Filmkik social promo
Why Social?
Client:
Filmkik is a boutique video production company that specializes in social media content creation.
Role:
I produced and directed this branding hero video to help position Filmkik as a thought leader in the social media content creation space.
The BRIEF
Goals:
The goal of this video was to promote Filmkik’s social media content creation services, highlight their values, and explain their differentiated approach. The intention was to create a video that would stand out on social media.
Audience:
The target audience for this video was medium to large businesses that needed content created for their social media accounts. In the context of the overall campaign, the goal was to retain businesses with full-service content creation for their own social media campaigns.
The video would be posted on Filmkik’s various social media channels.
SCOPE:
The scope of this project included video and photography for a one-day shoot, editing, and light motion graphics.
Team: Executive producer, photographer, production crew
Budget: <$5,000
Creative Strategy
Story:
I worked with Filmkik to develop the overall story structure, and define the various scenes we would capture, based on their goals and the resources they had available. We then collaborated on the VO script, which we used to anchor the visual narrative.
Tone & Pace:
Our goal was to create an aspirational tone to emphasize Filmkik’s position as a company that creates meaningful content. We also wanted to create an emotional tone, digging into the reasons why people use social media in the first place. I wanted the pace to have drive and momentum, without feeling frantic, to further differentiate the video from the plethora of frenetic content that oversaturated social platforms at the time.
VIsuals:
We chose to shoot mostly outdoors to capture the feeling of people creating and sharing social content in the real world. This also helped naturally create a bright and lively look. I decided to film mostly in slow motion for a graceful, flowing feeling, that would align with the aspirational tone. We also captured a handful of full-speed shots to give a little more energy and momentum to the climax.
I went for a warm and saturated color grade to accentuate the aspirational tone, create a welcoming feeling, and align with Filmkik’s brand.
We filmed on an Arri Alexa Mini to get a classic, flattering cinematic look and used Canon CN-E Primes to get the Canon warmth in a budget cinema lens. Lastly, we used a BPM 1/8 filter to cut the digital edge and create a very subtle dreaminess. These camera choices supported our thematic goals, helped further differentiate the video from the more commonplace iPhone/mirrorless/DSLR capture on social media, and created a more premium look to appeal to our target audience.
Music:
I chose an inspirational classical music track to set the tone, create a varied and dynamic pace to structure the story beats, and to stand out from the more common upbeat, pop-oriented music on social media channels at the time.
Limitations & Solutions:
We had a very small budget to work with and had to make every choice count. For locations, we leveraged Filmkik’s personal relationships with local businesses and offered them cross-promotion with the publishing of the video and its ancillary assets. The locations were confined to a small area, to save time on company moves, but gave us a variety of environments. We kept our production crew and equipment to a bare minimum and the VO video format meant that we didn’t need to capture production sound. Lastly, we used Filmkik’s existing stock subscriptions to acquire music, meaning no additional costs were incurred there.
