Videos

What are they?

If a picture is worth a thousand words, a video could be worth a million. Great videos can inspire us and move us, and the best ones go viral in a way that text never could.

Video is one of the most powerful formats at our disposal. It gets more engagement and achieves more growth than any other medium because good videos are visual, memorable and shareable. But audiences are more likely to expect to be entertained by video than by any other medium.

Think of our videos as trailers, or teasers, for our campaigns. They are just 60 seconds long, and can incorporate footage, animated graphics, voiceovers, recorded sound, music and sound effects.

Done well, videos:

Communicate complex information quickly
Help audiences to understand data
Grab attention by looking beautiful and/or striking
Stay with the audience, because images help us retain information

Process

We can create two types of video

1. Animations

Animations are created using graphics, illustrations and computer-generated effects. Movement is then added in a motion graphics and compositing program such as Adobe After Effects.

Think visually here — remember that the final product will be an animated video, not the script that you are writing.
Consider where the video will live: will it be on YouTube, or will it be a corporate piece used at events?
Look out for inspiring video references. These can help you to visualise your ideas, and are great for conveying your thinking to others (such as the design team).

Longitude example:

The science of self-disruption | PMI

Other examples:

Music: the hot new asset class

Every product carbon neutral by 2030

2. Videos

Videos are created by editing together video footage, which can be overlaid with titles, graphics and computer generated effects in much the same way as animated videos.

Stock footage sites such as Getty provide unlimited access to libraries of high-quality video clips from some of the world’s best cinematographers. You can use this footage in your video — just think about what works, and suggest it in your script.
For example, you could use stock footage filmed by a drone flying above a forest and have a title appear that speaks about the risks of deforestation. Or you might want to use time-lapse footage of a bustling city to convey themes relating to employment. Try to keep your ideas within the bounds of what is possible — stock footage sites are not miracle workers.
Keep in mind that clients sometimes have access to existing footage (such as relevant scenes or interviews) that could be incorporated into your video.

Longitude example:

Experis Other examples: We are ClientEarth Here’s to the crazy ones

How to write video scripts

1. Be selective

Remember: your video is a trailer — a teaser, an advert — for your campaign. It is not a video version of an executive summary. So you are not trying to get every storyline, every hypothesis, every finding into your video. Instead, think about what is most compelling about your campaign. Is there a surprising finding that is likely to make audiences want to find out more? Do you have a big-name interviewee you could quote? Or is there a leftfield angle that could dovetail with your subject matter? As with any content, a good place to start is to think about the purpose of the video. What does the client want it to achieve? Example: Apple: Every product carbon neutral by 2030

2. You have 10 seconds to hook the viewer

Try not to open with scene-setting or lots of context. You need to grab the viewer straight away by plunging straight into your story.

The FT is great at this — check out the opening of this short film about carbon capture and storage. These filmmakers have more than 21 minutes to play with, but the first 10 seconds still pack a punch. (Note that only eight words are spoken during this time.) Example: Monday.com: Work Without Limits

3. Get creative

We expect to be entertained by videos. So as you brainstorm your storyline, remember the ‘story’. Try to include a human element — some kind of avatar, or a case study. You might even consider incorporating some humour. Example: Google: Get back to what you love

4. Keep it minimal

Many of your viewers will have the video muted and will read the subtitles instead, which adds to the list of reasons to keep your script short. Basic sentence structures, simple language and active verbs will work best. Example: This is One Hulu

5. Don't overload it

Less is more when it comes to your voiceover and titles. So allow for pauses that let the footage speak for itself.

Delivery of the voiceover can be broken into phrases that punctuate the footage. This allows for any titles, dialogue and sound effects from each of the scenes to play out in between. Pauses also make room for the music track, which is key to evoking an emotional response from your audience.

Make sure your voiceover does not conflict with anything on screen. Images and sound need to complement each other — not fight for our attention. Do not introduce new information on screen that is not being spoken: the reader will need more time to absorb it, and this makes the video longer.

If you must include data on screen that is not in the voiceover, make sure it appears during a pause. The last thing we want to do is force viewers to read one thing while they listen to another. Example:

Beyond Limits – A tale of two cities

6. Think laterally

When it comes to data, think of different ways to communicate the numbers. One way is to show the numbers with relevant video footage.

For example, half an apple represents 50%, and three people sitting in chairs alongside one empty chair shows 25% (or one in four).

Many of the best ideas come from thinking about something from a different point of view.

Example: Neurodigital: Touching Masterpieces

7. Divide and conquer

Sometimes a single video with all the information may be the answer. But splitting the information across a series of shorter videos can also be effective. It helps keep things fresh as well as easy to digest and remember for the viewer.

But campaigns like this obviously depend on budget, because they cost more to produce than a single video.

Example: U.S. Bank CFO U.S. Bank RTP U.S. Bank Elavon