Video Quick Tip

[by Gail Mooney]

Watch TV commercials with the sound off. You’ll quickly see how the footage was cut together in the editing room.

Defining Yourself By Your Vision – Not The Camera

[by Gail Mooney]

I’ve been giving quite a few presentations lately for ASMP – “Should I Be Thinking About Video”.  One thing I’m finding is that there are always a couple of people in the audience who think that buying a DSLR hybrid camera will get them in the business of video production.  Part of that perception comes from the way camera manufacturers are marketing these “HD” cameras and part of that comes from photographers wanting to believe that these hybrids will allow them to compete in the world of commercial video production.

The simple fact is – these DSLR’s have lowered the bar on the entry level into video production – and you may find yourself competing with every other still photographer (pro or amateur) that has $2800 to spend. People tend to lose sight of the fact that shooting video is not the same mind set as shooting still images.  I think differently when I shoot video.  I see differently and I communicate the message or story through this motion medium using the best tool toward that end. While I too love that shallow depth of field that you get when shooting with a DLSR, the image is just one part of the video production process.  You are also defining your vision through sound and the art of editing.

The problem is if we define ours by our tools – then we are diminishing the value of our creativity or our vision in the process.  We aren’t placing the value on what is unique in all of us – our vision. At the same time we’re placing too much value on the tool – in this case the camera.  As technology accelerates the production of more sophisticated cameras that are cheaper and easier to use – and we’ve placed our value on being the technician – we’re in big trouble.  Because ultimately anyone with a vision who has the “ability” to realize that vision, can put together a crew of technicians to facilitate their vision or idea – and do it cheaper these days because of technology.  And there’s nothing wrong with that.

Professional photographers get defensive when a potential client places no value on what is unique about them (their vision) and approaches them with the attitude that if you won’t work for the prices they dictate – they will just find another photographer.  But what they are really saying is that they feel that they can “just” find another camera operator. The problem is that these photographers haven’t presented their vision and because of that they are perceived as being interchangeable. That’s not a good place to be and never will be.  And for that reason when a professional still photographer comes to me and says that they are interested in getting into video and asks the question “What video camera should I buy?” I gently tell them – well sometimes not so gently tell them – it’s not about the camera.

How does one define what they are?  Great question that has a lot of answers, as it should.  Technology is amazing – but it’s the human part of the process that excites me because we’re all so different in how we see.

The Business of Video Production

[by Gail Mooney]

The “business” of video production encompasses a lot of things – one being good paperwork.  From the initial estimate on a job, through the final invoice along with obtaining the necessary releases – good paperwork is essential for a profitable business.

I keep a database of past SOWs (Statement of Work) to use as references. While every job is different, I use these archived SOWs as a starting point. Another great starting point when putting together an estimate is to use the estimating form online at the AICP (American Independent Commercial Producers) website.

In addition to estimating the costs of crew, equipment, location needs, pre-production and post-production, I include clearly payment and licensing terms as well as a schedule of workflow and completion dates.

Terms – Here is where I state rights and  “usage” of the finished product – where will it be used and for how long.  I also clearly spell out payment terms, cancellations and provide an accurate description of exactly what I’m going to deliver.

For Example:

• 5 minute web video.
• One day shoot on location at………….includes 2 interviews and b-roll.
• Post production – edit will include x amount of still images, voiceover narrative track and music. Logos and graphics to be provided by client.
• Payment – one third upon signed SOW (Statement of Work)  – one third after shoot –balance due upon delivery of final product.
• Cancellation terms and change fees.
• One rough cut and final cut included. Additional changes are billed hourly at $………
• Licensing and usage terms. Web usage for 2 years. No Broadcast rights.
• Schedule – This is extremely important in video production – a schedule where the client signs off on each phase of the project. This is critical so if the client delays things on their end – it’s clearly understood that the rest of the schedule gets extended in terms of deadline dates.  Otherwise if your client’s boss has an unexpected out of town trip come up and you need to wait for his/her approval – you won’t be left with half the time you need on your end to deliver the final product.

Continued Convergence

[by Gail Mooney]

My thoughts on the future – in a word convergence.  I see continued convergence with the tools we use as visual communicators – still cameras and video cameras becoming one and the same.  And with that, the convergence of the two industries – still photography becoming part of larger production companies that will facilitate the video/motion needs of a client, as well as their still photographic needs.  This may be done with one camera, a high-end video camera, fully capable of producing high quality “frame grabs” that will be delivered to clients for their still image needs. I think we’ve only begun to see hybrid cameras being developed by the manufacturers.

As society continues to move more and more to an electronic platform and away from print as a means for communication, we will expect more than static imagery.  We will expect sound and movement.  And as technology enables the electronic pipeline to deliver information faster and seamlessly, the Internet will become our primary source for information.

The good news is that the Internet is open to all – a conduit for the democratization of communication.  But is this really true?  Or, will the information that we get be ranked by entities like Google?  Will this ultimately effect the distribution of what information we get as a society?  Those are the questions that run through my head and should be in everyone’s psyche.  Because if or when the Internet becomes our primary means of communication we must be diligent in keeping it open. We must be the watchdogs now to make sure that control isn’t secured by the few who are making the rules in their favor.
You can’t put the genie back in the bottle.

I think there will always be print, just like movies were still made when TV came along.  But it will be a niche in a greater array of visual platforms.  It may become something more high end, something that is meant to be kept, rather than be recycled at the end of the day.

My thoughts on the future are just that – thoughts and speculations.  It’s anybody’s guess really what the future holds.  But we are all creating the future now with the choices we make and let others make for us.

Are You Thinking About a Video Camera Purchase?

[by Gail Mooney]

Before you decide on which video camera to buy, work backwards and make sure your editing software and platform will be compatible.  Check out these compatibility charts from Adobe and Apple.

‘Tis the Season …

[by Gail Mooney]

When my daughter was a young child she always used to draw a picture for our Christmas card.  Most times they were quite abstract and if we hadn’t titled her illustrations and written a Christmas greeting, the receiver might not have known it was a holiday card at all.  As she got older and her artistic ability improved, the cards became less abstract but still had the charm and the whimsy of a child.

Putting together these cards used to take a lot of time and wasn’t cheap.  We had to bring the original drawings to a prepress house for scanning and printing.  These days it’s a snap and I could get them done in house in less than a day’s time.

My daughter just graduated from college and is on her own now so we’ve had to come up with new ideas for holiday cards but to this day I still get comments from art directors who received those holiday cards so many years ago.

Time Saving Tips For Shooting and Editing Video

[by Gail Mooney]

The Shoot

• Have a plan – When I first started learning video at the Platypus Workshop, we weren’t even allowed near the camera until we could articulate our “commitment” or our story in a concise, one paragraph statement.
• Make a shot list if appropriate – If you go into a shoot with a list of shots that you want to walk away with, you will work more efficiently as well as make sure you’ve covered what you need to.  But always allow room for the unexpected by letting serendipity happen.
• Shoot tighter – this will happen naturally if you have a shot list
• Avoid lengthy interviews – you’ll be glad you did in the editing room.
• Have the edit in mind when shooting – you’ll shoot more efficiently and you’ll already be laying out the story for the edit.

The Edit

• Gather all assets before you start – I make sure that I prep and import all the content I will be using in my edit – still photos, logs, graphics, music, media. That way I don’t have to leave my editing application once I begin the edit. This helps me stay focused on the story.
• Organize your media – I separate my interview clips, b-roll, music, still photos etc. into separate bins.
• Make good log notes when capturing or importing your video clips – this will help you quickly find and select the clips you need.
• Edit your best clips and place them on separate tracks – I usually scrub through my material, selecting the best interviews, b-roll and live action and put them on different tracks.  Then I can pick the clips appropriate to that point in the story when working on the overall story track.
• Determine the length of the piece and set in and out points – I frequently will create my “start” and my “finish” and then work on the middle of the piece.
• Lay down the narrative or voiceover first – I generally lay down my audio track whether it is a voiceover narrative or interviews.  This is what drives my story.  Then I lay down the visuals.
• Get your rough cut down first – I lay down my story first – before I even begin to color correct, adjust exposure, sweeten the audio or move still images.
• Feel the piece – Every piece has it’s own feel and pace that drives it.  Make sure that you achieve what you’re after in telling the story before polishing for the final cut.
• Get away from the computer – Sometimes we need to take a break in an effort to ultimately save time.  I find when I walk away from the technology and let the story move in my head and then go back to the edit – I ultimately save time in the long run because I don’t get bogged down in the technical details.

It is Quick Tip Week …

[by Gail Mooney]

Make sure that when you take a class – like Final Cut Pro – that you have a project to work on. Even if it’s a project that’s self proposed – it will let you immediately apply your new knowledge in a real way.  Otherwise, the information you hear tends to go in one ear and out the other very quickly.

Tips for Shooting on Location

[by Gail Mooney]

I’ve been shooting “on location” for over 30 years.  That’s all I do – location shoots.  Each job and location vary greatly, and that is the challenge of location shooting. So the key is to be prepared for a variety of issues, problems and challenges that you may encounter on location.

Here’s a typical pre-production list of needs that I work from:

• Travel arrangements – Arranging for flights, rental cars, hotel rooms, carnets, visas
• Crew – finding and lining up assistants, sound guys, additional shooters, stylists, hair/makeup
• Talent – casting
• Special Job needs – rental equipment, backgrounds, generators
• Permits – many times a location requires a permit like shooting on the streets of NYC
• Insurance – I always call the building management prior to a shoot to ask them if I need to name them on my insurance policy.  Many times I need to add them to the policy for that time period and add additional coverage.
• Talk to my client and/or subjects in advance and prepare them for what we’ll be doing – what equipment we’ll be bringing in – how long our setup will take
• Prepare a solid shoot list – this helps make the shoot efficient as well as keeps you on track so that you get all the shots you need
• If shooting outside – find your location geographically and what may be around it – which way does it face etc.
• If shooting inside – find out about any shortcomings they may have as far as power supply or lack of.  I’ve actually shot in fairly new commercial skyscrapers in NYC where we thought we were covering ourselves as far as plugging into different circuits – only to find out that we weren’t – after the circuit blew and left the Board standing in the dark!  So now I always have a building electrician standing by.

Ultimately I try to think of everything I may need on location before I ever get there.  A client once said to me “the more I see you worry about the details – the more I know that I don’t have to and that you’ve got it covered.”

Top Ten Blogs I Read and Recommend

[by Gail Mooney]

• Copyblogger – great tips on writing
• WSJ.com: The Middle Seat Terminal – Wall Street Journal’s blog on travel
• Philip Bloom’s blog about video and filmmaking
• CNet Digital Media News – blog about digital media
• Guy LeCharles Gonzalez – marketing blog
• Seth Godin’s blog about marketing
• Mac Video News – current news in the video world
• Fresh DV – all about digital video
• Your Life is a Trip – travel and life

Video Editing Tips

[by Gail Mooney]

• Be organized – gather and import all your assets (video, audio, stills, logos and other graphics) into editing system before you start the actual edit.
• Make transcripts of the interviews.  I like exacting paper transcripts with all the “ums” and “you knows” included.  That way if I’m looking at the paper transcript I get the “true” picture of what was said.
• Choose your soundbites from the actual video – not the from the paper transcript.  It may look good on paper but might not have been delivered well.
• Start and end with your strongest visuals.
• Don’t always tell the story in a chronological or linear way.
• Avoid “jump cuts” – For example: If you cut a “talking head” clip – and put them back to back in the editing timeline without covering the “cut” up with b-roll (other video) then the “talking head” will “jump” where the cuts were made.
• Cut on the action.
• Feel the pace – editing is all about pacing and that’s just something you have to feel. Like a musical composition with highs and lows.
• Don’t use the same clips more than once.
• Always keep your focus on the story – take out anything that’s not relevant to telling that story.  And that may mean some footage that’s near and dear to your heart because of what you went through to get it.

Multi-Faceted Marketing

[by Gail Mooney]

Marketing has taken on a much broader meaning these days, mostly because of social media.  A few years ago, my marketing may have consisted of an ad in a source book, a mailer every other month and an emailer.

I’ve pretty much cut back on any print marketing – meaning source book ads and postcard mailings.  I still send out an email promo every 4-6 weeks of so to a targeted audience that has “opted in”. But the big difference is that I don’t stop there.  I include lots of links to my blog, website and any press mention in any emailers I do.

But more importantly I use my blog as a marketing tool to drive people to my website.  And I use social media platforms like Facebook, Twitter and Linkedin to direct people to my latest blog.  So it kind of becomes a roundtrip marketing approach.  Tweets driving people to my blog and my blog driving traffic to my website etc.

Another “soft” marketing tactic is to take part in discussions on Linkedin and make comments on Facebook (when relevant) because all that is “viral” and for the most part indexed so that in itself gets your name out there on a regular basis.  In addition, on my email correspondence with clients I include my Facebook URL along with my Linkedin and Twitter URL’s.

It has never been easier to market yourself because of so many viral platforms.  But the thing to remember with all of this is to come up with a plan that is strategic and consistent with your brand and vision.  Otherwise you may end up sending out a lot of mixed messages and in the process doing more harm than good.

What Camera Should I Buy?

[By Gail Mooney]

If I had a dollar for everytime someone asked me what camera they should buy – I could retire.  These days I get a lot of “what video camera should I buy?”  That question is almost impossible to answer without more information.  So I usually reply with my own onslaught of questions “What are you going to be shooting?”, “What editing software will you be using?,” “Are you concerned about getting natural sound” or will you be using the “video” and not the “audio” from the camera?” And, of course the big question. “What’s your budget?”

One thing that complicates making a choice in video cameras is that unlike still cameras – video cameras shoot different types of files – mpeg2, native quicktime, HDV, AVCHD.  In addition some shoot to tape, some shoot to cards and some shoot to discs.  Then of course there’s the basic consideration of SD or HD.  And not all HD files are alike.  Sounds confusing and overwhelming doesn’t it?  And it can be so my advice is always to work backwards.

Start by identifying the type of shoots you’ll be doing – corporate interviews or beautiful imagery intended to be shown to a music track.  Where will it be shown?  Broadcast? Web? DVD’s?  And how will you edit it? What platform? What editing software? To help guide you with selecting the right camera for the editing software you have or intend to purchase I have come across some great links to compatablity charts. Adobe Premiere and Final Cut Pro. This is a great place to start to see if that reasonably priced prosumer camera that outputs AVCHD files will work with the prosumer version of the editing program you have or will you have to purchase the full pro program.  I have seen lots of posts on listservs with people who need help editing files from the camera they just bought and loosing a lot of time in the process, not to mention the frustration they put themselves through.

My advice is to make a pros and cons list before you even look at cameras.  That way you won’t be overwhelmed by the tools – but will choose the tool that is the right tool and the “means to your end.”

The Problem with Hybrids and the New Business Model

[By Gail Mooney]

I can’t tell you how many phone calls I have received in the last month from photographers complaining that their clients are asking if they shoot video and their frustration in having to say “no.” A sign of the times as the demand for video increases.

But what’s most disturbing to me are the still photographers who tell me that they’re going to buy one of the “hybrid” cameras that shoot video to be able to accommodate their client’s video needs.  And worse yet, the common thought process is to “throw in” the “video clips” that they shot with the same camera they create the stills with instead of establishing the value in that video footage and pricing it accordingly. Add to this the fact that there are currently no pricing or usage standards for video in terms of the still photographic industry.  So while we have a “convergence” taking place with the “tools,” too many are not considering  how to make this viable in business.

It reminds me of when photographers first went digital – throwing in the postproduction and setting the “new standard”.  Dumb move but a precedent was set. The problem is when you do that with video; you are missing the opportunity to create value with a new skill set that also includes the pre and postproduction. And with video – it’s the postproduction end of things that can either be costly for you or an area you can make additional revenue. If you just hand over the “clips,” you’ll be leaving dollars on the table.

I see a poorly thought out business model of shooting “video” being driven by the tool and the still camera manufacturers and I see it as a quick way to the poor house. The manufacturers are playing to the prosumer market, but as a professional you cannot afford to do this. Right now you may think – it’s no big deal – I’ll just throw the camera in “video” mode and shoot a few seconds.  But what will happen when your client expects you to then do something with that footage – like edit it?  Be prepared to hire an editor or invest in expensive editing software and a learning curve to go with it.

So, don’t be a short-term thinker and “just” throw in or discount the video clips – because you will soon be replaced by the next latest greatest technology instead of adding a new skill set and real value to your business. Keep a keen eye on the future and create a new business model along with buying your new camera.

Free?

Recently there has been a lot of buzz about Chris Anderson’s new book “Free”.   Malcolm Gladwell’s review of “Free” makes the point that even free comes at a cost. Most photographers can certainly attest to that.  Marketing guru Seth Godin makes the point that the paradigm is changing and that all the whining in the world won’t bring back “the old days.”  Mark Cuban chimes in as well to provide more perspective and perhaps the most balanced of the lot. While no one has a crystal ball to predict the future, this new paradigm of “free” has already changed the lives of  photographers and all content creators.

It has been stated numerous times by others that “content” must be unique and such that it is not found anywhere else.  The drop in what stock images are being licensed for can attest to that.  In addition, technology changes means a photographer can no longer just be a technician.

Put these challenges together and I think that photographers need to position themselves as being more than just the content producer.  Unless of course what you do is so unique or great that a buyer can go nowhere else.  Certainly one way is to partner with others or position yourself further up the ladder or both.  What I have learned so far about social media marketing is that really anyone can position themselves to whomever and however they want – at little or no cost.  It’s free right?  Well, to a certain extent.  It is, or can be, a demand on one’s time and could be a waste of time if not done strategically.

Technology is and always has been a double edge sword – just like a bad economy.  If one chooses to look in the rear view mirror and lament the past – they’ll drive by all the opportunities.

Mantras for a Good Life

1. Always have a dream.  Believe in it. Believe in your ability to make it happen.
2. Keep your passions alive.  For me, my strong interest in cultural stories will always keep me exploring.  I need that and it gives my life perspective.
3. Set goals – even little goals are good and then reward yourself.  They will all lead up to you making your dream come true. 
4. Make decisions or they will be made for you. 
5. Do the “right thing.” You will love yourself more if you do.

Vertical TV Sets

Have you ever seen a vertical TV?  I haven’t, but I wonder with the hybrid cameras that look like still cameras and shoot video, will we all be turning our TV’s on end?

The point is that just because the camera shoots video, doesn’t mean the operator will be thinking like a video shooter.  As one who still shoots in both mediums – still photography and video – I have to turn a switch in my head when I switch gears.

Shooting still images are “moments in time.” Shooting video is “time in motion.” You must think more in sequences when shooting video – each one having a beginning, middle and end.  In addition, these independent “clips” need to be edited together to create a story.  When I get into a shot – I need to think about how I will get out of that shot – or what will come next in the story line.

You also need to shoot a lot more when producing video.  You need to “shoot and move” – covering different angles and different focal lengths within those angles. You need a variety of wide, medium and long shots – AND close-ups.  One quickly understands why when you go to edit the piece.  In fact, editing your own material will make you a better shooter.

So when you pick up your new camera that also shoots video – make sure you flip that switch in your head and think differently because it is a different medium.  Otherwise, you’ll be turning your 52″ inch TV set on end.

Using Headphones

When shooting video where the audio is also important – always wear headphones.  The camera meters might indicate that you are getting sound (visually) but it might not be good clean sound.  Headphones are important.

Video Quick Tip on a Budget

Overusing the zoom feature of a video camera is the sign of an amateur.  But there are times when you want to make a camera move.  If I’m in a location where I can put my hands on a wheel chair, I find it makes a handy device – kind of like a portable poor man’s dolly or steady cam.  You can usually enlist an interested bystander to push you while you roll the camera.  Shopping carts can also come in handy.

“Word of Mouth” in the 21st Century

You can’t go anywhere these days without hearing someone talk about Twitter or Facebook or You Tube – all forms of social media. But how do you start utilizing these social media networks – or should you? All good questions and ones you should ask yourself before diving into twittering, posting on Facebook, Linkedin or blogging.

All of these social sites are about branding – whether for your business or yourself personally. So the first question to ask yourself is how you can “build your brand” utilizing social media. In order to do this – you need to have a clear vision of what your brand is and to be consistent when building brand equity across the board. If you notice, the people who are good at utilizing social media are consistent in their messages.

Some thoughts and tips for social media marketing:

• Share your knowledge – create awareness of who you are. Social media is about sharing. People don’t want to be “sold” or “pitched” or “spammed”. Think relationship first – business 2nd. When marketers move in – members move out. Be authentic and genuine. Be part of the community. Build trust.
• Become part of the conversation – comment on people’s blogs, Facebook etc. This helps you build your reputation and trust in the community. Create viral visibility – be seen everywhere, in all the right places by all the right people.
• Drive people to your website or blog from Facebook or Linkedin. Both are SEO friendly and will drive traffic to website and blog. Make sure you complete your profiles, upload a photo of yourself and have an interesting bio.
• Create a fan page on Facebook – Facebook allows you only one Facebook profile but you can have as many fan pages for your business or businesses that you want. Provide relevant interesting information about your business with direct links to your website and blog.
• Use the “answers” section in Linkedin to start a discussion. Add value to a conversation. Show your expertise.
• Tweeting – keep it conversational, keep it simple, use keywords and hashtags #. Use tiny urls or bit.ly and link directly. Increase visibility and brand awareness. Be a resource.
• Blogs – Be engaging. Tell people about yourself – information they don’t get from your website. Tell stories that compel people to want to do business with you. Use keywords for SEO. Syndicate your content. Add value that is relevant for your target audience so they will return. Think of good headlines.
• Everything is viral so use keywords, provide links and relevant information that people will want to share.

Essentially there are no gatekeepers in the arena of social media marketing. Your cost to build your brand is in sweat equity – not dollars and cents. It’s your own personal PR machine to build and control your message. Be a voice, be genuine, provide relevant information and be part of the conversation. Ultimately, you will create a buzz and an awareness of who you are and in turn this electronic “word of mouth” will spread virally and will lead to opportunities.

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