Publication in Russian on the Zen blog
https://dzen.ru/a/ZhzSt7NXCEuKV2d1
How do we shoot commercials? Let's look in detail at how to create a high-quality advertising video.
Publication from PiterPro_Production together with Mikhail Smirnov (founder and head of CMCproduction and SmartREC).
Sometimes large companies that cooperate with advertising agencies turn to us to create videos. Then all the necessary marketing research has already been carried out, the target audience is segmented, and the levers of influence on it are clear. Sometimes even a creative has already been invented - all that remains is to create a high-quality video.
But this is ideal also in large expensive projects; usually the client decides on his own or with the help of small offices to launch advertising of himself/the product, and turns to us for production. We want to create effective advertising, so in such cases we take on the tasks of an advertising agency.
The film crew and actors watch with interest the first shots from the Volkswagen Polo advertising video
How we think through an advertising campaign
For video to truly become an effective business tool, we need to find out a lot of details about the nature of the business and the target audience before starting pre-production.
Identify the product, its strengths and weaknesses.
This point seems obvious, but many of our clients still cite product quality as their main strength. And this is certainly not bad, but a strong advertising campaign requires more specific and unique characteristics, rather than template phrases. And during the conversation, we try together to get to the bottom of the truth: to identify the key characteristic of the product that encourages purchase - after all, this is what the video should focus on.
Identify the target audience we will target with advertising.
Advertising creative is always addressed to specific people: it is for the target audience that you need to come up with the plot of the video, visuals and selling mechanics. The more accurately the target audience is defined, the easier it will be to select techniques from the world of video that are guaranteed to work for the benefit of the business.
Analyze the results of surveys and studies.
It's great when businesses conduct audience research. Then you can be guided by survey data and understand what problems and concerns people have, what solutions you can show them, what they expect from the product. True, this is a great luxury - small and medium-sized businesses usually do not have the resources for such research. But you can always look for solutions from major market players. Some studies are available in open sources. And even if they are not there, you can see from competitors’ advertising campaigns what audience problems they are appealing to.
Select communication channels.
We always strive to find out exactly on which platforms the customer plans to advertise. Each channel has its own features and limitations, it is important to take them into account when planning a video - after all, it will be expensive to re-edit a suddenly unsuitable video.
We immediately shoot taking into account the requirements of all the necessary platforms, and then we simply make different versions of the same video for each. On Instagram*, for example, videos are mostly watched without sound, on Youtube it’s the opposite. And there are quite a lot of such nuances.
Formulate the task of the advertising video.
If the customer does not work with marketing himself, he may not think about the specific objectives of the video at all. Advertising involves promoting a specific product or service to a specific audience. And it is important to decide what we want.
Maybe increase sales among loyal customers? Or increase them by attracting a wider audience? Many questions need to be answered, but customers often don’t even see the difference between an image, presentation and advertising video. Our team is always ready to help: together with the client, we work through the tasks that we will solve with the help of advertising videos.
How we work on videos
When we have collected all the necessary information, we can proceed directly to creating the video. The work process is divided into 4 stages.
Creative development.
Any video starts with an idea and concept. We have a marketer and a screenwriter who work together with the customer to decide on the script, style and visuals. At this stage, the images of the actors and the approximate location are selected. It is important that the video attracts attention, stands out among competitors, shows the product from the best side and is relevant to the target audience.
Pre-production
This is the stage of active preparation for filming. During pre-production, actors are cast, scenery is chosen, and the desired location is rented. They also determine the specific types of filming and visual effects that will be involved - depending on this, it becomes clear what equipment will be needed on the set. All details are agreed with the client.
Production
This is the actual process of shooting an advertising video. Depending on the complexity of the video, production can take up to several days. At this time, at least several specialized specialists are working on the site.
Post-production
Making a video is not enough to make it visually attractive and exciting. Much depends on subsequent processing: editing, color correction, dubbing, graphics and effects. When the video is ready, we adapt it to the formats of different platforms: for social networks, video hosting or television broadcasting.
We employ experienced specialists who create advertising videos from scratch and carefully work together with the client at every stage - from determining the objectives of the video to adapting the finished video for Youtube or Instagram*.
NEW VOLKSWAGEN POLO
Purpose of the video: Creatively present the release of the updated legendary car on the Russian market.
Advertising video for the Volkswagen car dealer Pulkovo.
Do you need a strong advertising video that will introduce the audience to the product or show the product from an unexpected side? Contact us for a consultation, we will answer all your questions!
Publication from PiterPro_Production https://piter-pro.com/
Official permanent partner of Yandex Taxi, Subway Russia, social network Tik Tok, Yandex charity project "Help is Near", Expoforum, Government of St. Petersburg, Association "NAUMIR", Tinkoff Bank, Company "Siberian Wellness", Volkswagen dealership network, Moley Robotics, “Magic World”, MEDI, Siberian Wellness, “My Business”, Gillette (P&G), “TatNeft”, “Geyser”, IKEA, “Sovcombank”, “Bekhterev”, “White Birch”. Seaport of St. Petersburg, international IT company T-Sistems, IT company Novardis, Rossiya airline, and many others.
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Publication in Russian on the Zen blog
https://dzen.ru/a/ZhzSt7NXCEuKV2d1
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