Book description
In this updated edition of Corporate Video Production, Stuart Sweetow teaches aspiring and seasoned videographers how to make imaginative corporate videos with eye-catching designs, rhythmic editing tricks, and essential scriptwriting and interview techniques. Readers will learn how to shoot on location or in a studio, work with employees-turned-actors, find new clients, and produce online videos and podcasts for corporations, government agencies, and non-profit organizations. Additionally, this new edition has been updated to include discussion questions, chapter summaries, and professional tips, and to cover live webcasting, mobile devices, shooting in 4K, micro-videos, micro-cameras, and storytelling techniques for corporate social responsibility programs. A companion website features downloadable forms and further resources.
Table of contents
- Cover
- Title
- Copyright
- Dedication
- CONTENTS
- Preface to the First Edition
- Preface to the Second Edition
- Acknowledgments
-
Chapter 1 Case Studies
- Introduction
- Corporate Social Responsibility: “Google Earth Heroes”
- Videos Documenting Community Service at Scotts
- Hamburger University and Sustainability at McDonald’s
- Consulting Firm Booz Allen Hamilton
- Scripted Videos with Professional Talent: World Savings
- Recruiting with Video: Facebook Headquarters
- A Consumer Products Manufacturer
- Shared Content: Safeway
- Movie Production and IMAG Display: Berkshire Hathaway
- Summary of Key Points and Takeaways
- Discussion Questions
-
Chapter 2 Marketing Yourself as a Producer
- Introduction
- A Personal Message from an Independent Video Producer
- Getting Started and Getting Business
- Volunteering for Nonprofits
- Your Business Plan
- Writing the Video Production Proposal
- Requests for Proposals and Requests for Qualifications
- Business Accounting, Licenses, and Taxes
- Business Insurance
- Hiring Help
- Business Formations
- Summary of Key Points and Takeaways
- Discussion Questions
- Chapter 3 Video Project Proposals
- Chapter 4 Budgeting the Corporate Video Production
- Chapter 5 The Role of the Producer in Corporate Video
-
Chapter 6 Directing Corporate Videos
- Introduction
- Directing Professional Talent
- Shooting the CEO
- Employees as Actors: Directing Nonprofessional Talent
- Auditioning the Talent
- Directing the Crew
- Directing Live Switching
- Script Markup and the Shot Sheet
- Directing the Edit
- The Unique Position of the Corporate Video Director
- Summary of Key Points and Takeaways
- Discussion Questions
- Chapter 7 Production Coordination
-
Chapter 8 Corporate Scriptwriting
- Introduction
- Determining Objectives
- Research, Concept Development, and Brainstorming
- Facts + Frameworks = Concept
- The Audience
- The Treatment
- Writing for the Visual Element
- Writing for the Spoken Word
- Describing Visuals
- Script Formats
- Writing Dialog
- Writing Documentary Scripts
- Script Drafts
- Summary of Key Points and Takeaways
- Discussion Questions
- Chapter 9 Legal Considerations
- Chapter 10 Talent: Working with Talent, Coaching the Executive, and Appearing On-Camera Yourself
- Chapter 11 Location Shooting
-
Chapter 12 The Interview Format
- Introduction
- Preparation
- Shooting an Interview Sequence
- The Single-Camera Interview Shoot
- Employing Composition and Continuity in Interview Filming
- Notes to the Interviewer
- Remote Interviews
- Post-Production
- The Impact of Interviews in Corporate Videos
- Summary of Key Points and Takeaways
- Discussion Questions
- Chapter 13 Aesthetic Considerations
-
Chapter 14 Technical Considerations
- Introduction
- Enterprise-Grade Cameras
- Lenses
- Camera Support
- Exposure Metering
- 4K and 8K Cameras
- Mobile Studios
- Teleprompters
- Audio and Lighting
- Post-Production
- Compression
- Storage Solutions
- Hardware Acceleration
- High-Definition Editing Formats
- Electronic Filters: Softening the Skin
- Compositing and Effects
- Multi-Camera Editing
- 4K Editing
- Technical Considerations Specific to Corporate Video Production
- Summary of Key Points and Takeaways
- Discussion Questions
-
Chapter 15 Training Videos
- Introduction
- Cost Justification for Training Video
- Video as a Consistent and Repeatable Training Medium
- Video as an Engaging and Exciting Medium
- Call Center Training
- Safety Training
- Product Training for Retail Customers
- New Employee Orientation
- Media Training
- Presentation and Speech Training
- In-House Video Repurposed for External Distribution
- When Video Is Not Effective
- Instructional Design
- Summary of Key Points and Takeaways
- Discussion Questions
-
Chapter 16 Marketing and Social Media
- Introduction
- YouTube
- Embedding Videos
- GoPro and User-Generated Videos
- ULTA and “Haul Videos”
- Short Vines by Big Corporations
- Instagram: 15 Seconds of Fame
- Burberry, Instagram, and Apple
- Engagement Objects on Websites
- Top Corporations’ Video Sites
- Facebook, Twitter, and Other Sharing Sites
- The Importance of Social Media
- Summary of Key Points and Takeaways
- Discussion Questions
- Chapter 17 Corporate Events: Filming Conferences and Meetings
- Chapter 18 Nonprofit Organizations
- Chapter 19 Video Distribution: Live Streaming, Video on Demand, and Videoconferencing
-
Chapter 20 Mobile Video Production and Delivery: Smartphones, Tablets, Drones, and Microcameras
- Introduction
- Optimizing Videos for Mobile
- The Smartphone Videomaking Class
- Lenses for Smartphones: ExoLens
- Apps for Smartphones: FiLMiC Pro
- Microvideos and Mobile Delivery: A Marriage Made in the Cloud
- iPads in the Boardroom
- Drones in the Boardroom
- Summary of Key Points and Takeaways
- Discussion Questions
- Appendix
- Glossary
- Bibliography
- Index
Product information
- Title: Corporate Video Production, 2nd Edition
- Author(s):
- Release date: July 2016
- Publisher(s): Routledge
- ISBN: 9781317425472
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