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Posts Tagged Production Rules

Someone Call A Doctor!

May 31

Posted by Scott Westerlaken in Video Production, web video | 3 Comments

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Scott Westerlaken

Scott Westerlaken

Recently I had a conversation with someone who was bragging about their camera system and needing just one more lens to have a complete kit.  I asked her if she had tried the full frame model from the same camera manufacturer she currently used.  She replied that she had that model.  Thinking that she didn’t understand, I asked her again. “Have you tried the 22 megapixel full frame version of that brand?”  She repeated that was the one she has  “BUT it wasn’t 22 megapixel, it’s a 10 megapixel, 35mm SLR.”  I started to explain the different sensor sizes then stopped…why should I?  This person shoots stills for her clients now and bills them for doing so.  She should know the gear right?

As equipment becomes better and more affordable I am clearly getting more confused over what constitutes a pro photographer or videographer, or am I?   Does act of selling or be paid for your work make you a pro? Does it mean that you can now go around saying you are a “pro photographer” or “videographer” even if you don’t know the basics taught in first year photography or film school?  Not to say these folks don’t get great shots, but I have always thought there was more to being called a “pro” than that.  If I performed CPR on someone, does that make me a Doctor?

SW

With over 25 years of award winning experience in marketing, television commercials, film, video, communications, web, radio, print, and events, Scott has the ability to maintain focus on the big picture and offer a wide range of solutions appropriate to the clients message and budget. He has been recognized with dozens of awards in business, communications, and filmmaking from around the world. For the client, this means a truly unique balance of hands on technical knowledge and high level strategic experience that always leads to unique and creative solutions.

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Shoot the messenger?

Apr 22

Posted by Scott Westerlaken in Low Budget Advertising, Marketing Strategy, Scott Westerlaken, Television Advertising, Video Production, Web | No Comments

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Scott Westerlaken

Scott Westerlaken

Despite popular opinion to the contrary, the Internet has not killed traditional TV advertising as a viable medium to promote products and services. In order to survive though, the network and local station approach to TV advertising that has to change in order to improve viewer engagement.

It’s no secret that ad revenue is WAY down.  Now part of this is the Pull(getting the programming you want now) versus Push (you watch what the network broadcasts) of the under 40 generation. Looking at this from a bigger picture, this is not the first time a medium has faced adversity and survived.  Think of the theatres during the eighties and the VHS revolution then radio with tapes and 8 tracks.  They all survived by figuring out the core value of their proposition, experience and entertainment.  TV can still AND IS doing that! The true reason TV is suffering is because the Networks and mostly the Local Stations are killing their own business by running bad ads, thus ruining the package for the audience.

Fundamentally we don’t mind watching for ads. Come on, think about it!  There are a number of tv shows that show nothing but the best or funniest ads from around the world.  Every year the Cannes and London International Awards reels tour major city theatres.  People will actually go to a theatre of all places to watch ads!  People don’t hate advertising, People LOVE advertising, if it’s GOOD!

Every time the networks and more importantly the local stations run a bad ad, they are in essence running a bad show.  In doing so they are forcing the viewer to look in other places for what they want, entertainment!

One quick cure for this is to treat the ad space with the same value as they treat the rest of the air time for programming.  This now puts a greater value on the space as people will want to watch (just like the show they tuned into did) and could also increase the monetary value placed ON the air time!  You are also giving the audience a complete experience rather than an incomplete one.

Unless the Networks and Local Stations put a higher value on the ad space, why should the media buyers and audience?!

SW

With over 25 years of award winning experience in marketing, television commercials, film, video, communications, web, radio, print, and events, Scott has the ability to maintain focus on the big picture and offer a wide range of solutions appropriate to the clients message and budget. He has been recognized with dozens of awards in business, communications, and filmmaking from around the world. For the client, this means a truly unique balance of hands on technical knowledge and high level strategic experience that always leads to unique and creative solutions.

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Nothing is Free…EVEN when you think it is!

Mar 29

Posted by Scott Westerlaken in Low Budget Advertising, Scott Westerlaken, Video Production | 4 Comments

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Why not let the station do your low budget ad? After all their creative and production comes FREE!

First, let’s get one thing straight.  Nothing is for free…especially in advertising!  If it is free, there are probably a hundred reasons not to get involved.

Right now there are a ton of deals being offered by the stations for air buys and they’re desperate to get your money.  The offers may range from 2x the frequency of your buy up to and including free production of the ad.  I’ll say it again…you get what you pay for!

Why?

We all know the kind of quality ads the stations normally produce, not exactly the cutting edge, cut through the clutter kind of stuff. If you are there because you get double the exposure ask yourself if it is good enough that you’d want to see that commercial twice as many time as normal.

If all you have to talk about is price, and nothing’ but price…you should be doing your ads at the local station! But, for some reason I think about 90% of the advertisers out there doing ads with the station have something more than price to offer…but it’s not coming through!

If your attitude is “I don’t care what it looks like, as long as it’s on air because if I’m on air, I’m top of mind…good or bad!”.  Remember, if you buy into the station producing your ad, you are more than likely locked into “that” station for the rest of your buys with that ad. Most will not release the ad to another station, especially if they gave you a discount (Free) to get it done!  This now leaves you with having to go through production again if you want to buy airtime somewhere else.

So what’s the solution?  The alternative to a station produced ad is using a creative production film/video company to produce your ad.  Until recently the costs for doing so where very expensive due to the cost of cameras and editing facilities. Well, times have changed. With the advancements in cameras and computers within the last two years, this is no longer the case!  Production fees are less and far better quality than that of the station.  We can produce a commercial with the same production look that used to cost upwards of $65,000 5 years ago for a lot less that that now. We can use custom cameras that shoot with the same cinematic qualities of a 35mm film camera and there have been huge advances in processor speeds for editing!  Now, add to that access to some of the best creative writers in advertising and you get a value-add that the stations can’t possibly match.

SW

Scott Westerlaken

Scott Westerlaken

With over 25 years of award winning experience in marketing, television commercials, film, video, communications, web, radio, print, and events, Scott has the ability to maintain focus on the big picture and offer a wide range of solutions appropriate to the clients message and budget. He has been recognized with dozens of awards in business, communications, and filmmaking from around the world. For the client, this means a truly unique balance of hands on technical knowledge and high level strategic experience that always leads to unique and creative solutions.

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If your going to get shot, forget the blindfold.

Mar 2

Posted by Scott Westerlaken in Scott Westerlaken, Video Production, web video | 3 Comments

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What to wear for a video shoot.

At PHI, we want you to look your best.  When we go shooting real people we always get asked the same question “What should I wear?”  For some, I know they are looking for an excuse to go out shopping, but for most it’s a legitimate concern that sometimes is overlooked.  I put the following points together and share it with people I intend to shoot.  Not only does it make them feel more comfortable about the upcoming big day, it also avoids costly delays and embarrassment.

- Dress as you would normally when you have a big meeting and realize the what you wear will effect what people will think about your company.  Take into account that you want to feel comfortable as if you are uncomfortable it will be communicated on camera.

-Solid colors look best on video. Think blue, yellows, greens, grey and off white.  Red is also fine but depending on the camera, the hue and the texture has caused problems in the past.  Best to bring a back up if you dress in red…Just in case.

-Avoid white or dark clothing and instead dress in off white and dark grey.

-Avoid wearing the same color shirt & tie as…well, you won’t see your tie!

-Try not to wear anything too bright or distracting. Wearing wild colors, distracting clothing or jewelry may take away from what you want to say.

-Avoid clothing with fine patterns (pin stripes, herring bone) as they will cause a moiré pattern (a distracting wavy effect, seen mostly when Don Cherry appears on HNC) when seen on TV.  Not to say you can’t wear something with a pattern, you just need to avoid the tight, thin, contrasted lines.  Below is a quick example of what the moiré pattern looks like…note that only the image is pulling back, all the other movement is an illusion but very distracting!

-Avoid clothing that displays a brand, saying, image or logo unless you have obtained advance copyright approval (in writing) or it’s your own brand or sponsor.

-Avoid clothing that is reflective or has reflective strips unless it’s part of the interview!

-Avoid clothing that makes noise.  If you know you will be walking while being interview, wearing cords or wind pants that swoosh when you walk would not be a good idea.  Also think about leather that creaks, jackets and jewelry that also might make noise.

-If you can, or are unsure about what to wear don’t be afraid to bring several set of clothes so the director has a choice.

-If you wear eyeglasses, you may be asked to remove them if you are comfortable without them.  Remember when the optometrist offered low or non glare lenses?  Non glare free type lenses cause flares (reflections of the lights) and blocks your eyes from being seen.  If you can’t function without them, we have a few tricks to lighten the glare.

Other things to remember:
-Turn your cell phone off.  Even it it’s on silent or vibrate it can still make noise or cause electromagnetic interference to the camera and audio gear.

-Don’t forget to get a good night sleep before the shoot.  Trust us…it shows!

-Men may need a little powder to keep the skin sheen down.  Don’t be embarrassed about that!

-Women should wear their normal amount of makeup and not over do it.

- If you are prone to heavy sweating, let us know.  Even if you are not, it’s always a good idea to keep a handkerchief close by for any quick dabs.  Consider dress shields if you perspire easily.

-Don’t wear vivid red lipstick or try out some whacky new colour…unless that’s the look you are going for!

-Make up in general should be limited to softer tones and neutral overall look.

-Avoid ball caps.  They hide your face and makes lighting you very hard.

-Try and pick an outfit that we can clip a small microphone and transmitter and transmitter too, unless we have discussed other intentions.

-If you are being shot on blue or green screen it’s very important that you do not wear…blue or green!

If we have missed anything or have any other advise to share, please let us know!

SW

Scott Westerlaken

Scott Westerlaken

Scott Westerlaken

With over 25 years of award winning experience in marketing, television commercials, film, video, communications, web, radio, print, and events, Scott has the ability to maintain focus on the big picture and offer a wide range of solutions appropriate to the clients message and budget. He has been recognized with dozens of awards in business, communications, and filmmaking from around the world. For the client, this means a truly unique balance of hands on technical knowledge and high level strategic experience that always leads to unique and creative solutions.

Wikio
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Good Ideas + Good Team = Effective Ads

Feb 10

Posted by Scott Westerlaken in Low Budget Advertising, Marketing Strategy, Scott Westerlaken | No Comments

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I wrote a blog previously on cost effective TV ads but a couple more points have come to mind.  Shoot with the appropriate equipment that achieves the “look” you are aiming for and secondly, and not least of which, work “within” a team that will support you and your goals.

Too many good ideas, good people and good crews are ruined due to trying to achieve too much with too little.  A few years ago I did a series of ads with Page and Wood and Kim Dunn for McKenzie College.  Kim came to me early in the process with ideas and concerns about how to achieve the concepts with the minimal budget available.  This is where I came up with “if the creative can’t be executed well for the money available then adjust the creative to fit what it can be shot for”…meaning make it so that if it could only afford to be shot on video, make sure the “video” look would work creatively!  Kim pulled it off in spades.

More recently I was presented with a similar situation for a set of National TV spots for Herbal Magic.  I did some research and found the company very respectable and early on in the process found them fantastic to work with.  I am a champion of under dogs and go to the wall if I feel they value the effort and they did.  The Director(Tony Sasso) and I worked on a bunch of solutions to make the dollars stretch more than I thought possible.  We all new the limitations and all of us were looking for solutions rather than problems.  This went from the Client, to the star talent (Elizabeth Manley), to the Director, to the sound person and myself.  Now I don’t think we did award winning ads in anyway, but we did do ads that accomplished the clients’ goals, that are respectable and effective.  What more could you ask for?

Now, for those of you who happened to watched the US broadcast of the Super Bowl, you may have noticed Google’s “Parisian Love” ad.

Not only was it the least expensive ad that aired in that time slot it’s probably the least expensive ad that has aired for an international company in any time slot.  The spot proves a small budget doesn’t have to mean ‘low creative”, in most circumstances it means being more creative!

I would love to see some more examples from around the world and welcome your comments!

SW

Scott Westerlaken

Scott Westerlaken

Scott Westerlaken

With over 25 years of award winning experience in marketing and communications, television commercials, film, video, web, radio, print, and events, Scott has the ability to maintain focus on the big picture and offer a wide range of solutions appropriate to the clients message and budget. He has been recognized with dozens of awards in business, communications, and filmmaking from around the world. For the client, this means a truly unique balance of hands on technical knowledge and high level strategic experience that always leads to unique and creative solutions.

Wikio
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The More Things Change, The More They Stay The Same.

Jan 21

Posted by admin in Guest Blogger, History, James Hardie, Post Production, Video Production | 3 Comments

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“The bitterness of low quality lingers long after the sweetness of low cost is gone”

Alar Kivilo

transfer suiite cir 1990'sOver the last 50 years we have all experienced incredible changes in the technology involved in presenting messages to the consumer. We have moved from an analog world to a digital world. We have moved from a film based silver halide technology through a magnoferris technology to silicon /transistor based technology. All very complicated, all very amazing and all mere waystations on the endless technology highway. For my sins I have worked in the advertising film production business for most of this self same time. I started when the first few colour TV commercials were being produced and all commercials where delivered to the TV stations as 16mm film prints by mail. So you ask or maybe more accurately “so what?”  Well the “so what” is that over this time frame and through and beyond all this technology I have formulated three basic things that are required to make great visual communication.  They are:

One

First you gotta have a script… a story… an idea … a vision.  This is simple and hard. The only problem is that without a great script all that follows is just gold plating on a turd. Part of this problem is how to identify the “great” and not get distracted by the merely OK.  The motivation must be to make something happen … we want to get people to laugh or cry, to get happy or get mad, to tune in or tune out but they must do something….. If they do nothing then nothing happens.

Two

Secondly you gotta have a great piece of glass.  This is simple and can be a little pricey. These days everybody is all over all kinds ofzeiss lens image capture formats… disc, hard drive, HD, XD, Red, and even film. This all matters nada! What to my mind is the most important element is in fact the “element(s) of the piece of glass between the idea and the image capturing media. The lens!!! Good lenses make great images. The best lenses will allow the idea to be clearly recorded. All modification to that image can be done … post can make something crisp and clean, soft and fuzzy, BUT NOT the reverse.

Three

Thirdly you gotta have a great set of eyes. This is simple and can be very hard.  Someone has to know where the light is coming in. To get great images to support a great idea you have to have that person who sees the vision and can translate the idea to a look and execute the look by the moving the image gatherer and the lights so as to record the vision. They have to know where the light comes in. They have to know how much light they need or don’t need. After it is recorded it can, in post, be changed in almost any manner to further the idea.

With these three things any image capture device can be used… A good idea well lensed and well lit will win all the awards and more importantly move more of the merch!

James Hardie

Jim HardieWith over 42 years experience in Canadian film and television, James Hardie has dedicated his career both to supporting the established individuals and companies who have succeeded in our industry while always fostering and encouraging emerging talent. For his ongoing efforts and dedication in the advertising industry James was honoured with The Bob Mann Award from the Television Bureau of Canada at the 2006 Bessies.  The award was created to ‘recognize an individual who has demonstrated a long term contribution to their craft’. The description epitomizes James Hardie. He has worked as an editor, a grip, a production manager, in almost every discipline of post production and currently is Manager Commercial Dailies, Independent and Student Films for Creative Post Inc.  Working with filmmakers has been the paramount driving force for James to dedicate his career to our industry, our filmmakers and their stories.  A tireless and vocal supporter of the depth and diversity of filmmaking talent across the country, James has volunteered his time and expertise throughout the years with the Academy as a juror consultant and sponsor.

I consider “Jimmy” to be one of the greatest men in the Canadian Advertising Production Industry and a true friend.   He now rests his cigar at Creative Post and can be reached at jimh@creativepostinc.com.

SW

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4 Filters For Low Budget TV Advertising

Dec 23

Posted by Scott Westerlaken in Low Budget Advertising, Marketing Strategy, Scott Westerlaken, Uncategorized, Video Production | 5 Comments

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Scott Westerlaken

I was watching local TV for the first time in a long while and on this rare occasion I saw a station produced ad that reminded me of how easily businesses lose sight of communicating their value proposition and key message.   The ad seemed to be produced so that the client could get excited about seeing their family on TV.  It would appear that they forget about the purpose of the ad!  At PHI we regularly run our ideas through four key filters, no matter what the budget.  They are: will the ad be noticeable, does it have a clear call to action, is it easy to act upon, and, most importantly…. is it watchable!

Noticeable: Will your message be seen at the right time, in the right setting. Seems simple enough but just watch late night TV and you will see some odd ads that got “great deals” on their media buy! Look at your television media buy as you would any other location where you would consider doing business.  LOCATION! LOCATION! LOCATION!

Clear Call To Action: I touched on this in one of my earlier blogs but here it is again.  Use a simple compelling statement and/or visuals to get your target to take action. If you leave your target wondering around, they just might wonder through your competition’s doors.

Easy To Act Upon: Unless you have a huge foot print (either physically or brand) tell us how to find you.  Make whatever method you choose easy for the viewer to remember (like “located in the heart of downtown) or a memorable phone number or website.  Leaving your target something that they would need to write down in order to remember is a “killer’ as no one ever does!

Watchable: It might not be an award winning ad but it needs to be able to communicate the message.  The better crafted the message the more likely the target will watch or even enjoy watching.  Otherwise people will just tune it out. Google Ads method of placement is quite intriguing and is where stations should be striving in the future (I’ll write about this and how it could save network TV in the new year).  It’s the same reason why everyone wants to watch the US national broadcast of the Super Bowl rather than the local station feeds!

Even low budget, simple message ads can be watchable and hard working.  If they can do it for the “Snuggie” and “Chia Pet” why not yours!

Further, but often overlooked as common sense, make the information you are communicating compelling and relevant to the audience.  If you sell industrial generators you don’t need to advertise on local TV!  Also, make whatever you are trying to sell look and/or sound great AND, hey, while you’re at it, make people feel some emotion for it!  On a side note, if your product is food, then if you do nothing else, make it look edible… Granted, it is hard to make smoked meat look good, but knowing that means if you can’t…THEN DON’T!

It doesn’t take a much to do ultra low budget ads correctly, funny enough you usually don’t have much to work with!  I produced these low budget adds for Greco almost 5 years ago but they still hold up, look great, and communicate the message effectively!

Another Greco Ad I produced that was effective and ultra low budget was the Lost ad.  Simple idea, only one main talent and a great sound track.

I did an ad for a small furniture store in Sidney Nova Scotia almost ten years ago that normally had their commercials done by the local station.  The brief: Must communicate the “sale”, must have a unique approach from what the station kept on delivering (why we got the call) and must be produced for under $2,000.

I normally don’t show the series of ads in my portfolio and, frankly, this is the first time I’ve showed anyone.  In marketing no one looks to see a $$ figure before or after they watch a commercial.  I also think it could have been executed a little better but hindsight and 10 years will do that to most.  It did get results though, which the station ads didn’t.

Each organization has it’s own problems they need to solve and messages they need to convey.  It is those items that will be the definer for how their ads should be approached and executed on.  In reality, if your ideas miss on the four filters you could be just wasting  your media buy.  When it comes to low budget and Station produced ads it’s up to the advertiser to make sure their money is used effectively.

I would love to get some more links to good ultra low budget station ads and…by the way…Happy Holidays!

SW

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4 Quick Rules To Successful Web Video Communications

Dec 8

Posted by admin in Video Production | No Comments

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on the ocean

In this day and age where everyone has the ability to put video on the web,  people have forgotten the tried and true rules of video communication.  Here are some of them.

Know your target and how to get through to them.

When videos were called corporate films and they used to cost thousands of dollars a minute to produce there was considerable time spent in the message development stage so the final messaging would resonate with the target.  Now with the drop in costs and time lines for production I have seen many web videos that don’t spend enough time getting to know who they are trying to connect with and thus miss their target.  Messaging needs to be developed so that it resonates with the target audience rather than the entity who commissioned the project.

Looks Matter.

The look, feel and sound of your video is key to communicating your message.  In film school you learn how the use of camera and editing can go a long way toward telling a story. This doesn’t mean every single video or photo needs to be professionally done, but it does mean it needs to done keeping the message you are trying to communicate as the key element of the process.  If you are trying to communicate that your group can have fun by showing them doing something out of character (Microsoft Store Dance Video is an example of this) then use loose, unstructured camera work that communicates spontaneity. If you are trying to communicate attention to detail and quality then your camera work and editing should also reflect that. Trying to communicate attention to detail and professionalism with loose badly framed camera work and sloppy editing will end up sending the wrong messages and will not contribute to the story telling you set out to achieve.
The solution in most situations of no budget and low skills is to KIS…. Keep It Simple. You can hide low budget and skills by locking the camera down with a simple frame and concepts until you figure things out or hire the skill sets and equipment to take it to the next level.

Call to action.
No matter what kind of video you produce in most cases, you’re doing it to get “someone” to take action. Make sure they know what you want them to do after watching your video. Some are big bold messages such as “Call now and we’ll double your order!” to quiet ones like in the Dos Equis Beer ads.  In either execution you don’t want to leave your audience questioning on what to do next!

Make sure it gets seen.

This goes beyond the meta tagging, meta description (SEO) and viral videos on You Tube and Meta Cafe, though those are important ways of getting views.  FYI, a company that has been very successful in using meta tags and promotion in You Tube and other social media is Blendtech and their work is always worth a look.

Beyond meta data and knowing that not all videos need to be viral there are other ways of getting viewership.  Within existing company communication channels there are usually multiple opportunities to promote your new video content.  Translating this to your website would mean having a link on your landing page to the video you just did.  Also a link into your email signature is also another way drive traffic to the message.

Video is one of the most compelling communications tools out there, but if you forget one of the above rules you could end up spinning your wheels.  We would love to hear your ideas.

SW

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It’s what we know for sure that just ain’t so.

Nov 27

Posted by admin in Scott Westerlaken, Social Media, Uncategorized, Video Production, web video | No Comments

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What gets us into trouble is not what we don’t know.  It’s what we know for sure that just ain’t so.

Mark Twain

roof in field

I like to compare what I do in communications to building a house.  There are many different ways to get to a finished house and not all houses are the same.  Some are designed by architects who put out tenders to construction companies who then, after winning the tender hire subcontractors.  Others are dreamt up and built by the dreamers using their own hands.  In what I do I can either be hired by the client or an ad agency to execute to varying degrees on an idea of theirs or our own.  Also, as demonstrated on “Holmes On Homes” and maybe in your past marketing efforts there are folks out there who bullshit you out of your money leaving you with a half finished reno or message!

In building a house or communications message, none of the finished products are inherently superior to the other just by how they got to being, but there are some benefits and dangers involved in each method.  For one, the more people involved in the process the easier it is for someone down the line to “fix” a mistake caused by inexperience, lack of knowledge or attention to detail, but the more people involved, the more complex the process and the more cost.  With less people involved the process can be simplified and the costs can be reduced but inexperience, lack of knowledge and attention to detail can be disastrous as there are few others (if anyone else) to catch errors.

The major challenge facing small to medium sized companies right now when it comes to hiring independent contractors to execute on their communications is they can be faced with an assortment of “experts”.  These “experts” can throw around key words, stats and phrases to leave the impression that they “live” whatever they are professing to know about marketing, web, or video.  But there is more than knowing the latest catch phrases, popular websites and/or having read the latest evangelical book or blog on the subject required to be able to effectively communicate your message.  Success in telling the story comes from being able to combine solid knowledge of the media involved, knowledge and experience in technically executing for that media and having the ability to effectively communicate with the client and even more importantly, the target audience.  It’s not rocket science but does require hard work, which some are adverse to.

At PHI we believe the secret to communication success is having a team that is willing to work hard to understand the company and target and put a supreme effort into the execution of the message, all within the company’s budget.  Our team’s depth of experience in various industries, working with various products, and in some cases, being a manager on the client side making marketing or advertising decisions gives us a practical, street level understanding of what works in a real business and what doesn’t. At the end of the day, sales and the need for sustainable cash flow is what business owners want out of their communication expenditures. However, a company’s sustainability is only obtained by telling its story through meaningful, targeted branding, PR and advertising that will reach the actual customer.

You know your business better than anyone, and PHI’s team will help you articulate that knowledge (and story) into something that resonates with your target.  Catch phrases are optional but if you call in the next two hours we’ll throw them in for free (you only pay added shipping and handling).

SW

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