Advice for a "VIDEO SPOT"
The spot is traditionally an instrument which is used to communicate a message that, in the majority of cases, serves to to publicize commercial products although, in recent years, it has been successfully used to make public opinion aware of basic themes of social interest. The first step in producing an effective video spot is to get to know and understand terms and concepts which are connected to the world of video production; the second step is to give an "advertising format" to the whole work.
Here is a short guide:
Script
The first thing to do is to decide which type of message to give your video Spot. Then, think of the best way to express it, and here is where a script is born, where you should relate, in writing, exactly what should occur. This first stage of ideas is very important iand can determine the final success of the work.
Story-board
A series of boards, achieved with sketches or photos, which depict the plot are called the story-board. According to the script these images should show, in the correct sequence, the scenes which you wish to include in the video spot; this permits you to have a precise idea of the work which you will require to complete the video and if you do not like anything you will be able to change it directly on the board, before passing on to the videocamera. In this way, the risk that the recorded material does do coincide with your idea, or you become displeased and unhappy with it, is reduced.
Backstage
Without fail what is most used in large productions to depict work techniques is the backstage which has the role of documenting the various work stages which precede, accompany and follow the production of the video spot. It is, so to speak, a "video of the video", and even provides greater freedom, from the point of view of the preparation, and a need for practically a dedicated video operator. His or her role is that of documenting in a discreet way, without jeopardizing spontaneity and results, the greater part of the passages of the production. Flair and good fortune are necessary to place oneself at "the right place at the right time", to best document motivations, choices, emotions, encounters and curiosity which arise on the production set. The result then depends on the editing: the atmosphere which the backstage will restore should allow everyone, public and main players, to retrace the creative path which has led to the achievment of the video spot.
The roles
Author
The person who writes the story, which the video should relate, and possibly the one who also creates the script is also the author.
Director
The director interprets the script, transforming the text into images. He or she decides how to record the scenes and which shots to take, and the lighting and sound recording. Then he or she completes the work during the editing deciding which clips of the shoot are good and their sequence; then he/she chooses the background music.
Operators
Those who operate the videocameras work in close contact with the director who shows them how the images should be recorded. Clearly, some immagination also in this role would not be of any harm. It is important to have a good technical knowledge of the medium, to be able to utilize it to the full, and of course a steady hand.
Sound engineer
It is important, when filming is taking place, that someone should hear the audio recording through the head-phones connected to the videocamera. Sounds may disturb the audio recording to the extent of making it unusable. One can understand, from the head phones, if the audio is good or bad, and the engineer can immediately stop the shot and the scene can be repeated.
Lighting engineer
When taking indoor shots, it is important to know how to light the scene well; this is the role of the lighting engineer. It requires a certain amount of care in order to decide what type of lights to use and how to arrange them and, if needed, one can even make a few test shots before beginning to film.
Actors
It is important for the person who holds the role of actor to speak clearly and with a good vocal tone. He or she will follow the wishes of the director and the suggestions of the sound engineer whilst acting.
Editor
With the director’s pointers, the editor puts together the film working on the computer. A good knowledge of editing programs allows him or her to give the final shape to the whole work carried out.
The producer
Organising and following all the stages of the production of a video, managing the financial and technical aspects, transport logistics, contacts on location and the needs of the staff, are the production responsibilities.
Group work
The video spot is group work oriented. It is important that not only the director but also all the members of the staff should examine the script and the story-board (if there is one), before taking the shots. Thus, the different roles, specialists in the various areas, will bring to life the co-ordinated and harmonious team, who are working in unison for the successful outcome of the work.
Creativity and means
Amongst the skills required to make a film, or rather in this case a video spot, what comes first is creativity, which is often conditioned by the means and tools available both from technical and financial points of view. During the drafting of the script and the work plan, it is important to take into account the latter aspects, otherwise one can be faced with unsurmountable hurdles during the implementation phase. Remember that hurdles can often be avoided; look for alternative solutions which are easy to get in order to reach a satisfactory solution.
On site investigation
It is indispensible to visit the location for acclimatisation in order to prepare shooting more accurately. During the on-site visit, the film director and operator will be in a position to establish more accurately which tools and means are to be used and the other requirements needed during the shooting of the video. By visiting the location, it will be possible to check light conditions and the ideal time for outdoor shooting, the electricity available on site and the type of lighting required for indoor shooting, besides checking whether it is necessary to obtain special permits. With the help of a still camera, or even with the videocamera itself, you can choose the best spots and the best shots.
Shooting
Ciak
Each shot must be consistent with the others (the previous one and the next one) during shooting and whever a scene is repeated several times it is useful to mark all the necessary information to make them homogeneous between each other. This is why a "ciak" is used; it is a board on which all useful information is put. This is information which is indispensible during the editing phase.
Videocamera
If you can choose, it is best to have a videoecamera with manual exposure and focusing in order to get as close as possible the results you wish - something which is not always possible with standard options in automatic mode.
The tripod
Shooting carried out with a "hand camera" can give special effects with excellent results. However, pay attention! An unsteady shot is usually annoying besides being an indicator of bad technical quality filming. Therefore, it is best to use a tripod, especially when you are shooting with a zoom. It is also not advisable when editing to alternate shooting manually and with the support of a tripod.
Small tricks of the trade
Remember that sun light and artificial light do not show colours the same way; the use of correction filters can help you to reach the desired result. Another "secret" is not to use video cassettes which are too long because these could cause "stretching" problems and would ruin the images.
Audio
When recording "live" (when you record the audio at the same time as the video pictures), the video recorder must have a headphone output in order to allow whoever is responsible for the role of sound technician to check the recording quality. You can also use direction microphones (for instance the ones which are clipped to clothes, a neck mike or boom mike with a very long arm or ice-cream cone shaped hand held mike…) if these are available to record voices and sounds. There are in addition to the mike incorporated in the videocamera itself (which are usually panoramic devices which gather all noises in the environment). To clearly record two or more people speaking, it is best to find a quiet place (a noisy road with traffic is not advisable and not even a place where an engine is switched on), keep the mike close to the actors and, if you use the one of the videocamera, it is best to choose shots which allow you to remain close to the people you are taking (if the videocamera is far off, then so is the mike and the voices will not be clear); it is advisable to record noises separately and then include them when editing, paying attention to balance them without drowning the spoken scenes.
Editing and soundtrack
This is the final stage and therefore the most important one in order not to compromise the whole work carried out. Bad editing can ruin the good work carried out beforehand in spite of the best script, the best photography and the best production. Be cinsistent in the sequence of the scenes, make sure that the events and people's movements and actions can be perceived when not shown in the video. The spectator must not ask himself or herself "What is he doing there?", or "How did he get there?". The spectator should be able to imagine the missing scene. Therefore, pay attention to logical jumps or gaps! Your commitment should be constant until you actually cross the finishing line!
