Corporate Video Codes and Conventions

Codes and Conventions of Corporate Video

- Interviews
- Music
- Camera work
- Editing pace
- Lighting

Interviews -

Interview costumers to find out there opinions about the company you are making the corporate video for.
Only ever show positive feedback for the company in the video, this is because it will make the company look more professional and the video also.

Music -

The music used if you choose to use any should not be to loud, because it will distract the viewer from the voice over.
Make sure that the music is suitable and is not copyrighted otherwise this could complicate things immensely, the safest option to avoid any copy right complications is to make your own music.

Camera work -

Lots of corporate videos have panning and zooming to make the viewer focus on what the company wants you to buy/use.
Panning the camera gives the viewer a more in depth look at the product the company is selling.

Editing pace -

with corporate videos the editing pace is usually set at a slow pace so it is calming for the viewer and they can take all the information in instead of it being thrown in there face and then they forget about it. but sometimes the editing may be at a faster pace because the product  may suit this type of edit.

Lighting -

with lighting it would be best if everything was bright so that the viewer doesn't miss any detail of the product also if you need them to be darker you can edit it to look like that after, but you will still have an original.
Also bright environments look more inviting and clean this will put an expectation in the viewers head whilst watching.

Corporate Video Evaluation

For my corporate video i decided to work in a group with shaun and reggie and do a video advert for northwood uk, we all decided on a written brief because w thought this was the best option for our group. Having a written brief meant we could photocopy it and each have a brief ourselves wherever we go especially if we are college or home, also we can track what we need to do a lot easier instead of having a verbal brief. This is because we had a verbal brief before for the perry mccarthy ident and i found it hard to keep track of what i had to complete for the task because it wasn't physically in front of me, also we don't have to worry about meeting the client which will save costs from not travelling for meetings so emails were a lot quicker and easier.
As a team i feel we worked very well and efficiently together, we got the video filmed an edited in plenty of time. We used each others houses to film and one member had final cut pro X so we could edit outside of college. We had no legal issues as the company act as landlords of homes we were legally allowed to take pictures of properties as advertisement for the company. Due to the properties being in the local area as well it was easy to enter the properties and take pictures and gather footage.

In our final video for Northwood uk it came out really well, the pictures and transitions flowed nicely and it didn't look like it had been thrown together in a few minutes. The dialogue used is not to cheesy it sounds professional too. The transitions where one of my favourite parts as the lens flare swipe looks really clean and crisp.

Another part of the video that looks really good is this shot of the hallway i like this because the shot looks professional and really crisp it works well with what we are selling in the video.


The final shot of or corporate video, was a picture of the actual shop the picture looks really crisp anyway but the lighting could have been a little bit better. the original image was taken by northwood uk we didn't have time to take one ourselves.

Once we had finished the video and we sent it of to our client northwood uk, they gave us feedback really quickly they were very pleased with the final out come as they told us on numerous occasions. they said that all the images used were well lit and nada  high quality to them, also with the duration of the video they said that the message is delivered across quickly and in a good way. as a group we were very pleased with our feedback as it has built our confidence and has helped us grow as a company and will give us the skills to make other corporate videos in the future.

Final Corporate Video

Corporate Video Research Company

NorthwoodUK is a national network Estate Agents. But the Romford office is locally owned and also have office's in Southend and Basildon. 

Northwood deal with renting and also selling houses and flats. 

They have a guaranteed rental service allowing Landlords guaranteed rent for 52 weeks of the year. Even if the property is empty.

They also accept tenants on housing benefits as long as they have a working guarantor.

Their audience would be to Homeowners, Landlords and Tenants. So they can take on new properties and new tenants.

Previous marketing techniques involve just a short radio advert on Heart and leafletting flyers around the local area.

The company will need something to promote the company to local area and intrigue new customers to go to the office to find out more.

Corporate Video Stig Summary (unfinished)

Perry McCarthy came into one of our morning session to tell us about who he is, what he does, also what he used to do. He told us that he was an ex formula 1 driver and also was the original black stig on the BBC 2 show top gear. The reason for his visit was that he wanted us all to create an ident for his website, he didn't give us a written brief, instead he told us what he wanted and we had to work from what he had told us. the ident had to introduce him on his homepage.

Corporate Video College Brief

The college have given us the opportunity to create a corporate video for a company of our choice. We have to find our clients our selves, who need a corporate video, we will give them a template brief for them to fill out, telling us what they want from there corporate video. once we receive the brief off of our client we need to produce a corporate video for them by the date they have set on the brief. we will also need to arrange meetings with our clients or contact via email so we can keep them up to date on the progress of their video.

Corporate Video Sample Brief and Response

Client
Government

Contact
Boris Johnson

Name of Project
Re Election

Type of Project
Promotional

Purpose of Project
To promote Boris Johnson in his upcoming election battle to continue as Mayor of London

Requirements
To promote Boris Johnson through images and video for posters. Promote merchandise through Boris Johnson Wigs.


Audience
Voters

Distribution
Posters, and a short advert.

Running Time
1 Minute

-----------------------------------------------------------------
Client
Bank/Finance
Musicians
TV
Gas
Weddings
Individual Promotion
Government
Charity

Type Of Project
Animation
Wedding Video
Advert
Training Videos
Health
Awareness
Podcasts
Viral Marketing
Internal Advertising
Bidding

Purpose of Project
Motivation
High Energy
Professional/Serious
Instructional

Audience
Customers
Employees
Clients

Distribution
TV
Web
Cinema
Youtube
--------------------------------
Response

Trying to contact Boris Johnson would be difficult as he does not generally have time to leave his role as mayor of London so i would probably have to speak with his secretary. With the type of video it will be quite easy to make as a promotional video can be interpreted in many ways. With regards to what he wants us to promote it should be quite easy as we could take snippets from his talks as the mayor of London also we could have the public speaking about him and how he can do great things for England.
The video will be targeted at the general public that have the same views as Boris Johnson. with the requirements including that we have to use his own wigs he sells we will have to use recordings of his website and people wearing his product. we will distribute this video on youtube adverts and possibly on itv and such channels when an adult audience is watching.

Corporate Video Meetings

21/01/14 Email sent to Company manager in Southend sending him the client Brief.

22/01/14 Email from NorthwoodUK returning completed assignment brief. Needing a promotional poster and a short advert.

23/01/14 Phone call to the manager explaining how long the video and poster will take to finish and confirming if the times are ok, and finding out if the company is ok to film in the office and outside the office, which is all fine to do.

Corporate Video Research Market/Audience

One of the companies local rivals in Southend is a Estate Agents named Tudors. They specialise in the same as NorthwoodUK in doing sales and Rentals but unlike NorthwoodUK they don't offer Landlords the guranteed rent scheme which is what the manager has asked us to promote to Landlords in the advert and poster. The only downfall to this scheme is the landlord will get less money a month then what they might get at Tudors but if we promote the scheme well it can easily come across as a better offer.
The main audience for this will be for Landlords will lower priced properties from around 80,000 to 450,000 pound properties, to either rent or sell through the company. Not only this but in a small way the target audience needs to see the kind of properties that will be promoted so the advert can also attract some tenants to go in these properties.
Northwood are also unique in the way they take on tenants on housing benefits, which means they can take on more potential tenants then tudors as they don't offer this chance. This won't have a bad effect on Landlords as they can decide also whether or not they want someone on housing benefits living in their property. Also proper credit checks are done to ensure they can afford properties and so they have a working guarantor.

Corporate Video Client Brief (after we received it back)

Company	Northwood Estate Agents
Client/s	Scott Wilding and Brian King

Date sent brief	19/01/14
Date started project	27/02/14
Date finished project
Date sent to client

Project Type:  

Advert. 

Requirements: 

Northwood UK logo at the beginning and start of the advert. Transitions between pictures and clips must be interesting and not dead cuts.

Purpose:  

Promotional, Educational. 

Audience:  

Landlords looking for guaranteed rent, also people who are looking to rent or buy properties. 

Distribution:  

YouTube also maybe in the estate agents itself. 

Running Time: 

No longer than a minute long. the reason for this is so that we can get the message across as quick as possible without the audience getting bored.

Once completed please email it back to us with he email address at the top of the page if you can’t reach us through email be sure to ring any member of the team with the numbers provided.

Corporate Video Client Brief (before sent)

Company	Northwood Estate Agents
Client/s	Scott Wilding and Brian King

Date sent brief	19/01/14
Date started project
Date finished project
Date sent to client

Could you please fill out the sections below to show us what  

You would like from this corporate video. 

Project Type:  

Requirements: 

Purpose:  

Audience:  

Distribution:  

Running Time: 

Once completed please email it back to us with he email address at the top of the page if you can’t reach us through email be sure to ring any member of the team with the numbers provided.

Corporate Video Script

FAde In:

Sreet

EXT – Wide Shot of a street, the camera pans around to the right of the screen where a house is there and a man in a suit is standing waiting until a man casually dressed walks into the shot and shakes the man in the suits hand. The pair then enters the house.

voiceOVer

NorthwoodUK is one of Britain’s leading Estate Agents. With our Guaranteed rent scheme its no wonder over 13,000 Landlords already rely on us.

INT – The camera looks into one room of a house the camera again pans to the left where the casual dressed character is showing the Suited person around a the home.   

Voiceover

Experts in landlord property management. We promise to provide realistic rental figures, based on true market conditions.

INT – The camera looks in the upstairs part of the house again the camera pans to the right where the casual man is taking suited man into bedrooms of the house.

Voiceover

All possible tenants are fully credit checked and referenced and a thorough inventory is undertaken upfront. This is all done so the right tenants are put in the landlord’s property.

EXT – Final shot is a still shot Long Shot of one of the NorthwoodUK offices.

VoiceOver

Our offices are all locally owned and operated. Our growing network over 80 offices and 13,000 landlords is true testimony that we are already a highly established company.

FAde Out:

Corporate Video Shot List

Shot List
Project Name:	Corporate Video – Northwood UK
Created By:	Forest Light Pictures

                                      

                                    1   wide shot of a normal street with a cars on the drive way, camera pans to the right.

                                    2   wide shot of the inside of a living room with people being shown around.

                                    3   wide shot of the top of the stairs and pans to the right to show bedrooms.

                                    4   wide shot of a bedroom and a man showing a suited man around

                                    5   long wide shot of the front of Northwood uk offices.