Shot List/Edit Decision List - Promotional Video Planning

Initial Draft - Promotional Video

I decided it would be a good idea to come up with an initial draft of my promotional video. This would help me work out the structure in which the clips will be placed as well as a rough idea on how to intertwine the interview clips with the rehearsal footage.
I also used this as an opportunity to get a variety of different opinions on each aspect of the video, such as the structure, soundtrack, levels etc.
I was advised that the same setting through the entire video may run the risk of loosing the interest of the audience. Because of this I decided to request additional stock footage from my client, of past shows that he had previously produced. As the audience would be able to see the finish product of the shows, it further legitimises them as a more successful company, than how it was preciously conveyed in my initial draft.
I was also advised that the soundtrack that I had originally selected wasn't as professional as you would expect to hear in a promotional video that you would like to take seriously. Therefore I replaced it with a sleek soundtrack with a slower beat that I was able to cut to in a more fluid manner.
It became apparent through feedback that it was essential to include an interview in the video in order to present an explanation of who these individuals are and their role in the company, as well as the foundations of the company itself.
This will then be edited around the footage of the rehearsal so the audience are able to focus on the chemistry of the actors and acting ability of those involved in the company.

As I filming 3 hours worth of usable rehearsal footage including images and certain scenes, whilst recording audio on a separate device, I organised my different video and audio files into different folders so that I could access them when I wanted to with ease. 

Promotional Video - Client Feedback: Questionnaire

Create your own user feedback survey

During production of the video I have been in constant back and forth communication with my client.  I showed my client initial drafts of the video and discussed certain changes that could be made to the video.
To make this process even easier, I created an online survey for my client to fill out which would give me a rough idea on my clients opinion on the video and certain ways it could be improved to make he final product the best it could possibly be.
The questions included in the survey are relevant to the subject matter, such as multiple choice client satisfaction questions as well as some open comment answers where my client can fill out what changes he wants made to the video as it is.

Promotional Video - Client Feedback

After completing the final video, I sent it off to my client to await further feedback. I eventually heard back from my client to find that the promotional video had been received very well. There was no mention of any changes that he wanted to be made and seemed pleased with the final product overall.

He has since offered me payed work for additional promotional videos for the company. For example the Sudden Impulse are taking a few plays up to the Edinburgh fringe festival which he requires a promotional video for. He has also requested that I provide some in-play footage that would be displayed to an audience as the actors in the production interact with it.

Health and Safety forms

Promotional Video - Evaluation

After completing the promotional video I felt that the criteria was met to the standard that was expected by my client. This was achieved my initially mapping out the structure of the video as well as planning precisely when and where I was going to shoot the promotional video material. Due to the fact that I had close personal ties to the company for whom I created the video, it made the process much less formal and therefore simpler to conduct. This also meant I did not have to conduct as much research for this particular project as I was able to discuss potential ideas with the client fairly casually. I have a reasonable knowledge on past plays and understand my clients working methods when it comes to rehearsing and putting on shows which helped me plan the filming elements around their busy schedule as they tend to work on multiple productions simultaneously.

In terms of the background music I wanted to use something that would come across as uplifting and inspiring to the audience. As the company would potentially benefit financially  from the promo video, I was legally obliged to include a royalty free soundtrack. I searched royalty free music websites until I found the song who I thought would match both the structure and and the ascetic of the promo video.

The structure of the promotional video changed through time however. My initial draft presented a completely different layout to the existing final draft. For purpose of safety I filmed excess footage that I didn't particularly need which meant I had extra footage to browse through to find the clips that I definitely wanted to include. However the chosen footage was excessive and was in need of cutting down. I included a lot of footage of the rehearsal process which was unnecessary and didn't say much to the audience. It was after I cut this down I realised this structure was in less danger of being dragged out or boring.
In retrospect I should have planned roughly how long the promo video would be. This would make the whole editing process much more simpler as the footage would be much more easier to assemble.
During the editing process I also realised that the setting for the video was all too similar. Every shot took place in the rehearsal space that is used by the company which can be seen as very uninteresting.
Therefore I contacted my client and requested for any stock footage that he may have available.
He was able to give me footage of past shows which I could incorporate into my video when the actors refer to the plays during the interviews. This helps to change up the setting of the video as well as presenting to the audience the finish product of the the companies' efforts.
Amongst the stock footage that was provided to me, was a still shot of the cast and crew assembling a set for one of their past shows. I was able to utilise this footage and create a time lapse shot of the set being constructed.

The majority of the promotional video's structure is made up of the interviews featuring my client as well as a select few actors who appeared in past productions and whom are also appearing in future productions as-well. I told the story of the the company through the interviewee's answers, from the foundation of the company to future productions. This was done by planning in advance what questions I was going to ask so that I would get a specific outcome. The questions that were asked ensured that the audience would receive the required information regarding the company such as what they do as a company, what play they're working on currently, what plays they're putting on in the future, as well as simply getting to know the people involved and how they contribute.

I created short montages of rehearsal footage to break up the interviews into sections so that it would appear less drawn out from  the perspective of the audience. This footage also on occasion distracts away from the interview whilst the interviewee is speaking. This is done to reflect what the interviewee is saying which visually assists the audience in understanding what they're saying.

I was keen to include footage of current plays that were being performed that was shot by myself as opposed to using stock footage which consists of a single shot on a tripod throughout. However the performance of the play was far beyond the deadline for the promotional video and therefore I was unable to do so. This would have given the video a much more diverse feel and added more ascetic interest for the audience. If I planned further ahead I may have been able to shoot plays that were being performed before I planned out the video. The footage I would have obtained would have proven useful to have.

There were not a lot of obstacles that I faced during the production of the video. However the main obstacle I faced was organising when to shoot the rehearsal footage. As these rehearsals were extremely valuable and the show day was drawing ever closer, It was important not to distract the actors by filming up close and personal and getting in the way of the rehearsal space. My client would have been very unappreciative if I were to hold up the process just to get the shots I want off of my shot list. Therefore before shooting I arrived early and planned out where I was going to shoot from. I also brought along additional lenses which were capable of shooting at a greater distance so that it seems that I'm shooting from close up where in reality I was well out the way of the rehearsal space. By doing this, it meant that I achieved the shots I wanted whilst remaining un-distracting from the actors as well as my client.

When editing my video I found that the levels of audio tended to peak, especially during the rehearsal footage which contained a lot of raised voices and emotion when portraying a scene. Therefore I had to lower the levels during those particular scenes so that the audio would not come across as too harsh or overwhelming. On the other hand, during the interview scenes, the levels were a little to low, to the point where the music overwhelmed the speech which made the words very difficult to make out. This meant i had to lower the levels of the music and raise the levels of the interview audio in order to ensure that the audience can understand clearly what is being said. Having the music to edit to from the beginning of the editing process made it much easier to structure. I decided to cut most of the cuts to the rhythm of the music in order to make the video flow better as well as making it appear more ascetically pleasing. I also created certain folders for different sections of footage so that I can select footage at ease whilst editing.

Promotional Video Gantt Chart

During the preparation/shooting and editing processes I used a Gantt chart to keep track of my progress. This proved useful to keep track of what I had/haven't already achieved towards the completion of the video.

Promotional Video Planning - Audio

I regards to the soundtrack of the promotional video, I was in need of a track that was appropriate for a video of this type which would also be royalty-free, which would avoid infringing any copyright laws. My client gave me complete created freedom to direct the video as I saw appropriate. I found a royalty-free music sharing service and chose a track which i get was quite uplifting and inspiring which suit the mood I wished to convey in this video. I wanted the piece to engage and excite the audience as they were watching. I searched through every track the website had to offer to ensure I had made the best possible choice of background music.

All that was required was that I credited the composers website in the description of the video which I ensured myself to do. If this video were to be produced to a professional standard, I would have to abide by every aforementioned precaution to ensure total client satisfaction. 

Promotional Video Planning

When planning out my promotional video, I decided I could choose a client with whom I have had a close working relationship with for quite some time. Therefore an obvious choice was the founder/director of a theatre company which I have been a part of for quite sometime. As it happens, it turned out they were looking for someone to create a promotional video for their Kickstarter campaign, around the same time I had been assigned this project.

I decided before shooting that, because the company is a little known establishment, I would provide a lot of context for the audience. Therefore I requested that my client, as well as two other members of the company whom have acted in many of their productions, would answer a few pre-planned questions within a deliberate interview environment. This would help fully explore the theatre company's history, as well as allowing this video to be very informative for anyone who may be interested in the company. I began to contact the theatre director to discuss when and where we could begin shooting material for the music video.

I also had responsibility to ensure that release forms were signed by those whom were involved or appeared in the final product. On top of this, during shooting I am also responcible for ensuring that everyone involved was secure in regards to health and safety. I had to ensure that when not in use that camera equipment was put away safely as otherwise it would prove a tripping hazard for an entire cast packed in a fairly tight room.

The target audience for this video would include people who are interested in local/ mainstream theatre. Any young aspiring actors would also benefit from seeking out this company as they could potentially audition for future roles. The company are always looking to expand their horizons. We would hope that anyone who came across this video would then go to investigate any future productions the company are putting on.

When considering the style of the video I felt like I wanted to capture the fun the cast have whilst rehearsing for each shows. I therefore considered to capture the banter that would travel bak and forth between the cast. Then it became apparent that if I were to do this, the company would not be taken as seriously as it could when watching the video. I then opted for a much more sleek and professional approach when filming the promotional video which would then further come across in the editing process. As well as the footage of some actors performing, the majority of the footage will be of the interviewees during the interviewing process however I plan to place various other shots over this footage to lessen the feeling that the video is either dragged out or dull. I wish to capture the audience and keep them engaged until the video ends, i therefore have to keep the video short and sweet, consisting of quick cuts when appropriate.

I spoke to my client before shooting and he offered me stock footage of plays that he had put on in the past to use for the video. I figured it would be massively benificial for the audience to see the finished product of the company and to see what all of the company's efforts go into. The stock footage also included the construction of a set which I believed would be interesting for the audience to see in a time lapse.

Sudden Impulse Promo Video

Promotional Video - Analysis of existing promo videos

University of West London Promotional Video -

The Target Audience - Would be any aspiring students whom are looking for somewhere to further their academic studies. The majority of the audience would consist of the younger variety, however as university is not restricted to a certain age, the promotional video makes an effort to appeal to a universal audience which ranges from VIth form graduates to the middle age criteria.
Mode Of Address - This promo video is a compilation of moving visuals displaying the college and its students, accompanied by an upbeat, inviting soundtrack. It offers no spoken language, but written text which delivers important statistical information regarding the university's achievements, which they hope would convince you to enrol. The overall pleasing asthetic is an inviting platform to advertise West London's services.
Technical Conventions -The edits present in the promo video are quick and smooth, giving it a much welcome sleek feel to it. The quick cuts are used to maintain the audiences interest as if they were any longer the video would have been in danger of feeling over-dram and boring. The use of graphics are used to give the video a more modern feel to it, avoiding the danger of looking out-dated and therefore less appealing to a younger audience.
Brand Identity - The video opens with the University logo, immediately implanting the brand Identity on the audience. Furthermore the slogan for the university "Connected" also makes an appearance. The video uses statistics such as "94% of students are employed within the first 6 months of graduating" which also appear is items such as signs, and advertisement boards.
Narrative - There isn't a particularly present nor cohesive narrative. It is simply a platform for potential students to find out more information on the university. This avoids unnecessarily over complicating the video and makes the message as clear as possible.


New Music: Only Real Promotional Video -



Target Audience - This video is aimed at people who are interested in new music or whom are interested in this particular type of music. It is also for those who know of this artist and want to find out more about him. The age range would vary from teenagers onwards.
Mode Of Address - The language used in this video is fairly informal. It is spoken from the subject of the music video and therefore the star image of the subject would not want to be comprimesed by including a mode of address which wouldn't suit. For example, if he were to be given as script to read by someone else other than the subject of the video. The subject is filmed around his home town which allows the audience to get to know the artist and become more up close and personal.
Technical conventions - This music of the artist is played in the background of this music video. This gives an audience the idea of the genre/style of the artist's music.
The video consists of interviews with the artist in order for the audience to get to know the artist and the music he produces.
Brand Identity - The blog website which is presenting this video "Dummy TV"'s logo appears at the beginning of the video which establishes the brand identity
It also includes graphics displaying the artists name in block capitols so that the brand identity of the artist is clear and concise.
Narrative -  The narrative follows how he subject of the video started off making music. It is told from his perspective. This includes the songs he's made as well as the videos that accompany them. He also reveals to he audience how he became noticed on the internet when he uploaded a few songs to his blog.

Angel coffee House promo video -


Target audience - The audience would consist of lovers of coffee as well as people who are interested in finding new places to socialise around their local area.
Mode Of Address - There are interviews with regular customers describing how they feel about the coffee shop and their experience with it. This is backed up of well photographed shots of the coffee being assembled which would come across as very appealing to any fans of coffee. There are also shots of customers seemingly having a good time in the shop, which establishes a positive, inviting feeling towards the audience.
Technical Conventions - The video uses graphics to establish the brand identity. It also uses spectacular establishing shots to show the audience the type of area the coffee shop is located in. There is a sleek, slow, low-fi soundtrack that accompanies the visuals which makes the promo video all that more appealing. The sound track is so fanciful that it seems to make out the coffee shop as some sort of mythical location.
Brand Identity - The coffee house logo appears at the beginning of the video which straight away establishes the brand identity. Shots of the coffee shop sign appear in the video which not only establishes the brand identity but also reveals the appearance of the actual shop itself.
Narrative - there is no cohesive narrative however the customer interviews do give you a vivid idea of the atmosphere the coffee shop provides. However there are accounts of past customers, describing how they discovered the coffee shop and how it became a favourite of theirs from then on.

Alpha Romeo - Promo Video


Target Audience - this video is made for anyone interested in buying a new car as well as fans of cars in general. It is also aimed at fans of this particular car manufacturer. As the entire video is focused on the car, it would be enough to please any fan of Alpha Romeo cars.
Mode of address - the video just consists purely of diegetic sound coming from the car as well as a classical soundtrack. This gives the video a very classy feel as if to say to the audience that this is a product of luxury, if you're to buy one you would be seen as very sophisticated.
Technical Conventions - The use of slick quick and smooth cuts reflect how they wish to portray this car, as a slick and quick as well as a smooth ride.
Brand identity -  The brand identity is carried through the shots of the car. The alpha romeo logo is visible on the front of the car. This particular car also has a very distinguishable look which establishes the brand identity by itself. The logo also appears at the end of the promo video as well as text in a fancy italic font which further pushes the sophisticated look.
Narrative - There is no particular cohesive narrative. The shot types simply tell the story of how the car can be seen as an exhilarating, smooth ride if you were to purchase one.