Armed with smartphones and inexpensive HDSLR cameras, everyone is a videographer these days. But all it means is that everyone can shoot a high-quality video of someone getting kicked in the junk.
I believe it takes a well-crafted team of digital bad asses to create a bad ass digital film.
Digital filmmaking is a mindset more than a method. When I approach a project, whether it’s a commercial, a brand documentary, or just a moment that has to reveal itself; I find the story.
- What is the universal truth that I’m trying to reveal?
- Who are the characters pushing the story forward?
- What is motivating the shot?
- What kind of story is this? Is it more of a super hero movie or a rom-com?
- Will we excite our target audience with sex and action or will we calm them with tranquil landscapes?
These are the questions for digital film.
Video production sticks to the script, reads from the prompter, cuts corners, and settles for “good enough.” Digital film takes the time to make it look right and waits around for compelling words to be revealed.
Video production is a guy and a camera. Digital film welcomes a crew.
Video production is “what you need.” Digital film is “what you want.”
What if you adapted these principles of digital film and let them directly influence your marketing decisions? The results will shock you.
The use of video is only going to increase as technology gets better, faster, and cheaper, but the type of video you create will ultimately reflect your brand’s equity. So unless you want your videos — nay, your brand — to look cheap and fast, embrace the viewpoint of digital film and commit storytelling.