Never in my life have I wanted to eat a piece of bread smothered in delicious creamy butter as much I have after watching this video. Here we meet Dan Richer, Chef and Owner of Razza Pizza Artiginale. Dan seems like a really passionate guy and that comes across superbly in this excellent video. Dan does such a good job explaining the process and devotion that goes into creating this dish that I am almost convinced it is the best bread and butter in world without ever tasting it.
I have highlighted below some reasons why I like this video and why I believe it is a success.
Planning The Video
When viewing the video for the first time, I had the feeling I was almost watching three stories in one. It feels an informational video on the bread and butter creation process, as well as a promotional video for the Razza restaurant and a mini-doc following Dan’s journey on how it all came together. Nonetheless the story never gets confused. This is were the planning process has really been successful. The director obviously had a clear idea of how they wanted to present the video and how the story would flow.
A great feature of the video is that there is no professional effects and transitions, just exceptional camera work and editing (see our tips & tricks section for some examples of camera and editing techniques). The reason the video is a success is because they have taken time to plan and storyboard the shoot. There must be at least 50 to 100 fill shots (B-Roll) with each one beautifully shot and adding to the narration. Except for one or two outside shots of the restaurant’s facade, all the footage is capture from within the restaurant. To create a 8 min video with only footage captured inside the restaurant and keep the viewer interested is no mean feat. The director is constantly changing camera angles and height so each new clip is different and interesting. This is why you must have a clear idea of what you want to shoot and how the clips and story will be combined in to a comprehensible video.
“I aspire to be a sushi master of the bread & butter world.”
Although this video is slightly longer than what we usually recommend for a business video, sometimes a story needs to be told and time becomes irrelevant. If the content is interesting and compelling, the viewer will be brought along on the ride.
The main focus of the video is about how Dan has created a specialty bread and homemade butter for his restaurant, however I think it is much more than this. At its heart is a story of a craftsman and his love for his chosen craft. The time he has taken to source locally produced milk, the way the butter is handmade and the organic wheat and rye that goes into making the bread are all testament to this. This story is also telling us that the chef, owner and restaurant values quality and substance over the ordinary and that the eating experience will be exceptional every time. It subconsciously asks us the question, if this is how he treats simple bread and butter, what are the other dishes on the menu going to be like?
For some people, a friendly relaxed tone may come naturally but this is not the case for everybody. Nonetheless, when placed in front of a camera lens, people can become uptight, stressed and lose focus. Dan seems pretty at ease in front of the camera and his relaxed manner and body language really puts the viewer at ease. He also has a pretty infectious laugh which further adds to the laid-back and happy-go-lucky nature of the video and leads one to believe the restaurant will have a similar vibe. Below is a simple rule that should work well for any video, and remember….SMILE! (you can never go wrong with a positive tone and body language):
“Be yourself and tell stories from your perspective. Tell stories from your employees’ points of view or from a third-person point of view. The important thing is to create a persona that enables your audience to become emotionally connected to…”
If any of the Small Business is interested in dipping their toes into the world of video, we’d love them to give trakax a go – all the products are available to try for free and if they have any questions at all, just to drop us a mail, we’re always here to help.