- Just do it – The costs of this kind of project are so low, you can shoot first and ask questions later. If you don’t like the footage, abort.
- Keep it simple – Start with a simple idea. No actors. No dramatisation. Just one idea executed well.
- Don’t ignore production values – Yes, it’s the YouTube ethic, but problems with sound, lighting, framing or focus will distract from your message.
- Invest in post-production – The film is made in the editing. Get a great editor and let him do his job. (Thanks, Hugh).
- Skip the committees – Pär and Elise Alpen were the only client contacts for both of these films. We checked in on the key decisions but they let us get on with everything else. It helped that Pär could handle a camera and both kinds of keyboard.
- Go for the end customer – B2B markets can be a bit abstract. Think about skipping over your direct customer and talking to the end consumer for some real energy and context.
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