Why Video?
Credible communications
Moving pictures give us terrific power to tell engaging, involving stories that can sway audiences, affecting both reason and emotions.
At its best, video can have an impact on the way we see the world. It can help to create an impression, influence a mood, or show things in a way that helps our audiences to gain fresh understandings.
Video is not usually the best medium for the detailed exposition of a mass of data, where the ability to move back and forward through the material at your own pace can be important.
The first cut is the deepest.
How you go about commissioning a video has a profound effect on what you get.
Sometimes you'll know exactly what you want. Then contacting a producer will involve discussions about the visual treatment and production standards appropriate for your ideas and audience, as well as costs and schedules.
Sometimes you'll know the job that you want to do, but have an open mind on how a video should do it. In this situation, you may find it helpful to invite suggestions from prospective producers. They may be illuminatingly varied, and offer opportunities for creating memorable, affecting video.
This kind of ideas-generation process, perhaps familiar from the worlds of advertising and design, can help you to achieve video which is fresh, striking, and fit for your target audience. In either case, you need to create a context in which good people can do excellent work on your behalf. That involves care in selecting a producer, who will manage the production team on your behalf; and care in using your chosen producer. To gain full advantage from the skills that you are paying for, you'll want to brief your producer thoroughly - and then listen to what he or she has to say.
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