MARK BENISTON€¦ · Video Master Class Blueprint | 3 TABLE OF CONTENTS Disclaimer ..... 2

MARK BENISTON

2 | Video Master Class Blueprint

D I S C L A I M E R

Copyright 2019 by Mark Beniston All rights reserved.

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Video Master Class Blueprint | 3

TA B L E O F CO N T E N T S

Disclaimer ..............................................................................................2

About Me ................................................................................................6

Chapter 1 Lighting – An important element ........................................8

Artificial Lights ..............................................................................9

Types of lighting setup..................................................................10

Filming Inside (without lights) .....................................................11

Filming Outside ............................................................................11

Exposure Control ..........................................................................12

White Balance ..............................................................................13

Chapter 2 Sound / Audio ....................................................................14

Microphones .................................................................................15

Types of Microphones ...................................................................15

Sound is more than half the picture .............................................15

Built-in Microphones (not recommended) ....................................16

Hand Held or Stick Mics ..............................................................16

Lavalier Mics ................................................................................17

The Shotgun Mic ..........................................................................17

Using Microphones .......................................................................17

Boom Pole .....................................................................................18

Audio (XLR) Cables .....................................................................18

External Audio Recorder ..............................................................18

Audio Levels .................................................................................19

Headphones ..................................................................................19


Chapter 3 Composition ......................................................................20

Be an Artist ! .................................................................................21

The Rule of Thirds ........................................................................22

So what is this rule of thirds? ........................................................22

Headroom .....................................................................................23

What does the term headroom mean? ...........................................23

Lead room .....................................................................................25

Leading lines ................................................................................25

Framing the shot ...........................................................................26

Extreme Wide Shot: ......................................................................26

Full Shot: ......................................................................................26

Medium Shot: ...............................................................................26

Medium Close Up Shot: ................................................................27

Close Up Shot / Extreme Close Up Shot: ......................................27

Camera Angles ..............................................................................27

Low (to high) shot .........................................................................28

High (to low) shot .........................................................................28

Over the Shoulder shots ................................................................29

Point of View shot. ........................................................................29

Chapter 4 Camera Equipment and Stability .......................................30

Video Camera: ..............................................................................31

The Tripod: ...................................................................................33

A KEY RULE TO FILMING: .......................................................33

Lenses: ..........................................................................................34

Extra Batteries ..............................................................................35

Video Tapes & Memory Cards ......................................................35

External Hard Drive (s) ................................................................35

Chapter 5 The Power of Storytelling ..................................................36

A Good Story ................................................................................37

Guidelines for Storytelling ...........................................................38

Keep Short and Simple .................................................................38

Use Common Language ................................................................38

Express Your Creativity ................................................................38

Maintain the Purpose ...................................................................38


Chapter 6 Planning the Shoot & Storyboards ....................................39

Purpose of Shoot: .........................................................................40

Audience Insights: ........................................................................40

Where and When: .........................................................................40

“Failing to Plan is Planning to Fail” ............................................40

Creating a Storyboard: .................................................................41

The steps involved in creating a storyboard as as follows:..............41

Chapter 7 Types of Videos ..................................................................43

What type of video should I create Mark ? ...................................44

1. Talking Head ............................................................................44

2. Interview ...................................................................................44

3. Sales Video ................................................................................44

4. Video PowerPoint .....................................................................44

5. Viral Video (Tips + Tricks) - You Tube .....................................45

6. Recorded Screen Demo .............................................................45

7. Video Testimonials ....................................................................45

Chapter 8 You Tube – Getting started! ...............................................46

Creating A Viral Video .................................................................48

What exactly do you want this video to achieve? ..........................48

Planning .......................................................................................49

Optimizing Your Video ................................................................50

Video Titles & File Names ............................................................50

Keywords & Tagging ....................................................................51

Descriptions ..................................................................................51

Captions & Annotations ...............................................................51

Encouraging Interaction ...............................................................51

Create a Channel for Each Major Theme ......................................52

In Conclusion: ......................................................................................53


A B O U T M E

“Hey Mark – What’s the best camera to use for video?”Wrong question!

Hi everybody I am Mark Beniston and thanks for requesting this book.

I am not big on intros so let me give you the edited highlights so we can move onto the good stuff – deal?

I am 45 years old, married with three great kids, well I say kids, Luke (21), Lucy (20) and Christopher (9) and we live in the beautiful county of Yorkshire which is in the north of England in the United Kingdom.

My day job for the past 15 years has been as a professional videographer so I have seen and used almost every camcorder / camera there has ever been. Well Almost!

From the VHS camcorders with tape cassettes the size of a modern day iPad and the suitcase needed to carry them around, to the amazing DSLR revolution and the tapeless workflow. I have pointed my camera at everything from weddings to fashion, corporate events to theatre performances and everything in between.

I am very fortunate that the job takes me to many different countries and I like nothing better than taking the family with me on these foreign assignments – it’s really cool !

So, that’s enough about me.

Video Making is now acknowledged to be a skill which when mastered can lead to massive opportunities in almost any arena and with the emergence of You Tube that trend is not slowing down.

But.

Are you ready to get in front of the trend?

Before we start it is important to realise that it will be the skills that you learn throughout this book that will enable you to create Awesome Videos NOT the camera that you use.


I N T RO D U C T I O N

The Essence of Visual CommunicationIn this era of improving technology things have reached a very complex level. It has become almost imperative to seek simpler ways to understand these rising complexities.

Visuals are pleasing to the eye and are more compelling than any other mode of perception. Therefore, to better one’s understanding of these complex items (or anything for that matter);videos have become an excellent method to deliver information efficiently and effectively as they have a better reach and much greater impact on the masses.

The Undoubted Popularity of VideosVideo is everywhere.

When you log in to your social media like Facebook, Instagram or when you Google something, videos are top of page and therefore top of mind.

This popularity has led to the creation of the world’s third largest website You Tube. Video is now dominating the media in all areas.

The Significance of VideosVideo is a means of visual communication. It also helps to develop an emotional connection with people. That’s the reason why artists and musicians use visual media to gain huge popularity.

You want to promote a product/brand/cause?

Establish a forum?

Teach?

Create a video on it.


C H A P T E R 1

Lighting – An important element


LIGHTING is one of the most important elements to consider when making video.Most video cameras can record in low light environments but the result may be poor quality images and the colors will be faded and not accurate. It is therefore essential that in these circumstances we realise this and light the scene accordingly.

Let’s look at the ways we can achieve this.

Artificial LightsThese lights are used to increase the brightness level while shooting in dimly lit environments:

FREE STANDING MAIN LIGHTSFree standing main lights are used to produce high intensity light providing great illumination over a wide area. With many main lights, it is possible to alter the spread (the spill) of light from a wide to a narrow spot. To prevent light falling on certain objects or to restrict the light we can use ‘barn doors’.

These are primarily metal flaps which surround the light and help control direction.

HAND HELD LIGHTSHand held lights are a bit difficult to control as they tend to have a high intensity. It is best not to position these lights to close to the subject as the light can be quiet harsh and damage the image quality. The lights should be held by an assistant and kept at least three feet away from the subject. Bouncing the light from the ceiling or the wall back onto the subject will in most cases create a more flattering image.


Types of lighting setupA Three point lighting setup is one of the simplest and most widely used lighting techniques.

The first light is the KEY light which is the brightest light source. It should be positioned at an angle to either the left or right of the subject. This light will illuminate the majority of the subject but will leave shadows on the opposite side to the light.

The second light is the FILL light which helps to soften the shadow. This is not as bright and is placed to the opposite side of the Key light.

The key light and the fill light should be placed in different directions.

For instance, if the key light is on the left side of the subject then the fill light should be on the right.

The third light is the BACK light which is used to separate the subject from the background. The light is placed above and behind the subject to create an outline on the shoulders and the hair.

The back light is given least importance while the key light is the most important.


Filming Inside (without lights)When filming indoors, choose a place near the window to take advantage of the natural daylight. The person filming should stand with their back to the window and position the subject facing the window in such a way that gives the most flattering image. If this set up is reversed and the video is placed to film into the window (light source) the subject will be in silhouette.

Filming OutsideFilming outside can prove to be challenging if you don’t plan the shoot.

The best time of day to film is in the morning or the evening (Golden Hour)

We use these times of day because the light is less harsh and more flattering on the subjects. If we were to film during the day when the sun is at its highest we get unflattering shadows cast on the subjects. If we have no choice other than to film during the day seek cover where possible using trees, buildings to diffuse the harsh light. As videographers we are always looking for even lighting (flat light) so when we are outside cloud cover is advantageous as it provides the diffusion of light we are looking for.


Exposure ControlNow that we have all this glorious light we need to control how much the camera gets to see. Controlling the exposure of your images is critical in creating those stunning video images. Too much light and the footage will be overexposed and unusable, not enough light and the footage becomes underexposed and unusable. So it is a fine line that we need to tread. Most cameras will have the facility to adjust exposure according to the circumstances by using the APERTURE or the IRIS settings.

These settings work very similar to the human eye (Iris) and can open and close to allow different intensity of light into the camera and onto the sensor.

We also use the SHUTTER and ISO / GAIN settings to control the exposure to a lesser degree.

When we have all three settings in balance we can achieve what is known as the

PERFECT EXPOSURE


White BalanceIf you have ever filmed indoors and the color of the footage has a yellow / orange cast to it or filmed outside and the footage looks blue?

Believe it or not that is the TRUE colour of the light that the camera is receiving.

The colour is actually a measure of the relative warmth or coolness of the light source.

Our eyes have been trained to see white as white so we do not see these strange colour casts but the camera does so we need to take action to correct it. The process by which we do this is called White Balancing.

On most cameras if not all there is a setting which controls the White Balance

The method by which the white balance is set may vary slightly from camera to camera but essentially you point the camera at an item you know to be white, press the relevant button and the camera now locks in that colour as white and makes the adjustments to the image.

Many cameras now also have presets for the different lighting situations such as Daylight, Shade, Cloudy, Tungsten and Fluorescent. The result is exactly the same if you set it manually or use the presets.

In simple terms we are introducing a colour cast opposite to the colour of the natural light to make it neutral (White).

It is essential that you get into the habit of setting the White Balance every time you film. It also needs to be reset every time you change location as the light source may be completely different.

Trust me! – It is a lot easier to spend a couple of minutes getting the white balance correct before you start to shoot, than spending a couple of HOURS trying to correct it when you come to the editing process.


C H A P T E R 2

Sound / Audio


Sound is more than half the pictureGreat video footage with poor sound quality is literally unwatchable.

Poor video footage with good sound quality is more than watchable.

Go test it out - you will be surprised!

Sound and Audio can tend to be an interchangeable term but in the context of this section I am referring to the quality of the recorded words.

I do not disagree that a great sound track or perfectly placed sound effects do not enhance any production but if the words that are being spoken are poorly recorded then it is quite simply - game over.

We need to use the correct audio equipment to gather good sound so let’s take a look at some of the options available to us.

MicrophonesTo enhance your recorded audio it is recommended that you use a good quality microphone.

The built in microphone on video cameras are not as good as an external microphone. There are many external microphones available in the market.

Choose the appropriate microphone according to the type of videos you will be planning to record most frequently. Before getting an external microphone make sure your camcorder has an external jack. Professional XLR connections are much better and appear on the higher end video cameras.

I recommend that if the onboard microphones are not of professional quality that you record to a separate audio recorder and use the audio gathered by the camera as trace audio to “sync up” to in post-production.

Types of MicrophonesMicrophones are basically used to convert audio energy into electric signal for recording. It is a fascinating part of video making. There is a microphone for every type of video. Let’s look at some of these types:


Built-in Microphones (not recommended)Almost every if not all video cameras have an in-built microphone where the quality is not as good as compared to external microphones. The mic is attached to the camera and hence it is away from the subject of interest. It picks up all the noise between the camera and the subject, resulting in echoes and other disturbing and non-relevant sounds instead of clear and clean audio signal. I strongly suggest that you DO NOT use this audio source as your main recording.

Hand Held or Stick Mics

Hand held or stick mics are simple to use and highly durable. They are very portable and therefore improve the efficiency of capturing great audio, despite any adverse environmental conditions. They can take quite a bit of rough treatment and are undoubtedly reliable for emergency situations.

These mics are used predominantly during stage performances like concerts, various competitions, awards ceremony, etc. They are often used by reporters as it gives them the news gathering look that people recognize and as such helps them get the reactions and responses they need for their sound bites.

Public speakers and great orators like these type of mics as they make them look good and more presentable. Other uses are in voice over studios and many of the new breed of podcasters are big fans.


Lavalier MicsThese mics are usually very small and as such are perfect to be attached to the subject we are wishing to record. Due to their small size, and the fact that they are typically placed on the clothing in close proximity to the mouth they are also known as “lapel mics”

They are typically clipped to the shirt, jacket or tie of the speaker. Windscreens can be used to reduce distracting sounds like wind noise. In addition to the size of the lavalier mic, a layer of clothing over it masks its visibility and therefore enhances the appearance of the speaker. However, care needs to taken care that the mic is not completely obscured.

The Shotgun MicThese mics are excellent when we have a wider frame to work with and the conditions call for a more robust type of microphone.

They are covered with fur-like materials to enclose the mic and mask it from the heavy wind that will disrupt the quality of the audio being recorded. This is a kind of a hand held mic that is much bigger in size than the other mics we have previously mentioned.

It needs to be operated by another person who will manage it just out of the frame using a boom pole while sound effects are gathered or while speakers give their voice. They are popularly used in TV and Movie sets.

These mics are portable and mainly used by the professionals. But if you requirement is excellent sound quality, then getting one is mandatory.

Using MicrophonesWhen using the microphone care should be taken not to create a pop whilst speaking.

‘Popping’ tends to occur when speaking the “p” or “t” sound into the mic so it is advisable to keep the mic at least 6 – 12 inches away from the mouth or use a pop filter that attaches to the microphone.


Boom PoleA boom pole is basically a microphone stand. It’s a long pole that allows precise positioning of your microphone in a scene. It comes in handy when you have to gather professional audio quickly. You’ll need an additional shock mount along with your shotgun mic, as it gives a steady grip on your mic and doesn’t capture additional sounds while moving around. A wind muff should also be used to avoid the wind noise.

Audio (XLR) CablesAn XLR connector is always used in professional audio equipment in order to produce a balanced audio. These circular cables have various numbers of pins; each of them are used for a different purpose like, power, audio, headset, etc. These cables are also used to connect your camera to the mic, if you want the audio to be set up along with your video camera.

External Audio RecorderIf you decide to shoot your footage with a small camera, like a DSLR, it is highly recommended for you to either get an external audio recorder or a pre-amp audio box to attach to your camera.

These cameras only have a mini-jack audio input which doesn’t allow for the capture of professional quality audio.

I recommend that unless your video camera has top quality professional audio capture features which would definitely necessitate using XLR connections, that you record your audio separately onto an external audio device and sync it up in post-production.


Audio LevelsIt is very important that you monitor the audio levels during recording. The audio level should be high enough to get a clean signal but it should not cross the limit or go into the red on the monitor.

If the signal gets too loud (hot) the audio will be compromised and be unusable. Most video cameras have an audio level indicator which alerts you when you cross the limit. It is also advisable to manually monitor the levels using a pair of headphones.

HeadphonesYou always have to be careful with the external noises during a shoot. You wouldn’t want even the smallest bit of unwanted sound to spoil your footage.

Using headphones will enable you to monitor the sounds at all times while shooting. The small, ear-bud type earphones are much easier to carry around, but they aren’t recommended because of their inability to produce sounds at various different frequencies.

Therefore, if you want to avoid any nasty surprises when you get to the editing stage, use full size headphones during the shoot.

The headphones will also come into their own during the editing process as you need to be able to hear every detail of the recorded audio to ensure accuracy in the edit.

There are many types of headphones available in market which are tailor-made for specific uses.

Take your time and do the research to ensure you choose the correct type of headphones for your particular workflow.


C H A P T E R 3

Composition


Composition: the placement or arrangement of items within a frame so that the result is visually appealing to the eyeMany amateur video makers tend to point the camera at the subject and start shooting. They fail to understand that there is a reason why professional videographers choose certain spots and certain angles when they are composing their shots.

The best videographers shoot with their subject positioned carefully in the frame, this is no accident and is actually derived to a certain extent from studying artists of the past.

Let me explain.

In art and throughout the ages the masters have used what is known as the golden ratio to create their stunning composition, works of art etc.

So now to the science…

The golden ratio is about as close as many artists and designers get to appreciating hardcore mathematics: it’s a ratio – roughly 1:1.6180339887, if you’re curious – that is widely regarded to give balanced, harmonious proportions.

People studying the golden ratio have found it everywhere from the Pyramids to the Mona Lisa – and even in nature, for example in the veins of leaves.

It’s great to have a lesson in art, nature and history but let’s get back to the present and see how all this relates to composition and modern day video making.

Be an Artist !It is imperative that you learn to use your camera viewfinder as a surface (like a photo or painting) instead of a window you look through. All composition creation takes place on that surface and within that two-dimensional frame.


The manner in which you position the subjects / objects within that viewfinder will benefit greatly from the following concepts.

The Rule of ThirdsVideographers and photographers use a similar and modified version of the golden ratio called the ‘the rule of thirds’. It is one of the most widely used and common principles of videography composition.

So what is this rule of thirds?The basic principle is to divide the frame into 9 equal parts by breaking it into thirds by using vertical and horizontal lines.

The most interesting parts of the frame are placed along these vertical and horizontal lines, with the most compelling parts being placed on the intersections of the lines to create an effect that attracts the eye.

For instance, the video camera should be placed in such a way that the subject intersects the horizontal and vertical lines at one side of the frame.

Vertical subjects like trees, people and buildings can be placed on one of the vertical lines which interconnect two horizontal lines.

While shooting the skylines or horizon, it should be placed in one of the horizontal lines. The best way to view horizon is to place it in a lower horizontal line.

When a video is shot using the rule of thirds the elements will form a certain geometrical pattern that channels the viewer’s eyes.

There are many geometrical patterns that you can create using visuals elements like M shape, Z shape or a diagonal line. The most widely used geometrical pattern is a virtual circle that leads the eyes to move in circular motion of the frame.

Most importantly - The rule of thirds helps us to understand that positioning the subject at the center of the frame is not the ideal position when you are looking to create stunning video imagery.

Try placing your subjects or objects in your frame along the lines of the rule of thirds and see how your compositions improve dramatically


HeadroomThis is not a “rule” but we need to pay close attention to this aspect when we are framing a person who is talking mostly to the camera.

What does the term headroom mean?Headroom is the gap between the top of the subject’s head and the top of the frame. If there is too much headroom then the subject will be appear to be cut off and almost disappearing from the frame, too little headroom then you will be probably chopping off the top of the subject’s head and eyes.


To avoid all this trouble, you should place the subject’s head in such a way that the eyes intersect the top most horizontal line. (Rule of thirds)

The eyes are the most attractive and important feature of a person and by placing them in this way will help you to enhance the look and feel of your videos.


Lead roomWhen filming a moving subject, you need to allow for what is known as Lead room.

So if your subject is moving to the right, you have to move to the left with the video camera and vice versa.

Speed of camera movement is crucial during this process. Too slow and your subject will be seen at the very edge of the frame and this will make for uneasy viewing. You must give sufficient walking space or lead room to the moving subject and as such your movements and pacing must be very accurate. When this is done correctly the footage looks very natural and you will hardly notice that the camera is moving.

Another instance where allowing extra space in your frame is crucial is when your subject is talking to another person who is off camera and is not seen in that particular shot. In such cases, the subject should be positioned on one side of the frame or the other, not in the middle. If the subject is in the middle of the frame or the same side as the person they are talking to then it will be seen as there is no conversation space between the two people.

The term talk space refers to the space between the subject and the person who is off camera. (being spoken to) There should be enough talk space between the subject and the person off camera so that the viewer actually believes that there is someone there.

Leading linesA leading line provides a flow to images that you film and allows the eye to easily follow through different elements of a shot. Starting at the bottom of the frame they guide the eye upwards and inwards from the foreground to the background of and direct the eye toward the main subject.

The most common example of a leading line is on a road. They work well as roads are almost always going to somewhere, and the lines often point so far inwards that they reach a vanishing point - Look like they go to infinity.

Leading lines are everywhere in nature and in architecture - Go out and find them!


Framing the shotThere are seven main types of shot which we use commonly in film and video making.

Extreme Wide Shot:The wide or the extra wide or the long shot are often used as establishing shots.

They are the first shot of a new scene and they are designed to show the audience where the action is going to take place.

Full Shot:The full shot shows us the subject in the environment and it’s normally a head to toe shot.

Leave a small amount of room (headroom) above and below the subject. This stops the composition from

looking cramped and uncomfortable.

Medium Shot:Medium shot is one of the most common types of shots we use. It is a bridge between a wide shot and a close up shot.

It is normally shot from the waist upwards if we are filming an individual or it can be an over the shoulder type shot in an interview situation.

It’s also a great shot to show the body language of the individual and to prepare the viewer for a close up shot to come.


Medium Close Up Shot:The medium close shows the subject in much more detail and is framed just below the shoulders to the top of the head.

It’s most commonly used in talking head videos where you want to show enough detail to be able to show the expression and the emotion that people are conveying.

Close Up Shot / Extreme Close Up Shot:The final two shots are close up and extreme close up.

These shots show a particular part of the subject or the object; it’s usually a face and they take up the whole of the frame.

This is where we generate the most interest and emotion in our scenes.

Camera AnglesThe way that we position the camera and the angle that we shoot the footage at will affect the perception of the scene.

Eye Level

We achieve this angle by placing the camera at the subject’s level, so they are looking directly at the lens. We use these types of angles the majority of the time because they’re very neutral, and as such they have no dramatic power.


Low (to high) shotPlacing the camera at a low angle, facing up to a higher subject, and this gives a powerful perception of the subject and makes the viewer feel intimidated or weaker.

High (to low) shotThe camera is placed at an elevated position, shooting down on the subject. This gives the perception that the subject is in a weak position and the audience and the viewer, a sense of power. Often used when adults are looking down at children.


Over the Shoulder shotsJust as the name suggests we place the camera in a position over the shoulder of another person in the shot. Used commonly for dialogue scenes and when there’s a conversation between two characters and they’re perfect for seated interview scenes.

Point of View shot.The camera shoots from an angle which is perceived to be the subject’s eyes.

It’s very often shot hand-held as well, to give the perception from the subject’s point of view.


C H A P T E R 4

Camera Equipment and Stability


I firmly stand behind my opening statement that it is the skills you learn and not the equipment that you use that make you into a great videographer. However, the equipment needs to be to a standard that allows you to produce good audio and images.

With that said the section covers the Essential Equipment that is needed.

Video Camera:Arguably the most important piece of equipment that we possess (not forgetting great audio capture is essential !) - The Video Camera

There is an extraordinary amount of choice in todays marketplace ranging from Cinematic Film Cameras with interchangeable Cinema Quality Lenses, Video Enabled DSLR Cameras, Standard Video Cameras and

even Mobile Phones are featuring video functionality that seems to improve tenfold with every new generation of their operating system.

Items that need to be taken into account when choosing the correct Video Camera:

What is the video camera going to be used for primarily?

Location (s) of use

An example of this would be choosing a Video enabled DSLR Camera when filming weddings.

The small and compact nature of the DSLR (a photography camera essentially) means that the videographer can get really close to the subjects and capture intimate footage without the subject really feeling they are being filmed.

This would be impossible to achieve with a large Cinematic Film Camera


Once you have chosen the Video Camera based on the information above – it must be capable of filming in HIGH DEFINITION or above.


The Tripod:If you think you have steady hands and can shoot clean and clear video, then you are wrong. No matter how steady you try to be the video footage that you capture will have unwanted movement in it.

A KEY RULE TO FILMING:

As Videographers we try to minimise any distraction that reminds the viewer that there is a person behind the video camera.

In other words if you see footage that is jerky and shaky you instantly think about the fact that somebody has filmed that footage – and by all accounts not very well!

When you watch great video footage or a film you forget that there was a person behind the camera and you become involved in the footage you are watching. We almost to a certain degree suspend belief and get absorbed with it. This would not be the case if the footage had unwanted movement.

Just watch back some of those family holiday videos to get the general idea. :)

By using a tripod, you will see a noticeable difference as you get a steady and professional looking shot. Fluid head tripods are recommended as they are very steady and also allow for smooth transitions when you are wanting to pan or tilt the camera for artistic effect.


Lenses:Lenses and choosing which lens to use is one of the most interesting parts of using cameras that have the advantage of “Interchangeable Lens”

Interchangeable lenses were once only available for the high end camera that were used on film sets to make movies.

Now with the advent of video enabled DSLR ‘s the option to use many lenses is a lot more common. I have even seen lenses that have been designed to put onto the I- Phones !

Here are the Four (4) types of lens that can be used:-

Prime Lens - A fixed Focal Length eg. 35Mm, 50 mm, 100mm

The lens is set at one length so if you need to get closer then you need to move position.

Zoom Lens - Variable Focal Length eg. 16-35mm, 70 -200mm

The lens Covers a number of different lengths so you can stay in one position and get closer using the zoom function.

A Wide angle lens can be a prime or zoom lens at the 10mm to 16mm range

These lens gives a very wide perspective of the scene you are shooting, and are very good for showing landscapes and vistas. (establishing a scene or location)

Macro Lens & Tilt Shift Lens.

The Prime and Zoom (tele-photo) lenses are most commonly used in video and film making.

A Macro lens allows you to take close up shots of a tiny object and make them look larger and in great detail, like an insect or a flower.

A Tilt Shift lens is used when you want to give the impression that a scene is in miniature. This is a specialist lens and is used sparingly.

It is very important that you pay close attention to your lens choices as they do make a difference to the look and feel of your footage.


Extra Batteries“Better safe than sorry”

Always carry a few extra set of batteries on a shoot. You wouldn’t want them to run out in the middle of a crucial scene or when you’re working on a deadline.

Video Tapes & Memory CardsTake any one of these data storing devices based on your camera to store all the footage you’ll be shooting.

Video tapes seem to be a thing of the past in most video cameras that come to the market nowadays but many companies do still back up to tape even if they are not using it as the primary media to film on.

Memory Cards are used extensively in most video productions outside the “Film Industry”. They are very convenient but you must employ a solid BACK UP regime to guard against any loss of footage.

Note:

Video data is being written constantly to the card so choose the Fastest Speed of card available. Due to the amount of data being written to the cards they will become full fairly quickly – Make sure you have a good supply when you go on an assignment.

External Hard Drive (s)This is used in case of a long shooting. Your camera’s memory card will only have a limited space so you’ll have to transfer your footage from it. These storage devices are of great help especially with the large HD (High Definition) video files


C H A P T E R 5

The Power of Storytelling


Every video/film needs to have a good story which connects with its audience.Storytelling helps you to connect with the audience on an emotional level.

Good storytelling sets apart a professional video from amateur video. People forget the so called ‘facts and figures’ but remember the story as they were engaged with it.

Stories have been passed down from generation to generation so it is inbuilt in us to resonate with a good story.

Many companies have realised the power of storytelling and use it to great effect in their marketing to increase sales and boost conversions.

A Good StoryA good story should be unpredictable; something which breaks the norm and entertains people. There are five main elements that make up a story which are:

A Good Introduction - Establish the scene / characters

A Protagonist - A character we want to care about

A Conflict - Introduce a struggle so that there is a solution for it

A Resolution - Make sure that the struggle / conflict is resolved

A Promise - The takeaway from the story (Sales Message)


Guidelines for Storytelling

Keep Short and SimpleThe story that you create should be short and accurate.

Keeping the story simple will also help keep the audience engaged.

Use Common LanguageThe main aim is to deliver the message of the video to the audience with little or no distractions or problems. Using confusing dialogue or scientific or technical terms may confuse the audience.

Keeping the language that is used both verbal and none verbal simple and of a nature that resonates with your core audience will greatly improve the video effectiveness.

Express Your CreativityCreativity in its simplest form means keeping the audience captivated.

It can be as simple as showing some breathtaking scenery or a stunning sunset.

However, creativity can also be expressed by using a certain angle of shot that may seem odd / interesting or the way you move the camera (remember Roy Schneider in Jaws).

Maintain the PurposeCreativity is essential to audience engagement in the video but do not forget the purpose of the story. The core storytelling elements are fundamental to good video and should not be forgotten in the pursuit of creativity.


C H A P T E R 6

Planning the Shoot & Storyboards


“Failing to Plan is Planning to Fail”

We have all heard this saying before but it is never as true as when you are creating a video. Countless hours and lots of money can be wasted if you do not plan out your shoot.

Purpose of Shoot:When you start to plan your shoot you need to carefully consider the purpose of the video and the audience you are aiming it at. Knowing why you are shooting your footage, as well as the audience for which you are shooting, is very important when planning your shoot.

Knowing the “why” behind the shoot will also help plan for any special or technical equipment you may need. eg Slider or Dolly

Audience Insights:Knowing the age of your audience is a real advantage as it can dictate how you control the camera movements. Younger audiences have been exposed to more “ Independent Film / Music Video TV “ than the older generations so handheld camera movements and quick moving shots are what they are used to. Compare this to a more still and professional filming style that the older generation have ben used to.

Where and When:When deciding on the location where you can shoot the video, you need to evaluate your location based on where you can shoot easily without any distractions.

It is essential that you scout out your location prior to your shoot, this should be done at the same time of day that you plan to shoot so you can assess the light levels you may encounter and also any difficulties or distractions that may ruin the shoot.

Eg: Local train line next to the shoot location


Creating a Storyboard:

A storyboard is a visual representation of the video or film that you are planning to shoot. It gives us a clear plan and structure which we adhere to when we are creating our video productions. Having a storyboard to work from also reduces stress and confusion during the production and the editing stages.

The steps involved in creating a storyboard as as follows:• Discusstheconceptandstyleofthevideoyouarelookingtomake

• Createadetailedshotlist(fromthevisionyouhaveforthevideo)

• Establishthescenesthatwillappearinyourvideoandalsothetypeofshotsyouwillbeusing-Directto camera / over the shoulder etc

• Createthestoryboardvisualframeworkbycreatinganumberofboxes(orasimplegrid)whereeachbox represents one item on the shot list.

• Sketch a visual representation of each shot in succession taking care to show composition andplacement of items or actors.

• Makereferencetoanydialogueoractionthatistakingplaceinthatshotnexttothatparticularbox.


A storyboard is a working document and enables us to very quickly see how our videos are going to look, and more importantly if we need to make any adjustments. It enables us to see this visually before we go into the filming phase where time spent making changes to scenes and shots can very quickly add up.

Your storyboard doesn’t have to be a work of art. It just has to accurately reflect what you want to shoot in the video in a way that other people can understand.

For any pre planned video shoot you should always create a shot list and basic storyboard. (can be difficult with live events filming due to the “live” nature of the shoot)

Even a “direct to camera “ marketing video will consist of a number of shots, maybe a different angle to add interest and the possibility of graphics being introduced. All these elements should be considered in the original shot list and then represented on a storyboard to save time and confusion.

A storyboard and shot list will also make post production a much easier process.


C H A P T E R 7

Types of Videos


What type of video should I create Mark ?In reality you are only limited by your imagination and creativity.

However, if you do find yourself struggling with this decision then I would recommend using one of these

7 video styles.

1. Talking HeadThis is what most people think of when they have to create a video. The general set up is a head and shoulders “medium” shot facing directly at the camera and delivering the sales message. The talking head video is very popular because of the way it works. It is perfect for most of the personal or promotional videos, whether it’s a direct appeal, a “first impression” video or “about me” video, on your home page.

2. InterviewTaking the talking head video to the next level add an extra person to the mix and you have an interview video. Interview videos are basically when two or more people are being shot; it can even be a “news style” video shot with the interviewer and the subject focused by the camera. This type of video can be shot from one angle, but by adding a second angle over the shoulder of the interviewer or the subject (or both) adds an extra level of engagement.

3. Sales VideoYou could argue that any video can be a sales video, but here we’re referring to video with sales pages, where often the sales page is nothing more than a video along with a “buy” button. These videos are often nothing more than text and narration or a PowerPoint with a voice embedded in its background to make it attractive.

4. Video PowerPointAnother popular format is the PowerPoint video because of its simplicity. If you have access to PowerPoint (Or Keynote for Mac), simply record the presentation in real time as you speak the dialogue that is on the slides. Stop record – make a few edits and take out any mistakes. You now have a globally accepted video.


5. Viral Video (Tips + Tricks) - You TubeA tips series is perfect for establishing a presence and and can create a real level of trust with the audience. They work really well for improving SEO and help to build credibility and establish you as an expert in your niche. Many marketers use platforms like You Tube to host these videos as they get almost instant social interaction. (see chapter 8)

6. Recorded Screen DemoThese video tend to be called “watch over my shoulder” videos. Using software such as Camtasia or Screenflow you have the ability to record exactly what you are doing on your computer screen. Many digital information products are created in this way as you can show exactly how to carry out a certain task in real time in a way which would normally take pages and pages of text to explain.

7. Video TestimonialsTestimonial videos are very powerful, yet an under-used tool for providing social proof. These videos can be used on your website or on a sales page promoting a specific product or service. They work much better than written testimonials as video gives them more substance and makes them more believable.


C H A P T E R 8

You Tube – Getting started!


Online video continues to explode and is, more than ever one of the most effective methods of quickly establishing and promoting a product or brand, while securing ever-lasting traffic from all of the major search engines.As of January 2015 these are the current statistics from YouTube:

More than 1 billion unique users visit YouTube each month

Over 6 billion hours of video are watched each month on YouTube_that’s almost an hour for every person on Earth

100 hours of video are uploaded to YouTube every minute

80% of YouTube traffic comes from outside the US

YouTube is localised in 61 countries and across 61 languages

Over 100 hours worth is uploaded every MINUTE! Think about that. It is equal to one hour 40 minutes of video content uploaded per second!

You Tube is the third most popular website in the world, and gets a tremendous amount of traffic every day.

If you’re not using this video powerhouse for marketing, you’re missing out on a huge source of high quality, exceptionally targeted – FREE - traffic!

In fact, there has never been anything quite like this before. What other type of media gives you access to millions of potential viewers at absolutely no cost?

However, with the enormous amount of video that is being uploaded you need to stand out from the crowd to be noticed. Having the skill to create professional looking videos is definitely a HUGE advantage.

In this chapter I will briefly describe the fundamentals of creating and uploading your videos to You Tube.


Creating A Viral VideoBefore you take a single step to create a video, think about the purpose of your video.

What exactly do you want this video to achieve?You absolutely must include a call-to-action in your video otherwise, the video isn’t going to achieve anything.

Here are some things you might want to accomplish with a video:

1. Lead capture (list building)

• Branding&Authoritybuilding

• Sellingproducts&services

• Drivingtraffictoablogorwebsite

• Affiliatepromotions&thirdpartyoffers

When you know what you’re aiming for you’ll be able to craft a proper call-to- action.


PlanningBefore you create your video, we follow what we have learned and create a shot list and a story board - It will save you time in the long run.

Your video should typically be between 3 and 10 minutes, if possible. This is the optimal length for a YouTube video.

There are seven important things you need to make sure every video contains:

1. Introduction - Your introduction will tell them who you are and also let them know where they canfind you.

2. WhyWatch - Next,be sure you tell people approximately how long the video is, what they will learn,and why they should keep watching.

3. TheMeat - Most of your video should be full of information of real value. This is where you offer the valuable content of your video.

4. Recap - Offer a very quick recap of what you just went over.

5. FinalAdvice - Give them some kind of parting information such as a warning, a tip or some otherhelpful advice that supports the video.

6. Call-to-Action - Finally,let the viewer know what to do next.Whetheryou want them to visit your websiteand subscribe to your email list, buy something, subscribe to your YouTube channel, or something else, you need to tell them what to do!

7. URL or Brand - At the end,you’ll want a few moments of silence to promote your brand or your URL.This could be up to two minutes in length, but one minute is about right. You can have your URL or brand alone on the screen, perhaps along with some brief call-to-action text.

Your overall video style is important to consider, too. Is your video going to be a funny video that is meant to pull in the maximum number of visitors virally? Is it going to be a tutorial or educational video?

Choose a format that will work well with the effect you’re looking for from the video.

If you’re selling an educational course, then a tutorial might make sense. If you’re promoting something with huge mass-market appeal, something funny or controversial might bring in bulk traffic. Be sure to choose the format that makes sense for your specific purposes.

Ok, so we now produce our Professional Video using the skills that we have learned throughout this report. Once we are happy with our video its time to optimise and upload it.


Optimizing Your VideoThe most interesting and useful video in the world isn’t going to be effective if no one ever sees it. People won’t just magically find your video, no matter how much you may wish them to.

Instead, you must focus on promoting your videos in order to drive traffic to them. There are several important ways to do this, and we’re going to take a look at a few of them now.

WARNING: Do NOT upload your video without reading this section FIRST!

Video Titles & File NamesFirst, make sure your video’s filename contains your main keyword phrase. Let’s say you’ve created a video that focuses on the keyword phrase “ice fishing for beginners”.

You might want to name your file

icefishingforbeginners.mov

or

icefishingforbeginners.avi

or whatever other video file format you’ve used.

This filename will not be listed publicly, but it will be used as a ranking factor, so this is an important step!

There’s a trick you can use to boost your ranking even further when you submit your video. It’s called “title stacking”. In this trick, you use the same keyword with slight variations twice within a single title. This will get you double relevancy in YouTube’s search!

Using the ice fishing example, you might make your title:

Ice Fishing for Beginners: Tips for Beginning Ice Fishers

This is an extremely powerful trick that will bring vastly more traffic to your video than it would otherwise manage to get!


Keywords & TaggingOne very easy way to get tags for your videos is to search YouTube for your primary keyword phrase and write down all of the tags from the top 3 videos that show up for your search.

Instead of spending precious time agonising over which tags you should use, you can find out exactly which tags are most effective for your primary search keyword!

DescriptionsOne of the most important things to remember about your description is to include a link to your website in the very first line of your description. This makes it easy to see. Don’t forget to include the http:// in your URL or the link won’t be clickable.

Within the description, you can paste the script you use for your video. This script should be packed with relevant keywords, so it should be very helpful for your SEO.

Finally, paste a link to your video at the very end of the description, because if your video is scraped for use on another website, you’ll get a free link back to your video which will boost SEO and traffic to it.

Captions & AnnotationsYouTube allows you to use captions and annotations in your videos. Just click on the plus sign on the right side of the video player on your own video pages. You should add just a couple of short annotations to each video. Don’t go overboard and DO NOT stuff keywords into your captions or annotations. Just use one or two keywords in a way that makes the caption useful.

Encouraging InteractionDon’t forget that interaction is a huge portion of rankings on YouTube. The more likes your videos get, the more friends you add, the more subscribers your channel receives, and the more people who add video responses to your video, the better they will rank, thus providing even more traffic.

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Create a Channel for Each Major ThemeOne major mistake a lot of video marketers making is lumping all of their videos into a single channel. This is a huge mistake, because you lose relevance that way, because you severely dilute the effectiveness of the SEO on your channel.

Look at it this way. You wouldn’t create a single website that contained information about fishing, crocheting, stamp collecting, and baking, would you? Doing so would dilute any authority your website might get about each topic. Instead, you’d create one website for each of the different subjects. Channels work the same way.

Now, if you have several themes that are focused in a single niche, you could theoretically combine them into one channel if you wanted. You could, for example, create a channel for crafters and have videos about knitting, crocheting, sewing, and other similar topics. However, the more tightly you theme your channels, the better you’re likely to rank.

To find more information on how to set up your You Tube Channel correctly my recommendation would be to search for a channel set up tutorial on …....

…... Yes, you have guessed it - YOU TUBE.


I N C O N C L U S I O N :

Experts believe that by 2019 Video will take up over 84% of Consumer Internet Traffic.

* Video is absolutely red hot at the moment and there is no sign that the trend is slowing down. If the trend shows us anything it is getting hotter!

*Just by reading this report and having an understanding of what is required to create engaging video really gives you an advantage in the current climate.

*However, just reading the report will not increase your sales or boost your conversions.

You need to take action on what you have read.

*Set yourself a goal of creating a video per week and uploading it to your social media platforms.

*Listen, nobody becomes an amazing videographer overnight but with practice and adhering to the rules laid down in this report : -

- Good Audio

- Correct Lighting

- Great Composition

- Correct Equipment

I guarantee that your video skill set will improve and as your confidence increases so will your expertise and your profit.

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Lighting – An important elementArtificial LightsTypes of lighting setupFilming Inside (without lights)Filming OutsideExposure ControlWhite Balance

Sound / AudioMicrophonesTypes of MicrophonesSound is more than half the pictureBuilt-in Microphones (not recommended)Hand Held or Stick MicsLavalier MicsThe Shotgun MicUsing MicrophonesBoom PoleAudio (XLR) CablesExternal Audio RecorderAudio LevelsHeadphones

CompositionBe an Artist !The Rule of ThirdsSo what is this rule of thirds?HeadroomWhat does the term headroom mean?Lead roomLeading linesFraming the shotExtreme Wide Shot:Full Shot:Medium Shot:Medium Close Up Shot:Close Up Shot / Extreme Close Up Shot:Camera AnglesLow (to high) shotHigh (to low) shotOver the Shoulder shotsPoint of View shot.

Camera Equipment and StabilityVideo Camera:The Tripod:A KEY RULE TO FILMING:Lenses:Extra BatteriesVideo Tapes & Memory CardsExternal Hard Drive (s)

The Power of StorytellingMaintain the PurposeExpress Your CreativityUse Common LanguageKeep Short and SimpleGuidelines for StorytellingA Good Story

Planning the Shoot & StoryboardsThe steps involved in creating a storyboard as as follows:Creating a Storyboard:“Failing to Plan is Planning to Fail”Where and When:Audience Insights:Purpose of Shoot:

Types of VideosWhat type of video should I create Mark ?1. Talking Head2. Interview3. Sales Video4. Video PowerPoint5. Viral Video (Tips + Tricks) - You Tube6. Recorded Screen Demo7. Video Testimonials

You Tube – Getting started!Create a Channel for Each Major ThemeEncouraging InteractionCaptions & AnnotationsDescriptionsKeywords & TaggingVideo Titles & File NamesOptimizing Your VideoPlanningWhat exactly do you want this video to achieve?Creating A Viral VideoIn Conclusion:Your Next Step.......

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MARK BENISTON€¦ · Video Master Class Blueprint | 3 TABLE OF CONTENTS Disclaimer ..... 2