Video Examples
Affordable Branding: Journal of Visualized Experiments
Overview
A very low-cost solution is to shoot a talking head segment with an affordable digital camera (or cell phone) and use stock footage and pre-generated graphics to assemble a video.
Components
- Talking head intro filmed against blank wall
- Webcam video recording
- Stock footage
- Minimal Graphics
Effort
- 3-5 hours pre-production
- 1-2 hours production
- 5-8 hours post-production
Cost
- Under $1,000
Advantages
Low cost, low effort
Disadvantages
Doesn’t make the organization look good
Generic, doesn’t stand out or show what makes the organization unique
Animated Branding: Kavli Foundation
Overview
An entirely – or mostly – animated video allows for the impression of a higher budget production, while keeping the costs relatively low.
Components
Original and pre-generated animated elements
Stock or archival footage from organization
Effort
5-10 hours pre-production
15-25 hours post-production
Cost
- $1,000-5,000
Advantages
Eye-catching
Low effort for client
Disadvantages
Impersonal
Cost can vary widely, as can the quality of the animations
High End Branding: Sierra Club
Overview
Higher end productions feature rich images, stirring narration and a sweeping story told in short, punchy bites that drive the message home.
Components
- Scripted and professionally narrated
- Professionally filmed narrative shots
- Archival footage from the organization
- Minimal graphics
Effort
- 3-5 days pre-production
- 2-3 days production
- 4-6 days post-production
Cost
- $10,000+
Advantages
Conveys prestige and implies world-class organizational status
Evokes organizational ideals, values & mission
Disadvantages
Potential to be very expensive
Sacrifices realism for grandeur
Educational Branded: Gates Foundation
Overview
Shot against a green screen, the talent is presented on-screen next to animations in a fresh, modern style.
Components
Talking head, shot against green screen
Animations
Stock or archival footage
Effort
3-5 hours pre-production
1-2 hours production
10-20 hours post-production
Cost
- $1,500-3,500
Advantages
Green screen is highly flexible and controllable environment for filming
A wide variety of videos can be produced from a single location
Presenting talent & animations together is more engaging than either alone
Disadvantages
Limited flexibility for cinematic decisions; most videos will look identical
Trades out ease of animations for seeing the real thing
Explainer Branded: Audubon Society
Overview
Hyperspecific explainer videos are a great way of conveying a process, technique or any concept that can be shown in concrete, sequential steps.
Components
Step-by-step footage
Basic animations
Effort
3-5 hours pre-production
4-10 hours production
5-10 hours post-production
Cost
- $1,000-$2,000
Advantages
Highly educational with immediately applicable content
Shows technical details with extreme accuracy
Can (but not always) present information through image and text alone
Disadvantages
Limited opportunities to discuss larger ideas and context
Only applicable to a single, precise situation
Narrative Branded: Nature Conservancy
Overview
Narrative videos connect to audiences through the traditional techniques of filmmaking, which is a language most viewers are intimately familiar with. This works well when aligned with emotional subjects of all types.
Components
Interviews professionally filmed on location
High-quality b-roll
Effort
3-5 days pre-production
1-3 days production
4-5 days post-production
Cost
- $5,000+
Advantages
Unparalleled potential for connecting to an audience
Brings subjects to life and adds dimensionality
Disadvantages
Requires more effort than other solutions
Highly dependent upon the performances of the on-screen talent
Affordable Showcase: National Science Foundation
Overview
The quickest and most immediate form of showcase involves verité footage shot during production that is edited together later with stock footage and narration that covers the project in detail.
Components
Documentary-style footage
Scripted narration
Stock images
Minimal animations
Effort
3-5 hours pre-production
Footage filmed over the duration of a project
Cost
- $500-$1,500
Advantages
Focuses clearly on the core messaging and stays on point
Covers a specific concept in detail
Disadvantages
Verité footage can be unattractive and off-putting if not filmed competently
Has the appearance of being low-budget
High End Showcase: L’Oreal Fellowship
Overview
A high budget showcase splits the difference between a verité-style detailed instructional video and a narrative, cinematic branding piece.
Components
Professionally filmed interviews shot on location
Professionally shot b-roll shot on location with talent
Stock footage and images
Effort
3-5 days pre-production
2-4 days production
4-10 days post-production
Cost
- $8,000+
Advantages
Presents actual content with a cinematic flair that excites the audience
Excellent for showcasing accomplishments and outcomes
Disadvantages
Sacrifices detail for broad-brush discussion of the core concepts
Loses its punch if it goes on too long