A friend asked what a philtrum was good for on Facebook and got 17 responses. One response quoted the wikidoc.org definition of a philtrum:
The hardest thing we do as video producers is to create video pieces that are original. Everything has been done with budgets far larger then what you have.
But, there is usually a way to go that will make people hold their mouse in check and not click to something else.
Click here if you can't see the video.
Click here if you can't see the video.
I like it too. Why? The story telling is simple and there's a surprise. You don't expect the nice shot of Bermuda (or where ever it is) to be a landing pad for dripping blood. The video plays with your expectations of a television ad for something incredibly relaxing.
With that in mind, we pitched and produced this piece for a new murder mystery.
Awesomeness. My impulse upon seeing this was to spread it.
Last month I produced and directed (via Wheelhouse Communications) the book trailer to Libba Bray's Going Bovine for Random House Children's Books. This video lit up Twitter when it debuted on EW.com and continues to build a growing audience through Young Adult blogs and other sites. I wanted to tee up the valuable lessons learned in this experience for you to bear in mind on the next video you make:
The Wall Street Journal reported today the story of Kenya Mejia, a real life valedictorian from Los Angeles who was paid by the marketers of the movie, I Love You Beth Cooper to pronounce her love for fellow classmate Jake Minor at the end of her speech.
Marketing executives for Twentieth Century Fox produced this stunt as part of a campaign to generate YouTube buzz before the opening weekend of the film.
The WSJ article does a great job of explaining how FOX, through a unit of Creative Arts Agency (CAA) found Kenya, got buy in from her and her parents and then filmed the speech with help from another company. Apparently school officials and the student body were unaware that they were players in the marketing effort.
There are a lot of ethical issues here:
My thoughts (as a producer of video) lead to why didn't the video do better? As of this writing the video has only claimed about 2000 hits. Considering the effort and resources that FOX, CAA and the production company put in, why aren't they getting their eyeball's worth.
Here is the video:
My reasons as to why this didn't go viral:
The video starts too neatly, "To summarize it all..." I would have chosen to start earlier or later in the middle of a sentence ... (in media res) that's how the Greeks did it.
"I was recently watching the trailer for the upcoming movie...." This sounds fake. How's this: "I'm borrowing this idea from the new movie "I Love You Beth Cooper." (perhaps also making a joke about citing sources). Small point but it may have helped. By the way, Kenya's performance was spot on. They picked the right person.
What do you think? Forgetting the ethical marketing issues aside, how come this didn't work?
Post script: 24 hours after the WSJ article with tweets and blogs as the engine the video now has 10,000 hits. Was this the aim all along?
Using Annotations in YouTube an easy way to highlight important points in your video.
It's great for underlining takeaways and to do's. Or, have fun with them and undercut what is being said on screen like when Woody Allen used subtitles in Annie Hall.
You create the annotations after you have uploaded your video to YouTube. There's a really simple editor that you can use to make thought bubbles, text in boxes, or links to share other URLs in YouTube.
Check out this simple one that I made. Title: A Blogger At Work:
Music: Kevin Macleod
Another example that I wrote about a few weeks ago is here.
A short how to video about Annotations is here.
If you liked this post, please let me know in a comment or by subscribing to this blog via RSS or email.