Stuart Sweetow

Corporate Video Production

Beyond the Board Room (And Out of the Bored Room)

• Gebundenes Buch

Produktbeschreibung

In this updated edition of Corporate Video Production, Stuart Sweetow teaches aspiring and seasoned videographers how to make imaginative corporate videos with eye-catching designs, rhythmic editing tricks, and essential scriptwriting and interview techniques. Readers will learn how to shoot on location or in a studio, work with employees-turned-actors, find new clients, and produce online videos and podcasts for corporations, government agencies, and non-profit organizations. Additionally, this new edition has been updated to include discussion questions, chapter summaries, and professional tips, and to cover live webcasting, mobile devices, shooting in 4K, micro-videos, micro-cameras, and storytelling techniques for corporate social responsibility programs. A companion website features downloadable forms and further resources.

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Produktdetails

• Verlag: Routledge
• 2. Auflage
• Seitenzahl: 368
• Erscheinungstermin: 22. Juli 2016
• Englisch
• Abmessung: 260mm x 183mm x 24mm
• Gewicht: 888g
• ISBN-13: 9781138915992
• ISBN-10: 1138915998
• Artikelnr.: 44558180

Autorenporträt

Stuart Sweetow is a video producer specializing in corporate video production and informational videos. His career started in 1970 when he won first place in the Southern Illinois University Film Festival, after which he worked as a staff video producer for corporations for several years until he founded Audio Visual Consultants, a video production company specializing in producing training and marketing videos for corporations and nonprofit organizations. He taught video production for seven years at the University of California Berkeley Extension, and he has written over 100 articles on video for various magazines.

Inhaltsangabe

Table of Contents
Acknowledgments
Preface to the Second Edition
Introduction
Chapter 1 Case Studies
Introduction
Corporate Social Responsibility-Google Heroes
Videos Documenting Company Community Service
Big YouTube Views
Hamburger University and Sustainability at McDonald's
Consulting Firm Booz Allen Hamilton
Scripted Videos with Professional Talent at World Savings
Finding and Directing Talent
Evaluation Mechanisms
New Employee Orientation Video
Recruiting with Video -- Facebook Headquarters
A Consumer Products Manufacturer
Setting Up an In-House Video Service
Using Outside Services
Scriptwriting
Chargeback
Social Media and User-Generated Video
Shared Content at Safeway
Movie Production and IMAG Display at Berkshire Hathaway
Shooting the CEO
Job Listings at Corporations
Salary Ranges for Video Production Employees
Summary of Key Points and Takeaways
Discussion Questions
Chapter 2 Marketing Yourself as a Producer
Introduction
A Personal Message from an Independent Video Producer
Getting Started and Getting Business
Volunteer for Nonprofits
Your Business Plan
Writing the Video Production Proposal
Requests for Proposals and Requests for Qualifications
Business Accounting, Licenses, and Taxes
Business Insurance
Independent Contractor Defined
Hiring Help
Business Formations
Doing Business with the Government
Summary of Key Points and Takeaways
Discussion Questions
Chapter 3 Video Project Proposals
Introduction
Sample Proposal: The Metropolitan Transportation Commission
Sample Proposal: Accounting Training DVDs
Summary of Key Points and Takeaways
Discussion Questions
Chapter 4 Budgeting the Corporate Video Production
Introduction
Determining the Costs
Above and Below the Line
The Executive Producer
What to Leave In, What to Leave Out
Budget Management
Distribution and Marketing Budget
The Bottom Line
Summary of Key Points and Takeaways
Discussion Questions
Chapter 5 The Role of the Producer in Corporate Video
Introduction
The Producer-Director
Above the Line
The Producer As Team Motivator
The In-House Producer
Instructional Video Evaluation Instrument
The Contract/Freelance Producer
Script Development
Production Management
Summary of Key Points and Takeaways
Discussion Questions
Chapter 6 Directing Corporate Videos
Introduction
Directing Professional Talent
Shooting the CEO
Employees as Actors: Directing Nonprofessional Talent
Auditioning the Talent
Directing the Crew
Directing Live Switching
Script Markup and the Shot Sheet
Directing the Edit
The Unique Position of the Corporate Video Director
Checklist for Use of Talent
Summary of Key Points and Takeaways
Discussion Questions
Chapter 7 Production Coordination
Introduction
Production Management
Script Breakdown
Daily Call Sheets
Daily Production Reports
The Assistant Director
The Production Assistant
Interview with a Production Manager and Producer
Crews for Corporate Shoots
Talent and Union Crews
Locations
Producer Support
SAG Industrial and Educational Pay Rates
Summary of Key Points and Takeaways
Discussion Questions
Chapter 8 Corporate Scriptwriting
Introduction
Determining Objectives
Research and Concept Development
Facts + Frameworks = Concept
The Audience
The Treatment
Writing for the Visual Element
Writing for the Spoken Word
Describing Visuals
Script Formats
Writing Dialog
Writing Documentary Scripts
Script Drafts
Summary of Key Points and Takeaways
Discussion Questions
Chapter 9 Legal Considerations
Introduction
Trade Secrets and Nondisclosure
Contracts
Safety Issues
Permissions, Releases, and Permits
Copyrights
Distribution Agreements
Legal Considerations If You Are a Freelancer
Summary of Key Points and Takeaways
Discussion Questions
Chapter 10 Talent: Working with Talent, Coaching the Executive, and
Appearing On-Camera Yourself
Introduction
Coaching Nonprofessional Talent
On-Camera Reporters and Guests
The Floor Director
Professional Narration: On-Camera and Voice-Over
Actors for Dramatic Roles
Wardrobe
Makeup
On-Camera Training and Presentation Skills
Summary of Key Points and Takeaways
Discussion Questions
Chapter 11 Location Shooting
Introduction
How Mr. Murphy Stole from My Big-Budget Video Production
Location Scouting
Logistics on Location
Nondisruptive Equipment Setups
Client Guide to Location Filming
Site Survey Checklist
Your Murphy Bag
Summary of Key Points and Takeaways
Discussion Questions
Chapter 12 The Interview Format
Introduction
Preparation
Shooting an Interview Sequence
The Single-Camera Interview Shoot
Employing Composition and Continuity in Interview Filming
Notes to the Interviewer
Remote Interviews
Postproduction
Summary of Key Points and Takeaways
Discussion Questions
Chapter 13 Aesthetic Considerations
Introduction
Branding Complementation
Creative Corporate Camera Work
Composition
Continuity
Moving the Camera
Art Direction and Set Design
Wardrobe, Makeup, and Hair in the Corporate Video
Summary of Key Points and Takeaways
Discussion Questions
Chapter 14 Technical Considerations
Introduction
Enterprise-Grade Cameras
Lenses
Camera Support
Exposure Metering
4K and 8K Cameras
Mobile Studios
Teleprompters
Audio and Lighting Considerations for the Enterprise
Postproduction for the Enterprise
Compression
Storage Solutions
Redundant Array of Independent Disks
Hardware Acceleration
High-Definition Editing Formats
Electronic Filters-Softening the Skin
Compositing and Effects
Multiple-Camera Editing
4K Editing
Summary of Key Points and Takeaways
Discussion Questions
Chapter 15 Training Videos
Introduction
Cost Justification for Training Video
Video as a Consistent and Repeatable Training Medium
Video as an Engaging and Exciting Medium
Treatment for a Supervisor Training Video
Call Center Training
Safety Training
Treatment for a Safety Training Video
Product Training for Retail Customers
New Employee Orientation
Media Training
Presentation and Speech Training
In-House Video Repurposed for External Distribution
When Video Is NOT Effective
Non-Fiction Storytelling
Instructional Design
Summary of Key Points and Takeaways
Discussion Questions
Chapter 16 Marketing and Social Media
Introduction
YouTube for the Enterprise
Embedding, Creating Channels, and Playlists
GoPro and User Generated Videos
ULTA and Haul Videos
Short Vines by Big Corporations
Tumblr in the Boardroom
Instagram: 15 Seconds of Fame
Burberry, Instagram, and Apple
Engagement Objects on Websites
Top Corporations' Video Sites
Facebook, Twitter, and Other Sharing Sites
Facebook Embedded Videos
AT&T on Facebook
Facebook Video Views Design Guidelines
Twitter in the Boardroom
Dailymotion, Vimeo, Metacafe, and Veoh
Summary of Key Points and Takeaways
Discussion Questions
Chapter 17 Corporate Events: Filming Conferences and Meetings
Introduction
Shooting in an Auditorium
iMag Projection
Lighting Considerations
Mics at Meetings
Tying into the Sound System
Feeding the Audio and Video to a Remote Site
Live Streaming of Meetings
Conference Highlight Videos
A Guide to Videotaping Meetings
Recording Clear Audio
Wireless Microphones
Audience Questions and Answers
Camera Placement
Multiple Cameras
Lighting
PowerPoint Slides and Other Projected Images
Logistics
Summary of Key Points and Takeaways
Discussion Questions
Chapter 18 Nonprofit Organizations
Introduction
Multiple Constituencies: The Politics of Nonprofits
Case Studies: Nonprofits
Saving Lives with Video
American Cancer Society
Shooting CEOs for the YMCA
California Department of Public Health
American Indian Cancer Control Project
Starr King School of the Ministry
The Progressive Way
Project SEED
Universities
iTunes and YouTube at the University of California
Hospitals and Medical Centers
Government
Summary of Key Points and Takeaways
Discussion Questions
Chapter 19 Video Distribution: Live Streaming, Video on Demand, and
Videoconferencing
Introduction
Live Streaming
H.264, H.265, VP8, Flash, HTML5, and WebM
Streaming Appliances
Videoconferencing and Collaboration Technology
Google Hangouts
Content Distribution Networks
Satellite Distribution
Cloud Storage
The Enterprise Content Delivery System
Summary of Key Points and Takeaways
Discussion Questions
Appendix
Sample Budget 1
Sample Budget 2
Sample Budget 3
Glossary
Bibliography
Index

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Table of Contents

Acknowledgments

Preface to the Second Edition

Introduction

Chapter 1 Case Studies

Introduction

Corporate Social Responsibility-Google Heroes

Videos Documenting Company Community Service

Big YouTube Views

Hamburger University and Sustainability at McDonald's

Consulting Firm Booz Allen Hamilton

Scripted Videos with Professional Talent at World Savings

Finding and Directing Talent

Evaluation Mechanisms

New Employee Orientation Video

Recruiting with Video -- Facebook Headquarters

A Consumer Products Manufacturer

Setting Up an In-House Video Service

Using Outside Services

Scriptwriting

Chargeback

Social Media and User-Generated Video

Shared Content at Safeway

Movie Production and IMAG Display at Berkshire Hathaway

Shooting the CEO

Job Listings at Corporations

Salary Ranges for Video Production Employees

Summary of Key Points and Takeaways

Discussion Questions

Chapter 2 Marketing Yourself as a Producer

Introduction

A Personal Message from an Independent Video Producer

Getting Started and Getting Business

Volunteer for Nonprofits

Your Business Plan

Writing the Video Production Proposal

Requests for Proposals and Requests for Qualifications

Business Accounting, Licenses, and Taxes

Business Insurance

Independent Contractor Defined

Hiring Help

Business Formations

Doing Business with the Government

Summary of Key Points and Takeaways

Discussion Questions

Chapter 3 Video Project Proposals

Introduction

Sample Proposal: The Metropolitan Transportation Commission

Sample Proposal: Accounting Training DVDs

Summary of Key Points and Takeaways

Discussion Questions

Chapter 4 Budgeting the Corporate Video Production

Introduction

Determining the Costs

Above and Below the Line

The Executive Producer

What to Leave In, What to Leave Out

Budget Management

Distribution and Marketing Budget

The Bottom Line

Summary of Key Points and Takeaways

Discussion Questions

Chapter 5 The Role of the Producer in Corporate Video

Introduction

The Producer-Director

Above the Line

The Producer As Team Motivator

The In-House Producer

Instructional Video Evaluation Instrument

The Contract/Freelance Producer

Script Development

Production Management

Summary of Key Points and Takeaways

Discussion Questions

Chapter 6 Directing Corporate Videos

Introduction

Directing Professional Talent

Shooting the CEO

Employees as Actors: Directing Nonprofessional Talent

Auditioning the Talent

Directing the Crew

Directing Live Switching

Script Markup and the Shot Sheet

Directing the Edit

The Unique Position of the Corporate Video Director

Checklist for Use of Talent

Summary of Key Points and Takeaways

Discussion Questions

Chapter 7 Production Coordination

Introduction

Production Management

Script Breakdown

Daily Call Sheets

Daily Production Reports

The Assistant Director

The Production Assistant

Interview with a Production Manager and Producer

Crews for Corporate Shoots

Talent and Union Crews

Locations

Producer Support

SAG Industrial and Educational Pay Rates

Summary of Key Points and Takeaways

Discussion Questions

Chapter 8 Corporate Scriptwriting

Introduction

Determining Objectives

Research and Concept Development

Facts + Frameworks = Concept

The Audience

The Treatment

Writing for the Visual Element

Writing for the Spoken Word

Describing Visuals

Script Formats

Writing Dialog

Writing Documentary Scripts

Script Drafts

Summary of Key Points and Takeaways

Discussion Questions

Chapter 9 Legal Considerations

Introduction

Trade Secrets and Nondisclosure

Contracts

Safety Issues

Permissions, Releases, and Permits

Copyrights

Distribution Agreements

Legal Considerations If You Are a Freelancer

Summary of Key Points and Takeaways

Discussion Questions

Chapter 10 Talent: Working with Talent, Coaching the Executive, and Appearing On-Camera Yourself

Introduction

Coaching Nonprofessional Talent

On-Camera Reporters and Guests

The Floor Director

Professional Narration: On-Camera and Voice-Over

Actors for Dramatic Roles

Wardrobe

Makeup

On-Camera Training and Presentation Skills

Summary of Key Points and Takeaways

Discussion Questions

Chapter 11 Location Shooting

Introduction

How Mr. Murphy Stole from My Big-Budget Video Production

Location Scouting

Logistics on Location

Nondisruptive Equipment Setups

Client Guide to Location Filming

Site Survey Checklist

Your Murphy Bag

Summary of Key Points and Takeaways

Discussion Questions

Chapter 12 The Interview Format

Introduction

Preparation

Shooting an Interview Sequence

The Single-Camera Interview Shoot

Employing Composition and Continuity in Interview Filming

Notes to the Interviewer

Remote Interviews

Postproduction

Summary of Key Points and Takeaways

Discussion Questions

Chapter 13 Aesthetic Considerations

Introduction

Branding Complementation

Creative Corporate Camera Work

Composition

Continuity

Moving the Camera

Art Direction and Set Design

Wardrobe, Makeup, and Hair in the Corporate Video

Summary of Key Points and Takeaways

Discussion Questions

Chapter 14 Technical Considerations

Introduction

Enterprise-Grade Cameras

Lenses

Camera Support

Exposure Metering

4K and 8K Cameras

Mobile Studios

Teleprompters

Audio and Lighting Considerations for the Enterprise

Postproduction for the Enterprise

Compression

Storage Solutions

Redundant Array of Independent Disks

Hardware Acceleration

High-Definition Editing Formats

Electronic Filters-Softening the Skin

Compositing and Effects

Multiple-Camera Editing

4K Editing

Summary of Key Points and Takeaways

Discussion Questions

Chapter 15 Training Videos

Introduction

Cost Justification for Training Video

Video as a Consistent and Repeatable Training Medium

Video as an Engaging and Exciting Medium

Treatment for a Supervisor Training Video

Call Center Training

Safety Training

Treatment for a Safety Training Video

Product Training for Retail Customers

New Employee Orientation

Media Training

Presentation and Speech Training

In-House Video Repurposed for External Distribution

When Video Is NOT Effective

Non-Fiction Storytelling

Instructional Design

Summary of Key Points and Takeaways

Discussion Questions

Chapter 16 Marketing and Social Media

Introduction

YouTube for the Enterprise

Embedding, Creating Channels, and Playlists

GoPro and User Generated Videos

ULTA and Haul Videos

Short Vines by Big Corporations

Tumblr in the Boardroom

Instagram: 15 Seconds of Fame

Burberry, Instagram, and Apple

Engagement Objects on Websites

Top Corporations' Video Sites

Facebook, Twitter, and Other Sharing Sites

Facebook Embedded Videos

AT&T on Facebook

Facebook Video Views Design Guidelines

Twitter in the Boardroom

Dailymotion, Vimeo, Metacafe, and Veoh

Summary of Key Points and Takeaways

Discussion Questions

Chapter 17 Corporate Events: Filming Conferences and Meetings

Introduction

Shooting in an Auditorium

iMag Projection

Lighting Considerations

Mics at Meetings

Tying into the Sound System

Feeding the Audio and Video to a Remote Site

Live Streaming of Meetings

Conference Highlight Videos

A Guide to Videotaping Meetings

Recording Clear Audio

Wireless Microphones

Audience Questions and Answers

Camera Placement

Multiple Cameras

Lighting

PowerPoint Slides and Other Projected Images

Logistics

Summary of Key Points and Takeaways

Discussion Questions

Chapter 18 Nonprofit Organizations

Introduction

Multiple Constituencies: The Politics of Nonprofits

Case Studies: Nonprofits

Saving Lives with Video

American Cancer Society

Shooting CEOs for the YMCA

California Department of Public Health

American Indian Cancer Control Project

Starr King School of the Ministry

The Progressive Way

Project SEED

Universities

iTunes and YouTube at the University of California

Hospitals and Medical Centers

Government

Summary of Key Points and Takeaways

Discussion Questions

Chapter 19 Video Distribution: Live Streaming, Video on Demand, and Videoconferencing

Introduction

Live Streaming

H.264, H.265, VP8, Flash, HTML5, and WebM

Streaming Appliances

Videoconferencing and Collaboration Technology

Google Hangouts

Content Distribution Networks

Satellite Distribution

Cloud Storage

The Enterprise Content Delivery System

Summary of Key Points and Takeaways

Discussion Questions

Appendix

Sample Budget 1

Sample Budget 2

Sample Budget 3

Glossary

Bibliography

Index

Rezensionen

"For half a decade, Stuart Sweetow's Corporate Video Production has been essential reading for corporate video producers-novices and veterans alike. The new edition, updated for our 4K-ready, microcamera-savvy, mobile-centric moment, sets the new standard. With the invaluable perspective of a seasoned producer who knows how to build a versatile, profitable corporate video business and keep it rolling through changing technologies and times, Sweetow provides easy-to-follow insight on corporate video from every angle: how to pitch it, plan it, cast it, direct it, shoot it, deliver it, and get it seen." -Steve Nathans-Kelly, Editor, Streaming Media Producer

"A practical, real-life compendium of what every corporate video professional must know to succeed. From banking to high tech, Sweetow shares up-to-date universal truths, revealing them through dozens of little known secrets of corporate production that will help jump start any career. Highly recommended!" -Greg Snyder, Former Senior Vice President of Corporate Video, World Savings