Case Study: Vaughan Business Expo

In January this year, Key West Video attended the 2018 Vaughan Business Expo. Held at the Terrace Banquet Hall, this B2B event was an opportunity for us to network with other area businesses and enforce our presence in the community.  Here’s a video wrap-up of our day.

 

 

This kind of gathering is a great opportunity for participants, including Key West Video, to spread the word about business. Every time we go to an expo like this, we try to shoot and edit a video to use for marketing. To that end, we had our producer Cela record an intro and outro.

B-roll was shot to show the space and give viewers an idea of the atmosphere that day. Plus, we wanted to illustrate the wide variety of businesses on hand. Our camera operator was all over the space, shooting booths, the eating area and featured speakers. And, of course, the people!

Talking to the People

We took time to talk to a couple of the vendors, including Woof-a-Palooza. The founder of this non-profit, Carina, told us she was there to engage the Vaughan pet community, network and look for initiative supporters. We shot b-roll of the Woof-a-Palooza booth and their materials, curated to raise awareness of dog-related charities and services. Since 2016, this group has held a yearly gathering at the Woodbridge Fairgrounds. It’s a meeting of like-minded dog lovers complete with vendors, food, fun and games.

Before moving on to our next vendor interview, a rapid-fire series of b-roll shots shows the assortment of businesses at the expo. Time-lapse illustrates how busy the space was that day. Did you see how fast Stuart was moving at the Key West Video booth?

Our next interview is with a representative from  Shared Workspace.  This group offers flexible workspace solutions for SME. Like the rest of the participants, they were there to network, meet other businesses and share ideas.  As an outfit dealing with rentals that range from 100 square feet of industrial space to a small office in a corporate centre, Shared Workspace was in the right place to meet potential customers.

We wrap the video with a farewell from Cela and it’s another trade show under our belts. If you need to spread the word about your business, give Key West Video a call today.

Case Study: Meltdown Book Promotion

Meltdown

Last fall, Key West Video was contacted to create a promotional video for the book Meltdown. Here’s a look at how we helped András Tilcsik market his exploration of systems failures.

Strong Start

We begin the video with a pair of positive review quotes. This way, we’re already creating a good association with the material. The background colour used for the intro mimics the bright colour of the book’s jacket. This colour was also used for the lower-thirds in the video, providing overall continuity.

The viewer sees the book for the first time a mere fifteen seconds into the piece. This reinforces the subject matter and provides a visual of the product that’s being promoted. We’re also introduced to the author’s collaborator early on in the form of provided b-roll. Although the collaborator wasn’t interviewed, the video is still able to include a nod to him with live footage.

You’ve got the Look

The author is dressed in smart casual clothing. This gives him the air of a relatable authority. Shooting him at home made the setting comfortable and the author believable. Choosing to shoot him behind a podium or another more formal setting would have given the entire video a different feel. The living room setting helps warm the entire piece. We also used two cameras for visual variance and ease of editing.

Case Study: Meltdown Book Promotion
Stock footage gives context to the author’s examples

Sock footage is used throughout to support the case studies the author discusses. Given the breadth of material covered, it made financial sense to use stock. The time and effort it would have taken to shoot original material was unrealistic. Also, by using video rather than stills, the video has a better flow. Even though we used stock footage, it relates to what the author is saying and is a natural fit within the piece.

The Narrative

Key West Video devised interview questions that allowed the author to narrate the video. Tilcsik gives an overall summary of the book’s premise, then provides relatable examples. A story arc is created when the author talks about the issues that inspired the book and then goes on to cover some of the solutions found through research.

The End

Case Study: Meltdown Book Promotion
The video starts and ends on quotes

At the end of the piece, we wrap up with a screen similar to the one shown off the top. There is a series of short superlative quotes that are reactions to the book, plus an award mention. This page reminds viewers that this is a book worth buying. All of this text appears on the same yellow background used at the beginning. Finally, the last shot is a background with the book cover, a web address for more information and the publisher’s logo.

If you’d like to promote a book, give us a call at Key West Video and we’ll talk about marketing your work through video.

Case Study: GL Events

During the 2015 Pan Am Games in Toronto, Key West Video shot footage for a promotional video. GL Events was the main tent supplier for the international gathering of athletes and the company was intimately involved in the erection of many temporary structures. In this case study, we analyze the techniques Key West Video used to showcase the success of GL Events.

Audio

The first thing you notice about the GL Events video is the reliance on music. The visuals were so strong, we didn’t need voice-over or narration to tell the story. Instead, we chose a music track with gravitas that created the feel of a big, important event. The music also builds tension and expectation with its low tones.

Throughout the video, music drives the edit. By cutting to the beats, the editor created flow. Some of the slower parts of the music are used to let a longer shot develop, which allows time to soak up the visuals. In the faster music sections, emphasis is given to certain shots with rapid-fire editing.

Video

The visuals in this video encompass both planning and construction. Together they illustrate the amount of work that went into this massive project. The shots also show that GL Events is a full-service company that both plans and executes event services.

Case Study: GL Events
Drone shots add visual interest

For visual interest, timelapse and drone shots were included. Timelapse is a handy way to condense a long process. This compression allowed us to show the lengthy constructions from start to finish. Incorporating drone shots gave the viewer a unique perspective with a bird’s eye view.

Text

Case Study: GL Events
Text is used to highlight key stats

The visuals of this video are augmented by text. The creative implementation of key stats highlights the large scope of the project. In several shots, Pan Am signage is used to identify the location and remind the viewer of the event supported.

Team Building and Branding

Case Study: GL Events
The GL Events team celebrate their success

The video ends with a collection of shots featuring the GL Events team. This reinforces the idea of how many people it took to produce this event. It’s also a way to say thanks and celebrate the people involved. The branded shirts they wear remind us of the company being promoted.

Promotional Videos

If you have an event that shows off the abilities of your company, why not use the footage to promote your business? Call Key West Video today to discuss how we can showcase what you do best.

Case Study: CANES Community Care, Home at Last

Case Study: CANES

CANES Community Care is a Key West Video repeat client. For the Home at Last project, CANES came to us with a story and a request to produce an explainer video. CANES liked the animation we used on another project and asked for a similar look. Here’s how we made it work.

The Story

Our contact at CANES had used his grandfather in a previous video for the Home at Last program. The client wanted to update the information and the look with animation. However, he asked us to keep his grandfather’s name and story intact.

Using a day-in-the-life approach was a perfect fit for this project. Explainer videos often benefit from a true story that’s relatable, understandable and engaging. We were able to illustrate a step-by-step process and still keep the video at two minutes. It was simple, clear and easy to follow for anyone who wanted to use the service.

Animation with Graphics

The stars of this video were definitely the animated characters, including Grandpa Alvin. Endearing and cheerful, Alvin showed the audience exactly how to take advantage of the Home at Last program. Although the video was populated by cartoons, our animator still managed to utilize movement and postures that made them feel real.

Case Study: CANES Community Care, Home at Last
Existing branding helps support animation

Recognizable graphics complemented the custom animated characters. Home at Last and CANES Community Care boards drew viewer attention as images that could be seen on the CANES website. This nod to branding helped the viewer tie the video to a name they may have already known or would recognize when looking for the service online. Another graphic visual cue was used to introduce the hospitals participating in the program.

Actors Versus Animation

One of the most obvious advantages of using animation is that you don’t need to include actors in your video. There are no long shoot days or associated costs when your talent is animated. This video could have been difficult to shoot for elderly or infirm actors. The use of animated characters also made adjustments and changes easier to accommodate.

Case Study: CANES Community Care, Home at Last
Using animated actors creates flexibility

Call to Action

Every video should end with a call to action, which tells the viewer how to act on the information they’ve just seen. The CANES video includes a final reminder that this is a free service. The piece wraps with verbal and visual references to the phone number and website.

Explainer Video

The Home at Last video is an explainer video that hits all the right notes. How the program works and ways to use the service were clearly spelled out with narration and visuals. The characters and story were accessible and explicit. The straightforward call to action is the ribbon on top of a nicely packaged video.

If you have a service or product that could benefit from an explainer video, Key West Video can help. Call us today for a quote.

Case Study: Centennial College

The Key West Video team created a series of six Orientation Commercial Breaks to run during a meeting for new students at Centennial College.

 

For this case study, we’ll use the Student Relations video as an example of the series. The video starts with an animated intro used for all six breaks. It clearly identifies the college and then states the title of the break. After seeing the intro the first time, the students knew what to expect: a short video with school information. The same music was also used for each break, further reinforcing the continuity of the series.

The video featured a single speaker and two angles of the same shot. This kept the concept simple for a piece that ran only 46 seconds. The wide shot focused on a chair and subject placed in the middle of the room, allowing good depth of field and helping to avoid a two-dimensional look. The tighter shot gave the editor an option when it was necessary to make a cut without using b-roll. Working with two shots gave the piece increased visual interest over sitting on a single fixed shot.

Graphics were used in two ways during the video. First, to introduce the speaker. Second, a number of pop-up facts appear during the break. These messages didn’t mirror what the speaker was saying, but instead supported the material and gave extra information. The blurbs were short enough to read quickly and add to the viewer’s experience, but not so long they distracted from the message. The graphic font, layout and colours used were consistent throughout the series and mirrored the college’s branding.

Case Study: Centennial College
extra information is highlighted with graphics

Creating a Video Series for Centennial College

Key West Video has worked with Centennial College on a number of videos used on a variety of platforms. When we work on a series, we establish a look and format that can be maintained for consistency and ease of use. This approach means the client can approve the first version and know what to expect moving forward. For us, it means we can create a number of videos in rapid succession, using the same template. The viewer can relate to a familiar look and feel that represents the series. Everybody wins!

Whether you’re interested in a single video or a string of videos, Key West Video can help you spread your message. Call us today for a quote.