by Billy Russell, Client Services Representative, Business Wire/Phoenix
At Business Wire’s February 27 workshop, “How to Dynamically Tell Your Company’s Story With Video,” Keith Yaskin, who moderated the event, had an opportunity to provide his own insight into the creative process of crafting a video to tell a company’s story.
Three teams were each assigned to produce a video for a specific company Keith had outlined, and were asked how they would tell their story and what visuals would be highlighted. Two teams were given the task of creating a video for a mining company in order to boost its image to gain public support for a land swap. One team was given a small, local dentist’s office who specialized in kids’ dentistry. Both industries may have a difficult time portraying a positive image for different reasons: Mining companies can receive public backlash for environmental reasons, and a dentist’s office is a classic phobia for many people. So, how to tackle these issues?
According to Keith, there is absolutely no ONE right way to tell a story. There may be ten, twenty, a hundred different ways to tell a story, all of which can be equally effective. The two teams provided with the task of the mining company had different ideas, ranging from who to interview, to where to shoot the interview. Should it be outside on a sunny day? Who would be interviewed? The town’s mayor? An environmentalist professional? Everyone had their own ideas, none of them wrong, but all greatly different in achieving the goals.
Event photos by Billy Russell, Business Wire
Keith then shared a video he had personally produced for a mining company in the same situation. His was shot almost entirely within the mine, about 70% of it being with the workers and interviewing them, and 30% within the town. He explained to the workshop attendees that he wanted to highlight the hard work that the employees handle within the mine in order to boost the company’s public image. When it comes to interviews, he told us, he much preferred working with non-actors in order to get a more naturalistic demeanor from them. With actors, he said, sometimes they come off TOO good, too polished and confident. He told the groups that he preferred the reactions and statements of everyday people as their conversations come across more warmly.
The second team was asked to create a video for a pediatric dentist’s office to portray the professional positively and warmly; themes were discussed on what would be covered and who would be interviewed. Some ideas were to interview the child coming to visit and asking how they liked coming to the dentist’s office, making sure to get great, big smiles on camera to highlight his/her happiness with the visit and the professional work on their teeth. Other members of the team thought it would be a good idea to spend some time talking about the equipment used, to show how state-of-the-art their techniques for dentistry are, to ease potential clients’ minds about what to expect.
After the discussion, Keith shared another video he had produced to demonstrate how he handled the same task. He allowed the dentist to speak freely about how he comforts his clients coming in for checkups and building rapport with them. Keith noted one of his techniques to filming is to, after an interview is conducted, have the dentist continue to wear his microphone and to shoot video of him going about his business so that he can get some off-the-cuff moments and the children visiting his office that looks and feel entirely real and unrehearsed.
The workshop closed with a Q&A session where our attendees had a chance to clarify any questions that they had about the creative process and how to work within reasonable budgetary restrictions.