(PRWEB) January 28, 2013
Marketers have been quick to realize video’s potential towards increasing brand visibility and have been ramping up production; either by farming out work to independent production companies or making use of in-house staff with basic production and editing skills. But not all production is equal. And in the race to get something up and out, a vital ingredient often goes missing: quality.
Put any search term into YouTube and the problem becomes obvious rather quickly. Most videos are unprofessional and ineffective, doing more harm than good to the companies they represent. Digital filmmaking has become so accessible that anyone with a cheap HD camera and iMovie can get away with calling themselves a video producer. In these point-and-shoot times, a camera is often treated like a vacuum cleaner, sweeping up everything in its path. “We’ll figure it out in editing! We’ll clean it up in post!” have become common refrains. Details like decent lighting or noticing how an actor’s glasses accidently catches the reflection of the camera get lost.
Asbjorn Christiansen, Creative Director at Seven Pictures, a Los Angeles based Film and Corporate Video Production, reflects, “Progress is great, and it’s terrific that filmmaking is becoming more accessible to amateurs, but there is a certain craftsmanship that is being lost. Editing, for example, is not just a technical skill, but an art. A good editor is storyteller. A bad editor is some one who creates slide shows, not movies -- like a writer who puts in a period every five words whether the sentence needs it or not.”
The glut of unprofessional videos is so overwhelming, it’s easy for the pros to get lost. Like reality programming, the crack cocaine of our culture, it’s cheap to produce and often relies on sensationalism, sometimes edging out the higher quality productions.
How then DO we separate the wheat from the chaff? Christiansen says he’d love to see online distributors, like YouTube, create ways to help consumers sort videos by quality. In the meantime, the most effective weapon in a marketer’s arsenal is having a high quality video that stands out from the rest.
“Quality doesn’t go out of fashion,” explains Christiansen. “Having high standards may mean paying a little bit more in the short term, but in the long term the value it creates for a brand, and the amount of time and money saved by not having to do unnecessary reshoots is invaluable. The quality of the video should at least match the quality of your business and, ideally, elevate it to the next level.”
About Seven Pictures:
Seven Pictures takes a meticulous and disciplined approach toward video production. With over 20 years experience in the industry they specialize in creating cinematic quality product videos, corporate videos, training videos, and TV commercials with unparalleled craftsmanship. We make video like we make film: our crew is trained in film production and we apply the same technology and techniques to our video production. The high quality of our videos, with their cinematic look and feel, will elevate your message above those of other lower-quality production videos. Seven Pictures is a pioneer that understands that high- quality video production involved much more than just point and shoot—it’s about delivering visionary ideas and telling a story to its fullest potential. To see what Seven Pictures can do for you and your company, visit http://www.SevenPictures.com.