In Part 1 of this post, we explored how we can use direct eye contact with our viewers to connect with them in a way that a traditional off-camera interview just can’t. We learned that video production techniques actually mimic how people communicate with each other on a daily basis. If you are looking at me and looking into my eyes, I’m more likely to listen to the words that you are saying and the message that you are trying to communicate (teachers take note: recent studies suggest that despite what your students tell you, if they are not looking at you when you are speaking, they are actually texting their girlfriend!).
We’ve recently had the great pleasure of working with International School Bangkok (ISB) on a series of videos for their marketing and communications efforts. After spending just a few days on their campus, ISB quickly became one of our favorite schools anywhere. It combines world-class facilities with the tight knit community of a boarding school (even though it is a day school) because half of the student body lives in close proximity to the school.
When we were shooting their annual International Fair, we heard no less than 14 languages being spoken between friends and families. And every one of the people holding the flags during the parade were actually from the country they were representing (its not every day you see the flag of Nepal being carried in a parade!).
One of the things that makes ISB so unique is that it celebrates its internationalism in deed and not just word. ISB supports its native language speakers as well as its second language learners to a greater extent than any other school that we’ve ever seen. I mean, who would’ve guessed that there would be an Urdu class in a school in the middle of Thailand?
So, how do you best communicate the unique nature of ISB’s internationalism and its support of so many languages in a video? Stand back, and let it speak for itself. Literally. And that’s exactly what we did in this video:
In Part 1 of this post, I talked about our creative toolbox that we use in video production. In this video we used three tools together to create a very simple but impactful video (sometimes, less is more!). The most obvious tool that we used – and the one that this post is all about – is direct eye contact. The subjects are confidently looking straight at the viewer and feeling very proud of their heritage, their nationality, and the languages that they speak. But most of all they were proud of the fact that ISB celebrates and supports who they are as unique people making up an incredibly international community.
They are not looking off camera speaking to an interviewer. They are speaking to you! They want to communicate with you! And they want to communicate in their own language.
The second tool that we pulled out of our creative toolbox was audio. Its sounds so obvious to that that but it is often overlooked. Its been said that you can have a good video without good pictures, but not without good audio. Audio is at least 50% or more of the success of any given video. Here, we used very simple audio – in several different languages – to draw the viewer in to read what the subtitles in English were saying (unless you happen to be one of the very few people in the world that actually speak all of these languages…). We’ve got your attention now. The viewer needs to pay attention to not only what is being heard – the foreign language – but also to what is being written in the subtitles. I don’t have statistics to back this up, but my guess is that most people view this video several times. Which is a good thing.
The third tool that we used, I’d like to say was long in the planning, was very expensive, and is a high tech tool that few know how to operate. But I’d be lying.
It was a simple piece of black felt that we happened to find hanging on the wall in the room that we were about to shoot in. It was a total fluke. And it saved our butt. We were shooting several videos back to back in a very short timeframe and we needed to somehow make this languages video feel and look different than the other videos we were shooting that day (one on arts and one on athletics, two of the best ones that we’ve this year… I say humbly…). So we used a large softbox light and shot the kids against the black felt. We took away anything else that would distract the viewer from listening intently to the multiple languages that they were about to hear and the connection that they were about to make with some very talented kids from around the world.
Sometimes, less is more.
Our creative toolbox is vast. And there’s a lot of cool stuff in there. Eye contact is only one of them. Hold on tight while we explore some of the other tools that we use in future posts.