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Corporate Video Production

Book Description

Go beyond the bland talking-head and PowerPoint slide-style of most corporate videos and learn how to land coveted corporate contracts with these comprehensive techniques from an industry veteran. Stuart Sweetow teaches you how to make imaginative corporate videos with eye-catching design, rhythmic editing tricks, and essential scriptwriting and interview techniques. Learn how to shoot on location or in a studio and how to work with employees-turned-actors. Also, discover how to get contracts and to produce online videos and podcasts for corporations, government agencies and non-profit organizations.

Table of Contents

  1. Cover
  2. Corporate Video Production
  3. Full Title
  4. Copyright
  5. Contents
  6. Dedication
  7. About the Author
  8. Acknowledgments
  9. Introduction
  10. Chapter 1 Case Studies
    1. Introduction
    2. Corporate Social Responsibility—Google Heroes
    3. Hamburger University and Sustainability at McDonald's
    4. Consulting Firm Booz Allen Hamilton
    5. Scripted Videos with Professional Talent at World Savings
    6. Finding and Directing Talent
    7. Evaluation Mechanisms
    8. New Employee Orientation Video
    9. A Consumer Products Manufacturer
    10. Setting Up an In-House Video Service
    11. Using Outside Services
    12. Scriptwriting
    13. Chargeback
    14. Social Media and User-Generated Video
    15. Shared Content at Safeway
    16. Movie Production and IMAG Display at Berkshire Hathaway
  11. Chapter 2 Marketing Yourself as a Producer
    1. Introduction
    2. A Personal Message from an Independent Video Producer
    3. Getting Started and Getting Business
    4. Volunteer for Nonprofits
    5. Your Business Plan
    6. Writing the Video Production Proposal
    7. Requests for Proposals and Requests for Qualifications
    8. Business Accounting, Licenses, and Taxes
    9. Business Insurance
    10. Hiring Help
    11. Business Formations
  12. Chapter 3 Video Project Proposals
    1. Introduction
    2. Sample Proposal: The Metropolitan Transportation Commission
    3. Sample Proposal: Accounting Training DVDs
  13. Chapter 4 Budgeting the Corporate Video Production
    1. Introduction
    2. Determining the Costs
    3. Above and Below the Line
    4. The Executive Producer
    5. What to Leave In, What to Leave Out
    6. Budget Management
    7. Distribution and Marketing Budget
    8. The Bottom Line
  14. Chapter 5 The Role of the Producer in Corporate Video
    1. Introduction
    2. The Producer-Director
    3. The Producer-Director
    4. The Producer As Team Motivator
    5. The In-House Producer
    6. The Contract/Freelance Producer
    7. Script Development
    8. Production Management
  15. Chapter 6 Directing Corporate Videos
    1. Introduction
    2. Directing Professional Talent
    3. Shooting the CEO
    4. Employees as Actors: Directing Nonprofessional Talent
    5. Auditioning the Talent
    6. Directing the Crew
    7. Directing Live Switching
    8. Script Markup and the Shot Sheet
    9. Directing the Edit
    10. In Summary
  16. Chapter 7 Production Coordination
    1. Introduction
    2. Production Management
    3. Script Breakdown
    4. Daily Call Sheets
    5. Daily Production Reports
    6. The Assistant Director
    7. The Production Assistant
    8. Interview with a Production Manager and Producer
    9. Crews for Corporate Shoots
    10. Talent and Union Crews
    11. Locations
    12. Producer Support
  17. Chapter 8 Corporate Scriptwriting
    1. Introduction
    2. Determining Objectives
    3. Research and Concept Development
    4. Facts + Frameworks = Concept
    5. The Audience
    6. The Treatment
    7. Writing for the Visual Element
    8. Writing for the Spoken Word
    9. Describing Visuals
    10. Script Formats
    11. Writing Dialog
    12. Writing Documentary Scripts
    13. Script Drafts
  18. Chapter 9 Legal Considerations
    1. Introduction
    2. Trade Secrets and Nondisclosure
    3. Contracts
    4. Safety Issues
    5. Permissions, Releases, and Permits
    6. Copyrights
    7. Distribution Agreements
    8. Legal Considerations If You Are a Freelancer
  19. Chapter 10 Talent: Working with Talent, Coaching the Executive, and Appearing On-Camera Yourself
    1. Introduction
    2. Coaching Nonprofessional Talent
    3. On-Camera Reporters and Guests
    4. The Floor Director
    5. Professional Narration: On-Camera and Voice-Over
    6. Actors for Dramatic Roles
    7. Wardrobe
    8. Makeup
    9. On-Camera Training and Presentation Skills
  20. Chapter 11 Location Shooting
    1. Introduction
    2. How Mr. Murphy Stole from My Big-Budget Video Production
    3. Location Scouting
    4. Logistics on Location
    5. Nondisruptive Equipment Setups
  21. Chapter 12 The Interview Format
    1. Introduction
    2. Preparation
    3. Shooting an Interview Sequence
    4. The Single-Camera Interview Shoot
    5. Employing Composition and Continuity in Interview Filming
    6. Notes to the Interviewer
    7. Remote Interviews
    8. Postproduction
  22. Chapter 13 Aesthetic Considerations
    1. Introduction
    2. Branding Complementation
    3. Creative Corporate Camera Work
    4. Composition
    5. Continuity
    6. Moving the Camera
    7. Art Direction and Set Design
    8. Wardrobe, Makeup, and Hair in the Corporate Video
  23. Chapter 14 Shooting and Editing for the Enterprise: Technical Considerations
    1. Introduction
    2. Enterprise-Grade Cameras
    3. Lenses
    4. Camera Support
    5. Exposure Metering
    6. 2K and 4K Cameras
    7. Mobile Studios
    8. Teleprompters
    9. Audio and Lighting Considerations for the Enterprise
    10. Postproduction for the Enterprise
    11. Compression
    12. Storage Solutions
    13. Redundant Array of Independent Disks
    14. Hardware Acceleration
    15. High-Definition Editing Formats
    16. Electronic Filters–Softening the Skin
    17. Compositing and Effects
    18. Multiple-Camera Editing
    19. 2K and 4K Editing
  24. Chapter 15 Corporate Video Training
    1. Introduction
    2. Cost Justification for Training Video
    3. Video as a Consistent and Repeatable Training Medium
    4. Video as an Engaging and Exciting Medium
    5. Call Center Training
    6. Safety Training
    7. Product Training for Retail Customers
    8. New Employee Orientation
    9. Media Training
    10. Presentation and Speech Training
    11. In-House Video Repurposed for External Distribution
    12. When Video Is Not Effective
    13. Instructional Design
  25. Chapter 16 Marketing and Social Media
    1. Introduction
    2. YouTube for the Enterprise
    3. Engagement Objects on Websites
    4. Top Corporations' Video Sites
    5. Facebook, Twitter and Other Sharing Sites
    6. Dailymotion, Vimeo, Metacafe and Veoh
  26. Chapter 17 Corporate Events: Filming Conferences and Meetings
    1. Introduction
    2. Shooting in an Auditorium
    3. iMag Projection
    4. Lighting Considerations
    5. Mikes at Meetings
    6. Tying into the Sound System
    7. Feeding the Audio and Video to a Remote Site
    8. Live Streaming of Meetings
    9. Conference Highlight Videos
  27. Chapter 18 Nonprofit Organizations
    1. Introduction
    2. Multiple Constituencies: The Politics of Nonprofits
    3. Case Studies: Nonprofits
    4. Universities
    5. iTunes and YouTube at the University of California
    6. Hospitals and Medical Centers
    7. Government
  28. Chapter 19 Video Distribution: Live Streaming, Video on Demand, and Videoconferencing
    1. Introduction
    2. Live Streaming
    3. H.264, VP8, Flash, HTML5, and WebM
    4. Streaming Appliances
    5. Videoconferencing and Collaboration Technology
    6. Content Distribution Networks
    7. Satellite Distribution
    8. The Enterprise Content Delivery System
  29. Appendix
    1. Sample 1
    2. Sample 2
    3. Sample 3
  30. Production Stills
  31. Glossary
  32. Bibliography
  33. Index