What makes timelapse video so useful for constructors is showing how a project is actually carried out
– by producing a long series of timelapse recorded shots
– into a single watchable short video
– that can be used for promotions and new tender presentations.
But how does a massive sequence of timelapse footage filmed over a 2-4 month project actually get magically turned into a usable video that can be shown to future clients?
Turning footage into watchable reality
There are 4 video production elements that can be deployed to make the final video more watchable & useful for a new client.
> A graphic timeline or other visual way of showing the passage of time
> Captions and graphics to highlight key milestones in the construction process, eg, when a roof is craned on; when the steelwork is first up; when a specialist installation is completed, and so on.
> Some voiceover to explain the key milestones
> Brief interviews with key players in the construction.
When taken together, these four options will turn a blurry fast timelapse sequence full of whizzy stick people
– into an understandable series of connected events
– a construction sequence.
For those who are new to producing this style of construction marketing video here is some further explanation.
A graphic timeline
A graphic timeline could be a turning clock, a moving calendar, or simply an animated colourful line at the bottom of the screen that gives the viewer some idea of how long it all took to build.
Or we could use caption text to show months, or numbered project weeks, passing by.
The style of the timeline is something to decide on an individual project basis.
But since the mentality of the construction industry is based around timed sequences and highly logistical organised work, a timeline will help their understanding of what you’re showing them.
Captions and graphics
There are bound to be events in the construction sequence that need highlighting.
For instance, when power is first connected; when a weatherproof shell is first ready; when an expensive piece of equipment or technology is installed or brought onsite.
Freezing the video or slowing it down at these milestones allows captions and graphics bring these key events to the viewer’s attention, helping to create the sense of a “proper story” rather than just lots of “blurry events”.
It may well help to have a professional voiceover artist narrate the key events and milestones, as adding sound will increase the programme’s watchability for the audience.
The voiceover clips only need to be short to describe a specific point, maybe 10-20 words each
– and not a continuous voiceover narrative for the whole video.
A short interview with the Project Manager or Director onsite can be used in the beginning of the video, explaining:
> what the project is
> How long it took
> It’s value
> Comment on any special features, eg, restricted site; delivery logistics; neighbours and nuisance or noise; some technically brilliant feature.
A final short clip of the client saying how pleased they are also verifies that all went well.
Endorsements & testimonials like this are always a big bonus for any construction video.
Here’s a great example of timelapse video, voiceover, interviews, captions and graphics
For a relatively low cost, timelapse footage can be used as the basis for a low cost video that can be used for years.
You can increase its value with additional post production like graphics, timeline, captions and interviews can be added to make it more engaging
– and to highlight key sales points
– while keeping studio editing costs to a minimum.
Here are 4 examples of construction marketing video to give you an idea of the varying styles used in the industry.
Timelapse camera is one of construction’s most useful and cost-effective tools, so use it.