It’s one thing to make a good, creative AVP that has a lot of visual flair. It’s another to make an AVP that manages to effectively communicate the message that a company wants to.
Many companies are turning to AVPs as one of their go-to marketing strategies and for good reason. Videos have that ability to instantly capture an audience, especially in the digital age. But a video isn’t all about technical achievement. What will always be the most crucial part of a video is its content. It will always go down to the question of “Was this video able to say what it needed to say or not?”
The best corporate AVPs the ones that are both visually compelling and reflective of what a company is all about. Here’s 10 tips that can help you make such an AVP:
Different styles work for different companies. Imagine if Disney had an AVP that looked very serious. That’s not them and it will only alienate their market.
Doing some research on the company you will be making an AVP for gives you an initial idea of who they are, what their values are and what they’re trying to sell. This allows you to better determine the best and most appropriate creative decisions for your AVP.
UNDERSTAND THE MESSAGE THEY WANT TO COMMUNICATE
Listen to what they have to say and digest it. Remember, more than the visuals, the message that your client wants to communicate through the video will determine if it’s an AVP that’s worth their time and money. Let the message direct all your creative decisions from here on out.
If you want to snatch that client, attract them through a well done creative treatment. From concept to script to storyboards, your treatment should get your client invested in you on the get-go.
Show them pictures or videos of what the AVP would look like. Show them how you’re going to shoot it. And keep in mind to always go back to the message the client wants to say even while presenting your treatment. It shows them that not only are you creative, but you actually care that their message is going to be delivered.
KEEP THINGS ECONOMIC AND RESOURCEFUL
Clients are naturally attracted to proposals that won’t cost them too much. This doesn’t mean that you should lower your fees (DON’T do that! Work for what you’re worth!), but you can always cut costs by being resourceful. Try shooting in the least number of days possible. If everything can be covered in a single day, why not?
Borrow props, make the most out of a single location, do what you have to so the budget doesn’t balloon. Of course, just make sure that you can still pull off everything you promised in your treatment.
Unless all your shots are going to happen under the sun, if your lighting is subpar to non-existent, it’s not going to get the job done. Remember that you are making a professional-looking corporate AVP, not a school project or a series of test shots.
Make sure that you have the needed equipment. Photography-wise, the very first thing to look for to make sure your video will be up to standards, aside from your camera of course, is your lighting.
Rule of thirds, importance of headroom, symmetry, background and foreground, subject’s size within the frame – all these rules you’ve come to learn are going to be needed here. Don’t take them for granted.
KEEP YOUR CAMERA MOVING
You don’t want your AVP to look too stiff. There’s no energy if all your shots are locked down on tripods.
Keep things dynamic! Move your camera. Show what needs to be shown but add some movement to it. Tripod shots should work well for interviews or some shots, but don’t make a boring AVP by not moving your camera for the entirety of the shoot. Remember, you’re not making an arthouse film here, you’re making a video that should sell your client.
NEVER UNDERESTIMATE YOUR B-ROLLS
Not only do b-rolls add more spice and variety to your AVP, they will also be your ultimate life saver in the cutting room when you need them to be!
Give some time for shooting b-rolls. If you think you’ve shot enough, shoot some more! Trust me, at some point while editing, you’ll be thankful that you did.
BE PATIENT WHEN IT COMES TO REVISIONS
Rarely, if ever at all, does the first cut of an AVP pass as the final cut. Clients would want to tweak and tweak their video to their liking and will need your help all the time.
There are clients that know how they can make the AVP better and there are clients that don’t know what they’re asking for. Get used to dealing with both, and everyone else in between. Yes, sometimes it will really push your patience. But remember…
CLIENT FIRST BEFORE YOU
You are offering them your creative solutions. You are the expert in doing the work. They are the experts in knowing what they are about and what they are selling. At the end of the day, the work should reflect above all else who they are. Not your personal style, not your affinity for a certain kind of palette or a certain visual signature, but the brand that the AVP must sell.
Remember, every part of the creative process is dictated by the main objective of the AVP and it is your job to make sure that said objective is accomplished. Your clients trust you to do just that.