How to Shoot 6-minute Commercials/Webfomercials w/Vegas?

ken c wrote on 2/8/2005, 1:03 PM
Hi - I'm creating many 6 minute web commercials/infomercials/netfomercials, like the one at www.dtu1.com/videotheater.htm

My latest one has about 3 1/2 to 4 pages of script for me to read.

Any tips on creating compelling, mtv/infomercial format type "commercial shorts" for internet streaming flash video?

Decisions I've gotta make, hoping for tips from Vegas users here, are:

1) How long (how many seconds?) should I stay on subject before doing a next shot/cutaway?
eg a few sentences, train of thought, 10-15 seconds max then cut? or stay longer? shorter? Talent is just me, talking .. I am using ultra msl3 v-sets, so I can add video clips in background and have different locations...

2) Should I use a combination of full body, wide/tight angle shots, for variety, or just keep it simple, eg all close angle shots, using different background sets?

3) Other considerations re use of lower 1/3rds, DJ jumpbacks, stock video, music? tips?

I'm using SM Ultra MSL3 sets, appreciate any thoughts too re how many different sets max to stick with, or camera angles, for a 6-minute piece, to keep it lively but not confusing.

Appreciate very much any ideas you more experienced videographer pros might be willing to share.

"Netfomercials" are the future of the 'net - suggest you all create sites/ services to create and market them, fwiw.

thanks all,

Comments

Coursedesign wrote on 2/8/2005, 1:25 PM
1) How long (how many seconds?) should I stay on subject before doing a next shot/cutaway?
eg a few sentences, train of thought, 10-15 seconds max then cut? or stay longer? shorter? Talent is just me, talking ..
### Your first focus should be on telling a story. Each sentence should have as its purpose to get the viewer to sit in place for the next sentence, and oh-by-the-way offer some of the information you want to convey. Longer scenes are better for this, if you can keep the viewer glued, otherwise you need longer soundbites.

2) Should I use a combination of full body, wide/tight angle shots, for variety, or just keep it simple, eg all close angle shots, using different background sets?
### Same answer, focus on the storytelling. Every cut should have a purpose. There is no value to communication in having quicker cuts per se, and it can make the viewer forget what you were just saying.

3) Other considerations re use of lower 1/3rds, DJ jumpbacks, stock video, music? tips?
### Lower thirds are nice for adding credibility and clarity. You should also use bullet points in the background (text and/or graphics), on a Jumpback is fine. Music can help create a mood that supports your message.

I'm using SM Ultra MSL3 sets, appreciate any thoughts too re how many different sets max to stick with, or camera angles, for a 6-minute piece, to keep it lively but not confusing.
### Each change of camera angle, sets etc. should have a purpose. If not, you are really just distracting the viewer. Think about it.

3 1/2 pages sounds a bit low for your script, but that depends on if it is in traditional script format or 6 pt single spaced...

My recommendation is to practice reading the script with no cuts, no graphics, no nothing except you talking on camera, and recording for review. When you are happy with that delivery and a timing of perhaps 5 minutes for a 6 minute commercial, then you'll probably have a modified script with some ideas for where to make the specific bullet points especially, and where to cut and add eye candy.

I agree with you on the Netfomercials, I'm developing three of those currently. It's a very good way to give people a feel for what they will get if they fork over their hard-earned money.
ken c wrote on 2/8/2005, 1:58 PM
Hey thanks a lot! Superb tips, much appreciated.

netfomercials... that's a huge niche market.. I'm just going to produce them for my own info-products...they're the way marketing will be done online ... nice addition to long-copy or hybrid salesletter style sites..

it's 3 pages of single typed small margin copy vs typical script..

Your insights are very helpful, appreciate it! I'll do as you suggest, excellent tip re reading the copy first, then doing the shot list, vs adlibbing or just doing the whole thing off the script in one take as I'd been doing..

any suggestions welcome too re books on video shooting, as I have no idea what the purpose for various cuts/scene changes would be, other than to just provide visual variety, which as you say likely would just distract them vs keeping them on-message

superb copywriting example too, re "reason for first sentence" is to get them listening to 2nd sentence, like joe sugarman's concepts, chute .. thx!

drop me a line if you are interested in possibly doing critiques/helping via phone consulting, I've got a lot of video projects in the works, ken at daytradinguniversity dot com.. likely I'd like to book time, an hour of your time on the phone to go over/review some of the webfomercials as I develop them.. if interested.. anyways, thanks much for your tips, I've printed them out. you sound very knowledgeable, looking at your other posts too..

ken
Coursedesign wrote on 2/8/2005, 2:28 PM
I sent you a private e-mail.

I did learn the sentence sequence from Joe Sugarman, he was very helpful and a real gentleman. This concept works very well, but takes a fair amount of preparation, best in small doses at a time.
MUTTLEY wrote on 2/8/2005, 3:19 PM

Though I have no advice, I'd like to know what it is your using to encode your vids to flash, looks awsome !

- Ray

www.undergroundplanet.com
p@mast3rs wrote on 2/8/2005, 4:09 PM
Ill take a guess and say he uses Sorenson. Thats one thing that Sorenson does well is encode QT and Flash almost flawlessly.
MUTTLEY wrote on 2/8/2005, 5:07 PM

Thanks pmasters, only I use Sorenson for all my wmv/qt stuff but only used it once or twice for flash.

Ken, if ya are using Sorenson, mind sharing your settings ?

- Ray

www.undergroundplanet.com
ken c wrote on 2/8/2005, 6:13 PM
hi, I tried sorenson but it didn't encode, the latest suite4 or whatever, as well as what I used, which was simply flash mx2004pro using the 712 (hi quality) bandwidth setting..

ken
Cheno wrote on 2/8/2005, 6:21 PM
Ken,

Just a suggestion on the video playing in your 3D background. With Stacey it looks a bit better but on your segment the background is obviously a bit out of focus. Taking your video clips and adding a slight blur may match them a bit better to the animation.

As far as when to cut, when to hold.. not sure there is a specific formula for that. What you've done works very nicely. Like Coursedesign said, content is really where the focus should be. Cuts, dissolves and effects shouldn't take the viewer away from the content but just add to the design of the piece.

I've been following your progress over the past few months. You've come along way and should be commended on your sucess in creating these materials.

Mike
ken c wrote on 2/8/2005, 8:23 PM
Thanks much... the credit goes to you folks, and Spot and Gary for their dvds, to help me learn the ropes... it's the most fun (and rewarding) experience ever... creative opportunities are endless, and with digital juice and ultra stuff with vegas, makes it easy to create great looking video on the pc.. lots of fun..

ken
theceo wrote on 2/8/2005, 8:49 PM
yep, been using net vids to sell many things for a while now
Spot|DSE wrote on 2/8/2005, 8:53 PM
One small tip I'll add, Ken...cut on consonants, it's good ear and eye candy, even if it's just cutting to a different angle of you speaking, or even flipping or zooming, or bringing in a graphic. If it's done on a hard consonant, it seems more natural.
ken c wrote on 2/9/2005, 9:03 AM
thanks Spot! great tip .. never would've guessed that .. that's the type of thing I need to know..

Does anyone have any recommendations for good "how to shoot video" books/dvds, for video editing/camera work in general, that might help me learn the ropes for how to shoot these webfomercials/dvds done w/Vegas/ultra? I don't want to keep bugging you folks with newbie how to shoot video questions :p

ken
Coursedesign wrote on 2/10/2005, 1:21 PM
It seems all the good books about editing (such as Murch's "In the Blink of an Eye" etc.) are focused on drama editing. Still, some of the fundamentals are similar but not identical in editing commercials.

Consonant means "consonant sound". For example, the word "package" ends with a vowel but more importantly ends with a consonant sound (looks like a squashed "3" in the phonetic alphabet). The names "Noah" and "Leah" end with a consonant but not with a consonant sound.
This is a really good cutting-edge (:O) rule and there is some foundational psychology behind it.

[Japanese is mostly consonant sounds everywhere. Think "Ma-tsu-shi-ta", "Na-ka-mi-chi", "Yo-ko-ha-ma", etc. They consider consonants to be masculine and vowels female, which has all kinds of cultural consequences.]

[In the ancient Vedic scriptures, they use "Au-mmm" (aka "Om", said by some to be the origin of Amen) to represent all of creation from beginning to end, first the "au" ("awww" like in "awe") sound of the female creating principle, and then ending in the "mmm" sound that represents the masculine destructive principle and the end of creation as we know it (which refers only to our particular universe, since they say there is an infinite number of universes simultaneously). Destruction in Vedic culture is also seen as beneficial, think recycling and rejuvenation.]

ken c wrote on 2/10/2005, 3:36 PM
Fascinating stuff, thanks! I'll have to ask my Japanese www.kencalhoun.com/wife.jpg about the nihongo vowels/consonants..

Will do re looking for tying clips to consonants, making it "snap" together..

Will try Murch book too.

ken