Techniques to use in my promotional video

After researching existing promotional videos, I plan to use a set list of technical and editing techniques, I will make note of these and then discuss them with my client to establish what needs improving and changing.

Filming techniques

• 1-1:30 in length, keeping it short and snappy.
• Natural lighting/maybe some artificial lighting from the shop lights. Slight editing can be done in post-production.
• Establishing shots of the business from outside, giving viewers of the promotional video an insight to the frontage, to then recognise and visit.
• Handheld camera shots to give a trendy and edgy feel.
• Pans and tracks to show a bulk of the stores stock in a single shot, to look appetising and appealing.
• Talking heads of the business owner to establish how the business came to practice, and customers briefly reviewing their experience at the store.
• Candid shots to show customers enjoying the service of the shop.
• Shallow depth of field to concentrate focus on the products.
• Time-lapse to show the custom of the shop.

Editing techniques

• Instrumental music/or minimal voice, retaining a playful theme.
• Transition between black and white to give a vintage feel.
• Slow cuts, to give a sense of realism and show the full extent of the products.
• Slow-motion, again to show the products in greater depth.
• Fast-motion when editing the time-lapse sequence to increase the speed.
• At the end of the video a logo/website address/telephone number, to keep the company branding and contact details apparent.
• Continuity/montage.

Equipment when shooting:

• Canon 5D camera.
• Fluid head tripod.
• Tripod slider.
• Reflector (possibly).
• Notepad, to refer to my shooting plan and make notes on additional information.
• Legal documents to get signed e.g. health/safety and release forms.