In previous blogs we’ve focused on the work of other filmmakers, but this time we’re going to share one of our own recent projects to provide you with a better insight into how we approach a video brief here at Impact.
The Tower Bridge Exhibition is currently undergoing a major renovation. The first part to be completed was the Engine Room Exhibition which reopened on 24th April. Though it’s a hugely popular tourist destination, few Londoners know about it.
We were charged with creating an engaging promotional video that would appeal to young experience-seeking audiences and bring to life both the story of the engine room itself, and also the diverse range of people who have kept it in motion for well over a hundred years.
WHAT WE HAD TO WORK WITH
The team at Tower Bridge provided us with a wealth of wonderful archive material and photographs. We thought the pictures were so deeply evocative and rich in human interest that we decided to make them the backbone of the project.
We also enjoyed a two day shoot on site which allowed us to capture a wide variety of footage of the bridge, both inside and out.
WHAT WE DID
It’s important that even a short film such as this one has a clear narrative to it. We decided to create a film with three very distinct sequences, each of which would help tell a different aspect of our story.
A BOLD BEGINNING
We opened the film with a sequence that utilised the archive photographs to immediately establish a historical context for our story.
We utilised Parallax photo animation techniques to bring the images to life, creating an opening sequence that was much bolder and more cinematic than more traditional zoom techniques.
We coupled this with a highly detailed and textured sound scape that further evokes the thriving Thames of the late Victorian era.
GETTING DYNAMIC WITH HYPERLAPSE
The second section features a series of interior and exterior shots of the Bridge as it is today, a busy working part of the city and a thriving tourist destination.
We shot these using Hyperlapse photography which allowed us to create timelapse tracking shots, which again made for a much more dynamic and engaging viewing experience than a regular time lapse would allow.
We also worked more of the archive photographs into this sequence, creating a sense of continuity between the past and present, and also keeping the people who built the bridge right at the heart of its story.
INTO THE ENGINE ROOM
For the final section of the video we travelled down into the engine room itself, the main focus of our brief.
We really took our time on this setup, using smoke and professional lighting to create an atmospheric sequence that shows off the beautiful Victorian machinery at its very best.
We deliberately slowed the pace for this section of the film to suggest a sense of industrious calm beneath the surface of this iconic city landmark, which is then juxtaposed with the final hyperlapse sequence, showing the bridge in all its glory.
Clocking in at just over a minute in length, this is a truly versatile piece of content. It can sit happily on the client’s website and YouTube channel, whilst its distinct three-sequence structure made it simple for us to make two shorter cuts for use on social media channels.
Using state of art technology and high end production techniques allowed us to create a piece that we believe is genuinely dynamic, bold and very filmic. Most importantly, our client is very happy with the results we managed to achieve.
Working with Impact on creating this video has been a dream! From the outset we loved the team’s creativity and ambition – it really felt like they understood what we wanted to achieve and we were thrilled at how they weren’t fazed by our tight deadline. The project team’s enthusiasm and expertise was a real boon and we’re delighted with the finished trailer.Farhana Begum, Marketing Tower Bridge
How can we help you create great videos?
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