Taking Creative Risks
Video production is all about taking risks. Whether it’s working on-location with crews and talent, battling the elements or transporting expensive equipment, the art of video production has always been about working on solutions to problems and preparing for when the inevitable eventually happens. In this ever-changing modern world of video production, staying ahead of the curve and capturing the audience’s attention has never been more important. It’s tempting to stick to the tried-and-tested tropes that have worked well in the past, however, taking risks with your video style can be a serious game-changer, and here’s why.
Is The Content Landscape Shifting?
Almost anyone with a camera can make a video these days, the rise of social media platforms including TikTok, Instagram, Youtube, and affordable high-quality cameras has made video production more accessible than ever before and has given individuals and companies the platform to get their content seen by the masses. While this may be great, the market is now so saturated with content, so if you want to stand out from the crowd you’re going to have to think outside the box and ultimately take some creative risks. Content that is identifiable as well as being authentic tends to have the biggest impact on audiences today. Brands that artfully convey this approach, find that audiences reflect overwhelmingly well to content that reflects their own identities and voices.
Our approach as a video production company is to ensure our client’s stories and the videos we produce are fresh and innovative, ensuring we deliver our client’s key messaging in the most visually inspiring and creative ways possible. We work closely with our clients from the initial idea all the way through to post-production, to ensure that we maximise every available creative opportunity. Video production is filled with familiar tropes, templates, and conventional approaches – these traditional formats have their advantages, but breaking away from these norms can lead to fresh and engaging content.
Moving Away From Traditional Approaches
Whether it’s the tone of voice, differing perspectives, utilising real voices, sound design, visual effects or camera movement, moving away from traditional approaches has its advantages.
- Enhanced Engagement: Breaking away from clichés can captivate your audience and unexpected approaches can spark interest to keep viewers engaged at a time when audience attention is at a premium.
- Thought Provoking: By daring to be different, your video is more likely to be memorable and can leave a lasting impression on an audience long after the film has ended.
- Expressing Brand Personality: Traditional formats may not adequately convey the personality and values of your brand. Do they reflect your consumer and target audience? Creative risks allow you to authentically express your brand’s identity. This could be using real people who break the conventions of mainstream media to ensure your content is authentic.
Nike is the market leader in creating powerful videos that break conventional norms and traditional approaches. Often their campaigns are simple but highly powerful in their messaging. They use their global brand as a platform to amplify individual voices that are in line with their brand morals and identity. This resonates with audiences from all over the globe and cements their position as a market leader for innovation and authenticity within video marketing.
Moving a little closer to home, our feature-length documentary, ‘Fabulous Femininities’ amplified the voices of six individuals within the amazing world of Burlesque. It followed their personal stories and gave a unique insight into the personalities behind the elaborate masks and costumes. It showed how their love for Burlesque empowered them and gave them the confidence they needed to change their lives in a positive way. One performer spoke emotively about how she had been verbally abused with racial slurs, and as the producers of this film, we felt strongly that this strong language should be kept within the film to enhance its authenticity – we didn’t want to shy away from showing everything that Burlesque had to offer.
Fabulous Femininities – Click here to view the 2-minute trailer
So in summary, whilst traditional video production tropes have their place, taking a risk and thinking outside the box can lead to incredible results and really engage with your target demographic. By challenging conventions and taking creative risks, your brand can create content that resonates, engages, and leaves a lasting impact long after the video has finished. Embrace the opportunity to express your brand’s unique voice and messaging by pushing the boundaries of video production. Remember, it’s those who dare to be different that often stand out and make the most significant impact in the world of corporate storytelling and video production.
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