Corporate Video Production : Beyond the Board Room (and Out of the Bored Room)
In this updated edition of Corporate Video Production, Stuart Sweetow teaches aspiring and seasoned videographers how to make imaginative corporate videos with eye-catching designs, rhythmic editing tricks, and essential scriptwriting and interview techniques. Readers will learn how to shoot on location or in a studio, work with employees-turned-actors, find new clients, and produce online videos and podcasts for corporations, government agencies, and non-profit organizations. Additionally, this new edition has been updated to include discussion questions, chapter summaries, and professional tips, and to cover live webcasting, mobile devices, shooting in 4K, micro-videos, micro-cameras, and storytelling techniques for corporate social responsibility programs. A companion website features downloadable forms and further resources.
- Hardback | 366 pages
- 178 x 254 x 25.4mm | 1,065g
- 22 Jul 2016
- Taylor & Francis Ltd
- CRC Press
- London, United Kingdom
- 2nd Revised edition
- 49 black & white illustrations
"For half a decade, Stuart Sweetow's Corporate Video Production has been essential reading for corporate video producers-novices and veterans alike. The new edition, updated for our 4K-ready, microcamera-savvy, mobile-centric moment, sets the new standard. With the invaluable perspective of a seasoned producer who knows how to build a versatile, profitable corporate video business and keep it rolling through changing technologies and times, Sweetow provides easy-to-follow insight on corporate video from every angle: how to pitch it, plan it, cast it, direct it, shoot it, deliver it, and get it seen." -Steve Nathans-Kelly, Editor, Streaming Media Producer "A practical, real-life compendium of what every corporate video professional must know to succeed. From banking to high tech, Sweetow shares up-to-date universal truths, revealing them through dozens of little known secrets of corporate production that will help jump start any career. Highly recommended!" -Greg Snyder, Former Senior Vice President of Corporate Video, World Savings
About Stuart Sweetow
Stuart Sweetow is a video producer specializing in corporate video production and informational videos. His career started in 1970 when he won first place in the Southern Illinois University Film Festival, after which he worked as a staff video producer for corporations for several years until he founded Audio Visual Consultants, a video production company specializing in producing training and marketing videos for corporations and nonprofit organizations. He taught video production for seven years at the University of California Berkeley Extension, and he has written over 100 articles on video for various magazines.
Table of contents
Table of Contents Acknowledgments Preface to the Second Edition Introduction Chapter 1 Case Studies Introduction Corporate Social Responsibility-Google Heroes Videos Documenting Company Community Service Big YouTube Views Hamburger University and Sustainability at McDonald's Consulting Firm Booz Allen Hamilton Scripted Videos with Professional Talent at World Savings Finding and Directing Talent Evaluation Mechanisms New Employee Orientation Video Recruiting with Video -- Facebook Headquarters A Consumer Products Manufacturer Setting Up an In-House Video Service Using Outside Services Scriptwriting Chargeback Social Media and User-Generated Video Shared Content at Safeway Movie Production and IMAG Display at Berkshire Hathaway Shooting the CEO Job Listings at Corporations Salary Ranges for Video Production Employees Summary of Key Points and Takeaways Discussion Questions Chapter 2 Marketing Yourself as a Producer Introduction A Personal Message from an Independent Video Producer Getting Started and Getting Business Volunteer for Nonprofits Your Business Plan Writing the Video Production Proposal Requests for Proposals and Requests for Qualifications Business Accounting, Licenses, and Taxes Business Insurance Independent Contractor Defined Hiring Help Business Formations Doing Business with the Government Summary of Key Points and Takeaways Discussion Questions Chapter 3 Video Project Proposals Introduction Sample Proposal: The Metropolitan Transportation Commission Sample Proposal: Accounting Training DVDs Summary of Key Points and Takeaways Discussion Questions Chapter 4 Budgeting the Corporate Video Production Introduction Determining the Costs Above and Below the Line The Executive Producer What to Leave In, What to Leave Out Budget Management Distribution and Marketing Budget The Bottom Line Summary of Key Points and Takeaways Discussion Questions Chapter 5 The Role of the Producer in Corporate Video Introduction The Producer-Director Above the Line The Producer As Team Motivator The In-House Producer Instructional Video Evaluation Instrument The Contract/Freelance Producer Script Development Production Management Summary of Key Points and Takeaways Discussion Questions Chapter 6 Directing Corporate Videos Introduction Directing Professional Talent Shooting the CEO Employees as Actors: Directing Nonprofessional Talent Auditioning the Talent Directing the Crew Directing Live Switching Script Markup and the Shot Sheet Directing the Edit The Unique Position of the Corporate Video Director Checklist for Use of Talent Summary of Key Points and Takeaways Discussion Questions Chapter 7 Production Coordination Introduction Production Management Script Breakdown Daily Call Sheets Daily Production Reports The Assistant Director The Production Assistant Interview with a Production Manager and Producer Crews for Corporate Shoots Talent and Union Crews Locations Producer Support SAG Industrial and Educational Pay Rates Summary of Key Points and Takeaways Discussion Questions Chapter 8 Corporate Scriptwriting Introduction Determining Objectives Research and Concept Development Facts + Frameworks = Concept The Audience The Treatment Writing for the Visual Element Writing for the Spoken Word Describing Visuals Script Formats Writing Dialog Writing Documentary Scripts Script Drafts Summary of Key Points and Takeaways Discussion Questions Chapter 9 Legal Considerations Introduction Trade Secrets and Nondisclosure Contracts Safety Issues Permissions, Releases, and Permits Copyrights Distribution Agreements Legal Considerations If You Are a Freelancer Summary of Key Points and Takeaways Discussion Questions Chapter 10 Talent: Working with Talent, Coaching the Executive, and Appearing On-Camera Yourself Introduction Coaching Nonprofessional Talent On-Camera Reporters and Guests The Floor Director Professional Narration: On-Camera and Voice-Over Actors for Dramatic Roles Wardrobe Makeup On-Camera Training and Presentation Skills Summary of Key Points and Takeaways Discussion Questions Chapter 11 Location Shooting Introduction How Mr. Murphy Stole from My Big-Budget Video Production Location Scouting Logistics on Location Nondisruptive Equipment Setups Client Guide to Location Filming Site Survey Checklist Your Murphy Bag Summary of Key Points and Takeaways Discussion Questions Chapter 12 The Interview Format Introduction Preparation Shooting an Interview Sequence The Single-Camera Interview Shoot Employing Composition and Continuity in Interview Filming Notes to the Interviewer Remote Interviews Postproduction Summary of Key Points and Takeaways Discussion Questions Chapter 13 Aesthetic Considerations Introduction Branding Complementation Creative Corporate Camera Work Composition Continuity Moving the Camera Art Direction and Set Design Wardrobe, Makeup, and Hair in the Corporate Video Summary of Key Points and Takeaways Discussion Questions Chapter 14 Technical Considerations Introduction Enterprise-Grade Cameras Lenses Camera Support Exposure Metering 4K and 8K Cameras Mobile Studios Teleprompters Audio and Lighting Considerations for the Enterprise Postproduction for the Enterprise Compression Storage Solutions Redundant Array of Independent Disks Hardware Acceleration High-Definition Editing Formats Electronic Filters-Softening the Skin Compositing and Effects Multiple-Camera Editing 4K Editing Summary of Key Points and Takeaways Discussion Questions Chapter 15 Training Videos Introduction Cost Justification for Training Video Video as a Consistent and Repeatable Training Medium Video as an Engaging and Exciting Medium Treatment for a Supervisor Training Video Call Center Training Safety Training Treatment for a Safety Training Video Product Training for Retail Customers New Employee Orientation Media Training Presentation and Speech Training In-House Video Repurposed for External Distribution When Video Is NOT Effective Non-Fiction Storytelling Instructional Design Summary of Key Points and Takeaways Discussion Questions Chapter 16 Marketing and Social Media Introduction YouTube for the Enterprise Embedding, Creating Channels, and Playlists GoPro and User Generated Videos ULTA and Haul Videos Short Vines by Big Corporations Tumblr in the Boardroom Instagram: 15 Seconds of Fame Burberry, Instagram, and Apple Engagement Objects on Websites Top Corporations' Video Sites Facebook, Twitter, and Other Sharing Sites Facebook Embedded Videos AT&T on Facebook Facebook Video Views Design Guidelines Twitter in the Boardroom Dailymotion, Vimeo, Metacafe, and Veoh Summary of Key Points and Takeaways Discussion Questions Chapter 17 Corporate Events: Filming Conferences and Meetings Introduction Shooting in an Auditorium iMag Projection Lighting Considerations Mics at Meetings Tying into the Sound System Feeding the Audio and Video to a Remote Site Live Streaming of Meetings Conference Highlight Videos A Guide to Videotaping Meetings Recording Clear Audio Wireless Microphones Audience Questions and Answers Camera Placement Multiple Cameras Lighting PowerPoint Slides and Other Projected Images Logistics Summary of Key Points and Takeaways Discussion Questions Chapter 18 Nonprofit Organizations Introduction Multiple Constituencies: The Politics of Nonprofits Case Studies: Nonprofits Saving Lives with Video American Cancer Society Shooting CEOs for the YMCA California Department of Public Health American Indian Cancer Control Project Starr King School of the Ministry The Progressive Way Project SEED Universities iTunes and YouTube at the University of California Hospitals and Medical Centers Government Summary of Key Points and Takeaways Discussion Questions Chapter 19 Video Distribution: Live Streaming, Video on Demand, and Videoconferencing Introduction Live Streaming H.264, H.265, VP8, Flash, HTML5, and WebM Streaming Appliances Videoconferencing and Collaboration Technology Google Hangouts Content Distribution Networks Satellite Distribution Cloud Storage The Enterprise Content Delivery System Summary of Key Points and Takeaways Discussion Questions Appendix Sample Budget 1 Sample Budget 2 Sample Budget 3 Glossary Bibliography Index