Video Production

 

 

The two cuts below are samples of recent video production projects I managed while at Nightforce.

These projects encompassed the following elements and were very similar in nature for each video:

• Concept
  • Defining the overall goal. What were we looking to accomplish? These were  the first major full feature video productions the company embarked upon; and each was by far the largest single project marketing spend to date. Since the outdoor/hunting and competitive segments represented a large portion of the market, these were the intended audience and product focus respectively.
  • Crafting the video’s theme, look, and visual aesthetic. This came down to translating our top tier demo’s into a persona, a place, and an inspirational story.
  • Telling the story. What was the message that we wanted the viewer to receive. This project was one of the first major initiatives into “aspirational” marketing for the company. The intent was to create an aspirational experience for the viewer which took a lone, rugged, well prepared individual out into a picturesque field local and provided enough detail gaps that allowed their imagination to complete their own personal version of the story.
• Pre-process
  • A significant portion of time was spent on the “pitch.” This involved translating the “Concept” into a more tangible, visual presentation including:
    • Sample imagery of potential locations
    • Imagery from the talent search
    • Storyboarding sample scenes
    • First draft at the VO script
    • Defining the base audio tempo, genre and tone
    • Preparing a detailed budget
• Distribution Channels
  • Both projects were slated for broadcast, social, and distribution through the dealer and partner channels. Due to certain factors they both were not utilized for broadcast.
• Measurable Goals
  • The goals were based off of the one previous full production video and were a percentage of this viewership.
  • Ad-id tags were established.
  • Metrics were generated using Vimeo and Youtube channels.
• Film Production Crew
  • I vetted a number of film crews for both projects (as well as others) and settled on what I felt was the best crew for the brand. The Lost River film crew with Drew Stoecklein and Bobby Foster as principles were absolutely perfect for the job.
• Location
  • To do the Hunt film justice, we need a setting primed for story telling. Mackay, ID turned out to be the perfect backdrop. The broad expanses and proximity to traditional shooting ranges made the WA state location an excellent match for the Competition piece.
• Additional assets – graphics
  • Minimal graphics were needed for either video. I determined early on that the story was the visual, was the focal point, was the critical aspect to the message; they did not need much more.
• Talent
  • For the Hunt video, we combed through talent until we circled back to an original concept brought forth by the film crew. Kelley is the epitome of the character in the story. From rancher and rodeo, to hunter and MMA fisher, he is what he appears to be on film. Scott turned out to be the perfect blend of absolute legitimacy as a competitor, backed by years of service to this county; it’s rare that this all comes together with the ability to also play a role on film.  Scott made the Competition video what it is.
• Logistics
  • I flew out from GA, and met the film crew, talent, and other team members out west. For the Hunt video, the requirements were fairly heavy. Talent, film crew, gear, horse and trailer, on-site scouting and prop construction, etc.

The Hunt

(Broadcast Cut sample)

 

Competition

(Full Story sample)