Creating a business video like the Car Cosmestix may seem like a complicated process but it really isn’t. We believe the key to creating a great professional looking video is to plan, plan and plan some more. With proper preparation you will find the creation and editing process will become super easy. Here we provide some in-depth tips on how Johnny Quinn, from Car Cosmestix, and I created this video.
The first thing one should think about is what message you want the video to convey.
- Are you a new or existing business looking to promote your company and services?
- Are you releasing a new product or highlighting a new promotion?
- What story is your brand trying to tell and what language and tone will you use – funny, relaxed or serious and up-tight?
Once you understand the message you would like to convey to potential clients, you can begin writing and developing a script and topics to be covered. In our Car Cosmestix case study, Johnny wanted to promote his business as well as letting clients know exactly what type of services he provides.
So how did we convey this message?
About a week before the shoot, I sent Johnny an email with some topics and questions we wanted to cover for the video. We recorded the interview at the start of the day before any work had taken place. We simply had four topics to cover and Johnny could discuss these at his leisure. I simply pressed the record button, asked him about each topic, and then reviewed it (was the tone right, was he relaxed and smiling, etc.) and took a break before the next one. The questions/topics we wanted to cover were:
- Introduction – i.e. Your name, and name of company?
- Services - What type of services / repairs do you provide? (Repair scratches, leather repairs, bumps & dents, paint repair, etc.)
- What’s involved & Cost – How does it work? (You call out to the car? / take a car into a Garage?) People can send images of the damage and receive an instant quote. What would be a ballpark/average (€) figure for a service? (Repairing scratches / Leather seat repair / Knocking out bumps / Paint job, etc.)
- Finally, what equipment do you use and how can people get in touch with you? The work experience in the workshop and any customer feedback?
Johnny had pre-prepared some his responses and I think he expressed himself clearly, confidently and covered all the essential information. All told this recording process took about 20-30 mins (take as long as you need to get this part right as it is the most important. Also make sure you test your microphone and sound controls at the start). These questions and topics could be used as a template for any person with a trade and is a great way to introduce yourself and let people visually see the skills and expertise you can provide.
What footage did we take and how much?
Again this is an area which you can pre-plan. We had arranged to record Johnny working in the garage repairing a variety of cars so we knew we could take lots of footage of different jobs. We also had to record Johnny’s interview which was the first process we did.
(A great tip before you shoot can be to practise a few different type of shots a couple of days beforehand. This is just to get comfortable and get a feel for things and see how certain pans would work).
I believe one of the most important part in the recording process is what we call “Fill Shots”. “Fill Shots” are shots which can lead from one scene into another or can be faded in over a narration. I have found you can never really have enough “fill shots”. In our Car Cosmestix example, some of these “Filler Shots” can be seen at the very start of the video .i.e. the opening scenes with Johnny working on the car. Another “fill Shot” example is highlighting some of the equipment, paint room, tyres, etc.
A few extra tips that work well are to try and add some depth to the picture, as well as shoot footage from different heights and angles. Depending on the type of camera you have, using the zoom feature as well as placing an object close in the foreground helps to add depth to the whole picture. Also shooting footage from different angles or a low, medium and high position helps to keep the video shot interesting to the viewer. We have done a blog post on the different types of shots and camera techniques you can implement which will instantly improve any video – check it out here.
Editing and Production
Before we started editing, we knew we wanted to keep the video relatively short, between 1 – 3 minutes. We knew we would have to keep it compact with quick edits, as statistics prove short videos under 2 minutes have a much higher percentage of being watched all the way through.
Tip – Before you start editing, try and choose a royalty-free song that you believe will work well with your video. As this was going to be a short video with quick edits and involved him in physical labour, we thought we would keep it fast paced with an edgy rock song. If you were for example a garden designer, you could perhaps use a more ambient / laid back type of track to give your video a specific mood. You should also set the target frame size to YouTube HD or 1920×1080.
There is no great secret to how we edited this video. If you watch the video from the start, you will see the first few clips are our “Fill Shots”, followed by a J Cut which introduces Johnny. Half way through this segment, we simply split the video segment and introduced some new fill shots.
In this video we used some of the new features in trakaxPC such as Ken Burns and the colour adjustment tool. The Ken Burns effect (pan and zoom) is brilliant for adding movement to the video and can really give it that professional look. The colour adjustment tool is excellent for rectifying any lighting issues you may have had when shooting the original footage or for cleaning up any shots you may not be happy with. With this tool, you can sharpen images, add brightness, staturation, hue, implement gamma correction and much more.
Finally, we exported the video to .MP4 (H.264 Level 5) and included metadata and uploaded the video to YouTube and Vimeo.
We hope you found this analysis useful and informative and if you have any further questions, please do not hesitate in contacting us.