Posts Tagged ‘tv commercial

29
Jan
09

Viral Potential of Newest TV Spot – Easel Guy

Today we had a little creative round-table about a new campaign for one of our clients. The client expressed interest in creating a series of television spots that would engage the audience and create an anticipation for the next tv commercials in the campaign. Earlier in the year, we produced a spot for them in which a young man goes around town, showing up in everyday locations, and convinces people to go back to school – but with a full-blown, high energy pitch, his trusted easel in tow. Check out the behind the scenes shoot here:

The client loved the spots and they performed well, but wanted to build on it to include a reason for the audience to anticipate the next spot as well as motivate them to go to the website for more info, and, hopefully create a viral effect down the road. Their idea was to kill off the ‘easel guy’ at the end of every spot, a la Kenny from South Park. I personally love the idea, but don’t think it would work because it would hurt ‘easel guy’s” credibility. Springboarding off of that idea, I think we have come up with a great alternative to achieve this. Now, I don’t believe you can “plan” a viral campaign necessarily. However, you can include a lot of the things that you think might make it viral, and I think our spots will have that. But videos go viral for a ton of different reasons, and the most important is the community – your audience – whether or not they think the content is funny enough, shocking enough, relevant enough, or just plain stupid enough to send it to their friends. We will go for a little of it all – humor, shock and stupidity. Stay tuned.

20
Jan
09

Filming RED ONE, Motion Control TV Spot

Recently, the Crawford Group filmed a 30 second tv spot using the RED ONE camera and a motion control rig. We used this setup to create a special fx shot that achieves a unique look and feel. The skinny of it is this – certain characters in the spot are moving in slow motion while others are sped up. Differing the speed of movement of the actors and the pacing of the camera moves (up front) really sets the spot apart from others and draws the viewer in. Stacked in a block of high-paced commercials, it should perform well. Check it out.

Everyone did a great job to make the project a success – the client, agency, motion control rig, special fx supervisor, and the crew – they all really collaborated, worked hard, and successfully pulled off my vision for the spot.

Big props to the post-production department for pulling this off under crazy, crazy deadlines. You guys rock!

Leave comments, let me know what you think.

19
Jan
09

Advertise on TV, Google-style!

Google does it again. If you like Google AdWords, and who doesn’t? They are now applying that same technology to traditional television advertising. Google is now offering an easy way for companies big and small to advertise on National TV. In simple terms, you can now use the basic functions that make AdWords so attractive to marketers – bidding on ad space, keyword driven, CPMs, data analytics – but for television and online video distribution. Now there is a low cost entry into advertising on television AND you get to almost instantly now how effective it is. Now, all you need is a tv spot and I know exactly where you can get one of those! Is this something you think you could use?

08
Jan
09

Golden Era of Online Video

I believe we are on the verge of a golden era in online video -original content and advertising, much like the golden era of cinema and television that has long since past. I liken the current state of online video (and video for mobile devices) to the pre-golden era of cinema and television for several reasons.

Think about it.

We are in an experimental period much like these two well established mediums were in their infancy.

– Format?
Is 3 minutes too long for online viewing? Can I develop characters in two minutes or less? How often between releases of webisodes? In cinema, The first film shown publicly was of women exiting a factory – one shot. Not exactly worth repeat viewing. It took years to develop the concept of two hour, long-form narrative through editing. In the early years of television, most shows were variety shows, which were simply the visualizing of radio shows and vaudeville acts of the time. It took Lucille Ball to come along and develop a three-camera setup to shoot a story – creating sitcoms. Think about it, before the 1950’s, sitcoms didn’t exist. Now it’s a staple of television programming. The same will happen with online video, and has already begun – short, comedic webisodes and informative how-to videos seem to be prevailing.

– Monetizing online video?
Pre-rolls, Post-rolls, overlays, banner ads? In the early days of television, marketers would sponsor tv shows and Milton Berle would hold up an Alpo can and speak directly into the camera plugging the product. Dog food sold to the masses, but too obtrusive. Then someone decided to make 30 second breaks and develop a creative around a product to help build brand. They called it a commercial. Think about it. The 30 second tv commercial format hasn’t been around that long. It was developed during the golden age of television. That will happen with online video as well. But it will be much more targeted, trackable, and transparent.

Give your audience good content. Be transparent. Your audience will appreciate it, come back for more, grow, and in the end, buy what you are selling. The golden age of online video is right around the corner, are you ready?




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Subscribe in a reader or email __________________________________________ Welcome to my thoughts. Tread lightly. Enjoy. And leave comments. I am a film/video producer and director working for a great video production company called The Crawford Group in Orlando, FL. Along with client productions, we also create on original webisode for the internet called ‘'the group.' I also have started a feature film at MakeMyMovieOnline.com , one of the first movies to be made completely via the internet. Subscribe to this blog if you want to continue to see the world of online filmmaking, social media, and the future of video production through my eyes.
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