If you follow this daily blog you would have noticed that I haven’t posted anything in the last week – like everything it takes time and in the digital marketing world there’s the constant debate of quality versus quantity – yes Google loves updated content but content must be good enough and interesting so that it is read and or shared by you.
FYI – your social sharing of content and your online reputation is increasing impacting search engine results.
Anyway, last week I was at a Digital Sports Marketing Conference in Sydney – one of the presenters was Caroline Booth, Sponsorship Manager, Telecom NZ & Nick Brown-Haysom, Managing Director, NZ Sponsorship Agency and the All Black Rugby BackingBlack campaign. A couple of key take away items from this presentation was that video is increasingly the media of choice and immediacy (now) is often more important than quality production – that is viewers prefer NOW versus perfect production – it’s Maccas fast versus Fine Dining.
There’s no question that quality makes a difference – for example nearly all of us can talk but that doesn’t make us public speakers; everyone can write but that doesn’t mean we’re journalists; everyone can take a photo or shoot a video but we’re not Spielberg!
From a photographers point of view I’d stayed away from the video side of things leaving production to my experienced video production partners – video is another skill that requires a whole lot of knowledge and expertise BUT, as we know, the future of marketing communications is increasingly video and there are many photography skills which are also relevant to video production, plus I’ve also got access to some great new Internet video technology which I’m very keen to commercialise (through my main Maxys corporate marketing and CLIVEvideo businesses)
So, over the last week I began the next stage of my photography journey – incorporating video.
In the first instance it’s all technical – there are a few initial basic elements to consider.
- Equipment – camera (Canon 7D & Iphone 4), lens, lighting and something new for the photographers – sound and audio.
- Location – everything will need to eventually be portable – in the short term a temporary studio set up at the office
- Scripts and Talent – only testing so nothing planned at this stage but very important to productivity and effectiveness
- Post Production – I’m a PC and not a MAC man so I’m into Adobe Premier Pro CS5 for video editing. From an audio point of view then I’ve been using Cakewalk and Sonar (with the Maxys Band) for over 15 years but at this stage just focusing on the video
Day 1 – is our first experiment on Green Screen/ chroma key lighting. I work out there only needs to be a +2 fstop difference between subject and background to be able to get a nice key. This is the same for shooting photography and a white background. My lights are some PAR 64’s and 56’s used for the band but color corrected using 201 Lee Filters. Using the Premier Ultra Key (Chroma) plugin we get a pretty good result for a first effort.
Day 2 – I start to look at optimum video camera settings for the 7D – what ISO; aperture; shutter and other settings – unlike photography you don’t have the options that RAW file formats give. We adjusting the camera for very flat subject shooting (maximise tonal range) and adjust in post production. This is the first real concentrated time spent in Premier – like all newbies we experiment with too many video effects and transitions.
Day 3 (Monday) – The footy is on tonight so I convince my older brother to be my test subject. In about 45 minutes (and a few takes) we shoot a one minute clip pre game teaser. I also test a new Beachtek DXA-SLR adapter which allows me to plug a standard XLR microphones (just one of the band Shure 58’s) and record audio on the 7D. I also shoot a second camera view with my iphone 4.
A quick edit and encode and we upload the rough version to Facebook.
Day 4 – Post production with Adobe Premier CS5. I easily import the Iphone clips and with some learning around syncing markers I get the clips in sync – the next few hours experimenting with multi-camera editing and transitions.
Day 5 – (Today/ Wednesday) – a couple of hours looking at how to remove the annoying background noise from the audio clip and then a final encode ready for uploading to the new video player we’ve been looking at. From a business owners or marketing managers perspective most Youtube like video campaigns are limited to basic branding or awareness objectives because the video player has limited capabilities to promote and track viewer actions such click thrus….until now.