Corporate video production for our CEO

Q: We require a corporate video production where our CEO can describe the coming changes and new policies and strategies that will affect the majority of our workforce – mostly good I hasten to add.

We also need a shorter version of this that can be shown as a a promotional to our larger clients.

I envisage a documentary approach, rather than just a having him at his desk speaking.

It’ll be about 10 minutes long.

Corporate Communications Director
London

A: Corporate video productions that feature CEOs are always a challenge – for many reasons.

Let’s look at what makes the difference.

  • The CEO frequently has limited availability for a shoot, often no more than a morning
  • The window of availability may be in another country – maybe, say, Italy.
  • You can’t tell how good they’ll be on camera until you do the shoot.

The best corporate video style in 2011 for this type of production is what I call the multi-location shoot.

It can be produced in short segments, each with a repeatable video style – which is quite common in tv documentaries.

Try this:

We see a slick titling and intro sequence

Cut to CEO outdoors, near one of the manufacturing plants.

He’s walking and we walk alongside him.

CEO looks down at motion camera and speaks

“Today I want to tell you about a new project our team has developed (fill in the blanks here) in our industry that concerns us all.

Cut to footage of plant or operations – the area the Chief Exec is discussing.

CEO continues as voiceover, describing, supported by footage, graphics and captions

End of segment 1

The remainder of your corporate video production can deliver the corporate message as segments, in a similar way to the above, ie, CEO on the move talking – followed by voiceover dubbed with footage of the area under concern.

The advantages of this level of professional production approach are:

> Everything is on the move, sustaining momentum and interest for the audience.

> It’s a flexible format where graphics, effects, music, audio can all be creatively added to heighten the message.

> All the VIP sections can be filmed in the vicinity of one location, making optimal use of the limited availability window.

> Additional footage required for dubbing (while the CEO is talking as voiceover into a microphone) can be shot at leisure at any of your operational locations – including in Europe.

You can get a good introduction to quality corporate video production here

In pre-production, you need to plan carefully to allow for different cuts of the same programme. You may even need an extra sentence or two recorded for the client marketing version. If everything is managed to a high standard at this stage, the remainder of the production will flow.

During filming you’ll need a remote audio mic as well as a steadicam and operator (and pray for sunshine!)

For studio post production, you’ll need an editor who’s skilled at colourising and effects – without making the production look artificial or false (as this will lose workforce credibility), yet giving a modern slick look – and an overall creative identity.

Delivery routes will include DVD, but more likely laptop wmv and mp4 streaming versions. If you start by filming your corporate video in True 1080 HD you’ll have no problem further downstream.

You may want to stream from a private video server for this (even for an intranet broadcast), rather than a public youtube or vimeo, so your video production company will need access to a full-featured content distribution network (CDN)

For your interest, CDNs may be new today, but in 2012, 2013 and beyond, we’ll see more and more of them as web video doubles its market size (along with double helpings of web commercials, no doubt!)

Summary

A man on the move approach will work well.

Think in scalable video segments.

Be prepared to fit filming in anytime, anyplace.

Corporate video production is an art, but the art must support – not overwhelm – the corporate message. Try checking out the corporate video samples here

 

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