Description
Book SynopsisIn this updated edition of Corporate Video Production, Stuart Sweetow teaches aspiring and seasoned videographers how to make imaginative corporate videos with eye-catching designs, rhythmic editing tricks, and essential scriptwriting and interview techniques. Readers will learn how to shoot on location or in a studio, work with employees-turned-actors, find new clients, and produce online videos and podcasts for corporations, government agencies, and non-profit organizations. Additionally, this new edition has been updated to include discussion questions, chapter summaries, and professional tips, and to cover live webcasting, mobile devices, shooting in 4K, micro-videos, micro-cameras, and storytelling techniques for corporate social responsibility programs. A companion website features downloadable forms and further resources.
Trade Review"For half a decade, Stuart Sweetow’s Corporate Video Production has been essential reading for corporate video producers—novices and veterans alike. The new edition, updated for our 4K-ready, microcamera-savvy, mobile-centric moment, sets the new standard. With the invaluable perspective of a seasoned producer who knows how to build a versatile, profitable corporate video business and keep it rolling through changing technologies and times, Sweetow provides easy-to-follow insight on corporate video from every angle: how to pitch it, plan it, cast it, direct it, shoot it, deliver it, and get it seen." —Steve Nathans-Kelly, Editor, Streaming Media Producer
"A practical, real-life compendium of what every corporate video professional must know to succeed. From banking to high tech, Sweetow shares up-to-date universal truths, revealing them through dozens of little known secrets of corporate production that will help jump start any career. Highly recommended!" —Greg Snyder, Former Senior Vice President of Corporate Video, World Savings
Table of ContentsTable of Contents
Acknowledgments
Preface to the Second Edition
Introduction
Chapter 1 Case Studies
Introduction
Corporate Social Responsibility—Google Heroes
Videos Documenting Company Community Service
Big YouTube Views
Hamburger University and Sustainability at McDonald’s
Consulting Firm Booz Allen Hamilton
Scripted Videos with Professional Talent at World Savings
Finding and Directing Talent
Evaluation Mechanisms
New Employee Orientation Video
Recruiting with Video -- Facebook Headquarters
A Consumer Products Manufacturer
Setting Up an In-House Video Service
Using Outside Services
Scriptwriting
Chargeback
Social Media and User-Generated Video
Shared Content at Safeway
Movie Production and IMAG Display at Berkshire Hathaway
Shooting the CEO
Job Listings at Corporations
Salary Ranges for Video Production Employees
Summary of Key Points and Takeaways
Discussion Questions
Chapter 2 Marketing Yourself as a Producer
Introduction
A Personal Message from an Independent Video Producer
Getting Started and Getting Business
Volunteer for Nonprofits
Your Business Plan
Writing the Video Production Proposal
Requests for Proposals and Requests for Qualifications
Business Accounting, Licenses, and Taxes
Business Insurance
Independent Contractor Defined
Hiring Help
Business Formations
Doing Business with the Government
Summary of Key Points and Takeaways
Discussion Questions
Chapter 3 Video Project Proposals
Introduction
Sample Proposal: The Metropolitan Transportation Commission
Sample Proposal: Accounting Training DVDs
Summary of Key Points and Takeaways
Discussion Questions
Chapter 4 Budgeting the Corporate Video Production
Introduction
Determining the Costs
Above and Below the Line
The Executive Producer
What to Leave In, What to Leave Out
Budget Management
Distribution and Marketing Budget
The Bottom Line
Summary of Key Points and Takeaways
Discussion Questions
Chapter 5 The Role of the Producer in Corporate Video
Introduction
The Producer-Director
Above the Line
The Producer As Team Motivator
The In-House Producer
Instructional Video Evaluation Instrument
The Contract/Freelance Producer
Script Development
Production Management
Summary of Key Points and Takeaways
Discussion Questions
Chapter 6 Directing Corporate Videos
Introduction
Directing Professional Talent
Shooting the CEO
Employees as Actors: Directing Nonprofessional Talent
Auditioning the Talent
Directing the Crew
Directing Live Switching
Script Markup and the Shot Sheet
Directing the Edit
The Unique Position of the Corporate Video Director
Checklist for Use of Talent
Summary of Key Points and Takeaways
Discussion Questions
Chapter 7 Production Coordination
Introduction
Production Management
Script Breakdown
Daily Call Sheets
Daily Production Reports
The Assistant Director
The Production Assistant
Interview with a Production Manager and Producer
Crews for Corporate Shoots
Talent and Union Crews
Locations
Producer Support
SAG Industrial and Educational Pay Rates
Summary of Key Points and Takeaways
Discussion Questions
Chapter 8 Corporate Scriptwriting
Introduction
Determining Objectives
Research and Concept Development
Facts + Frameworks = Concept
The Audience
The Treatment
Writing for the Visual Element
Writing for the Spoken Word
Describing Visuals
Script Formats
Writing Dialog
Writing Documentary Scripts
Script Drafts
Summary of Key Points and Takeaways
Discussion Questions
Chapter 9 Legal Considerations
Introduction
Trade Secrets and Nondisclosure
Contracts
Safety Issues
Permissions, Releases, and Permits
Copyrights
Distribution Agreements
Legal Considerations If You Are a Freelancer
Summary of Key Points and Takeaways
Discussion Questions
Chapter 10 Talent: Working with Talent, Coaching the Executive, and Appearing On-Camera Yourself
Introduction
Coaching Nonprofessional Talent
On-Camera Reporters and Guests
The Floor Director
Professional Narration: On-Camera and Voice-Over
Actors for Dramatic Roles
Wardrobe
Makeup
On-Camera Training and Presentation Skills
Summary of Key Points and Takeaways
Discussion Questions
Chapter 11 Location Shooting
Introduction
How Mr. Murphy Stole from My Big-Budget Video Production
Location Scouting
Logistics on Location
Nondisruptive Equipment Setups
Client Guide to Location Filming
Site Survey Checklist
Your Murphy Bag
Summary of Key Points and Takeaways
Discussion Questions
Chapter 12 The Interview Format
Introduction
Preparation
Shooting an Interview Sequence
The Single-Camera Interview Shoot
Employing Composition and Continuity in Interview Filming
Notes to the Interviewer
Remote Interviews
Postproduction
Summary of Key Points and Takeaways
Discussion Questions
Chapter 13 Aesthetic Considerations
Introduction
Branding Complementation
Creative Corporate Camera Work
Composition
Continuity
Moving the Camera
Art Direction and Set Design
Wardrobe, Makeup, and Hair in the Corporate Video
Summary of Key Points and Takeaways
Discussion Questions
Chapter 14 Technical Considerations
Introduction
Enterprise-Grade Cameras
Lenses
Camera Support
Exposure Metering
4K and 8K Cameras
Mobile Studios
Teleprompters
Audio and Lighting Considerations for the Enterprise
Postproduction for the Enterprise
Compression
Storage Solutions
Redundant Array of Independent Disks
Hardware Acceleration
High-Definition Editing Formats
Electronic Filters—Softening the Skin
Compositing and Effects
Multiple-Camera Editing
4K Editing
Summary of Key Points and Takeaways
Discussion Questions
Chapter 15 Training Videos
Introduction
Cost Justification for Training Video
Video as a Consistent and Repeatable Training Medium
Video as an Engaging and Exciting Medium
Treatment for a Supervisor Training Video
Call Center Training
Safety Training
Treatment for a Safety Training Video
Product Training for Retail Customers
New Employee Orientation
Media Training
Presentation and Speech Training
In-House Video Repurposed for External Distribution
When Video Is NOT Effective
Non-Fiction Storytelling
Instructional Design
Summary of Key Points and Takeaways
Discussion Questions
Chapter 16 Marketing and Social Media
Introduction
YouTube for the Enterprise
Embedding, Creating Channels, and Playlists
GoPro and User Generated Videos
ULTA and Haul Videos
Short Vines by Big Corporations
Tumblr in the Boardroom
Instagram: 15 Seconds of Fame
Burberry, Instagram, and Apple
Engagement Objects on Websites
Top Corporations’ Video Sites
Facebook, Twitter, and Other Sharing Sites
Facebook Embedded Videos
AT&T on Facebook
Facebook Video Views Design Guidelines
Twitter in the Boardroom
Dailymotion, Vimeo, Metacafe, and Veoh
Summary of Key Points and Takeaways
Discussion Questions
Chapter 17 Corporate Events: Filming Conferences and Meetings
Introduction
Shooting in an Auditorium
iMag Projection
Lighting Considerations
Mics at Meetings
Tying into the Sound System
Feeding the Audio and Video to a Remote Site
Live Streaming of Meetings
Conference Highlight Videos
A Guide to Videotaping Meetings
Recording Clear Audio
Wireless Microphones
Audience Questions and Answers
Camera Placement
Multiple Cameras
Lighting
PowerPoint Slides and Other Projected Images
Logistics
Summary of Key Points and Takeaways
Discussion Questions
Chapter 18 Nonprofit Organizations
Introduction
Multiple Constituencies: The Politics of Nonprofits
Case Studies: Nonprofits
Saving Lives with Video
American Cancer Society
Shooting CEOs for the YMCA
California Department of Public Health
American Indian Cancer Control Project
Starr King School of the Ministry
The Progressive Way
Project SEED
Universities
iTunes and YouTube at the University of California
Hospitals and Medical Centers
Government
Summary of Key Points and Takeaways
Discussion Questions
Chapter 19 Video Distribution: Live Streaming, Video on Demand, and Videoconferencing
Introduction
Live Streaming
H.264, H.265, VP8, Flash, HTML5, and WebM
Streaming Appliances
Videoconferencing and Collaboration Technology
Google Hangouts
Content Distribution Networks
Satellite Distribution
Cloud Storage
The Enterprise Content Delivery System
Summary of Key Points and Takeaways
Discussion Questions
Appendix
Sample Budget 1
Sample Budget 2
Sample Budget 3
Glossary
Bibliography
Index
