Lessons learned from the production of a promotional video on wind energy advisory services
Giuseppe Ferraro
Strategic Leader in Renewables & Digitalization | Driving High-Performing Teams in Complex Scenarios | Innovation Strategist
With an engineering background and a soft spot for movies, I have always fantasized about the world of movie makers and how enjoyable it would be to play a role.
Life is kind and, even if I did not end up making a Hollywood movie, producing a promotional video covering the services offered by my department, has been quite a ride.
It might sound trivial and pretty straightforward but is not a walk in the park (at least it wasn’t for me).
Here you are some of the reasons for writing about it and for sharing some thoughts.
- Get professional support. It’s quite crucial to have a team of professionals experienced in producing videos and transforming ideas, technical details and engineering jargon in a message that can be transmitted to the audience, even if it’s a technical one.
- Short takes longer. Capturing the audience’ attention is really important for any promotional video and keeping it short, without missing the key message, takes an enormous amount of effort. Apparently it doesn’t matter how good you are at creating amazing images, how sexy/catchy is the voiceover artist and how likable the soundtrack. After 2-3 minutes the average watcher shuts off and you have lost him/her forever. Word count and duration are the key to secure audience’ engagement.
- Soft is tough. Promoting services is difficult. They are quite close to ideas and the outcome, sometimes, is not a final product even when represents a crucial step in its development. As a paradox, a new car’ model release could be less challenging. You showcase your car, how it looks, list its technical specifications and it’s almost job done. Catching the audience’ attention on features that are not tangible or evident is where things become more complicated. For instance, try to sell a car just because is made of 100% recycled materials.
Well this is what I have been banging my head against for the last months.
Here you are a link to the final result and I hope you enjoy it: Knowing wind turbines & how to design for the lowest cost of energy
Special thanks to Chris Gowen, Marketing Communication Advisor in DNV GL –NEMEA and Martin Drake, Art Director @ Preconstruct ltd.
Software Engineer - IV at Cisco
8 年https://www.youtube.com/watch?v=Q5COAi6KM8o
Co-founder, CEO at Uprise Energy
8 年Job well done! I can see us using your services in the near future.
CEO & Co-Founder at Sciacca & Partners Srl | Co-Founder at EtnaTronic | Co-Founder at AirNetwork
8 年Thanks k for the tips.
Wind Turbine Technology Consultant (born at c. 315ppm)
8 年Giuseppe Ferraro Thanks for the head banging!