The craft of video production is a sum of many parts…

It brings together a range of skills, with the end result reflecting a combination of practical experience, technical know-how and empathy for the subject. In other words, getting the results you want, takes time, years of hands-on practise and an ability to effectively communicate messages.

Technically, a video is made up of two main layers; video and sound. However, beyond that, there are many factors at play. Sure, anyone can capture video and sound – but in order to convey a story, one which engages audiences and imparts your brand story or organisational message, it’s far more complex.

One of the reasons we enjoy films (think back to the last time you went to the movies), is because the director used ‘composition’ to create a visual narrative and take you on a journey. Composition refers to the framing of subjects (whether humans, landscapes or objects etc) and how they appear in a scene.

The effectiveness of a scene – and how well you are engaged in the action – both rely on the performance of the subject (and that’s something we can help with) – and the way they’re framed. In short, the crafting of a scene – or as the French say ‘Mise-en-scène,’ can make the difference between a video production that your audiences remember and one they forget.

One of the major factors in creating the look you desire is focal length. Professional production cameras allow Directors to change lenses during shoots, thereby enabling them to dictate how close or wide a scene is framed. Understanding how various focal lengths affect the viewer’s interpretation of the messages, the subject and the topic is key – and used effectively, will help you retain audience attention. Close-up shots can be used to emphasise key points and add dramatic effect. Wide-angles can be used to set the context, build a scene and enable audiences to gather information.

At Three Motion, we seek to deploy a range of professional production techniques, promoting audience engagement and message retention. The diversity and scope of the projects and campaigns we support, means we’re constantly honing our craft, retaining experience and developing expertise.