There are very few times in my career when things just clicked. Those times when someone you met shares a golden nugget of information or something you find changes your complete philosophy about something, but that just happened to me yesterday. A few weeks ago I get an email from about 5 different manufacturers that I am subscribed to including Kessler Crane, Zacuto, and Canon about a class that was being offered by Vincent Laforet called Directing Motion. After you get a few of these you start to almost think of them as spam, but I decided to take a look. I admit I was skeptical about the class as I have been to a number of these classes where someone with way more experience than me was teaching something I knew I wanted to learn more about, but most times the ego of the person just repels me and I just have no interest in learning from them. Admittedly I have met Vincent on a number of occasions and I have never felt he was a very approachable person. You can’t just buddy up with everyone I suppose, but I digress.
Vincent Laforet ~ “I had 2 months to sit around after fracturing my arm in a dune buggy accident so I decided to watch over 600 of my favorite movies and take copious notes about how the motion of the camera was used…”
Now these weren’t just notes on what he liked, but what he didn’t like and why each director used camera motion to create emotion. This had to be paired down to about 50 real world examples of directors who used camera motion in one of two ways. Motivated and un-Motivated motion. To define this Motivated motion is that someone or something in the scene has motivated the camera to move. Consider the camera a piece of metal and the actors the magnet. If the camera motion is done Unmotivated this means one of two things, the director was taking you through the scene for a purpose, or it was a useless camera motion. Pan Left, Tilt Up, Boom Down, Parallax, Push in, Follow, Lead, Zolly (Zoom and Dolly combined), One Shot Wonders were not just terms, but dedicated camera moves with a purpose. Many of his examples naturally revolved around Martin Scorsese, and Steven Spielberg who in their own rights have done amazing cinematography feats, so why not understand their decisions to use camera motion and why?
There were way more lessons I learned in this 12 hours course than what I can share on this post, but rest assured that camera motion will be applied and used to create the emotional connection I have dedicated my services to my clients for.
This is no easy task and considering the magnitude of this title I bet you are asking yourself “Who the hell does this guy think he is?” That is a fair enough question and I am also the glass is half full, optimist and change can come if you will it, kind of guy. Why do I need to worry myself about this large goal when I have three kids to feed and bills to pay? The answer is pretty down to earth… If I don’t who will? I have talked with diplomats who are representing EMS and healthcare at the presidential level, I have conversed with entrepreneurs about amazing medical device and wearable bio-sensing products coming to market as well as progressive healthcare and medical transports companies, but nothing helps take those amazing discoveries, business models and visionary healthcare solutions to the global market better than edutainment. Nothing connects the human heart with the idea of change better than telling a story and provoking an emotional connection with your audience.
If I don’t do it… who will?
Storytelling and provoking feelings of change is nothing new, as a matter of fact it is probably the oldest form of campaigning for change we know. Edutainment is just a fancy word for combining what we already know works for keeping people’s attention “Entertainment” and infuse it with “Education and Cause” through an emotional journey that an audience member can connect with. After spending the last 22 year in healthcare and traveling the world learning how healthcare is delivered I am actually surprised no one has thought to do this sooner. Sure that are movies out there like “Sicko” or documentaries of dispair and grief, but as a healthcare provider our stories don’t require the sensationalist trauma drama that is portrayed in so many movies. What we know is our own stories are compelling, have substance and if you apply basic storytelling principles along with amazing cinematography and camera motion you begin to capture people’s attention.
If I am to change how we deliver healthcare on a global scale it will take more than my vision for storytelling and understanding healthcare delivery around the world, it will take like minded marketing, healthcare and medical professionals, business savvy investors and companies that see the bigger picture. It can happen and it will, given the right team that see this potential as I do… what are you waiting for?
~Thaddeus Setla 510.859.3456
I think the majority of people when they first start thinking about doing a video they think short. Perhaps it is cost, perhaps it is pretty engrained that today’s attention span is short and they want the most of of the attention they will get. The question to ask yourself is do you want 8 out of 10 targeted viewers that you know understand your business or product and will see the value or do you want 50 of 100 random viewers that may have no desire to ever purchase your product, but saw the video? Views doesn’t necessarily equate to ROI, but now lets get back to length.
Length of video depends on just how much message you can pack into a visual. Are we needing to share with the world why you are in business? Or are we on a simple mission to demonstrate the use of a product? While usually shorter is better, shorter is also harder. Shorter seems riskier because you necessarily have to leave things out and narrow down your message to a very few key ideas. That’s tough to do. As online attention spans continue to shrink, ‘shorter’ should definitely be the target. ‘Shorter’ is a guideline not a rule, however. If you are creating a product demo, a training video or something else for someone much further along the sales cycle – then these audiences may want more information, they may want more detail. The length of your video then really depends on the motivation of your viewer. A good rule of thumb for promotional videos (targeting the ‘awareness’ or’ interest’ phases of the sales cycle) is between one an two minutes in length. Your video needs to be succinct, it needs to include targeted, relevant information and it better be interesting. Answer this question: How long do you need to get to the point of your video?