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.
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.
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.
It doesn’t take long to amass a good collection of video outtakes. Editing them together for public consumption is a separate matter, and they must meet certain criteria to be included: Are the clips funny? Do you have permission to show them to the public? And if the outtakes in any way embarrass the viewer, customers or company, they cannot be used.
We’re human. As we’ve seen with plenty of Hollywood outtakes, they can be exceedingly entertaining, showing a side of an actor or a company that would otherwise appear infallible. In this case, Lily, vineyard dog, provides perfect fodder in outtakes, interfering with various shots. But she loves her time outdoors! That makes for good entertainment.
This video is a perfect example of combining an audio interview with live action video and stills to craft an enhanced story. Using the audio track as a base, I underscored key points being established in the interview while enhancing key information not mentioned in great detail within the interview. Additionally, for time consideration, some sections of the interview were cut from the final video in order to convey the most important points clearly.
The story behind JCB’s story coming soon!
Case study text coming soon!
The primary hurdles in closing a sale (in order) are liking the person you’ll work with; trusting that person; and finally, do they have the expertise or product features you require. For a realtor, establishing likeability and trust are the key factors just to get the phone picked up. In this video, my client recruited her past satisfied clients to provide testimonials, closing the gap on credibility and trustworthiness.
My primary function in this early video was to craft the story and produce the graphics. Editing was completed by Chris Templeton. (Thank you, Chris!) Since then we’ve crafted several variations on this video.