Posts Tagged‘impact video production’

Our favourite recent museum and gallery trailers

This week we turn our attention to captivating museum and gallery video trailers and consider just what it is that makes them so successful. Exhibition promos face similar challenges to those we discussed in regards to theatre trailers in this article, namely that paintings and artefacts that appear visually stunning in the flesh are often less impactful when viewed on the small screen.

The best trailers therefore have to provide a sense of context, drama and narrative that brings the world of the exhibition alive, as the following examples ably demonstrate.

Royal Academy – Abstract Expressionism Royal Academy Abstract Expressionism trailer

The Royal Academy’s trailer doesn’t feature a single work from exhibition itself. Instead, it borrows Jackson Pollock’s famous paint dripping technique in a high impact animated sequence full of movement and colour that cleverly highlights the big names featured in the show.

This may seem like a high risk strategy but in this instance it works brilliantly. By focusing on the physical act of applying paint to canvas it reminds us just how revolutionary the Abstract Expressionists were as artists and makes a movement that is very familiar to us feel fresh and exciting.


Museum of London – Punks London Museum - Punks exhibition trailer

One of the benefits with a movement such as punk is that there are still many witnesses around to tell its story.

The London Museum have utilised this rich resource superbly, incorporating a series of evocative and highly entertaining sound bites that vividly capture the rebellious mood of the period.

This living connection adds a real sense of authority and authenticity to the exhibition, something that will always resonate strongly with an audience.


National Gallery – Painter’s Paintings museum-trailers-3

The best exhibitions tell a story, and this trailer for Painter’s Paintings hints at many, offering a series of tantalising clues as to the relationships and connections between some of history’s greatest artists and paintings.

By pairing and juxtaposing the works of a quite disparate range of artists we are promised new perspectives and a richer understanding of painters we may be very familiar with; an intriguing proposition for any art lover.


V&A – You Say You Want a Revolution? 

This trailer, a kaleidoscopic collage of iconic images, figures and sounds from the period, does a great job of conveying the sense of excitement, hope and endless possibilities that people felt in the late nineteen-sixties.

With such a deeply immersive experience, so rich in period detail, it really doesn’t matter that we’re not told what we’re going to actually see in the exhibition itself. It is enough in this case just to evoke the period and what it stood for.


Science Museum – Wounded  science museum Wounded exhibition video  

Archive footage is an incredibly effective way to connect your audience to the story your exhibition is trying to tell, and can really bring a distant era to life.

The emotive footage seen here forces the audience question what happened to these terribly injured men once the war had ended, something that the exhibition promises to answer. Trailers that can provoke an audience to ask questions and really engage with a topic go a long way towards convincing them to book tickets.


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Are Theatre Trailers Honest?

video post by the BBC questioned the suitability of cinematic style trailers for theatre, like the one below we produced for To Kill A Mockingbird. Critics think theatre trailers using cinematic techniques to entice audiences are misrepresenting the stage shows they’re promoting.

Creating trailers for the stage began in around 2007 following the advent of YouTube with the National Theatre among the first to start producing regularly. Lyn Gardner wrote an article at the time about the exciting potential of the theatre trailer, calling the concept “genius”. Now in 2014 the theatre trailer is a staple of marketing campaigns.

Now that theatres are able to produce trailers with good production values there’s a concern that audiences can’t distinguish between movie and theatre trailers, and so the unique traits of a theatrical experience are left by the wayside. The argument goes that by employing uniquely cinematic tools – such as camera movement reveals and so on – the story is being told in a way that won’t translate on stage.

These claims ignore the fact that cinematic storytelling has been used in advertising for decades, to market such narratively rich and dramatic products as perfume and telephones. It would seem film is far more suited to communicating the atmosphere of a play than the attributes of a perfume you can’t smell.

Apprehension of ‘cinematic’ or ‘concept’ trailers may stem from a deeper doubt held by some theatre creatives: that art shouldn’t require marketing at all. The collaboration required on a trailer is greater than other marketing functions and there will be questions over the communication of core ideas. This is a valid point of contention because it is, of course, paramount that a trailer reflects the director’s vision of the play, and the marketing team’s vision of the theatre brand. The stakes are pretty high.

But if the filmmakers are working closely with the creative and marketing teams on the conception of the trailer it can emulate the atmosphere of the play like no other marketing tool. A theatre trailer can give audiences a flavour of the writing, the performances, and the mood of the piece. What we are trying to do as advertisers and filmmakers is sell the strengths of a show, not recreate the live experience as accurately as possible.

The plethora of shows on offer, particularly in London, means that giving audiences concise, digestible decision-making material is key. A trailer can communicate so much more than other mediums and in such a short space of time. The question most theatres are asking themselves is no longer should we be doing it, but how. 



We have a wealth of experience producing videos for theatres and arts organisations. Our unique sense of style and verve, on top of our ability to communicate brands and tell stories, mean our theatre videos stand out from the crowd.

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Impact Video Production team

Event Video Production: 7 Essential Shooting Tips

Speaker from behind at conferenceEvent video production can be very demanding for videographers. Not least because the initial brief is often very loose: ‘capture the atmosphere’ or ‘film what you find interesting’. The most important thing to remember is; nobody else cares whether you’re getting the shots you need or not. Nine times out of ten you’re there as an add-on, to capture the main event without disrupting anything or anyone. With this in mind we’ve compiled some event video essential shooting tips.

1. Be nice

As anyone in the business will attest to, staying positive and polite will serve you well. If you step on someone’s toes; apologise, keep smiling and keep working. If you get bawled out by someone important, just get on with it – a thick skin is a must. In event video production your job is to blend into the surroundings while being right where the action is, so be gracious at all times. You are much more likely to be granted favours if you keep a smile on your face.

2. Be flexible

You are nowhere near the most important person in the room so be prepared to have your plans and preparations scuppered by last minute changes. The priority is for the event to run smoothly and the videographer should do everything possible to adapt to any on-the-fly requests. Excuses or stubbornness might be justifiable but in the end you will be judged by your final product and how pleasant you are to work with.

3. Be prepared

For anything! Low light, background noise, whatever you have to deal with. Not bringing a versatile kit won’t stand with your client. So find out everything you can about the space beforehand; the light, the ambiance, the run of show. Even if interviews weren’t included in the brief, come prepared with your mic and lights. Be prepared to work autonomously too.

4. Be patient

The biggest pitfall in reactive event video production is shooting too much. When there’s no specific brief the temptation is to get total coverage of the event, but this can result in double or triple the editing time. Consider each shot before you hit record, are you really going to use this angle, or can you get a better one? Editing in your head while shooting is an important skill for event video production.

5. Push the client

Often a client can shy away from capturing a certain moment or scene if they think it’s invasive. It’s your job to encourage them to make it happen. If you can see it will help in the video to get that interview, or get back stage, tell them how important it is. Often they just need a little push, or don’t realise how valuable a certain shot could be to the event video. In this sense you need to lead the client on what is and isn’t worthwhile. Sometimes that means saying no too.

6. Don’t be shy

If you don’t ask you don’t get: as true for event video production as anything. It’s no gig for shrinking violets; when a client asks why a certain shot isn’t in the rushes, the last thing you want is to regret not being more forward.

7. It’s easier to ask forgiveness than permission.   wink


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EPK video production: 6 ways to build your story

EPK Video Production: 6 Ways To build Your Story

EPK videos are an engaging way to tell your story to audiences and stakeholders. There are goldmines of valuable content to be presented to audiences and press, other than show footage, and exploring different angles is essential in building up a rich narrative.

In this article we look at six strands of  content and explain their value in EPK video production.

1. Interviews with Key Creatives

Creators and champions of the work are usually best placed to espouse its unique selling points (USP); artists, writers, directors, producers and so on. By exploring their motivations, or responses to the work, we give the audience the tools to take more from the work. On film, their responses are more candid and engaging than in print, making it a far more effective way to tell your story. These interviews often function as the structure of an EPK video, which the rest of the content punctuates.

2. Star on Camera

When there’s a big name involved your EPK video must make a memorable connection between that person and the work. They are perhaps the most trusted and respected ambassador you have. Visually associating this person with the branding and story of the work is essential. Photo calls and dress rehearsals are perfect places to film them because your star is in costume or immersed in the environment of the piece. Use these interviews to show off the personality or the talents of this person, but also to dispel the misconceptions you think audiences or press will have about the work.

3. Vox Pops

Eloquent public testimonial is invaluable, not just as an advertising tool to audiences, but as a public stamp of approval to venues and funders. Don’t underestimate its effectiveness, but note the importance of asking leading questions to focus the interviewee on your key messages.

4. Exposition

You can build on the shareability and interest of the piece by placing it in a relevant cultural context. This could be through live Q&As, social media campaigns, or user generated content.  On film it can also be explored through a documentary approach to the subject. Belarus Free Theatre made short documentaries about their political activism efforts to accompany Red Forest; their play about man-made destruction and globalisation. The musical Made in Dagenham relied on archive footage of the original strikes at the FORD plant in their EPK videos.

5. Behind the Scenes

Discover the people, the ideas, and the work behind the scenes of a production. This unique insight is valuable to professionals as well as audiences, and it lends an invaluable authenticity to an EPK video that the more glossy promotional content cannot.

6. Show Footage

 If possible, an audio visual teaser of what patrons and paying audiences can actually expect is a powerful asset. However it’s not always possible, and in some cases where justice can’t be done to the real thing, it’s best to focus on creating original supporting content.

Video as a medium is the most persuasive, shareable and engaging way to communicate your story.

EPK videos can bring together various strands of content that combine your key messages from different angles.

At Impact Video we can help you from strategy to concept through to execution.

Get in touch with to talk about your next video production. 

Screenshot from promo video for Harlem Dream at The Young Vic Top Stage Videos Mention

“South London will soon be swinging to a sexy New York beat if this trailer for A Harlem Dream is anything to go by.”

We were very pleased to see one of our recent video productions had been featured on the Guardian website. A promotional piece we shot for the Young Vic Theatre’s upcoming show by Dance Umbrella, A Harlem Dream, was included in a list of the best stage videos. Here is the segment:

Across the road to the Young Vic where south London will soon be swinging to a sexy New York beat if this trailer for A Harlem Dream is anything to go by. Part of the London-wide Dance Umbrella festival programme, Ivan Blackstock’s BirdGang choreography matches contemporary hip hop to the sounds and stylings of 1920s Harlem. Our dance critic Judith Mackrell is looking forward to a “new spin on a familiar form” when the show opens in October – read her full assessment of Dance Umbrella’s new direction under Emma Gladstone

Watch the trailer below and check out the other picks in the full article.



Impact Video Arts Show Reel

We wanted our Arts show reel to speak about the breadth of video work we do while shining a spotlight on the dramatic and the cinematic.

The creative license afforded when scripting and shooting this type of content is what spurs our passion for film-making. Long term relationships with theatre companies like Clean Break and The Young Vic Theatre allow us to experiment in this genre and stay at the forefront of the industry while not costing the earth as a production company. At Impact we work simultaneously in video production and online video advertising, which means we are always in touch with what type of content is and isn’t successful. Below the video is a list of clients whose work is included in the Arts show reel. Thanks to all our wonderful clients and thank you for watching!

Young Vic Theatre, The Roundhouse, Clean Break, Mahogany Opera Group, Imperial War Museum, Menier Chocolate Factory, Sound and Music, The Courtauld Gallery




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