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Corporate Video Production, 2nd Edition

Book Description

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.

Table of Contents

  1. Cover
  2. Title
  3. Copyright
  4. Dedication
  5. CONTENTS
  6. Preface to the First Edition
  7. Preface to the Second Edition
  8. Acknowledgments
  9. Chapter 1 Case Studies
    1. Introduction
    2. Corporate Social Responsibility: “Google Earth Heroes”
    3. Videos Documenting Community Service at Scotts
    4. Hamburger University and Sustainability at McDonald’s
    5. Consulting Firm Booz Allen Hamilton
    6. Scripted Videos with Professional Talent: World Savings
    7. Recruiting with Video: Facebook Headquarters
    8. A Consumer Products Manufacturer
    9. Shared Content: Safeway
    10. Movie Production and IMAG Display: Berkshire Hathaway
    11. Summary of Key Points and Takeaways
    12. Discussion Questions
  10. 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. Volunteering 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. Summary of Key Points and Takeaways
    13. Discussion Questions
  11. Chapter 3 Video Project Proposals
    1. Introduction
    2. Sample Proposal: The Metropolitan Transportation Commission
    3. Sample Proposal: Accounting Training Videos
    4. Important Considerations When Writing a Proposal
    5. Summary of Key Points and Takeaways
    6. Discussion Questions
  12. 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
    9. Summary of Key Points and Takeaways
    10. Discussion Questions
  13. Chapter 5 The Role of the Producer in Corporate Video
    1. Introduction
    2. The Producer–Director
    3. Above the Line
    4. The Producer as Team Motivator
    5. The In-House Producer
    6. The Contract/Freelance Producer
    7. Script Development
    8. Production Management
    9. Summary of Key Points and Takeaways
    10. Discussion Questions
  14. 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. The Unique Position of the Corporate Video Director
    11. Summary of Key Points and Takeaways
    12. Discussion Questions
  15. 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. Producer Support
    10. Summary of Key Points and Takeaways
    11. Discussion Questions
  16. Chapter 8 Corporate Scriptwriting
    1. Introduction
    2. Determining Objectives
    3. Research, Concept Development, and Brainstorming
    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
    14. Summary of Key Points and Takeaways
    15. Discussion Questions
  17. 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
    9. Summary of Key Points and Takeaways
    10. Discussion Questions
  18. 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
    10. Summary of Key Points and Takeaways
    11. Discussion Questions
  19. 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
    6. Summary of Key Points and Takeaways
    7. Discussion Questions
  20. 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. Post-Production
    9. The Impact of Interviews in Corporate Videos
    10. Summary of Key Points and Takeaways
    11. Discussion Questions
  21. 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
    9. The Importance of Aesthetics in Corporate Videos
    10. Summary of Key Points and Takeaways
    11. Discussion Questions
  22. Chapter 14 Technical Considerations
    1. Introduction
    2. Enterprise-Grade Cameras
    3. Lenses
    4. Camera Support
    5. Exposure Metering
    6. 4K and 8K Cameras
    7. Mobile Studios
    8. Teleprompters
    9. Audio and Lighting
    10. Post-Production
    11. Compression
    12. Storage Solutions
    13. Hardware Acceleration
    14. High-Definition Editing Formats
    15. Electronic Filters: Softening the Skin
    16. Compositing and Effects
    17. Multi-Camera Editing
    18. 4K Editing
    19. Technical Considerations Specific to Corporate Video Production
    20. Summary of Key Points and Takeaways
    21. Discussion Questions
  23. Chapter 15 Training Videos
    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
    14. Summary of Key Points and Takeaways
    15. Discussion Questions
  24. Chapter 16 Marketing and Social Media
    1. Introduction
    2. YouTube
    3. Embedding Videos
    4. GoPro and User-Generated Videos
    5. ULTA and “Haul Videos”
    6. Short Vines by Big Corporations
    7. Instagram: 15 Seconds of Fame
    8. Burberry, Instagram, and Apple
    9. Engagement Objects on Websites
    10. Top Corporations’ Video Sites
    11. Facebook, Twitter, and Other Sharing Sites
    12. The Importance of Social Media
    13. Summary of Key Points and Takeaways
    14. Discussion Questions
  25. Chapter 17 Corporate Events: Filming Conferences and Meetings
    1. Introduction
    2. Shooting in an Auditorium
    3. IMAG Projection
    4. Lighting Considerations
    5. Mics at Meetings
    6. Feeding the Audio and Video to a Remote Site
    7. Live Streaming of Meetings
    8. Conference Highlight Videos
    9. The Value of Recording Corporate Events
    10. Summary of Key Points and Takeaways
    11. Discussion Questions
  26. Chapter 18 Nonprofit Organizations
    1. Introduction
    2. Multiple Constituencies: The Politics of Nonprofits
    3. Case Studies: Nonprofits
    4. Universities
    5. Hospitals and Medical Centers
    6. Government
    7. Working for Nonprofits
    8. Summary of Key Points and Takeaways
    9. Discussion Questions
  27. Chapter 19 Video Distribution: Live Streaming, Video on Demand, and Videoconferencing
    1. Introduction
    2. Live Streaming
    3. H.264, H.265, VP9, Flash, HTML5, and WebM
    4. Streaming Appliances
    5. Videoconferencing and Collaboration Technology
    6. Content Delivery Networks
    7. Satellite Distribution
    8. Cloud Storage
    9. The Enterprise Content Delivery System
    10. Summary of Key Points and Takeaways
    11. Discussion Questions
  28. Chapter 20 Mobile Video Production and Delivery: Smartphones, Tablets, Drones, and Microcameras
    1. Introduction
    2. Optimizing Videos for Mobile
    3. The Smartphone Videomaking Class
    4. Lenses for Smartphones: ExoLens
    5. Apps for Smartphones: FiLMiC Pro
    6. Microvideos and Mobile Delivery: A Marriage Made in the Cloud
    7. iPads in the Boardroom
    8. Drones in the Boardroom
    9. Summary of Key Points and Takeaways
    10. Discussion Questions
  29. Appendix
    1. Sample Budget 1
    2. Sample Budget 2
    3. Sample Budget 3
  30. Glossary
  31. Bibliography
  32. Index