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How to Define Your Target Market

Video’s Contribution to Mental Health

At Key West Video, we work on a lot of health-related projects, including mental health services. We’ve done two annual report whiteboard videos for the Canadian Mental Health Association—York and South Simcoe. We created a series of training videos for the Centre of Addiction and Mental Health in French and English this past spring. We even recorded a peer mental health seminar for the Diabetes Hope Foundation. Today is World Mental Health Day, so we think it’s fitting to look at how video has made positive contributions to mental health.

Awareness

The stigma surrounding mental health has been changing. There’s been a discernable shift in attitude toward issues like depression, autism, and drug abuse. Video provides a platform for people to talk about experiences and make others with similar concerns feel less alone. From celebrities to co-workers, people are sharing their stories and making it okay to talk about mental health.

Making Connections

Video connects people and is especially effective if it makes an emotional connection. When a viewer sees someone talk about a familiar situation, that can help eliminate feelings of isolation. In a world where social media is so prevalent and everyone seems to be living their best lives, it’s important that we hear more realistic perspectives. This video is a good antidote to the perception of perfection.

 

Suicide is the second leading cause of death among children and youth. Video is a great tool for connecting with this demographic. YouTube sensation PewDiePie talked about mental health awareness week last year. He has more than 66.5 million subscribers on Youtube, which means a lot of people hear what he has to say.

Statistics

• In any given year, one in five people in Canada will personally experience a mental health problem or illness.
• Approximately 8% of adults will experience major depression at some point in their lives.
• Suicide accounts for 24% of all deaths among 15-24 year olds and 16% among 25-44 year olds.
• It’s estimated that 10-20% of Canadian youth are affected by a mental illness or disorder.

Help is Here

Video is reaching out a hand to those who are struggling with mental health issues. Phone numbers, links, and tips are just a click away. The widespread and shareable nature of video means that wherever you are in the world, you can learn about mental health. In Canada, videos such as the one below are targetted geographically and tailored to social media. Online, there is an abundance of resources.

We’re All in This Together

The ease of recording and posting videos means people are more connected than ever before. We’re able to share stories, offer help, and support each other through this medium. Video creates an emotional connection and fosters community, making us all feel like we’re tackling life’s challenges together—something important to keep in mind today and every day.

The post Video’s Contribution to Mental Health appeared first on Corporate Video Blog.

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Music Video Influence on Video Production

There’s no denying that music influences culture. On a personal level, music can connect emotionally with a listener. A music video can further reinforce that bond by taking a disembodied song and tying it to an artist or band. The same video can affect fashion and dance trends and a make political statement. Music videos have kick-started director’s careers and broken the YouTube view counter. And in so many ways, music videos have influenced and inspired the video and film industry.

From MTV and MuchMusic to YouTube and Vemo

MTV launched on August 1, 1981 as a 24/7 music video channel. But there was one problem: inventory. Since there were so few music videos available, and most were from Europe, MTV had to go to music labels and ask them to make videos. In exchange, they offered to provide free exposure for bands. Using the same model, MuchMusic (now Much) launched in Canada in 1984. This was a successful format for over a decade.

Reality television took over in 1992 and MTV jumped on the bandwagon with shows like The Real World. On MTV and elsewhere, the popularity of music videos declined.

In 2005, along came YouTube. Then Vevo in 2009. Record companies made deals with both outfits regarding content. The music video had never disappeared, but these deals ushered in a resurgence.

Videos that Left a Mark

A 2015 survey showed that millennials watch more music videos than anything else online. We’ve seen that a video can contribute just as much to a song becoming a hit as the song itself. Here’s a brief list of some of the videos that had a lasting impact and why they made us sit up and take notice.

Thriller, 1982. When this video danced out of the graveyard fog thirty-six years ago, it was revolutionary. “Thriller” was a mini-movie helmed by film director John Landis that cost $500,000 to make. The video was thirteen minutes of highly produced choreography with a storyline. At half a million dollars, “Thriller” was about fifteen times more expensive than other productions. The video had an exclusive debut on MTV and an airing deal with the music video channel. The Thriller album, and the titular video, changed the music business.

https://www.youtube.com/watch?v=sOnqjkJTMaA

 

Take on Me, 1985.  A-ha’s catchy tune, sung in ever-higher notes by Norwegian frontman Morten Harket, was immortalized by the accompanying video.  Using a technique called rotoscoping, the music video was truly a piece of art with line drawings that came to life. The video took four months to produce with more than 3,000 drawings.

Sledgehammer 1986.  Peter Gabriel wowed and delighted music video lovers with this stop-motion piece of brilliance. Did you know “Sledgehammer” was created by the same company that went on to produce Wallace and Gromit?

Nothing Compares to You, 1990.  This is the basic recipe for a winning video: a close-up of Sinead O’Connor’s expressive face emoting like crazy while she sings a beautiful song. It was simple but effective. The song already tugs on your heart strings and adding O’Connor’s hypnotic face brought all the feels. Fun fact: Prince wrote this song and first released it with his band The Family in 1985.

Her Morning Elegance, 2007. This incredible music video depicts a dreamscape created with stop-motion photography. The production used 2096 still images shot over 48 hours. It won a Grammy for “Best Short Form Music Video” and was screened at major short film festivals.

https://www.youtube.com/watch?v=2_HXUhShhmY

 

The One Moment, 2014. OK Go is a band known for making quirky, unique videos. Often, they’re done in one take and have intricate choreography. Remember their treadmill video for “Here it Goes Again”? For “The One Moment”, an elaborate set-up is over in less than five seconds. Thankfully, we also get to watch it in super slow motion so we can truly appreciate all that is happening.

Like a Rolling Stone, 2013. Bob Dylan’s Interactive Video version of his 1965 hit let the viewer choose their visual experience. Other artists also created interactive videos, including Pharrell Williams’ hit “Happy” performed in four-minute chunks around the world for twenty-four hours. Pharrell participated himself by performing the song every hour, on the hour.

Up and Up, 2015.   From the first frame, this Coldplay video will mess with your mind. Turning perception on it’s head, eagles fly through water and cars drive on the rings around Saturn. It’s a wonder to behold and completely enthralling for 4:07.

https://www.youtube.com/watch?v=BPNTC7uZYrI

 

Lemonade, 2016. Beyoncé dropped an entire album and an accompanying hour-long film with basically no warning. The album was available to stream on Tidal, but in Canada we didn’t have access to the accompanying video on HBO. The videos and songs were an intimate look into the life of Queen Bey and her politics. Cameos abounded.

This is America, 2018. Childish Gambino, aka Donald Glover, released one of this year’s most jarring and talked-about videos. The first viewing will leave you wide-eyed at the juxtaposition of pop culture and violent imagery. Only after watching the video countless times and reading various analyses will the scope of what’s being said and shown come to light. As a commentary on the current state of being black in America, it’s pretty bleak. The lyrics of this song are forceful, but consider whether “This is America” would have had the same reaction without the video.

We Have Music Video Experience

Key West Video has produced music videos for acts from rock bands to opera singers. If you’re interested in talking to us about your music video, give us a call today.

The post Music Video Influence on Video Production appeared first on Corporate Video Blog.

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POV Video for a Unique Viewing Experience

The way a video or film is shot can really affect a viewer’s experience and the overall story. When a DOP or director uses a point-of-view (POV) perspective, the audience sees things through the eyes of a character or object. This technique is also called subjective camera or first-person camera and it gives you the ability to embody the scene.

Viewer Immersion

POV gives you the ability to see life through a character’s unique perspective. For example, if the character is drunk, what you’re seeing may look fuzzy and your view off-kilter. Now you’re immersed in their experience. If a character is very tall or very short, they could see the world differently and a shot reflecting their angle of vision helps you related to their experience.

A subjective POV shows an interior or personal perspective.  A sub-genre of this kind of shot is the trunk shot. This is a low-angle reveal is meant to amp up tension and is used literally when a trunk is opened on a subject. Quentin Tarantino is famous for using these shots in movies like Reservoir Dogs and Pulp Fiction.  By contrast, an objective shot is the exterior or observer’s POV; a fly on the wall perspective.

Fear and Suspense

A POV shot is an excellent angle for building suspense or generating fear. Think of the horror film where you see through the eyes of a killer as they pursue a victim. Even better, remember the scene from Jaws where you see what the shark sees. The shark swims below the water’s surface with a buffet of legs dangling above.

 

Action

POV can literally put you in the driver’s seat during an action shot. If you’ve watched POV video of someone on a roller-coaster, then you know what we mean. Your stomach drops as the car hurtles down the track and flies through loops. It’s a very effective way to feel what the character feels.

Nature

It’s hard enough to relate to what it’s like to be another person. Trying to imagine life as another species is even harder. When scientists strap a camera to an animal they’re studying, they get a lot of information on what that animal is doing in their day-to-day life. It’s also pretty cool to see what your dog sees. This GoPro compilation is a thrill ride courtesy of the wild kingdom.

We Cover Every Angle

Shooting POV is really a fiction technique, but it can also be used in corporate video production. The perspective could show a typical day at your company as seen through the eyes of an employee or your product as it moves down the assembly line. Whether we’re shooting POV or using another approach, we know how to use video in a way that gets attention. Call us today for a free quote.

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Video Podcasts Fill in the Blanks

Case Study: Commission for Complaints for Telecom-Television Services

Key West Video recently worked with the Commission for Complaints for Telecom-Television Services (CCTS) to create video explainers. These  animated pieces are aimed at people who could potentially benefit from the organization’s services. Here, we take a look at the approach used for the videos and why they work.

Who We Are

This video’s goal is to increase public awareness about the CCTS. We begin by giving some example problems that service users will recognize. We want the viewer to identify with the situation of the animated characters and see themselves depicted. Clients generally ask us to be representative of the target market we’re addressing and since the CCTS is open to all Canadians, we tried to show a range of characters.

We continue with an introduction to the CCTS as a solution to the problems encountered by the people in the video. The video defines the service and its mandate and identifies who can benefit. We mention that the process is impartial and free, which is important to viewers.

The last bit of information we provide is a CTA. In under a minute, the viewer has learned about a free service that can help them resolve a potentially expensive and troubling dispute. Further, the target market knows how to file a complaint if they feel they can be helped by the CCTS.

How it Works

The other video we produced for the CCTS is an explainer that delves into the specifics of filing a complaint. We again start with examples of issues that consumers may be having with their service providers.  Then the CCTS is introduced as a problem-solver. After listing the ways a complaint can be filed, we walk the viewer through the process of filing and what to expect. All steps from an early resolution scenario to a final resort action are laid out.

The video concludes with a mention that service users will be asked to fill out a survey about their experience. A CTA letting the viewer know where to go for more information or to file a complaint accompanies the backpage.

Animated Explainers

These two short videos are chock-full of information. Using animation gave Key West Video the freedom to manipulate characters and visuals to fit the project’s goals. If you have a process that could use an animated explainer, call us today for a free quote.

The post Case Study: Commission for Complaints for Telecom-Television Services appeared first on Corporate Video Blog.

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Case Study: Quit Stories PSAs

Key West Video worked with the Regional Municipality of York last year to create a series of Quit Smoking PSAs. The region wanted to alert people to the resources available for those interested in giving up tobacco. Through the use of personal stories, we were able to connect with the target market. In less than a minute, each testimonial tells the story of how cigarettes negatively impacted a life. Then, the audience learns how quitting has affected the featured citizens.

Set the Stage

Each video opens with a York Region graphic and the voice of the storyteller. Somber music sets the mood for an introduction to a life dependant upon tobacco. Then we see the subject on-camera and learn their name and where in York Region they reside.

Hearing a personal story is relatable because it’s full of concrete situations, feelings and consequences. It’s an effective way to connect with your audience. This approach allows a viewer to see themselves in the same situation in a way statistics can’t mimic. Here, Corrine talks about her family and the importance of quitting for them.

The Darkness

Over the course of a sit-down interview, we learn about the subject’s history with tobacco and how it has adversely affected their life.  Below, Dave talks about his many years of smoking, the habitual aspect of his addiction and what finally led him to quit. Simple b-roll provides some visual variety.

 

The Light

In each video, there is a point at which the music changes. This signals a decisive moment when the subject talks about quitting. Every person struggled with their addiction and the effort it took to quit. Richard reveals that it was his young family that made him think about quitting. He goes on to share how freeing that decision was.

 

Learn More

Corrine, David and Richard all share personal stories, each compelling in a different way. The stories end with the subjects encouraging others to quit smoking or to seek help quitting. The videos wrap with a strong message about why being smoke-free has changed their lives for the better. As each person finishes talking, we see a back page with a link to York-sponsored resources.

Using Storytelling to Connect

Great storytelling creates an emotional connection—science proves this! Whether you’re using client testimonials to promote your services or your CEO has a great story about how she started the company, audiences relate to real people and real experiences. At Key West Video, we can help you tell your story. Call us today for a free quote.

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Case Study: Vaughan Business Expo

In January this year, Key West Video attended the 2018 Vaughan Business Expo. Held at the Terrace Banquet Hall, this B2B event was an opportunity for us to network with other area businesses and enforce our presence in the community.  Here’s a video wrap-up of our day.

 

 

This kind of gathering is a great opportunity for participants, including Key West Video, to spread the word about business. Every time we go to an expo like this, we try to shoot and edit a video to use for marketing. To that end, we had our producer Cela record an intro and outro.

B-roll was shot to show the space and give viewers an idea of the atmosphere that day. Plus, we wanted to illustrate the wide variety of businesses on hand. Our camera operator was all over the space, shooting booths, the eating area and featured speakers. And, of course, the people!

Talking to the People

We took time to talk to a couple of the vendors, including Woof-a-Palooza. The founder of this non-profit, Carina, told us she was there to engage the Vaughan pet community, network and look for initiative supporters. We shot b-roll of the Woof-a-Palooza booth and their materials, curated to raise awareness of dog-related charities and services. Since 2016, this group has held a yearly gathering at the Woodbridge Fairgrounds. It’s a meeting of like-minded dog lovers complete with vendors, food, fun and games.

Before moving on to our next vendor interview, a rapid-fire series of b-roll shots shows the assortment of the businesses at the expo. Time-lapse illustrates how busy the space was that day. Did you see how fast Stuart was moving at the Key West Video booth?

Our next interview is with a representative from  Shared Workspace.  This group offers flexible workspace solutions for SME. Like the rest of the participants, they were there to network, meet other businesses and share ideas.  As an outfit dealing with rentals that range from 100 square feet of industrial space to a small office in a corporate centre, Shared Workspace was in the right place to meet potential customers.

We wrap the video with a farewell from Cela and it’s another trade show under our belts. If you need to spread the word about your business, give Key West Video a call today.

The post Case Study: Vaughan Business Expo appeared first on Corporate Video Blog.

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