Content Edited to Match Brand Energy
On an average day, we are exposed to a smorgasbord of video advertising. It is anything from food, clothing, vehicles, services and more. Our exposure and introduction to these advertisements are all very visual.
We are presented a video production that suits and looks the part of the brand’s style, and that content should be edited to match the brand’s energy. Perhaps it is in a slow and silky transitions. It can also be fast, loud, and action packed with cuts galore.
The editor has a huge responsibility in creating advertisements because not only does he/she have to cut to a rhythm, they also control the final content delivered. A good advertisement shoot will have lots of coverage and it is up to the editor to pick not only the most attractive looking shots but the most relevant to create a STORY on the visual level.
Exposure to Muted Advertisement
And that’s where knowledge of silent film will truly elevate your ad to the next level – because creating an advertisement that works without sound is a tricky beast – but ultimately;
- it will increase the longevity and accessibility of your advertisement.
- its brand in the long term will be recognized.
Marketing firms often forget the importance of this aspect in advertising – our exposure to muted advertisements are plentiful – anywhere from banner advertisements on websites, to muted televisions in clubs or bars. These settings definitely account for a significant portion of advertisement exposure. And a good spot will be able to function in multiple mediums.
It Should Resonate with Viewers
Take this example of a Charles Schwab advertisement:
This advertisement is actually quite an interesting example because it challenges the viewer – it uses a situation as a proxy for asking the audience if they’re truly confident about their investment strategies before advertising their own brand. It doesn’t try and sell you a product from the start. Furthermore, the cinematography/color scheme/editing is not indicative of a particular brand.
It is perhaps a risky approach – but overall, it should resonate with the viewer and target a specific audience.
Pretend you’re seeing this advertisement on a banner ad on YouTube. The volume on mute and there is a lot of other content surrounding it on a page. That is how I get to know the concept behind the advertisement. In contrast, it is not even a pre-roll advertisement.
Incorporating Motion Graphics Directly to Desired Demographics
Without a sound, this advertisement is almost completely ineffective. The cinematography shows the talking duo. However, even if you were an experienced lip reader, you wouldn’t be able to comprehend what they were talking about. This is because the subjects are bobbing up and down with too much motion blur. You would have no idea what the spot was actually advertising on the first watch. Until you see the ending tag with the Charles Schwab logo. It may even appear confusing or misleading to some. If you take a glance at this advertisement, you might even think it was for a lifestyle product like sportswear.
There are a few things editors can do to remedy ads like this one.
- First, you can incorporate text or motion graphics to directly target your desired demographics – show statistics or even convey elements of your script so that your advertisement makes sense without audio.
- Secondly, you may want to re-analyze the content you are given in a soundless environment.
If the script and ad focus on the dialogue, you may opt for steadier shots. Since this will show clear articulation of dialogue, or stabilize certain shots in post for clarity.
Reflect a Tagline as a Mantra for Editing
You may also reflect upon a tagline as a mantra for editing. For example, if you wanted your audience to “see the bigger picture”, show that in editing. You can do this by starting close-up with subjects and move to a wider, more exposition frame.
Of course, the biggest factor in making an advertisement work without sound is to aim for this goal during the script stage.
A good director will try and identify the visual aspects of a script as a story in itself. It may even be a good idea to get an editor involved at this stage. Consider the following assigns;
- a director’s storyboard is often indicative of how the advertisement will function in an edited piece.
- if the story makes sense there, then it will more than likely work that way as a finished product.
About the Author
Colter Ripley is the Executive Producer for Red+Ripley and a Video Producer.
We’ve been producing videos for over 18 years after winning film festivals nearly two-decades ago.
Colter is certified in the digital film with a specialization in cinematography. He has a multimedia diploma and handles project management as a certified business coach.
His main focus is collaborative and custom video production. Moreover, it guarantees lots of customer service and the final product clients are excited to share!
If you’re looking to work with a great producer for animated explainer video production, definitely give us a call or fire us an email. We’ve been doing this for so many years it’s pretty easy to quickly help.
Email us to discuss your production!