Key West Video was recently asked to make a short promotional video for the Toronto Real Estate Board (TREB). The client requested a very fast turnaround, so we suggested using stock footage. In this post, we take a look at how we created a targetted video completely in-house.
Step One: Scripting
Starting with a script gave us the framework for our video. Our in-house scripter wanted to connect with the viewer emotionally by evoking the idea that a house is very personal. The script begins with the notion that every house is structurally similar and then segues into how a home is something more. Once the warm feelings of home ownership are established, the pitch has been set up and we can promote the client’s services. As always, we end the script with a Call to Action.
Stock Footage Versatility
The amount and diversity of stock footage makes it possible to find shots of almost anything. Using this tool gives us the ability to fill holes or produce entire videos without a single shoot day. Because the TREB video is only thirty-four seconds long, and more than half of that is graphics and animation, there wasn’t a lot of time for live action shots. In fact, the pacing meant only three shots were needed. The client liked the idea of showing young couples since they’re selling the idea of a home being a “long-term investment”. It was easy to find a selection of happy couples and excited young families to use in this video.
After the client saw the first version of their video, they asked to include a brief animation intro. They sent an example of a house being drawn. To mimic the effect, our animator used whiteboard animation to trace the outline of the building. This approach helped reinforce the idea of a standard home being constructed and then becoming a family home with the transition to live footage.
Once our home video was built, we needed to do a little decorating to really bring it to life. That meant adding music that’s light and cheerful, even hopeful. We also added some panel transitions for visual interest. Finally, we included the client’s contact information as part of the CTA. The video ends with the TREB logo and some legalese.
Making Something Out of Nothing
At Key West Video, we can create a winning video even with tight deadlines and no original footage. There are always options to make a piece that reaches your target audience on time and on budget. Call us today for a free quote.