When it comes to the basics, filmmakers need to have their bases covered. You need to have the essentials of the craft mastered just to get in the door. But how does a great filmmaker stand out from the rest? We tried to answer that question from the perspective of shooting a 'standard' business profile video. In general, we see the differences manifest in at least two ways:

  1. How they approach a shoot from a creative perspective
  2. How they interact and engage with the client. 

The video below tries to provide some context around these issues. Take a look: 

Some of things discussed in the video:

1. Story / Personality / Passion

  • How to draw out the brand's story
  • How to prep before you get there
  • Getting the interviewee comfortable
  • Client familiarization - whether they are plumbers, roofers, artisans, boutique proprietors with special products needing unique presentation - you need to have a solid grasp of what makes them special
  • Going beyond provided interview questions
  • How to elicit their passion for their product
  • The goal is to bring the client's personality to life

2. Techniques for Capturing the Visuals on set

  • How to use 2 cameras / punch in
  • How to use rack focus and camera movement
  • Angles / Framing / Depth of Field
  • Making the most of what you've got: how to deal with a bad location

3. Stylized Telling / Editing 

  • Skip boring intros and start in medias res
  • Start with most compelling or most relevant shot
  • Post production effects like lens flare, color grading, etc.

There is no end to the number of effects and strategies that filmmakers can deploy to push creative boundaries. The trick is keep moving. Don't overuse any one approach, and don't think inserting a few simple gimmicks will do much for the overall video if the storytelling is not first and foremost. We are always looking for fresh ways to tell stories — leave examples in the contents if you have seen any recently.

AuthorDaniel Collins