Entertainment Video – Harvest Hustle

2014-12-15T15:07:11-08:00

Business should be fun, right? While these harvest workers clearly are hustling and bustling to perform the business of winemaking, even they have fun while moving at lightning speed.

Challenges in producing this type of video include sorting through quite a lot of footage of vineyard workers harvesting the client’s Grenache in record time. While entertainment may be the goal, in order to make it do so effectively a story must be carved out from the many clips to show the entire harvest process.

Add in fun music, make use of stilted footage that didn’t process proper in-camera and voila! A harvest story is born.

Sneak Peek Video – The Tractor Chronicles, Season 2

2014-12-15T14:51:32-08:00

Sneak Peek “trailer” videos often take much longer to create and edit because there is so much raw footage to contemplate inclusion. The primary goal is to garner audience interest. (If they leave after but a few seconds of video, you haven’t served them well.)

Having just shot a number of “Tractor Chronicles” segments about planting the winter cover crop, it became a matter of selecting (editing) the most eye-catching sequences to cobble together into a teaser film.

Topping off the challenges in this type of project is selecting and editing the music. First, it’s necessary to determine what mood should be set by the sneak peek film, and then music can be selected to match the mood. On the techical side, it also requires careful editing to match the music’s beat throughout the teaser.

Product Fun Video – How to Get a Little Mathis Rosé

2014-12-13T11:28:35-08:00

It’s not unusual to have video footage showing off product without a sense of how it will be used. One of the best ways to build brand-raving fans and [popover title=”Influencers” title_bg_color=”#eaa41c” content=”People who are your biggest and most loyal fans who also create visibility for your product or service by sharing your news with their own social networks.” content_bg_color=”#eadec2″ bordercolor=”#eaa41c” textcolor=”#333333″ trigger=”click” placement=”” class=”” id=””]influencers[/popover] is to keep them in the loop and entertained with the shortest of videos. Keep it light and fun if you want them to come back for more!

Behind-the-scenes: Shot with a smartphone, this was an easy way to showcase the wine in a natural setting – a picnic. It was shot in less than a minute (with other shots or angles taken at the same time). Editing was relatively quick and easy, getting a feel for when a supplementary caption might elicit a laugh or minor explanation. For a minor piece shown on social media channels, the goal is not to make it look perfect or wildly expensive — just fun!

Product Description Video – Mathis Rosé

2014-08-28T15:50:21-07:00

Product description videos are ideal to show off its features and benefits. Tell the audience things that they won’t read about the product in a brochure. (A picture is worth a thousand words!) Use the opportunity to show the product’s motion capabilities. Whenever possible, make the video content fun. Sharing is a key component to video success. So the more entertaining it can be, the greater the possibility of sharing by [popover title=”Influencers” title_bg_color=”#eaa41c” content=”People who are your biggest and most loyal fans who also create visibility for your product or service by sharing your news with their own social networks.” content_bg_color=”#eadec2″ bordercolor=”#eaa41c” textcolor=”#333333″ trigger=”click” placement=”” class=”” id=””]influencers[/popover] increases. Most importantly, keep that information unique and valuable to viewers and fans.

Behind-the-scenes: As there was no video footage available at the time (since the client was in the middle of harvest and unavailable), this video was assembled only using still photos. Challenges included conveying the flavor profile of the wine and the foods it ideally paired with. Finding appropriate royalty-free music and a mood that reflects the client’s brand were also key.  As this was a type of “music video” for a product, the editing time was exponentially longer than a live-action explainer video as each beat required matching exactly.

Branding Video – A Mathis Thanksgiving

2014-07-28T22:48:07-07:00

Selling at Thanksgiving seems rather heartless. But you can reach out to your loyal customer base to entertain them. It’s an added bonus if the “entertainment” provides brand reinforcement. In this example, we had a lot of available imagery for the holiday, a few still shots of the brand’s wine, plus some recent motion footage in the vineyard. The rest of the story evolved from the tale we could craft using the available elements. Necessity is the mother of invention!

Explainer Video – Bloom and Set in Mathis Vineyard

2014-07-28T22:46:39-07:00

Explainer videos are ideal customer education tools. They serve in the function of Hollywood’s old behind-the-scenes slash how-it’s-made movies and trailers that would run before or after a film. For a product like wine, there is considerable mystique behind how a grape becomes the elixir of the gods. That allows for an unlimited number of “explainer” film shorts, each providing a tiny piece of the puzzle of how this tiny berry becomes a magical beverage.

Hazards of filming in the vineyard? Sunlight! It casts deep shadows and reflects bright highlights. Ideally we would shoot late in the day when light is more filtered. But the star of these videos is available to shoot only when he’s available! So if the light isn’t perfect, we make do. Another hazard is the great outdoors: airplanes can wreak havoc with the audio as can wind. If the star of the video is available for only short periods of time, that means I’m left to sift through raw video footage later to determine if I can make cuts around airplane interference or wind. Lastly, on rare occasion the star goes up on his lines! Given the tight timeframe, I often keep shooting and direct a quick rewind to catch the train of thought again. Editing irons out the hiccups!

Entertainment Video – The Tractor Chronicles: The Post-Winter Mow

2014-07-30T14:03:39-07:00

Watching someone mow a yard ((or a vine-yard) may seem as exciting to some as watching the grass grow. So one of the ways in which we get folks to watch a rather simple activity is by adding dramatic music and edit cuts. I’d collected several minutes of mowing between vine rows as well as from several different angles. And while most of it ended up on the cutting room floor (digitally speaking), the best of it made the…final cut.

Information Video – The Tractor Chronicles: Spading at Mathis Vineyard

2014-07-30T14:10:23-07:00

This type of video may only be of interest to die-hard fans of the winery. Spading is a farm activity that is most likely to appeal to Mathis’s key customers – males who enjoy geeky activities and information. As always, I try to show just enough action footage with the tractor to keep viewers’ attention. This is in contrast to the time I spend walking in front of or behind the tractor for many minutes between the vine rows. In the end, only the most photogenic moments make the final cut.

Entertainment Video – The Sonoma Valley Chainsaw Massacre in Mathis Vineyard

2014-07-30T14:16:55-07:00

Unless you sell or manufacture chainsaws, a video on someone using it may not elicit much excitement. However, trees don’t fall in vineyards every day either. It was a unique opportunity to show how Peter Mathis deals with the day-to-day surprises that can arise in the vineyard. Using the play on the movie name from Texas was merely a choice to poke fun at an everyday activity with a salacious title attached to it.

Explainer Video – Véraison at Mathis Vineyard

2014-08-28T15:24:58-07:00

Short and simple, this video provides a brief explanation for the client’s fans and customers about the progress of this vintage’s growing season. One of the best ways to build brand-raving fans and [popover title=”Influencers” title_bg_color=”#eaa41c” content=”People who are your biggest and most loyal fans who also create visibility for your product or service by sharing your news with their own social networks.” content_bg_color=”#eadec2″ bordercolor=”#eaa41c” textcolor=”#333333″ trigger=”click” placement=”” class=”” id=””]influencers[/popover] is to keep them up-to-date on key information about products and services. Most importantly, keep that information unique and valuable to viewers and fans.

Behind-the-scenes: The client prefers his videos not to look too polished or commercial, i.e. not expensive. He puts his money primarily in producing fantastic wine–not video! That means they are shot without a script. Lighting and sound may be less-than-perfect. Video is shot on a cell phone. Graphics for titles and credits are kept to a minimum or not used at all. All in all, this ‘down and dirty’ explainer video can be shot and edited within a few hours.