The Greater Philadelphia Tourism Marketing Corp. was able to create a video with staying power—it is currently reusing it for its “From Philly xoxo” campaign. While it’s tricky to predict what will strike a chord with consumers, “Love” videographer Ted Passon provides insights into making a video that stays within a reasonable budget.
• Your top priority: to entertain. “If you’re trying to make a viral video, don’t make a commercial. It’s not the same thing. Because you’re competing with hundreds of examples of content out there solely to entertain, you can’t be didactic. If you can entertain them, they will trust you enough to listen to you after the fact.”
• Rely on a network. “It’s not uncommon to have someone working on a personal project or low-budget project. If you help someone, eventually someone will return the favor.”
• In terms of technical shooting, keep it simple. “One of the reasons I came up with the concept of a one-shot (without breaking away) was that I thought I would be able to edit it and get it to them faster and meet my deadlines. Aesthetically it made sense, but I was purposely thinking of streamlining my turnaround time.”
• When working with non-professional actors, stick to the schedule: “We said four hours and were able to stick to that.”
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