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  • Graeme Howard

Planning and creating your next commercial video.

I'm not going to lie - switching from "still image" posts to animated video posts is more than an incremental step.


The payoff can be huge though.


Executed smartly, the video message can be engaging, keeping eyes on your media as your presentation develops. Engagement can mean new followers, and with that, social media algorithms place your content in front of a wider audience.


Before you even begin to consider your budget for lighting, sound equipment, studio rental costs, music licenses, editing, graphics artists, camera equipment and yes, even actors, you need a story.


Even a 15-30 sec web-based commercial needs a story message to give your potential next customer a reason to watch. Whats in it for them?


Think radio ad's - they've been successfully grabbing our attention for decades with their stories.


Today, you've got a few seconds to prevent that customers thumb from swishing up, and missing out on what you have got to offer.


Now, think movie trailer. You must admit, you watch them right? Probably over and over again.

Why we do that is the intriguing story presented - the hints of heart-pumping action you will be a part of, the connection to a character you want to experience, or the thrill of experiencing something new.

Its what I would aim for if I created a video project with you - in fact its just my preferred approach.



The visuals are important, but don't neglect your soundtrack or sound design.


It is said that most viewers can forgive poorly shot, or grainy footage, but if the sound quality "sucks", well you've lost your viewers.


Plan your recording environment for script reading! Turn off fans and avoid external noise sources. Save the environmental audio recordings for your b-roll. The sound of a grill sizzling, people chatting in a restaurant, glasses toasting. All great items to be placed in your audio to accompany your music track.


And make that music track work for you! Editing your finished clips should be driven by the rhythm or beat of your chosen track. It makes such a difference to cut your footage appropriately. Two-second beats should drive a two-second scene cut. I can't stress this enough.


And what about the visuals? Use traditional still composition rules if nothing else, but enhance where you can with camera motion or perspective if it makes sense to the story.


Sometimes a fixed camera position shot with a 4K camera can do the trick - Full HD movement can be simulated within the frame.


To enhance your video, bring in motion graphics or style mattes to help transitions. And when possible the use of motion tracking software to add incredible elements into your scene - impossible to shoot live, but look as though they were always a part of the shot.



I hope these few ideas and approaches can get the creative juices flowing for you!


If you're too busy to take care of this yourself, and interested in creating your next (or first) commercial video, I'd be pleased to help and be a part of your project.


Reach out through my contact information for a free no-obligation estimate. Its more affordable that you may think, and the payoff can be huge.




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