Unit 28 Corporate And Promotional Casestudy

1. UNIT 28:CORPORATE AND PROMOTIONAL
PROGRAMME PRODUCTION

2. ASSIGNMENT 1:
CODES & CONVENTIONS
You are to produce a case study on
‘Corporate Video Production’
Aimed at informing:
• Corporate and promotional programme production codes
• Conventions
• Styles
• Techniques and purposes
• Including detailed information, Illustration, hyperlinks of research and reference.

3. VIDEO AND AUDIO
TRANSITIONS
Video and audio transitions are editing techniques that allow
each scene change to a different sequence. Different projects
suit different transitions. Transitions are usually used to add
interesting aspects to keep the viewers watching. Examples
of video and audio transitions are Cutaways, L cuts, wipes,
dissolve and fades. These are generally common standard
transition that any regular videos will use.
e.g. In this promotional video for Samsung 840, they used a white
fade, this works as the first opening shot blends in to the second
scene. The promotional video is very bright so the white fade
blends well with the project.
https://www.youtube.com/watch?v=-y3XuhMJQ28

4. LANGUAGE/SCRIPT
The language/script is to inform the viewers what the company and
business is about.
The language is straight forward and not complicated and usually scripted
so they can give the key information about the product or company.
The language/script would reflect the company’s style, which could be
formal or informal or wacky, depending how the company want to be
represented.
in this promotional video for the Samsung
840, the language is formal and very
scripted. The language is also basic and
gives a lot information to the viewers.
In this promotional video for the Blendtec,
the language is informal and wacky. The
script adds puns and jokes to add bit of
comedy so the viewers are entertained.
https://www.youtube.com/watch?v=-y3XuhMJQ28 https://www.youtube.com/watch?v=rofgMueCOqo

5. SHOOTING TECHNIQUES
Shooting techniques are different ways of filming, adding
many different ways to film a scene.
Examples are camera shots e.g. low or high angles, close
ups and camera movement e.g. gliding the camera . Different
shooting techniques are used to add more of a variety of
scenes to mix together.
In this promotional video for the House of
Trembling Madness, most of shooting
techniques have the camera panning to its
left. This is done to show a better view of
the products than seeing one stable shot
and also it adds bit of movement.
In this promotional video for the paint of glass
company, most of shooting techniques have
close ups. This is done to show a closer look
at the companies products so the viewers
can get a detailed view of what they sell.
https://www.youtube.com/watch?v=caL398tZIMA
https://www.youtube.com/watch?v=bp5ylYPBRCM

6. VOICE OVER
Voice over is a narration during the video to share key
information about the product, location or business to the
viewers.
Some of voices have different tones that represent the
company and product. E.g. if it was for children the voice
would be wacky. loud and informal. If it was for a business
video the voice would sound formal.
e.g. at 00.04, the voice over for the
Sandy Balls video has a very calm, slow
and deep voice. As the promo is for an
holiday, they want to the video to be
relaxing which reflects their business.
https://www.youtube.com/watch?v=JEyKFkkcHAc https://www.youtube.com/watch?v=iExzRqcvhsE
Another example. at 00.02, the voice
over for the BMW corporate promo video
is deep and clear, this creates an epic
goosebumps to the viewers as the deep
voice adds some dramatic atmosphere.

7. LOGO
A logo is a symbol of the company or brand. The logo helps the viewers to
remember the company and what that company represents. Some logos
have illustration with the text so it can be more recognisable e.g. an image
of a animal or object which relates to the company’s name.
A logo is also important for copyright, if a company video is not printed
there is no evidence that the video belongs or is acredited by that
company.
e.g. In this promotional video, the company
“Golfio” have their logo presented at the end
of the video. This is to close the promotion
video so the logo can be memorable to the
audience.
https://www.youtube.com/watch?v=ybCNjf80Y-c
e.g. In this promotional video, the
companies logo also have their
name at the end of the video and
using some motion graphics to
add some depth to the logo.
https://www.youtube.com/watch?v=MoMp-V_CRdc

8. TITLES
Titles are used to present information over the video. They are
useful to describe to the viewers what position or job that person
has.
Titles can reflect with the brand for an example, having the same
colour or font. Titles can give a certain layout to the video.
For an example the Sandy Balls promotion
video uses a wide screen to put their text,
this to make the text less distracting while
viewers watching the video. As the text
includes a contact number, it gives time for
viewers to save the number.
https://www.youtube.com/watch?v=JEyKFkkcHAc
Another example, The Activision
1982 Corporate video uses a title
to inform the role of that
employee, its position below the
screen to not distract the viewers
and easy to read..
https://www.youtube.com/watch?v=uGhFR1YyF8E

9. UNIQUE SELLING POINT
A Unique Selling Point is what the company is offering to the
buyers. What makes a company more special than other
companies and the benefits of buying this product or what
the company selling.
e.g. in the Sandy Balls promotion video,
the special unique selling point about
their business is that they have been
awarded for best customers service
which would intrigue viewers.
https://www.youtube.com/watch?v=JEyKFkkcHAc
e.g. in the Dollar Shave Club video, they
explain why their product is great, how
easy it is to use and in comparison to
other products, this product can save
money rather than “spending $20 a
month”.
https://www.youtube.com/watch?v=
ZUG9qYTJMsI

10. CUTAWAYS
Cutaways are similar transitions but different cuts of different
scenes. They are used to keep the video more engaging than
having one big cut that drags on leading the audience to be
less interested. Cutaways can show more a variety of the
company or product and shows a lot more information to the
viewers. Cutaways also deal with time limits of the video, for
example if the filmmaker had a lot more extra content,
cutaways are good way to add everything in with in the limit
duration.
e.g. the Australia Tourism
promotional video features
majority of cutaways from
scenes with different
location to different activities
https://www.youtube.com/watch?v=MoMp-V_CRdc

11. INTERVIEWS
Interviews are part of the video where the filmmaker questions
the companies role. Interviews share more personal information
e.g. personal views and history of the business. Most questions
frequently asked are for example; what is your job role or what
made you start or work this business?
https://www.youtube.com/watch?v=i86KThmKOs0
e.g. in this promotion video for the Speakeasy Coffee Company, the client
gave some questions to the co founder. The person being interviewed doesn't
face towards the camera but faces the person who is interviewing.
The co founder introduce himself and explains the back story of his business.

12. MUSIC
Music is used to keep the video interesting. Music also changes the tone
of the video, using different kind themes like happy, sad, uplifting, can
spread the message across and reflects the brand identity.
It also adds depth and builds an atmosphere. If there wasn't any music,
the video would be less engaging. Most of the music would then become
silent so the viewers can hear the narration and the interviews clearly.
e.g. In this promotion video for the Australia
Tourism, the client uses an Australian
soundtrack from Nick Cave & The Bad Seeds.
The music is very gothic which fits the tone of
the video as its dark. The music beat and lyrics
also syncs with the footage which builds impact
to the viewers.
https://www.youtube.com/watch?v=9WoM2bHfr48 https://www.youtube.com/watch?v=UalTfOIDQ7M
Another example, in this corporate video
for Creative Percept. The music is very
happy and uplifting. With the track sync
with the visuals, it creates a light, positive
and happy theme. This also helps
viewers to be motivated and feel excited.

13. GRAPHICS
Graphics are used to keep the video eye catching. Graphics
usually appear at the start of a video so it attracts the audiences
attention. There are many different kinds of graphics that can be
used in a video e.g. Illustration, 3D animation. Graphics also
helps to describe something visually.
e.g. In this promotion video for the
TransquisiteConsult, the client uses 3D
motion graphics for the hologram effect,
this creates an eye catching effect for
viewers.
https://www.youtube.com/watch?v=DXvmAL0TEw8
Another example, In this promotion video
the client uses 2D illustration for the entire
video, this make the video colourful, eye
catching and creative. It also spreads the
message across to the viewers.
https://www.youtube.com/watch?v=bzvZeFdArCo

14. ASSIGNMENT 2:
CURRENT PRACTICE
Analyse two or more different corporate promotional videos in detail and provide in depth:
• Research into current practice in corporate and promotional production eg
proposal, treatment, storyboard
• Identify the message being produced in each type of programme
• Identify the style and techniques of each type of programme (how they address the
audience, equipment used, approx budget, shots used etc)
• Research into the target audience for the programme
• Identify the current practice in technology used in the production of the programme,
eg SD, HD
• Identify legal and ethical issues that might arise when producing this programme
(privacy; libel; copyright; current law relating to, eg race relations, disability, obscenity)
Ethical issues: representation, eg race, gender, religion.
• Identify key issues to be considered when producing a corporate or promotional
programme, eg scheduling, health and safety
• Production practices: client liaison; ideas development; treatments; proposals;
storyboard; scripts; shooting

15. VIDEO 1 – PLAYSTATION
URL: https://www.youtube.com/watch?v=U7w5i_YCFmQ

16. VIDEO 1
The message of this video is to promote the brands product
which is the PlayStation 1. The video also inform viewers
about the product and gives key facts about how it was made
and what it can do.
The narration voice over helps to give a clear message about
the PlayStation console and having a younger voice reflects
to the target audience.
The video shows close ups of the console so the viewers can
get a clear detail of the product.

17. VIDEO 1
The target audience for this promotional are fans of the
PlayStation brand and mainly young gamers and people who
grew up playing the PlayStation as a child. The promotional
video uses electronic music to reflect the theme of the video
which is technology and electronics. The music also have
some similarities to 90s techno music, this is to bring some
nostalgia to the older target audiences.

18. VIDEO 1
Most of the footage from the video are old archives e.g. old
VHS tapes from the promotion of the PlayStation 1. its mostly
standard definition as high definition wasn't around that time.
The main goal for the video is to show the evolution of the
PlayStation brand and showing viewers how popular Sony’s
product was back at that time.
The promotion video uses a lot of quick cuts to show the
viewers many of the PlayStation attractions.

19. VIDEO 1
The video features footage of different diversities, race, age
and gender playing on the console. The narrator also quoted
that “Sony went out to build a game console that is more
than just a toy and for all ages”, this is done to make people
aware that anyone can play on this console as the product is
for everyone to enjoy.
The Video also features memorable games like “crash
bandicoot” which would give more nostalgia to the target
audience.

20. VIDEO 1
The video starts with a 3d graphics parallax transitioning to
different scenes from different shapes. The shapes are the
buttons of the PlayStation controller, this creates a cool
effect and builds a brand identity.
As the video changes from high definition to standard, the
transitions blends the two quality's together. This is because
the shapes have screens like televisions and it makes sense
that the video goes from high quality to low.

21. VIDEO 1
The video’s script also explains why the PlayStation is the best
console and why should audiences buy their products.
Giving intriguing key facts like e.g.
• “build in time with 3D Graphics technology”
• “Faster processor in gaming”
• “Most powerful gaming console of all time”
• “The PlayStation became one of the best selling game
console of all time

22. VIDEO 2
URL: https://www.youtube.com/watch?v=Fjo20qYsXqc

23. VIDEO 2
The message of this video is to show the re-branding of the
new Microsoft logo. It is also to promote the Microsoft
company and inform viewers how they construct their logo
and where is their facility.
The video starts from the camera man’s perceptive, the client
films his journey to see the new Microsoft logo being build.
There are shots where the camera man film his experience
going on a helicopter which builds up the scene as it
represents that the journey is so much bigger.

24. VIDEO 2
The techniques the video use is a lot of areal shots, as the video is being
filmed in a city, the areal shots helps to see a wider view of the Microsoft
building, it also adds some beautiful sceneries which attracts the viewers.
The editing techniques uses a lot of jump cuts, speed duration and
cutaways. This is to speed the time while developing the logo and having
room to add many other shots to be in the video than having one long shot.
It also creates a rhythm with each scene.
Each scene also syncs with the music, when a new shot appears it syncs to
the next loop from the music.
The music goes quiet while the person is talking or having a interview, this
is done so the viewers can not get distracted by the music.
The music also starts quiet at the beginning while the logo is at the develop
stage. Once the logo is placed on the building the music becomes louder,
this is done to capture the exciting moment of the video and it adds a epic
theme.
The music is very cinematic, during the areal shots, the video promotion
feels like a high budget Hollywood movie.

25. VIDEO 2
The Target Audience for this video are mainly for a older
audience e.g. young/mid adults. It also attracts students for
job opportunities. The script and language is very formal.
Microsoft general target audience are mainly:
• Global marketplace,
• Age 16 and older,
• Males & Females,
• Students, employees, professionals
• Lower class, working class, middle class and upper class

26. VIDEO 2
The corporate video is filmed by a handheld camera shooting in High
Definition 1080 24P. The person who film this video also travelled
aboard on the R44 Raven II helicopter.
There are a few key issues during the filming of this corporate video
e.g. health and safety, a lot of the scenes feature workers on vehicles at
building sites, the camera man would have to stand back for his safety.
Another health and safety that the video features is the warehouse,
there are few scenes where workers are building pieces for the
Microsoft logo using dangerous equipment the person filming would
need to keep a distance.
One of the biggest health and safety risk of the video was filming while
riding on the R44 Raven II helicopter, due to the helicopter blades, and it
being very high up in the sky and not to distract the pilot.

27. VIDEO 2
legal and ethical issues
One of the legal issues of the video is that the client had
footage from the city with some copyright materials like other
companies brands, posters, logo’s and scenes from a movie
e.g. Ride Along 2 Distributed by Universal Pictures, Coke
Cola ad, Finest Hour poster - Walt Disney Pictures , Toyota
ad.
Although the corporate video does feature workers that are
of different racial groups, most of the video footage focuses
more on the male employees than the females. All the
persons being interviewed are male.

28. VIDEO 3
URL:
https://www.youtube.com/watch?v=cNKnB0tb
ZI8

29. VIDEO 3
The message of this video is to inform viewers about the
PlayStations internship program, to sign people on to qualify and
provide work experience.
The video starts with a montage reel of all the different
PlayStation moments such as games, convention, people playing
video games and all what is popular in the PlayStation brand.
This is to attract the viewers to the video, as the viewers would
see what kind of company you would be working for. While
showing bits footage from conventions this also makes the video
look fun and enjoyable.
Some of the footage reel features some well known characters
e.g. Storm Troopers from Star Wars, God Of War, Uncharted
which would also attracts the audience attention.

30. VIDEO 3
The camera technique that the client uses is a mix between POV
shots, medium and long shots, low and high angle.
Some scenes were filmed with a drone to get the high angle of the
building shot
the clients does POV shots during the non interview scene as the
camera operator tries to get a realistic view and having the audience
in an intern perceptive. Giving the audience a glimpse of what is like
while studying in the facility.
The editing techniques that the client uses are a mix of cutting in
action, cutaways, montages, dissolve transitions, L cuts and J cuts.
The L cuts are used while the interview is taking place, with shot 1
discussing the topic, the second shot shows that subject while
keeping the shot 1 audio. They did this to visualise the conversation
from the interview, trying to get the message across, not making the
video too long and explore the facility more with extra footage.

31. VIDEO 3
The Target Audience for this video are mainly for people who want procure
their career in the video game industry and also fans of the PlayStation brand.
The music also very youth and electronic which reflects the younger
audiences.
The video would want to reach people who are currently enrolled in
Undergraduate, Graduate and PHD/JD candidates. Mainly young adults / late
teen students who are in education.
The video starts with a rating certificate that contains RP – M, which have
contents like gameplays which may be inappropriate for children. Children
viewers wouldn't be their key target.
The internship is mainly for people who are located at the United States due to
the internship taking place at the PlayStation headquarters; San Mateo,
California. They also require people who are US citizens and international
students with a CPT visa.

32. VIDEO 3
The camera quality of the video is High Definition and very professional.
As this promotional video is distributed by Sony, the production would have
a higher budget than any other corporation videos. Sony would probably
provide the production team some upgraded equipment for filming.
One of the key issues that the camera operator would have for health and
safety would be filming around the PlayStation convention, as the
PlayStation convention is surrounded a lot people, the camera operator
would have to be careful during scene to not trip or bump into people during
filming.
Another health and safety issue would be filming the baseball game due to
the amount people in the stadium and walking on steps that could cause
tripping hazard.

33. VIDEO 3
For legal and ethnical issues. The promotional video does
include a large amount of diversity; people from different
race and backgrounds. The interviews have both males and
females taking part.
The video does include some copyright characters from the
convention footage, which is owned by different companies,
e.g. Star Wars characters (Lucasfilms/Walt Disney Studios).