By Chuck Fields
Sometimes people work so hard on the words in a video script, they forget that great videos demand great visuals.
There is no reason to wait until a script is complete before thinking about the shots you want. Good video is a blend of words, sights and sounds, so it makes sense to develop all three together.
As soon as you have a script roughed out, you can begin coming up with visual ideas – then, just as with the written script, alter, edit or adapt them as your project is refined or developed.
Your television commercial, training video or corporate report can’t accomplish anything unless it is watched. Even dry material can be lightened up – for instance, a simple, visual story could be inter-cut throughout the video to give your viewers a break while illustrating your theme.
Outline your video, then think specifics: What images illustrate the points you want to make or arouse the feelings you want to evoke? What locations have the look and feel you’re after? If the script calls for actors or models – with or without speaking roles – what will each of them be doing? How will they be dressed? What props will they need?
Careful plotting of images in a script pays off in a lot of ways. You’ll discover more creative options; talent will be more at ease knowing what is expected of them; directors will know what shots they need and can focus on creative ways to photograph them; and the whole production will be more organized and productive.
Images, sights and sounds all elicit strong responses. If you aren’t giving a lot of thought to each, you aren’t fully using the medium – And your video might as well be a radio or newspaper ad.