I thought I had covered this in the book Run ‘n Gun Videography–The Lone Shooter’s Survival Guide, but on quick review, it appears that I didn’t.
So here we go.
If you’ve read the book, you know how I go about shooting corporate videos. In short, I do an extensive interview or interviews with the relevant people and then I shoot a lot of B roll of their business. A lot. Then, as a result of being thoroughly indoctrinated into the business (by reason of the interviews–which are usually with the Managing Director, other executives and sometimes staff), I edit the interviews down to a final length of about 3 minutes to forward the marketing message in the best way possible and then cover up the dozens of edits with relevant B roll. The ‘script’ is created from the narrative.
Producing Multiple Videos For Different Purposes (from the same content)
Anyway, in most cases it is quite possible to create multiple videos from the material obtained on a one or two day shoot. They don’t always ask for it, but I always point out that this can be done because I make sure to obtain adequate footage during the shoot day(s) to facilitate multiple videos. I’d do it anyway, because it’s always good to have lots of B roll to choose from, but of course, not all of it will get used.
Probably half the time they think this is a good idea. They’re already spending the money, and it won’t be that much more to get multiple videos for different purposes out of the spend. And that’s good because it can double your income or more, depending on how much they want and what you can do. They’re essentially paying for additional editing time–and frankly, after the initial editing process, the creation of further videos goes much faster as much of the basic work has already been done.
Case in point and the reason for this post…
I recently posted a sample video from a shoot where I said 11 videos were produced. The purpose of that post was to give an example of the interview -style approach I just mentioned above. But this was also an example of the client realising the benefit of obtaining additional video content from the paid shoot days.
I did three different kinds of videos for this client.
1) From his interview I created several different narrative-driven videos about specific top selling products.
2) We created several more videos that were simple demos of these products.
3) I then created an ‘overall’ video for his Home Page or About US page which used music and graphics to get across all the things that they do.
As a note, for the first two types of video I created a template to massively speed up the editing process. When done with one edit, I could simply copy-paste it into a new project, change out the narrative bits, change the wording of the title or graphics, adjust a few shots if necessary and adjust the music to the length of the new video. Also, each of the narrative versions had the same ending (where he talks about branding and ‘UK made’). This is because those different products would never really be seen by the same audience. People will tend to watch the product they are looking for and won’t know several other videos have the same ending. And if they did watch other product videos, so what?
It might be a bit tedious, but I’m going to string all the videos out below. You don’t have to watch them all, but it might be of interest to watch a few to see what I mean about creating a template.
As a note, all 11 edits were approved as submitted with no changes required.
The ‘Interview-driven’ series
The ‘Product Demo’ series
The ‘Overall’ graphics/music driven summary of the business