Corporate Video Production, 2nd Edition

Description

Corporate Video Production, 2nd Edition
Beyond the Board Room (And Out of the Bored Room)
By Stuart Sweetow

346 Pages – 49 B/W Illustrations

In this updated edition of Corporate Video Production, Stuart Sweetow teaches aspiring and seasoned videographers how to make imaginative corporate videos with eye-catching designs, rhythmic editing tricks, and essential scriptwriting and interview techniques. Readers will learn how to shoot on location or in a studio, work with employees-turned-actors, find new clients, and produce online videos and podcasts for corporations, government agencies, and non-profit organizations. Additionally, this new edition has been updated to include discussion questions, chapter summaries, and professional tips, and to cover live webcasting, mobile devices, shooting in 4K, micro-videos, micro-cameras, and storytelling techniques for corporate social responsibility programs. A companion website features downloadable forms and further resources.

Table of Contents

Acknowledgments

Preface to the Second Edition

Introduction

Chapter 1 Case Studies

Introduction

Corporate Social Responsibility—Google Heroes

Videos Documenting Company Community Service

Big YouTube Views

Hamburger University and Sustainability at McDonald’s

Consulting Firm Booz Allen Hamilton

Scripted Videos with Professional Talent at World Savings

Finding and Directing Talent

Evaluation Mechanisms

New Employee Orientation Video

Recruiting with Video — Facebook Headquarters

A Consumer Products Manufacturer

Setting Up an In-House Video Service

Using Outside Services

Scriptwriting

Chargeback

Social Media and User-Generated Video

Shared Content at Safeway

Movie Production and IMAG Display at Berkshire Hathaway

Shooting the CEO

Job Listings at Corporations

Salary Ranges for Video Production Employees

Summary of Key Points and Takeaways

Discussion Questions

Chapter 2 Marketing Yourself as a Producer

Introduction

A Personal Message from an Independent Video Producer

Getting Started and Getting Business

Volunteer for Nonprofits

Your Business Plan

Writing the Video Production Proposal

Requests for Proposals and Requests for Qualifications

Business Accounting, Licenses, and Taxes

Business Insurance

Independent Contractor Defined

Hiring Help

Business Formations

Doing Business with the Government

Summary of Key Points and Takeaways

Discussion Questions

Chapter 3 Video Project Proposals

Introduction

Sample Proposal: The Metropolitan Transportation Commission

Sample Proposal: Accounting Training DVDs

Summary of Key Points and Takeaways

Discussion Questions

Chapter 4 Budgeting the Corporate Video Production

Introduction

Determining the Costs

Above and Below the Line

The Executive Producer

What to Leave In, What to Leave Out

Budget Management

Distribution and Marketing Budget

The Bottom Line

Summary of Key Points and Takeaways

Discussion Questions

Chapter 5 The Role of the Producer in Corporate Video

Introduction

The Producer-Director

Above the Line

The Producer As Team Motivator

The In-House Producer

Instructional Video Evaluation Instrument

The Contract/Freelance Producer

Script Development

Production Management

Summary of Key Points and Takeaways

Discussion Questions

Chapter 6 Directing Corporate Videos

Introduction

Directing Professional Talent

Shooting the CEO

Employees as Actors: Directing Nonprofessional Talent

Auditioning the Talent

Directing the Crew

Directing Live Switching

Script Markup and the Shot Sheet

Directing the Edit

The Unique Position of the Corporate Video Director

Checklist for Use of Talent

Summary of Key Points and Takeaways

Discussion Questions

Chapter 7 Production Coordination

Introduction

Production Management

Script Breakdown

Daily Call Sheets

Daily Production Reports

The Assistant Director

The Production Assistant

Interview with a Production Manager and Producer

Crews for Corporate Shoots

Talent and Union Crews

Locations

Producer Support

SAG Industrial and Educational Pay Rates

Summary of Key Points and Takeaways

Discussion Questions

Chapter 8 Corporate Scriptwriting

Introduction

Determining Objectives

Research and Concept Development

Facts + Frameworks = Concept

The Audience

The Treatment

Writing for the Visual Element

Writing for the Spoken Word

Describing Visuals

Script Formats

Writing Dialog

Writing Documentary Scripts

Script Drafts

Summary of Key Points and Takeaways

Discussion Questions

Chapter 9 Legal Considerations

Introduction

Trade Secrets and Nondisclosure

Contracts

Safety Issues

Permissions, Releases, and Permits

Copyrights

Distribution Agreements

Legal Considerations If You Are a Freelancer

Summary of Key Points and Takeaways

Discussion Questions

Chapter 10 Talent: Working with Talent, Coaching the Executive, and Appearing On-Camera Yourself

Introduction

Coaching Nonprofessional Talent

On-Camera Reporters and Guests

The Floor Director

Professional Narration: On-Camera and Voice-Over

Actors for Dramatic Roles

Wardrobe

Makeup

On-Camera Training and Presentation Skills

Summary of Key Points and Takeaways

Discussion Questions

Chapter 11 Location Shooting

Introduction

How Mr. Murphy Stole from My Big-Budget Video Production

Location Scouting

Logistics on Location

Nondisruptive Equipment Setups

Client Guide to Location Filming

Site Survey Checklist

Your Murphy Bag

Summary of Key Points and Takeaways

Discussion Questions

Chapter 12 The Interview Format

Introduction

Preparation

Shooting an Interview Sequence

The Single-Camera Interview Shoot

Employing Composition and Continuity in Interview Filming

Notes to the Interviewer

Remote Interviews

Postproduction

Summary of Key Points and Takeaways

Discussion Questions

Chapter 13 Aesthetic Considerations

Introduction

Branding Complementation

Creative Corporate Camera Work

Composition

Continuity

Moving the Camera

Art Direction and Set Design

Wardrobe, Makeup, and Hair in the Corporate Video

Summary of Key Points and Takeaways

Discussion Questions

Chapter 14 Technical Considerations

Introduction

Enterprise-Grade Cameras

Lenses

Camera Support

Exposure Metering

4K and 8K Cameras

Mobile Studios

Teleprompters

Audio and Lighting Considerations for the Enterprise

Postproduction for the Enterprise

Compression

Storage Solutions

Redundant Array of Independent Disks

Hardware Acceleration

High-Definition Editing Formats

Electronic Filters—Softening the Skin

Compositing and Effects

Multiple-Camera Editing

4K Editing

Summary of Key Points and Takeaways

Discussion Questions

Chapter 15 Training Videos

Introduction

Cost Justification for Training Video

Video as a Consistent and Repeatable Training Medium

Video as an Engaging and Exciting Medium

Treatment for a Supervisor Training Video

Call Center Training

Safety Training

Treatment for a Safety Training Video

Product Training for Retail Customers

New Employee Orientation

Media Training

Presentation and Speech Training

In-House Video Repurposed for External Distribution

When Video Is NOT Effective

Non-Fiction Storytelling

Instructional Design

Summary of Key Points and Takeaways

Discussion Questions

Chapter 16 Marketing and Social Media

Introduction

YouTube for the Enterprise

Embedding, Creating Channels, and Playlists

GoPro and User Generated Videos

ULTA and Haul Videos

Short Vines by Big Corporations

Tumblr in the Boardroom

Instagram: 15 Seconds of Fame

Burberry, Instagram, and Apple

Engagement Objects on Websites

Top Corporations’ Video Sites

Facebook, Twitter, and Other Sharing Sites

Facebook Embedded Videos

AT&T on Facebook

Facebook Video Views Design Guidelines

Twitter in the Boardroom

Dailymotion, Vimeo, Metacafe, and Veoh

Summary of Key Points and Takeaways

Discussion Questions

Chapter 17 Corporate Events: Filming Conferences and Meetings

Introduction

Shooting in an Auditorium

iMag Projection

Lighting Considerations

Mics at Meetings

Tying into the Sound System

Feeding the Audio and Video to a Remote Site

Live Streaming of Meetings

Conference Highlight Videos

A Guide to Videotaping Meetings

Recording Clear Audio

Wireless Microphones

Audience Questions and Answers

Camera Placement

Multiple Cameras

Lighting

PowerPoint Slides and Other Projected Images

Logistics

Summary of Key Points and Takeaways

Discussion Questions

Chapter 18 Nonprofit Organizations

Introduction

Multiple Constituencies: The Politics of Nonprofits

Case Studies: Nonprofits

Saving Lives with Video

American Cancer Society

Shooting CEOs for the YMCA

California Department of Public Health

American Indian Cancer Control Project

Starr King School of the Ministry

The Progressive Way

Project SEED

Universities

iTunes and YouTube at the University of California

Hospitals and Medical Centers

Government

Summary of Key Points and Takeaways

Discussion Questions

Chapter 19 Video Distribution: Live Streaming, Video on Demand, and Videoconferencing

Introduction

Live Streaming

H.264, H.265, VP8, Flash, HTML5, and WebM

Streaming Appliances

Videoconferencing and Collaboration Technology

Google Hangouts

Content Distribution Networks

Satellite Distribution

Cloud Storage

The Enterprise Content Delivery System

Summary of Key Points and Takeaways

Discussion Questions

Appendix

Sample Budget 1

Sample Budget 2

Sample Budget 3

Glossary

Bibliography

Index

Biography

Stuart Sweetow is a video producer specializing in corporate video production and informational videos. His career started in 1970 when he won first place in the Southern Illinois University Film Festival, after which he worked as a staff video producer for corporations for several years until he founded Audio Visual Consultants, a video production company specializing in producing training and marketing videos for corporations and nonprofit organizations. He taught video production for seven years at the University of California Berkeley Extension, and he has written over 100 articles on video for various magazines.

Reviews

    “For half a decade, Stuart Sweetow’s Corporate Video Production has been essential reading for corporate video producers—novices and veterans alike. The new edition, updated for our 4K-ready, microcamera-savvy, mobile-centric moment, sets the new standard. With the invaluable perspective of a seasoned producer who knows how to build a versatile, profitable corporate video business and keep it rolling through changing technologies and times, Sweetow provides easy-to-follow insight on corporate video from every angle: how to pitch it, plan it, cast it, direct it, shoot it, deliver it, and get it seen.” —Steve Nathans-Kelly, Editor, Streaming Media Producer

    “A practical, real-life compendium of what every corporate video professional must know to succeed. From banking to high tech, Sweetow shares up-to-date universal truths, revealing them through dozens of little known secrets of corporate production that will help jump start any career. Highly recommended!” —Greg Snyder, Former Senior Vice President of Corporate Video, World Savings