Video content creativity gets a boost with proper planning and approach

Turning your eye away from consumption and toward creation can simplify even the most impressive videos.

Zachary's Takeaways

  • Identify pieces of standard branding content to make editing process efficient
  • Set aside time on your schedule to create and streamline assets (graphics, music choices, logos, etc.)
  • Spend more time filming and editing video pieces to enhance the project

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I recently watched a college’s football pump-up video and came away impressed with the quick turnaround and production value. I re-watched it though, with an eye for creation, and not just consumption. Here’s what was actually in the video:

  • music (pre-selected or selected from a curated list)
  • Graphics (branding, pre-selected)
  • Transitions (prepared and pre-selected)
  • Video clips: putting on helmet, walking onto field, feet moving, hands pushing blocking sled, throwing the ball, more feet, catching a ball, coach and player, and you get the point.

They knew what they wanted, they filmed those scenes, but had a purpose. A purpose creates clarity during the most work-demanding projects.

Note the number of items that were or can be pre-selected. If you get 10 ‘football’ scenes of 3 seconds each, you have yourself a nice 30-second pump up video, not counting your standard intro and outro sets. Much simpler, still effective!

You can apply this ‘football scenario’ into just about any ongoing story. The same goes for a series of graphics that are created, where you first pre-select the logo, the color scheme, the font, and perhaps just one or two size options.

Professionals in school PR should absolutely spend part of their summer identifying the assets (logos, fonts, colors, design, style) for printed and video products, and creating them streamlined, flexible and use-able fashion. This makes it easier to be brand consistent with future content.

Turning your eye away from consumption and toward creation can simplify even the most impressive videos.