Using Cinematic Techniques to Bridge the Gap Between You & Your Audience Through Video
Earlier this year, we posted about a shift in consumers’ purchasing habits: people are no longer buying products for material reasons, they’re interested in items that will inspire a certain lifestyle. They know that happiness comes from experiences, not things. So, how do you satisfy your audience’s craving for a desired lifestyle while staying true to (and promoting) your brand?
The video content we create for Oakwyn Realty reflects the lifestyle integral to their brand. In addition to the video’s content, the filmmaking style is tailored to match this lifestyle. Our media team uses a wide variety of cinematic techniques to further express their story. The videos are designed to be quick and digestible on social media; what the viewers don’t see is the amount of time and effort spent per video strategizing and planning by our media team.
The end result is video content that speaks the same message with style and content. Short, quick cuts for a video about a car chase imply excitement both in style and content; when they match, it furthers the emotional reaction in your viewer. This reaction to your content is going to let your viewer associate that feeling with your brand.
When Form Matches Content
We captured this tour of Oakwyn’s downtown office in a point-of-view style using a DJI Ronin steadicam. Using a stabilizer allows our team to film by hand, while maintaining a steady shot. This personal POV style lends an aspect of familiarity to the shot, you feel as though you’re actually touring through the office.
“The time restraint for this video was challenging: we needed to cover a large amount of space within 60 seconds, so using a walking shot was out of the question. By using speed ramping we were able to cover the entire square footage, stay engaging, and showcase Oakwyn’s office culture” – Jon Spooner, Creative Director
This video is a combination of steady walking shots accented with fast-paced cuts and slower shots to draw attention to key office elements. Some of the shots outline the company’s mantras, like “Work Hard, Stay Humble” at 00:36. They were also used to showcase Oakwyn’s personality; notably the Glengarry Glen Ross film quote “Coffee is for Closers” at 00:30.
The fast-paced cuts inject energy into the video. The feeling of a hustling, rapidly changing business environment communicates to the viewer that Oakwyn Realty is an accomplished real estate agency.
Oakwyn Realty’s Medallion Medal Winners
In the video above, we showcased the Oakwyn Medallion Medal winners. The video was clean and straightforward, focusing on the faces behind the company. The agents describe what it means to them to be Medallion winners, displaying the high standards their company upholds.
Using Quick Shots to Build Energy
Quick shots and a fast-paced video insert an energetic component into an otherwise still montage. The changing background lends the video a dynamic element; to add cohesion and consistency, our team kept the individuals in the same position within the shots.
The video portraits convey more emotion and personality than still portraits with a voice-over would. You can see the beginning of a smile or their eyes lighting up when they start to talk about their passion. This lets your viewer connect more, building a relationship even before they’ve met.
While the completed video may seem like a simple shot to the casual observer, it wasn’t without challenges. Jon Spooner weighed in on the production, “Organizing 30-plus individuals and keeping the shot consistent over three days was hard enough, but we also wanted to portray Oakwyn’s personality. We decided to utilize video portraits to show the people that make the company what it is.”
People want to purchase products or services and engage with brands that speak to them on a personal level. Having your video content inspire excitement or build familiarity means strategizing your media production. On top of deciding on the video’s message, discuss the feeling you want to communicate as well. Then, plan shots and edits that mirror this feeling, and execute to your final product.
Take the extra time to match your videos style to your content — because even if your audience doesn’t notice, they’ll feel it.