Understand the Basics of Lighting

Before diving into specific techniques, it’s essential to understand the fundamentals of lighting:

• Intensity: The brightness of the light.
• Color Temperature: Measured in Kelvin (K), this describes the color of the light. Daylight with a clear sky is between 5000K-6500K, while tungsten lights are around 2500K-3500K.
• Direction: The angle at which light hits your subject affects shadows and highlights.
• Quality: Refers to how hard or soft the light is. Hard light creates sharp shadows, while soft light produces a gentle transition between light and shadow.

Use Three-Point Lighting

Three-point lighting is a standard method used in video and photo production. It involves three primary light sources:

• Key Light: The main light that shines directly on the subject, providing most of the illumination and defining the subject’s shape.
• Fill Light: A secondary light placed opposite the key light to fill in shadows created by the key light, ensuring the subject is evenly lit.
• Back Light (or Rim Light): Placed behind the subject, this light helps to separate the subject from the background, adding depth and dimension.

Choose the Right Equipment

Selecting the appropriate lighting equipment is crucial:

• LED Lights: Energy-efficient and versatile, LEDs allow you to adjust both intensity and color temperature.
• Softboxes: These diffuse light, creating a soft, even illumination that’s ideal for reducing harsh shadows.
• Reflectors: Use these to bounce light onto your subject, filling in shadows without the need for additional light sources.
• Light Stands and Clamps: Ensure your lights are securely positioned and easily adjustable.

Positioning Your Lights

Proper positioning of your lights is key to achieving the desired effect:

• Key Light: Position it at a 45-degree angle to the subject’s front and above eye level to create natural-looking shadows.
• Fill Light: Place it opposite the key light, at about the same height, but at a lower intensity to avoid creating competing shadows.
• Back Light: Set it up behind the subject, elevated, and angled towards their back. This light should be subtle but enough to outline the subject.

Control Your Environment

The environment in which you’re shooting also plays a significant role:

• Background: Choose a background that complements your subject. Keep it simple to avoid distractions.
• Ambient Light: Be aware of ambient light sources such as windows. To maintain control over your lighting setup, you might need to block or diffuse natural light.
• Color and Reflective Surfaces: Consider the colors and surfaces in your shooting area. Bright or reflective surfaces can bounce light unpredictably, affecting your setup.

Adjusting for Different Subjects

Different subjects require different lighting approaches:

• People: Soft, even lighting is generally more flattering. Use softboxes or umbrellas to diffuse the light.
• Products: Highlight the product’s features with harder light to create defined shadows and emphasize textures.
• Large Objects: Ensure even lighting across the entire object. To achieve this, you may need multiple key and fill lights.

Test and Adjust

Always test your setup before the actual shoot:

• Take Test Shots: Capture test images or footage and review them to check for unwanted shadows, hot spots, or color imbalances.
• Make Adjustments: Don’t be afraid to move lights, adjust intensity, or add diffusion materials until you achieve the desired look.

Proper lighting is an art that requires practice and experimentation. By understanding the basics, using the right equipment, and carefully positioning your lights, you can create visually stunning content that beautifully highlights your subject. Remember, the key to mastering lighting is to keep testing and adjusting until you achieve the perfect shot. Happy shooting!

Ready to take your video and photo production to the next level? Contact us today to learn more about how our expert team can help you create stunning visuals for your brand!

The post How to Properly Light a Stationary Subject for Video and Photo Production appeared first on Mad Men Marketing.

Pre-Production: The Blueprint for Success

Concept Development

1. Originality: Your idea should be fresh and captivating. It could be a new perspective on a common theme or a story never told before. The uniqueness of your concept can set your video apart in a big way, though this also presents the biggest danger of getting bogged down in conceptualizing your project.
2. Research: Investigate your theme, subject matter, and audience. Understanding what has been done and what resonates with your intended audience can help refine your concept. Focus on the purpose of your video project, and how that purpose can best be brought to life.

Scriptwriting

1. Narrative Structure: A strong, clear structure that audiences can follow is crucial. Whether you’re telling a linear story or something more avant-garde, the sequence of events should build to a satisfying conclusion, regardless of the overall length and depth of the project.
2. Character Development: Relatable and well-developed characters can significantly impact your video’s effectiveness. Even if it’s a short video, viewers should be able to connect with what’s on screen, including the characters.

Storyboarding and Planning

1. Visualization: Storyboards are a great tool for visualizing scenes before filming. They can help save time and resources during production and are essential for planning shots, angles, and the overall look of the video. 
2. Logistics: Schedule shoots, scout locations, and secure permits if necessary. Meticulous planning in this stage can prevent costly mistakes, delays, or reshoots.

Production: Bringing Your Vision to Life

Cinematography

1. Visual Style: The choice of camera angles, movement, and composition all contribute to the storytelling. Your visual style should complement the narrative, mood of the video.
2. Lighting: Good lighting can enhance the atmosphere, depth, and emotion of your scenes. Whether you’re using natural light or studio setups, lighting should be carefully planned to support the visual tone.

Direction

1. Performance: Directing actors involves guiding them to convey the story’s emotions and characters authentically. Even in non-fiction videos, the way subjects are presented and interviewed can make a big difference.
2. Pacing: The rhythm of the video is key to keeping the audience engaged. Pacing involves the duration of scenes, the timing of dialogue, and the flow of the narrative.

Post-Production: Polishing Your Masterpiece

Editing

1. Cohesion: Editing is where your video truly comes together. It’s about choosing the right takes, cutting scenes together smoothly, and ensuring the story flows both logically and seamlessly.
2. Effects and Color Grading: Visual effects and color grading can enhance the mood, emphasize key moments, and correct any inconsistencies in the footage.

Sound Design

1. Music and Sound Effects: The right soundtrack and sound effects can profoundly affect the video’s impact. They should underscore the narrative and evoke the intended emotions.
2. Dialogue: Clean, clear dialogue is crucial. Post-production is the time to address any audio issues, add voiceovers, or incorporate ADR (automated dialogue replacement) if needed.

Distribution and Promotion: Sharing Your Story

Targeted Submission

1. Choose the right platforms and festivals that best fit your video’s genre and style. Tailoring your submissions can increase your chances of recognition.

Marketing

1. Promote your video using social media, press releases, and networking. Creating a buzz around your project can attract viewers and judges alike.

Creating an award-winning video is an ambitious endeavor that demands passion, creativity, and attention to detail. It’s a collaborative effort that blends art and science, storytelling and technique. While the journey can be challenging, the reward of crafting a video that resonates with audiences and earns accolades is incomparable. Remember, each project is a learning opportunity, pushing you closer to that next award-winning creation.

Ready to Elevate Your Brand’s Story?

At Mad Men Marketing, we specialize in turning your visions into captivating, award-worthy videos. Let’s craft a narrative that resonates with your audience and sets your brand apart.

Join forces with us for your next project! Contact us or give us a call at 904-355-1766 today & start crafting the legendary brand stories that your business deserves.

The post How To Create An Award-Winning Video appeared first on Mad Men Marketing.

We’re going to delve into the factors that can affect video production costs, campaign planning, and overall marketing strategy.

Pre-Production Expenses

Concept Development and Scriptwriting

The first step in any video production is concept development and scriptwriting. This stage sets the foundation for your video and involves brainstorming sessions, scriptwriting, and storyboard creation. Depending on the complexity of the concept and the length of the video, costs can vary significantly.

Location Scouting and Permits

If your video requires shooting at external locations, scouting and securing these locations, along with necessary permits, can add to the cost. Some locations are free, while others may charge a fee. This is important to research and hammer out from the beginning, as a mistake at this stage can increase costs, time, and complexity.

Production Costs

Equipment and Crew

The quality of your video largely depends on the equipment used and the expertise of the crew. High-definition cameras, lighting, sound equipment, and drones for aerial shots can increase production value but also the cost. Additionally, hiring a professional crew including a director, cameraperson, sound technicians, and other specialists is a significant expense depending on your vision.

Talent Fees

If your video features actors, models, or presenters, their fees will contribute to the overall cost. The rates can vary widely based on the talent’s experience and the demands of the role, and it is best to select a variety of people to protect against an unexpected cancellation.

Location Costs

Shooting on location may involve rental fees, especially if you need to close a business for the day or require a specialized setting.

Post-Production Expenses

Editing

The post-production phase, which includes editing, is crucial for crafting the final product. This process can be time-consuming and requires skilled editors to ensure the video flows smoothly, aligns with the script, and includes any necessary effects or graphics.

Sound Design and Music Licensing

Background music, sound effects, and voice-over work are essential components that enhance the video’s impact. Licensing music and hiring voice-over artists add to the cost, but they are vital for a professional finish.

Graphics and Animations

Depending on the video’s style, adding graphics or animations can significantly enhance its appeal. These elements, however, require specialized skills and software, which may come at an added cost from the professionals you’ve hired to produce your video.

Miscellaneous Costs

Marketing and Distribution

Once your video is ready, it needs to reach your target audience. Costs associated with marketing and distribution channels should not be overlooked. Whether it’s for social media, television, or internal channels, each platform may involve different costs, ranging from free, to potentially hundreds or thousands of dollars depending on your desired campaign.

How Much Should You Budget?

The cost of producing a commercial or an internal marketing video can range widely, from a few hundred dollars for a simple in-house production designed for your business’s workforce, to thousands of dollars for high-end commercials produced by top agencies. Generally, businesses should consider their marketing objectives, target audience, and the message they wish to convey when budgeting for video production. A well-planned video can yield a significant return on investment, making it a worthwhile expenditure.

In conclusion, understanding the various elements that contribute to video production costs can help businesses plan effectively and make informed decisions. While quality video production is not cheap, it’s an invaluable tool in today’s visually driven market.

In search of the perfect video production crew to work with you on any and all campaigns? Visit our website or give us a call at 904-355-1766 today!

The post Understanding the Cost of Video Production for Commercials and Internal Marketing Videos appeared first on Mad Men Marketing.

But what exactly is a hype video, and how can it help in selling your product or service? Let’s dig in!

The Power of Hype Videos in Marketing

Hype videos are short, dynamic videos designed to generate excitement and anticipation for a product or service. They are more than just advertisements; they are a storytelling medium that combines interesting visuals, compelling narratives, and, often, an emotive soundtrack to create a buzz around the offer being presented.

1. Creating an Emotional Connection

As emotional beings, we often make purchasing decisions based on how a product or service makes us feel. A well-crafted hype video taps into these emotions, creating a connection between the brand and the audience. Whether through excitement, joy, inspiration, or even nostalgia, an effective hype video speaks directly to the hearts of its viewers.

2. Showcasing Your Product in Action

Hype videos provide the perfect platform to showcase your product or service in action. Unlike static images or text, a video can demonstrate the functionality, features, and benefits of what you’re offering in a dynamic and engaging way. This not only informs potential customers but also helps in building trust & authenticity.

3. Increasing Brand Visibility and Reach

In the age of social media, engaging, shareable content is king. Hype videos, with their high-energy and engaging content, are more likely to be shared across social platforms, thereby increasing your brand’s visibility, awareness, and organic reach. A viral hype video can put your product in front of millions of potential customers with minimal cost to yourself and your business.

4. Standing Out from the Competition

In a crowded market, differentiation is key. A creative and well-produced hype video can set your product or service apart from your competitors, allowing for an opportunity to highlight what makes your offering unique and why it’s the best choice for your customers.

5. Driving Action and Conversion

The ultimate goal of any marketing effort is to drive action – be it visits to your website, inquiries about your service, or direct sales. A compelling hype video not only raises awareness but also encourages viewers to take the next step. By including a clear call to action, your hype video can significantly increase conversion rates in ways that are interactive and not intrusive.

Conclusion

A hype video is a powerful tool in your marketing arsenal. It can create emotional connections, showcase your product, enhance brand visibility, differentiate you from competitors, and drive conversions. In a digital world where attention is the most valuable currency, a well-made hype video can be just what you need to elevate your product or service above the noise.

Remember, the key to a successful hype video is understanding your audience, crafting a compelling narrative, and maintaining high production quality. With these elements in place, your hype video can be an influential factor in boosting your sales and growing your brand.

Want to get HYPED? Give us a call at 904-355-1766 or contact us today!

The post How Can a Hype Video Help You Sell Your Product or Service? appeared first on Mad Men Marketing.

If you’re curious to learn more about our enhanced capabilities and newest tech, simply read on and we’ll walk you through our newest set-up:

Camera: Sony a7rIV

With a BSI-CMOS sensor that produces 60.2MP images, Sony’s Alpha 7R IV can shoot up to 10 frames per second… even with full autofocus turned on. And we definitely liked the sound of that.

Additionally, as Sony’s 4th-generation version of its high-resolution full-frame mirrorless camera, this technology features…

• 5.76M dot OLED viewfinder
• 4Kp30 video
• High ISO performance
• Real-Time Eye AF tracking
• And more

Audio: RØDE Wireless Go II Lav Mics

Referred to by RØDE itself as “the world’s smallest and first truly wireless microphone,” these sleek and compact lav mics boast both a dual channel receiver and two transmitters each.

You could say we’re pretty happy to have this equipment, which features…

• Universal compatibility with cameras, mobile devices, and computers
• 3.5mm TRS analog output and microphone input
• Twist-and-lock furry windshields
• A transmission range of 200m (line of sight)
• And more

Slider: Edelkrone SliderONE

Offering the best of both portability and power all in one, this slider isn’t just capable of a backlash-free performance — therefore making it VFX and macro-ready — but it’s also wirelessly controlled through an app.

Let us wax poetic about a few more of its features…

• A horizontal load capacity of 20 lbs and vertical load capacity of 5 lbs
• Can attach to any ball head or fluid head with its 3/8” mounting screw
• ​​Is built to last, as it was designed with 100% CNC machined aluminum and stainless steel components
• Has a maximum speed of 0.52 in/sec
• And more

Jib: Edelkrone JibONE

We wanted the world’s most compact and motorized jib. So we got it. Capable of sitting in a team member’s backpack, the JibONE is only 24 in., albeit it offers 50 cm of vertical or horizontal camera travel when fully extended.

But we also love that the app-controlled JibONE…

• Can be mounted on any tripod with its 3/8”-16 mounting port
• Can be turned into a 2-axis system that controls both horizontal and vertical motions simultaneously
• Can easily carry up to 11 lb camera setups and comes with counterbalances
• Has the ability to flip the carrying plate so that a camera head may be mounted upside-down
• And more

Stabilizer: Ronin S

It’s smooth, it’s sleek, it’s easy to use, and it brings us joy. Really, what more could we ask for in a gimbal? Well, besides its ergonomic grip and integrated follow-focus knob, at least.

Simple: these features…

• 3-axis motorized gimbal head
• Auto-tune feature for quick gimbal calibration
• 8 lb load capacity
• Fully configurable via app
• 12-hour battery life
• And more

Lights: GVM RGB LED Video Lighting Kit 

Perfect for quickly adjusting any of our shoots that require different settings, this efficient and comprehensive kit features 3200 to 5600K plus RGB control, 0 to 100% dimming control, and a beam angle of 120°.

Additionally, this kit comes with…

• Two 800D-RGB panels with barn doors
• Two soft diffusers
• Two AC adapters
• Two 7’ light stands
• And more

Drone: DJI Mavic 2

DJI reportedly dreamed of designing a drone that existed where “engineering, technology, and the needs of the aerial photographer converge,” and they certainly achieved as much when the created the DJI Mavic 2.

After all, this drone features…

• Omnidirectional obstacle avoidance sensors
• Hasselblad L1D-20c camera
• 4K video resolution
• A 1080p live video feed
• Is foldable and compact
• And more

Tripod: Manfrotto 502AH

“Features variable fluid drag system for pan and tilt movements.” Ah, now that’s what we’re talking about when it comes to a tripod. But it doesn’t stop there, of course.

In fact, our newest tripod also…

• Has a maximum capacity of 22 lbs
• Has a counterbalance that supports 8.8 lbs
• Features 3/8” Easy Link attachment points for an external monitor or other accessories
• Includes pan bar and sliding plate
• And more

But what does all this new tech mean for you? Well, that’s easy: it means we’re able to produce content even more efficiently at an even higher quality than before.

After all, here at Mad Men Marketing, we are rooted in the belief that brands should interact with their customers, not interrupt them. And let’s not forget that the visual appeal of photography and videography are key in achieving this interaction.

So, are you ready to interact? If so, contact Mad Men Marketing today by calling (904) 355-1766!

The post Introducing Mad Men’s New Line-Up of Production Equipment and Technology appeared first on Mad Men Marketing.

• • Choose a space that is well-lit with as little background noise as possible.
  • Avoid spaces where you will be back-lit, such as sitting in front of a window or a lamp, as this could cause you to be silhouetted and difficult to see. Position yourself to keep your main light source in front of you.
  • Also, avoid spaces where there would be distracting clutter in the shot.

2. Framing your shot

• • Position the camera at your eye level to avoid shooting yourself at high or low angles, and keep yourself centered in the frame.
  • Use a tripod to keep your camera steady. Some selfie sticks come with a built-in tripod. If you don’t have this equipment available, then propping up the phone on a flat surface can work.

3. Front or back-facing camera

The back-facing camera on your phone will provide higher quality video due to a better lens and higher megapixels. But if you prefer to be able to see yourself as you shoot, then you can use the front-facing camera.

KEEP IN MIND: As you’re shooting, keep eye contact with the lens as if it’s the person you’re talking to.

4. Hitting the record button

• • Give yourself a couple of seconds after you hit the record button to start talking. This will give the final video editor room to splice in your video and transition between others.
  • Be sure to smile before you start talking and after you finish.
  • Speak clearly and avoid muttering or trailing off as you talk.

5. Some more helpful tips

• • Keep water on hand (but make sure you can’t see it in the shot) for when your mouth or throat get dry.
  • Avoid wearing jewelry that can make noise, like bangled bracelets.
  • Don’t be too hard on yourself. Most people get nervous being on camera and it can take multiple tries to get it right!

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