Mar 3
Recognizing Video as a Medium, and a Technology
MarketingAs with words on a page, the communication potential with video is limitless, and so are the choices. Just as writing requires more than merely typing words, producing a video is more than just shooting scenes. Thoughtful planning around the goal of a video is needed. The message, look, style and tone should be known upfront, the necessary content and effects identified. 
The completed piece should flow like a well-composed essay, with a point or point-of-view easily grasped or felt – even if no words are used. Whether it runs one minute or one hour, when you view a video like this, you’ll know it. The people who produced it are why – not the technology itself, the curved flat-screen or luck.