Creating points of difference

November 26, 2015 at 10:22 pm / by

Assorted business gurus, Tsars, interlopers and know-it-alls are frequently to be heard crowing about the value of uniqueness. Is there something deeply seated in your proposition that places you squarely as one of a kind? Could it be that you’ve chiselled a lucrative niche around this previously elusive difference?

So where did the video content go wrong then?

Thousands spent on re branding, meeting after meeting seeking collective approval for a new raft of marketing collateral. Yet a video that looks and sounds like all the others out there. Why?

The web video producer with creative nous is a rare creature.

I’m really pleased that more and more businesses are commissioning video with the attitude “We want something different, something unlike our competition.” It’s a smart operator who can find the right approach and tone for some of the more conservative sectors yet still inject some light, some levity and yes, even irreverence.

Storyboards are okay. Up to a point.

You’re not shooting a feature with Peter Jackson. Don’t get mired in some pre-visualisation Hades or ceaseless storyboards that are desperate to emulate a certain look or genre. More often than not, the great points of difference come from unplanned moments, spontaneous looks to camera, laughter, a sincere gesture or an off the cuff remark. It won’t be sat neatly in a storyboard. A prime example of this comes from our recent shoot with Age UK.

Welcome to Age UK

The gentle ribbing Mr Clark gets from his wife is a priceless sequence. In all the meticulous pre production planning for key messages, questions and supplementaries, we had no idea this would present itself! To me, this is one of the small but compelling ways in which video content can set itself apart and make a mark.

Some of the other ideas we’ve brought to bear in online video are title sequences; take the concept of how a tv show opens and truncate it for web video. We’ve already discussed outtakes and used sparingly they can work a treat. The use of music should be seen as an equally vital ingredient and one that has a part to play in finding those points of difference. Don’t just let your video supplier slap on any old piece of muzak or royalty free drivel – open your thinking to a wide variety of musical styles. Be mindful too of the cameraman/producer who is eager to use their latest bit of kit on your project. You’ll often find that pseudo steadicam or slider shot will be done to death. They’ll no doubt have the requisite package of add on lens flare too.

Don’t let them do it; find your difference!






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