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Video Production: When Less Content Brings More Value

For promotional films, the old proverb ‘less is more’ couldn’t be truer. While being an over-used cliché, there’s occasions when a state of the art, all singing all dancing video is not necessary when trying to tell your story. Sometimes it’s best to keep it simple.

Here’s an example of how a thirty second advert tells a short but effective story about how Timberland recycle old tires with worn threads into new boots.

There is no heavy narrative, it does not over deliver on information or try to pitch the product. It simply informs the viewer about the process behind a product without appearing to brag. The film has been carefully planned using beautiful cinematic imagery.

How to tell a story without words

Here is an example of a short promotional video that Lush Digital Media produced for ‘The Exercise Therapist’. The brief was to capture the essence of what mindful movement is through emotive, elegant imagery and choreographed moves. There is no voice over or speaking on camera.

Instead of selling to the audience, the video aims to be sophisticated and thought-provoking, inspiring the viewer to enquire further by seeking information from the website.

The concept was to introduce the film with gritty, New York style imagery where we follow the athlete walking to the studio. We highlighted the 4 icons used to represent mindful movement by subtly positioning them within the vision and using company colours against a black and white background to enforce the brand identity. The pace then slows, transitioning from the fast-paced bustle of the outside world to the calming notion of mindful movement, this being choreographed pre-shoot.

Less is more

Often clients assume they are getting more value for their budget by requesting a lengthy video of five minutes or more, research shows otherwise. In a report from Wistia a four to five minute video will have fewer than 60% of viewers watching the entire film against 75% for a one to two minute video. Audience engagement is proven to be higher with shorter videos meaning it is more valuable to have less content – but maintain high quality.

Both of the examples show how sometimes less is more. There are many options available in film production, the old-fashioned fifteen-minute video with voiceover and stock photography is thankfully a dying trend. To find out more give us a call, we would be happy to meet you for a coffee to talk about the best way to tell your story.

Lucy Helliwell

 

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