Storytelling structures from simple to complex; understanding production value; techniques for optimizing your level of production value

1. DIY: Storytelling in Video
Julie Yamamoto, APR
@juliey
blog.cmdagency.com

2. Short Video Categories –
Coca-Cola Examples
•
•
Event: Coca-Cola Happiness
Machine
http://www.youtube.com/watc
h?v=lqT_dPApj9U
•
•
Profile: Coca-Cola OFW project
http://youtu.be/x_9fQEqZCWs
•
Narrative: Coca-Cola Tom
Hewitt surf movie
http://youtu.be/4RbzfnPfQmM
•

3. Story Structure
Beginning
Middle
End
Establish
Experience
Learn
Payoff

4. Image: robertjrgraham.com
Ideas: Joseph Campbell
Who or what is the hero?

5. simple
complex
simple

6. Production Value Spectrum
Professional
crew
DSLR
Consumer HD
Smartphone

7. Optimize for Smartphone
Minimize movement
Stabilize camera
Close to primary speaker
No vertical video

8. Optimize for Consumer HD
Compose the shot
Add a mic
Add an LED light

9. DSLR Advice
Greater ability to
capture details
BUT
Need to know
exposure theory
Seek out training
Rent before you buy

10. Optimize for DSLR: Three-Light Set
Image: Bui Brothers

11. Cheater Three-Light Set

12. Professional Crew – Sample Set

13. What about the GoPro?
Cheater steadicam
OR
Mount to a fixed
location
Set it and forget it
Use the b-roll in
editing

14. Understanding Editing Options
Low
iMovie
Windows Movie
Maker
Free, little or no
training
Medium
Sony Vegas Suite
$40-60, online
training
High
Adobe Premiere
or Final Cut Pro
$300-600, online
and in-person
training
Professional
Avid

15. Beginner Video Checklist
•
•
•
•
•
•
•
Who is my audience?
What story am I telling?
What production value do I need?
How will the video be edited?
What’s the location?
Are there supplementary visuals needed?
What’s the cost?

16. Thank You
Julie Yamamoto, APR
@juliey
blog.cmdagency.com