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Top independent filmmaker, Neil Murphy, joins marketers at White Horse Digital's content marketing workshop and explains how to create a film that people want to watch.
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How to create video as part of your content marketing
strategy. Neil Murphy London filmmaker
Hoxton, London.1st March 2013
Corporate work
The Power of Film
Why video is so important as part of your content mix
The power of film
•Emotional connection – connect & communicate
•Succinctly conveys message – scripting & editing
•Changes the mood - the feel-good factor
What makes a great video?The Process
Great video formula
•Pre-production – key message & a hierarchy of
ideas into a satisfying narrative arc •Production – collecting image & sound for edit
•Post Production – finesse message; added value of grading & music/sound
"Films are 50 percent visual and 50 percent sound. Sometimes sound even overplays the visual.”
David Lynch
How to make a video that people want to watch
Videos that people want to watch
•Script – the narrative, message or brand
•Characters – to identify with
•Trends – longer & episodic adverts playing to strength of narrative & character; feel-good factor; valid visual style
•Authentic message – Stand for something; Link brand to social issues; Ethics
Example: John Lewis
Examples
Take away tips
•Show, don’t tell•Narrate your story•Characters to fit your brand•Be natural & engage