Posts Tagged corporate video
Your Corporate Video ? Weaving A Tapestry
Posted by SEO Services in Video Production on November 2nd, 2010
Did you every think of yourself as a playwright or weaver? If you are a businessman who has decided to undertake writing the storyline for your corporate video, you will find you have undertaken a bit of both challenges. In this article, we will look at the task of weaving the fabric of your corporate video
The technique of weaving the story line in a corporate video is well illustrated by the video journalist videographer Alan Horwath created for the Arnold School. The Arnold video can be found at: http://www.alan-howarth.com/corporate-video-production.html
Once you have decided upon the content you will be presenting to your viewers, and have decided how you will order the presentation of the concepts contained in your content, you must determine how you will present each of your concepts.
A corporate videographer has a number of individual elements he can use to present his themes. Most videos, especially those of a journalistic style, will include footage of individual members of the company speaking to the camera, testimonials about the company and scenes of the company in action, It is useful to think of these different elements as a number of characters you will arranging into a play. The various characters and or actions scenes, may appear once, may recur intermittently or may appear throughout the video.
This type of structure can be likened to a tapestry. Each character or type of action is like a vertical strand or warp, that runs from the beginning of the video to the end. Horizontal strands, or the weft, represent different themes that are being presented in a each segment of the video. The meeting of the strands represents the potential appearance of the character or action in a given topical segment of a video. Unlike a tapestry, the scriptwriter has the option to choose which characters and actions he will use to support the given content or concepts presented in each section of the video.
The actors and speakers who appear in the Arnold video include the Headmaster, a teaching instructor, an alumnus who subsequently sent his child to Arnold, three graduates of Arnold, the head of the 6th form and additional teachers and children who appear in various parts of the video. The progression of themes in the video include Arnold’s care for the children and their development, Arnold’s pastoral care of children, Arnold’s efforts to help children meet eventual career challenges, Arnold’s academic training, Arnold’s support of students in extracurricular activities, Arnold’s college prep, Arnold’s family atmosphere including the importance of the parent’s investment in their child’s future.
As each topic appears in the story line presentation, the videographer splices in appearances from character who can appropriately contribute to the presentation of that topic. Not every character appears in every segment, and some characters appear only once, and the headmaster appears in many. Altogether, the structure provides unity, cohesiveness and texture to the video.
When using this approach to video story line creation, be sure to do the following: make an initial determination of the overall content to be presented and divide that content into individual themes or concepts, based on your understanding of the psychology of the audience targeted by the video choose an ordering of the subject that will be most appealing to the audience look over your characters, and subject matter and determine which characters and which subject matter will effectively help to present each concept as it comes along in the story line.
Don’t forget, you needn’t include every character in every segment. By varying the appearance of characters you will add interesting texture to the video.
Good-luck on your production.
Documentary Corporate Videos
Posted by SEO Services in Video Production on November 1st, 2010
John Horwarth is a journalist turned corporate video producer who firmly believes in producing documentary style corporate videos. He presents the following points on his website.
1) tell your story - communicate - don’t waste viewer’s time showing silly, flashy effects and dancing pixels.
2) content is king - anything else is there to make up for a lack of content
3) if the weird stuff starts creeping in it’s usually because the content starts to weaken
4) editing is the ‘punctuation’ of your film, it should be unobtrusive
5) Corporate video is all about the audience, the viewer,
6) It’s not about the director being clever, it’s not about the editor being clever
An example of his style is seen in his documentary corporate video of the Heywood School, found on his website at: http://www.alan-howarth.com/corporate-video-documentary-style.html
The Heywood school is an academy for “disengaged learners,” children age 14-16 who have dropped out of school and have no goals in life. The program lasts for three weeks and teachers seek to instill qualities such as team work and motivation, which will help these young people when they return to school and continue on with their life. The academy relies on funding from the community, and they worked with John Horwarth to make a corporate video that would help them get the support they required.
The Heywood School Video, like other Horwarth projects is made in a journalistic documentary style. There are no special effects, no motivational background music, no special slicing to create collage effects, split screen or fancy video transitions.
There are three essential components of the video, the on screen and off screen voice of the Associate Director, Rachael Hanson, describing the purpose of the academy, intermittent scenes of the boys playing and engaged in various activities and individual testimonials from or interviews with boys in the academy.
The video does succeed in conveying exactly what the program does. Through talks with the boys in the program combined with the running commentary of the Associate Director, viewers get a clear picture of how the academy works, how it helps the boys and how it motivates them to return to school.
It is edifying to watch this video in conjunction with the testimonial of the head of the school posted next to it. After first watching the video, I was a bit disappointed. When making documentaries, one is a bit dependent on the vocal abilities and photogenicity of the subjects being interviewed. While the Associate Director of the school had good screen presence, some of the boys were shy and had thick Cockney accents, which when placed against the background noises were hard to hear. Secondly, when comparing this video to other corporate videos like it that have background music, I had to admit that the level of emotional catharsis created by this video was less than the others. Scenes of boys like these working out spliced together with appropriate background music can be very effective in rousing the emotions of the viewer.
While I concluded that the video itself only partially aroused my feelings, I wanted to know if it had succeeded as a fundraising project. Surprisingly, the director of the academy said that the video had won a lot of support for the program and a lot of people had bought into it.
I concluded from this testimonial that on screen sincerity can win a lot of support for a corporation or program. I also observed that, whether necessary or not, there appears to be a dichotomy in corporate videos between the focus on sincerity and the focus on the creation of special emotional arousing special effects. Both sincerity and emotional arousing scenes would be expected to increase viewer support for a corporation. However, Mr. Horwarth firmly believes that sincerity comes first. Certainly, as this video shows, sincerity can be very effective. However, whether or not adding a little music into the video and working on improving the acoustics would have helped or hurt the effectiveness of the effort is impossible to say.
The Alan Howarth Style Of Video Production
Posted by SEO Services in Video Production on October 29th, 2010
There are many styles of corporate video, many approaches to making a good corporate video, and many tenants of video production that can lead to production of a good corporate video. One interesting approach is presented by Alan Howarth on his website www.alan-howarth.com .
Alan comes to video production from a long career in broadcast and journalism. His basic tenant is that if your video looks like a corporate video than it has failed. Alan is alluding to the traditional style of corporate video which is meant to overwhelm the viewer with its grand production style Alan’s approach, on the other hand, one that is increasingly in favor in the corporate video world, is to create corporate videos that look and feel like news reports and that engage the public.
Corporate videos, Alan points out, should not be made to indulge the corporate leaders. They should be made to communicate with the public. Therefore, Alan finds that presentations containing public testimonials from satisfied clients, and words from the corporate workers, reach the public much more effectively than videos featuring a presentation by the company CEO.
Alan is always seeking new creative ways to implement his strategy. In one shot for example, made for a perfume company, he went out to retail stores where the product is sold and talked with customers who were shopping for perfume. Live footage shot in a retail store environment has public appeal. It allows viewers to see the product through the eyes of consumers like themselves and thus becomes more believable and less pompous.
In another shot for the same production, Alan interviewed people on the street in a retail shopping district. Once again, he wanted to feature the man on the street rather than the boss at the top.
Alan’s approach to corporate video production goes a long way towards replacing mere pompous fanfare with solid content about the product being presented In my own experience reviewing corporate videos, I have found that one needn’t, however, be so absolute in pursuit of content. Sometimes, for example, the boss of the company is the most engaging and photogenic member of the business. In that case, I believe he should be featured in the company corporate video. In another company, the office secretary might be the most photogenic and communicative member of the concern. Some videos do well with a professional moderator.
Whoever a company uses to communicate with the public, the effort should be down to earth and full of real content and not mere empty rhetoric. No one likes being talked down to or talked at.
News Report Style Corporate Video
Posted by SEO Services in Video Production on October 29th, 2010
Use of a news reporting style in corporate video has been more and more popular in recent years. Video producers taking this approach, seek to strike a balance between the objective news style and the need to present positive information about the corporation. Unlike a news report, the news style corporate video is everything positive and nothing negative. Videographers try to temper the one sided approach by adding in more news like elements. And who can do that better than a former journalist with years of broadcast experience.
Alan Howarth, a journalist turned videographer makes it clear on his web site that he seeks to present his clients to the public in the most natural way possible. He likes using the journalistic approach to corporate video, and he is always seeking new innovative ways to let a reporting style video temper the otherwise blatantly obvious one sided reporting seen in most corporate videos.
His video for Audi driver Adam Smith, is example of this genre. Adam Smith was a young driver in England with great promise. His supporters wanted to set up a corporation to generate enough money for him to race solidly for a couple of years and hopefully make it into the big time. Investments would be paid off as money began rolling in from racing awards and endorsements.
Mr Howarth made the video. It was a typical corporate in that Adam was the center of attention. His accomplishments, his racing successes and skills and his potential were featured. At the same time, the footage was made to look like racing car television coverage footage. There was objective filming of the races. The footage covered moments when Adam was making his move ahead of other cars, however, the narrating style was identical to typical sports car racing narration.
After the race, there were interviews with fellow racers and supporters. The interviews were like corporate endorsements in that they featured Adam’s positive qualities and there was no effort to look at any negative features. On the other hand, some of the footage appeared to be spontaneous live news coverage as well, such as when he was interviewed just after a race he had won.
Towards the end, the video presented the fact that endorsers were needed to help set up a funding corporation. But even this material was presented spontaneously in the style of sponnataneous interviews with Adams supporters and colleagues.
The video of Adam Smith can be seen at http://www.alan-howarth.com/corporate-video-content.html . On the whole The video represents a solid example of this video genre,
Corporate Logos More Than Just Designs
Posted by SEO Services in Video Production on October 26th, 2010
Many corporate videos begin and end with the corporate logo. Most businesses have a logo, and yet how many people realize the depth of thought that frequently goes into the creation of a corporate logo.
Traditionally, a safe distance is maintained between the world of business and the world of religion or mysticism, but in one area they do merge. A researcher has found that the symbolism and shapes found in corporate logos frequently devolve from deep symbols, which are found and described in the Masonic tradition.
In the video The Freeman Perspective found at _http://www.youtube.com/watch?v=-LesRmd4v60, the narrator points out that many of the great men in American society are or were Masons. For example, 50% of American Presidents were members of the Masonic order. Likewise, many of the founders of America’s great corporations also are or were members of the Masonic order, Many other famous Americans such as Arnold Palmer, Jay Edgar Hoover, Burl Ives, Gene Audrey, John Glenn and more wer 33 rd degree Masons.
Since much of Masonic study is known to concern itself with knowledge of important symbols, it should come as no surprise that many these great leaders of American enterprises have choosen to blend symbols they studied in Masonic teachings into their corporate logo.
To take a concrete example, consider the geometric oblong square, a shape found in many corporate logos. According to the Freeman’s perspective, the oblong square harkens back to an ancient practice found in Egypt in which visitors to the court would stand with their heels touching and their feet pointing outwards, much like the first position in ballet. According to the Freeman’s Perspective, this stance is one of the historical origins of the oblong square symbol, which also relates to the stance of Masons in the first three degrees of their study.
The Freeman’s perspective video finds the oblong square symbol in the Bank of America Logo, which actually shows the footing position of the first three degrees of the Masons. The same oblong square is found in the Dell logo and a winged oblong square symbol is found in the Sprint logo. Additional oblong squares are found in Sam’s club and in the Enron symbol.
While all of this might seem like mere coincidence, it becomes more understandable when we remember that the leaders of many of these giant corporations have studied these symbols in their secret Masonic initiations.
Finding this association between corporate logos and Masonic symbolism teaches us something about the meaning of a corporate logo. A corporate logo is more than a mere attractive or dazzling geometric design. The logo is meant to portray or symbolize some essential essence of the corporation. Or else, perhaps, the symbol is recognition of a deeper reality to which the corporate leaders are devoted. In addition, one can speculate that in keeping with the belief of the Masons, proper use of these symbols may actually bring into realty the power represented by the symbol. So for example, inclusion of an oblong symbol in the corporate logo is a recognition that the corporation as a whole or corporate body stands, at all times, before a higher power. Employing a symbol like that in the logo serves as a reminder to all understand members of the corporate body, before whom they work and to whom they must reckon an accounting of their actions.
Volvo Trucks North American Corporate Video
Posted by SEO Services in Video Production on October 21st, 2010
The meat of a corporate video is the content of the video which appears after the intro and before the close. In the Volvo Trucks North American Corporate Video, found at http://www.youtube.com/watch?v=Uook3SXdZnE
, for example, the intro is a shot of a Volvo truck traveling across a bridge in the early morning light. The narrator states “another day, and another important load to carry. The intro is artistic, aesthetic creative. The body of the corporate video, on the other hand contains the content and the message, which the company needs to be conveyed.
Companies should carefully plan out what they want to say in their corporate video before actually writing the script or storyline, so that the video won’t be repetitive. What problems are they addressing, what achievements of the corporation do they wish to present, what changes in corporate policy or product focus do they wish to explain to shareholders, what new developments are down the pike, and liable to excite shareholders,
The video should address company problems early on, in order to put viewers at ease. The solution should be presented immediately after the presentation of the problem. The Volvo video, for example, addresses the following problem and solves it in two lines of narration appearing early in the script.
“In 1998, the Volvo group sold its passenger car business, and since then its focused exclusively on commercial transport including trucks. With annual sales of approximately 27 billion dollars, the Volvo group is a world leader in heavy trucks. ”
People might think that Volvo terminated its passenger line of vehicles because of financial problems. The video therefore informs us about the passenger care termination and follows that up by noting that Volvo is currently achieving approximately 37 billion in annual sales.
Content in the body of the corporate video should be solidly informative. The body may be impressive because the facts themselves are impressive. The Volvo video, for example describes the location of the major manufacturing plants in North America, and informs viewers that Volvo is now the second largest manufacturer of large trucks in the world. That’s not showmanship, that’s a truly impressive fact!
Corporate products should be described in a thorough manor, but without losing the audience in pursuit of detail. The video should maintain a balance between information and entertainment, being neither too weighty nor too empty headed. The Volvo truck maintains a balance by backing up descriptions of their truck lines with quality video snips of their brightly colored trucks riding down America’s highways.
Video producers, should know who their audience is likely to be, and tailor the content accordingly. If it will be seen by corporate investors and shareholders, then the content should be presented like pieces of steak that have been cut up into bite sized chewable pieces. The individual pieces should be appropriate for easy consumption. Taken as a whole, the pieces fit together and tell a whole story.
Impressive corporate facts and accomplishments are the delight of any corporate video. In the Volvo Video, for example, viewers are informed that Volvo is the largest heavy duty engine manufacturer. After introducing the various plants, the video goes on to describe Volvo’s large network of 250 maintenance centers which keep Volvo trucks on the road. Then the video describes Volvo’s subsidiary Petro, which provides light service for Volvo trucks. Added to this is Volvo Link, which provides satellite navigation for the trucks, and Volvo Commercial Finance , which provides financial arrangements for purchasing Volvo trucks. The video content taken as a whole gives the viewer the satisfied feeling that Volvo provides comprehensive truck manufacturing, sales and performance support.
We can learn from the Volvo video that the content in the body of the video should be substantial and presented in an orderly and non-repetitive fashion. The content must address every problem targeted by the video and inform the public of the corporate achievements in a comprehensive and entertaining manor that leaves the viewer satisfied that he has a complete picture of how the company is doing.
Content Is Still The King When It Comes To Producing A Corporate Video
Posted by SEO Services in Video Production on October 21st, 2010
Corporate Video Production in Boston 2 found at http://espanol.video.yahoo.com/watch/8300343/22135476 presents bioengineering at the Massachusetts Institute of Technology. The video clip presents the chief researcher describing his field of research, with some shots of the laboratories that are working on his research, included.
While the corporate video clip does not have any motion graphics, captions or other special effects, it grabs people’s attention because of the content, and proves once more that content is king. People will sit back and listen to what this video has to say because an implantable computer chip, which can deliver medications upon demand is something of great future relevance to many viewers.
Without any special effort, the far reaching vision, the excellence and potentially useful applications of the research will impart to viewers a sense of the academic standards of MIT, in a completely natural way. The video will help to transforms the generalized public association of MIT with technological excellence into an appreciation of their role in producing socially relevent bioengineering research.
What lesson should a corporation that is not as well known as MIT take home from this video. The answer is that before their corporate video, the producers and members of the concern must ask two questions. First, what are the unique qualities of excellence in their corporation. And secondly, what do these qualities mean to the public. Or put in another way, which of their outstanding qualities are going to be of greatest interest to the public.
It is important to realize that MIT did not randomly present one of their excellent projects to the public community. They could have presented any number of technical or theoretical areas of research found at the University; rather, they presented research which has meaning to viewers. The meaning translates into rapt attention which serves to magnify and underscore the central point of this video that MIT is an institution of excellence. The institution is one of excellence in general. But more importantly for the viewer, it is an institution of excellence in an area that can better his life.
So how can this plain message be incorporated into today’s trendy corporate videos, which come with killer intros, captivating narration, powerful branding imagery, hypnotizing sound tracks and captivating visual imagery? The truth is that a successful corporate video can include all of these features. However, the producers mustn’t let all special features obscure the presentation of the fundamental message of the video.
Corporate Videos That Grab Attention By Employing Fantasy Themes
Posted by SEO Services in Video Production on October 5th, 2010
Corporate videos may be internally focused, if they present the true story of the company, and in that way seek to win users and financial supporters for the company products. Or corporate videos may be externally focused if they present images and facts about the company, and dress them up in a way that is expected to impress the public.
The corporate video from Tetra Pack, found at http://video.google.com/videoplay?docid=-3746615746129582317#docid=3573471230342398082 is a video of the second type. It presents facts about the development and future potential of the compressible Tetra Pack fiber made food containers, and intertwines them with a futuristic type of high tech crime story line in which invaders seeking to know secrets about Tetra Pack break into corporate headquarters, but are finally caught. The Hollywood footage is meant to entertain the public and grab their attention. The effect is enhanced by a presentation of the Tetra Pack information in the form of a futuristic type briefing of tetra pack employees, in sterile well lit, sound proof steel tunnel, where a researcher clad in a white lab coat addresses four young assistants.
The researcher presents the core message of the video. Tetra Pack, a card board food container which compresses when empty and was invented in 1952. Since then, the company has worked hard to develop and optimize the product. This scene is followed by another one, showing a subject participating in product testing. The testing shows the subject becoming more and more enthralled with the food containers as they progress from older to more modern and sophisticated Tetra Pack designs.
In the third segment, the invaders have broken into room where they watch a hologram display showing how Tetra Pack has developed new containers, which imitate the curvilinear shapes found in the contour of a cows body, in order to imitate the beauty found in nature.
One gets the impression, watching the video, that the company is concerned about other corporations imitating the Tetra Pack ideas.This fear is symbolized by the invasders seeking to learn Tetra Pack’s secrets. The capture of the invaders indicates Tetra Packs determination to prevent others from using their ideas, It is also apparently meant to inform the public that Tetra Pack was the original inventor of the paper food container, and others are imitators of their ideas.
How effective is this video in terms of presenting the company product? It does grab attention at the beginning, as we see the three bandits rappelling down from the ceiling to a large room in the building. When the video switches to the briefing, it still holds are attention because of the futuristic type of briefing scene. The presenter seeks to relate the development of the Tetra Pack to other crucial developments that changed life, such as the cell phone and the safety razor. The presenter begins to talk about the Tetra Pack itself and the video transitions from an entertaining Hollywood Sci-Fi to a sales video. At this point it holds attention for a few seconds, as viewers seek to know who is behind this video. Then attention is liable to start to flag.
The second segment is imaginative and again holds viewer attention in that the testing subject is very histrionic and exaggerated in his approval or disapproval of the prodct designs being tested. Viewers making it to the third second, coast through the presentation of the company’s new shapes that imitate nature, much like a marathon runner coasting through the final segment of his run with his resources nearly used up. Viewers that reach the end see that the invaders have been captured.
I would judge this video in terms of the amount of information actually passed onto viewers. I believe most viewers will come away with the sense that the company invented a useful product and has developed it through product testing to come up with more imaginative container shapes that please the public. The name Tetra Pack is effectively presented to the vieewer. However, the video suffers, in my opinioni, in that the themes added in as attention grabbers, only serve to alert the public to the fact that other companies are imitating Tetra Pack. And if Tetra Pack is so worried about this imitation then maybe the imitation products are good and even cheaper.
My conclusion is that if companies are going to use fantasy entertainment to grab attention, they need to carefully consider the relationship of the fantasy themes to the main message the video is presenting. Images of the fantasy segments will contribute as much to company branding as segments talking about the product. And in time, viewers will link the themes together in a way that makes subjective sense to them. Also, when the fantasy sections do not mesh well with the segments of the video presenting the company message then there is bound to be an audience letdown when the video begins to seriously present the products and the company.
How A Corporate Video Can Effectively Present A Company To The Public
Posted by SEO Services in Video Production on October 2nd, 2010
One sure way that a corporate video can sell its company to the market is to paint a completely inviting picture of the company and what it does, in a manner that is interesting and entertaining. The video should invites the viewer to take the corporate vision with him, and make it part of his life. {/spin]In other words, the vision has to be something the viewer feels comfortable living with.
Requisites for accomplishing this task include presentation of a vision which is all inclusive, realistic and believable. The visual content, the background music and the images should describe a world that the viewer could live in and present it so as not to leave any gaps in the picture.
The characters portrayed on screen should believe in and be seriously involved in the vision or project presented to the audience. The self confidence and personal belief of the participants can then act like a magnet drawing the viewer’s attention, if the product on screen is something he feels he needs.
The significant factor in presenting a video of this nature is that unlike sales videos, where the on screen characters frequently get drawn out into focusing on responding to the public and presenting what they think the public wants to hear than they are on their own product. In a corporate video, such as I am describing, the characters are like figures in a pastoral painting; they are immersed in the scene before our eyes and they sell the product through their own natural unassuming charm and the beauty of the product.
The organic India corporate video, found at http://www.youtube.com/watch?v=NHeWHcVlrBg is an example of this type of approach to corporate video production . The characters, mostly employees who work for Organic India, they all believe wholeheartedly in the their company mission to foster a large network of Indian farmers who are growing herbs and teas using certified organic techniques. We meet them on screen as they talk about the company, its work and the foods they ship. They are interesting, above and beyond the message they are presenting, because many of them are westerners who have apparently given up their entire way of life to become immersed in India culture and spiritual life and they are dedicated to their dream and mission of creating a large cooperative of Indian farmers willing to grown their crops organically. Organic India, teaches the farmers how to use organic techniques and then ships the products around the world and sells them. The approach is interesting, because it does away with potentially harmful pesticides, and appears to work, as company sales appear to have grown. The corporate video is pleasant to view, and likely to have created many friends of the corporation and perhaps even future investors.
This video presents one end of a polar spectrum between corporate videos, in which characters and onscreen content is focused on expression of the corporate mission and goals versus sales videos in which the on screen personalities and content are focused on production of immediate viewer response. .
Some Tips For Getting The Most Out Of Your Corporate Video
Posted by SEO Services in Video Production on September 28th, 2010
Corporate video is a broad term which subsumes any type of video that helps serve a corporate need. The Nike Corporate Presentation Video is an example of a corporate video that was made to present shareholders and investors the conceptual plans for construction of the new Nikke corporate headquarters plant in the Midwest.
The video is creative in that it precedes documentation of the plans for the new headquarters with a 1 minute segment dedicated to presenting the spirit of what Nikke is. This is a pleasant interlude, and artfully done as well.
The intro segment is not mere display of Nikke shoes in motion. On the contrary, the company presents scenes of intense athletic competition in a way that symbolizes the plans to construct a new corporate headquarters. At the beginning of this segment we see athletes who are concentrating and preparing themselves mentally to begin a contest. These clips are accompanied by other images illustrating the theme of beginning something, including a flower unfolding and a baby preparing to emerge from the womb. Subsequent to that we see scenes of athletes starting a contest. Finally towards the end of the segment we see images of athletes who have finished their contest, collapsing at the finishing line, in some cases, or simply being helped along by friends after crossing the finishing line.
The message is clear and well presented. Nikke is preparing for a major endeavor, and has to employ the same strengths that successful athletes, users of Nikke shoes, employ during their athletic contests. At the end of the project, Nikke like athletes who use their shoes, will have used all their resources, and will be dependent on loans musch like athletes who are held aloft by friends after crossing the finishing line.
The video enhances its effect by preceeding and concluding the one minute intro segment with important take home messages, displayed as captions. The message at the beginning is “A legacy of innovation.” The message at the end is ” Nike design refining endurance plus sustainability.”
The effect Nikke wishes to impart is enhanced by background music created by the corporation. The tune is short catchy and repetitive, without being domineering, qualities which together make very effective background music. The one line verse is ” I got a sole but I’m not a soldier.” The vocal line uses a pun between soul and sole to convince viewers that Nikke has a “soul.” This is a powerful branding concept. But Nikke are not soldiers. Images in the film show men and women involved in powerful contests of strength, but for whatever reason, we don’t see scenes of military combat, rather the healthy wholesome peacetime combat that takes place in athletic contests.
Videos with background music that have a beat have been proven to be effective in holding audience attention, and presumably that is true of this video. At the end of the intro interlude, the video transitions to the presentation segment which displays floor plans and concepts about the new corporate headquarters.
What useful concepts can we take away from this video?One concept is that well chosen and well placed short theme messages can be effective when used in a video. The second concept is that presentation of corporate images can be enhanced by the inclusion of similar types of images taken from life in general, i.e. images of speedy athletes who use Nikke shoes, are juxtaposed with speedy animals. A third concept is the power of unity of concept and presentation. This video doesn’t merely present images of athletes who use Nikke shoes, it presents these images in a way that speaks about the effort of Nikke to prepare to undertake a major corporate endeavor. The fourth concept is that a company song or jangle can be very effective when the words are well chosen and appropriate to the message of the video. In this video, “I’ve got a sole but I’m not a soldier,” is pleasant to listen to. Of course, it might not be appealing to veterans, and this could be a negative factor affecting the popularity of this video. Finally, while corporate videos are neatly divided into different categories, depending on their function, as this video has shown, sometimes you can creatively combine two corporate video categories into one. This video has an intro, which functions much like a general Corporate branding video, followed by a presentation video, all combined into one package.
