We create videos intending the viewer to gain respect for a brand, product or service, to be inspired by a call to action…and to be even unaware that nice photography and editing helped get them there.
So much of today’s promotional videos are long on the latter and short on the former, to the extent that photography and editing trumps whether the video actually did what it was supposed to.
Most all of us like beautiful montages and collages, but when we tell a story with words, we develop compositions that arrange the words in such a way to convey the intended meaning. If we’re using video to tell a story about a company, a place, or a program…and we don’t similarly develop compositions that specify how we convey the various attributes of our client…then we’ve only created a cleverly edited collection of nice pictures, and not the information we were initially trying to get across.
The client may think it looks great, and very few people will let them know they had little or no idea what the video was really about, other than…it had really nice photography and editing.
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