Producing a promotional video is an effective way to publicise your product or service to your audience in Melbourne for the following reasons:
- Video is a medium that is easy to consume
- Being a visual medium, it can be used effectively for promotion through demonstrating what your product looks like, and how it works
- A promotional video helps to add depth and dynamism to a static web page
What Makes an Effective Promotional Video?
- Keep it short and to the point – video works best when it’s brief and direct. It’s a great way of grabbing attention
- Strike the right tone – Communicate to your audience in a tone and style that is familiar and comfortable. this usually means avoiding being too formal
- Demonstrate your solution visually – There is a well known rule in promotional video production: ‘Show, don’t tell’. Video is very effective at providing visual proof. It is more convincing and persuasive to demonstrate how your offering helps to solve the challenge of your audience
- Use a professional video production company – It’s important that your video has the same level of quality and professionalism as your other marketing material
Examples of Some Promotional Videos
Below are a couple of examples of promotional videos that we have produced for clients in Melbourne. This is the level of quality you should expect for your production:
Promotional Video Case Study
In the case study study below, you’ll discover how we delivered our client a vibrant and emotional promotional video!
Why Communication is Key
We believe that there’s one thing in particular that sets us apart from our competition: our clear communication. In order to deliver our clients the perfect video, we need to understand them, their needs, and their audience. And we actively take the time to do so.
When Leonard Ng and Christina Keing from KeptMe approached Dream Engine, they wanted us to help share their dream (an app designed to help document a child’s upbringing) to their key stakeholders and shareholders, but didn’t know specifically how to do so. Christina recalled, “what we were trying to do was quite sophisticated. It’s very hard to explain to our stakeholders what we’re trying to achieve.”
They chose video to help communicate their dream, because video helps to convey this kind of information with warmth, emotion, and drama. And they chose us because we actively worked with them to understand what they were trying to say, and help them choose the best way to say it.
Christina says, “we chose Dream Engine because we really like how they communicate with us. They spend time to understand our needs, because it’s not easy to express what we want; and they spend time working to understand us, giving us examples of their work, to facilitate us to tell them what we want to do. I think that part is really, really important. ”
The “Ideas” Stage
Once we had been commissioned to create this promotional video, we worked with the KeptMe team on creating an engrossing, emotional script to demonstrate the features of their app. We formulated a script that focused on a young adult looking back at his life, having grown up with KeptMe keeping all of his memories. We wanted to show his journey from a child at kindergarten, to a man graduating from university, and how KeptMe kept his grandma and father up to date with his growth as well.
We drew up a shot-list, a shooting schedule, and organised our day of filming. And from there – the system ran perfectly! That’s the benefit of proper pre-production planning: we’ve invested so much effort in to planning the shoot down to the finest detail, that by the time it comes around, it runs as smoothly as clockwork.
Filming the promotional video
We wanted to create a cinematic look to this promotional video to heighten the reflective and emotional tone of the video. By doing this, we ensure that the audience is engaged, and that the message about KeptMe really resonates.
To achieve this, we added movement to the shots by using our jib and slider. The jib allows us to smoothly move our camera down or up into a scene. This kind of movement is typical of cinema and gives the viewer a sense of being drawn into the world you’re showing them. And our slider plays the same role – allowing us to add side-to-side movement to shots that would otherwise be static.
Creating color and depth with light
Another aspect that has a real influence in creating a cinematic look is lighting. We wanted to create bright, colourful imagery that accentuated the uplifting and positive tone of the narrative. We packed a full kit of lighting with a range of lamps for different purposes. Lights that would be soft and flattering on the actors, lights to brighten the background and controlled lamps that highlight elements of a scene to add depth.
Working to the plan!
With a shot list, schedule and two vehicles worth of equipment packed, we hit the ground running at 8:00am on shoot day. Having access to great locations made the video really come to life: being able to shoot in a real kindergarten ensured that our child actor’s performance was genuine, and we got some stunning footage.
Having a dedicated grip for this job made the day run smoothly and to schedule. With an extra set of hands it allowed more time to finesse the lighting setup and cover the action from different angles. We found we were easily working to the schedule we set ourselves so there was no pressure on the actors or the client. The end result was a better product and experience for the client, as we could record shots multiple times to ensure we got the perfect performance, take the time to comprehensively light each scene, and keep the mood on set casual.
Into the edit suite
It was great getting into the edit suite to put this video together. Because we knew we had some great looking footage we wanted to get it put together as soon as possible so we could show the client. Every detail is important with this kind of video so we were always in close contact with the client, ensuring that we were achieving their vision. The other thing we needed to do was get the client into the studio to screen record from their iPad so that we could record footage of the app in use. This meant that in the final edit the audience is transitioned between seeing the app in use and then how people interact with it in real life.
Testimonial for our Promotional Video
Christina Keing, Co-Founder of KeptMe, was thrilled with the promotional video Dream Engine produced for her. She shared this testimonial:
“KeptMe is a mobile application and web application that facilitates educators to easily capture their [student’s] learning stories, and plan for the kids their learning journey.
What we were trying to do was quite sophisticated. It’s very hard to explain to our stakeholders what we’re trying to achieve. We understand that video can help us a lot to tell our stories.
We chose Dream Engine because we really like how they communicate [with us]. They spend time to understand our needs, because it’s not easy to express what we want, and they spend time working to understand us, giving us examples [of their work], to facilitate us to tell them what we want to do. I think that part is really, really important.
From the very beginning, first briefing, all the way through to in the middle, where we have another conversation about the scripts, the planning, the scheduling… one thing I really like is how they meet the schedule as they promised. I think that’s very important, and it’s very hard to find in Australia!
It’s very important to us to pitch to our investors, because this is the dream that we want to share with them, what we want to achieve, and Dream Engine helped us make that dream come true.”
Do you need to produce a vibrant, colourful promotional video? Contact us today!
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2002, and specialises in helping medium to large corporates, government departments, and the non-proﬁt sector to connect with their audience more effectively by using video.