Posts Tagged‘video’

Shadow projection_video screenshot

Creativity is More Important Than Budget

“The more money you have the more you can do with it, sure. But the less you can say with it.”

Wim Wenders

creative

In the arts, budget for creative video is always limited, but we have found that innate creativity flourishes when big spending is not on the table.

Non-traditional, or guerrilla marketing, has earned the maxim; creativity is more important than budget. Time and again ingenious low budget efforts are the high-visibility campaigns we read about on marketing blogs. Online video has shown a similar trend; most viral videos are neither branded nor have a high production values, they simply speak to people in a unique way. Here are our four reasons that creativity is more important than budget when producing creative video for the arts.

1. Originality

Low budget means you have to be original; you can’t peg yourself to the production values and generic aesthetic of industry leaders or corporate brands. Plagiarism is not an option. So whatever you do it will have to be unique; see this as an opportunity and a challenge to produce creative video content. This brings out the best in your creative team too, and lets you know if you have the right people on your team.

2. Core Messages

What budget constraints do is steer us back towards the essence of the piece itself, and away from ‘ad-speak’. By removing an easy option we are forced to return to the essence of what we are promoting and strive for creative ways of achieving our objectives with video. Pushing past the superficialities and advertising tropes that big budgets can afford (and tend towards) will force us to more truthfully represent the core messages.

3. Film Language

Film is a versatile visual language that lets us show things in many different ways. It’s not a secret; the higher budget hollywood films are not necessarily the best. Once we have drilled down our core messages we work out how these can be communicated with the tools at our disposal. We focus on what we need to do with the camera rather than what we could do ‘if only we had the budget’. There’s no budget for expensive floating dolly shots so we figure out another way to tell the story.

4. Collaborate

Working without a lot of money you tend to pool the only other great resource available; people. Using the energy and input of a variety of stakeholders when money is tight is often the only way to make a creative video project happen. This is particularly true in the arts where here is so much creative depth in collaborations. This can make the creative video process quite iterative, but it does mean arriving at a product everyone is part of and is happy with. It’s also much more enjoyable and inspiring to collaborate with set designers, writers, directors and marketing teams on a creative video project.

The best idea is the one that can stand out and speak clearly, without any bells and whistles on it. We believe our value is in our creativity, our collaborative working practices, and our ability to deliver a product that satisfies your brief no matter what the budget.

At Impact Video we often discuss long term strategies which are formed around the creation of in-house and professional content. To discuss how we can help you get the most out of your video invesment get in touch with marliese@impactvideoproduction.co.uk or call 020 7729 5978

Juliet Stevenson through camera monitor

Behind the Scenes of Mayday

We were commissioned to make a behind the scenes promotional video for the Young Vic short film Mayday, a response to the stage play ‘Happy Days’. The production was a two day shoot, one day on the set of the short film and the second at the Young Vic theatre filming the interviews.

The first day on set was by far the most challenging, staying out of the way while capturing quality footage for the promo video is tricky. The short film was shot entirely in a small bedroom so space was minimal for our videographer. These restrictions bare comparison to filming an event video reactively, where you’re always the least important person in the room (read our blog post on event videos here). There’s a fascinating article on Making-Of films at mentorless.com, about Niko Tavernise, who has made multiple such films for Darren Aronofsky.

The second production day for the promo video took place months later and was more pre planned. We watched a screening of the finished short film with the Director Natalie Abrahami and star Juliet Stevenson, then they chatted on camera about the genesis of the project and the filmmaking process.

Mayday is part of Young Vic Shorts, a program of short film created with the Guardian in response to each Young Vic main house stage production. Read our blog post on the use of short film in digital storytelling for theatre.

Get in touch with marliese@impactvideoproduction.co.uk to talk about your a behind the scenes video production.

Screenshot from promo video for Harlem Dream at The Young Vic

Guardian.com 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 heretheguardian.com

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

 

 

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