyright free
- Music score/ motif
- Graphics
- Endorsements
- Cutaways
- Product photography
- Length
- Narrative
- Targeting audience

Types of video:
- Production Launch/ marketing
- Promote key messages and values
- Internal communications
- Internal/ external training
- Show-reels
- Event coverage

Target Audience
Mode of Address
Technical Conventions
Conveyance of brand/ identity
Narrative

Product Launch
Sincere mode of address
Music isn't overpowering, joyous to convey positive feelings
Product photography of iphone, close up view of technology within phone
Interviews with employees endorsing product
Shows the general public using product
Connects to other brand's apps
Finishes with Apple logo

Promoting Key Messages and Values
Informal, speaking to young audience
Hand drawn graphics
Relatable to the audience, talking about drugs, disobeying parents
Slang 'tramps'
Electronic music reminiscent of festivals and night clubs
Undertone changes to very dark part way through

Internal/ External Training
Light hearted tone
Targeting the employees of the company
Very 'correct' language, no slang and follows all the rules in the book
Instructional
Hand drawn timelapse
Links to national campaign
Promotes standing against discrimination

Show Reel
Slow motion
Music driven
High class cinematography
Shows everything in a classy way, everything is done to make the brand look good
No talking to take away from the visuals
Over fantasised

Friday Next Week
Analyse 4 promotional videos for:
Target Audience
Mode of Address
Technical Conventions
Conveyance of brand/ identity
Narrative

Scheduling
When working with clients scheduling becomes vitally important. Plan a schedule with a GANNT chart to stay on track.
The video is usually given in rough edit form a week after the end of the shoot, from which the client then views and suggests changes that need to be made to the video. The final edit is then submitted a week after this for the client to sign off.

Health and Safety
Corporate and promotional video productions need to ensure minimal health risks are apparent.

Copyright
There should be no copyright infringement on your project. This includes songs, books, ideas, photographs, quotes from films and songs etc.

Stages of Production:
Communication
- Initial contact with client
- Production meeting (define message/ audience/ brand)
Planning
- Gather Inspirations/ mood boards
- Storyboard
- Feedback with client
- Scheduling (GANNT)
- Shot list
- Location Scouting
Shooting
- Transportation
- Equipment lists
- Release forms
- Checking against plans
Editing
- Checking dailies
- EDL
- Labels and bins
- Rough Draft (checked by client)
- Final draft
Sign Off

First Meeting
What do you want your video to do?
What does this audience care about and how does your product or service relate to those concerns?
What specific problem am I trying to solve and how do I communicate the solution to that problem?
How are you going to get people to watch your video?
What is the idea for this video?