This is the longer formatted document, meant to accompany Fly Square Media's business education class presented at the McLean Co. Chamber of Commerce.
It has never been easier to produce your own content than it is today. If you don't have tens of thousands––or even thousands––of dollars to spend on a video marketing campaign, there is no reason you shouldn't be producing video content on your own. The cost of entry has never been more affordable than it is today. With just a few tips and tricks you can drastically elevate the quality of your DIY video content.
There are 3 main phases in video content creation:
Preproduction (planning)
Production (shooting)
Postproduction (editing)
There are 3 main departments when creating content: 1. Light (probably the most important element to video creation)
Camera (your phone)
Sound (voice Audio, music, and sound FX) We’ll discuss this more later.
PREPRODUCTION
Preproduction is where it all begins. Whether you are filming talent on location or if you are sitting in your room, shooting a selfie, it all begins with a plan. Deciding how you want your video to look and feel is the first step to any production.
Preproduction can be as simple or as complex as the project demands. You can pull out your phone and do a selfie video in the car, or you can spend money to coordinate people, places, equipment, with props and scripts and story boards and go all out or anywhere in between.
Sometimes a video ‘treatment’ is used to communicate an idea. A treatment is a document that explains the visual in great detail. It can contain descriptions, photos, even links to examples. It can be helpful to have a visual example of how you want your video to look in order to get everyone on the same page before you move into production.
PRODUCTION
To create successful videos, you do not have to master all departments (preproduction, camera, lights, sound, or postproduction); you just need to have a general working knowledge of each of them and you will definitely improve as you go. With the basic lessons provided in this guide, you will find the tools and general knowledge needed to greatly improve the quality of your videos.
This guide will cover some basic fundamentals of light, sound and camera departments.
LIGHT
Light is the most important element and variable when you are capturing any frame that you shoot. Light is literally how your image gets created and the way you light your subject and background will set the mood for the visual information you are providing. There are several variables that affect light, but in the interest of lighting for content creation; we are going to focus on 3:
QUALITY (both hard and soft),
INTENSITY
TEMPERATURE
Our digital cameras no longer use film, the film has been replaced with a sensor. The sensor creates the image based on the light it sees. Every part of your image is affected by the ambient light that is already there, the light you add, and the light you remove.
The light that falls on a subject is called incident light. And the quality of light can be broken down into 2 main categories: Soft light or hard light. Soft light: either comes from a diffused source, or it can be reflected. Diffused light creates a soft flattering look that avoids casting harsh shadows on its subject. Think of the clouds in front of the sun. The light hits the clouds and is refracted––instead of shining in a straight linear path, when it hits the clouds, it goes in several directions.
Look at this example (figure 1): the light hits a diffuser and when it shines through, the direction of the incidental light breaks up and goes in several directions. The quality of light is affected in a similar way when it bounces off of a surface as well.
Hard light comes from an undiffused source; it creates more contrast and has harsh shadows, it is hard light. Imagine direct sunlight, a flashlight or LED lights with no diffusion.
Check out the photo above to see an example of a subject lit with both hard light and soft light. With these two photos (figure 2) you can see an example of soft light on the left and hard light on the right. The left image has softer shadows on her face and a less defined shadow on the wall. The image on the right with the hard light has harsh shadows on her face and a less distinctive shadow on the wall. 4 POINT LIGHTING
4 point lighting is a common light theory used to illuminate a subject. (see figures 3 and 4) It consists of:
Key light: the main light and typically the brightest.
Fill light: usually less intense than the key light, used to fill in the shadows on the opposite side of the key.
Back light or rim light: This light is used to separate the subject from the background.
Background light: for the wall behind.
There is no right or wrong way to light a scene or a subject; there are just different ways to achieve different desired effects.
SIMPLE 2 POINT LIGHTING
Lighting doesn't have to be complicated. Sometimes using a simple two-light set up can yield solid results. For a two-light set up, I like to use a soft light––hard light combo for a one-two punch. I will light the subject from the front and off to the side with the soft ’key’ light. Then I will place a hard light off and to the side behind the subject for a back/rim light to separate them from the background. (see figure 5) And voila! Depending on the available light and what's in the background, this simple lighting technique can create a much more cinematic look.
This video shows the way light can change the shape and form of a subject.
CAMERA
From high-end cinematic RED cameras to your cell phone, many of the principles and practices are the same. However, this document is based around the most budget friendly option available: your cell phone.
We use video content to tell a visual story, and this is achieved through shot selection and shot design. These choices are greatly influenced by the composition of your shot and what visual information is in the shot. Is it an extreme close up of your subject so they are the only focus? Is it a formal interview shot that shows them in their element surrounded by the tools of their trade? is it a super wide shot that captures the atmosphere and creates a sense of environment? All these things matter and all of them build a visual story.
COMPOSITION
Because our phones have great automated settings, I will spare you the techy details about ISO, F-stop and frame rate. In this lesson, we will just focus on using your phones auto camera settings. (It is recommended to use 30fps as your phones frame rate, thats about as techy as we will get for the camera department)
With all of the technical aspects automated, the next thing to consider when shooting a video is the composition of the image. The rule of thirds is a composition guideline that places your subject in the left or right of the image, leaving the other two thirds more open. Or a horizon can be placed on the bottom third allowing for more the sky to fill the frame. This can lead the eye and invite the viewer to explore the image beyond the subject itself.
Here are some other common ways to compose an image.
SHOT VARIETY/SELECTION
Shot selection is a key element in visual story telling. It helps to use a variety of shots ranging from wide, medium and close-ups. Each can serve its own unique purpose. I personally like to use super wide shots to establish a location and to create a sense of environment. Then cut to a close up or a medium shot of a subject to direct the audience's attention. There is no right or wrong way to create your shot design, or one correct order to put shots in. But a variety of shots combined together do create a visual narrative. Sometimes I will start with a detailed close up and then cut to a wider shot to reveal the environment. Both examples work for different reasons. That is up to you to decide as the content creator.
Many productions I create for small businesses will consist of B-reel shots, and interview shots. Then they are edited together to create a piece of content. The B-reel shots can be any combination of your wide, medium and close ups. I like to recommend that you shoot more than you need to, and to shoot multiple ‘takes’ of each shot.
For example, if you are shooting a sandwich for restaurant, don't just get single shot of the sandwich and move on; get several shots of the same subject. For example, do a push in (from further away to closer), do a panning shot (from one side to another) do a jib shot, (panning from a high point of view, to a low point of view). The point is to switch it up and give yourself some options in post.
It's also a good rule of thumb to be deliberate about the direction you're moving the camera. If you are going to pan from left to right, do that with several shots (if not all of your shots). This is so when you are editing the video together, there is continuity in the direction of the shots. It is jarring (and looks funny) if you edit a shot moving left to right against a shot moving the opposite direction. The same could be said for speed as well. Do not cut from a fast-moving shot to a slow-moving shot and vice versa. It lacks continuity and draws attention to the edit.
CAMERA MOVMENT
Camera movement plays a crucial role in enhancing storytelling and emotional engagement in video production. Techniques such as pans, tilts, and tracking shots can create dynamic visual narratives that draw viewers in. Cinematic language is enhanced with the careful application of camera movement. By utilizing techniques like handheld shots for a more intimate feel or gimbal tracking movements for a more polished look, creators can manipulate audience perception. Cinematic, visual story telling isn’t only reserved for high end productions with fancy cameras; impactful video content can be created from the palm of one’s hand.
Tilt: This movement involves pivoting the camera up or down while it remains in a fixed position. It’s often used to reveal information vertically, such as showing the height of a building or the expression of a character looking up or down.
Pan: A pan involves rotating the camera horizontally from a fixed position. It’s useful for following action across a scene or revealing new elements within the frame, creating a sense of movement or continuity.
Static: A static shot means the camera is fixed in one position, without any movement. This approach can heighten tension, emphasize a moment, or focus the audience's attention on the composition of the shot.
Jib: A jib move uses a camera mounted on a boom to move up and down or side to side. It allows for sweeping shots and dynamic angles, creating a more cinematic feel, often transitioning between different levels and perspectives.
Push In: This technique involves moving the camera closer to a subject, creating a sense of intimacy or emphasizing an important detail. It can heighten emotional impact and draw the audience's attention to a specific element.
AUDIO / SOUND DESIGN
Audio as they say is half of video.
Good audio enhances the visual and adds mood, vibe and texture to the viewing experience.
There are several variables to acquiring good audio and adding it to your video in postproduction.
For the purpose of this lesson, we will focus on 3 areas of audio production:
Background music – Audio tracks can set a vibe for a video. A little music goes a long way when scoring a video segment. Audio gives video texture and feeling. The same video has different meaning with a different audio track in the background.
Sound FX – a “woosh” sound during a transition, or a gleaming sparkle sound when the letters of a website shine on the bottom of the screen will literally bring a piece of content to life. Small sound effects used tastefully can tremendously affect the impact of the video.
Voice – Capturing clean voice from ‘talking heads’ and ‘talent’ on camera will take your video content to the next level. Phones and video cameras’ (onboard) microphones pick up ALL of the ‘voice AND ambient noice AND everything everywhere all at once. It is the messiest, lowest quality audio you can get.
Here are a couple of inexpensive ways to enhance the quality of your phone video content. First of all get a plug and play microphone. Here is a link to a very inexpensive mic that does the trick.
Maybesta mic: https://amzn.to/4h7ZKdX
(this is an affiliate link that generates a small commission if you purchase here)
It is nothing fancy, and it doesn't record the highest quality of audio. But what it will do is eliminate some of the background noise that your phone would otherwise capture. That will help single out your voice and make your video appear to have a higher production value. It will also give you range. If you record audio on your phone without a mic; as you walk away from your phone, your voice will get quieter the further away from your phone that you are. With the mic attached to your talent and the receiver attached to your phone, You or your talent can move freely and still capture decent voice audio.
As for background audio tracks, music, and sound effects, I would suggest freesound.org. There are a lot choices for third-party sites with digital assets, such as artlist.io and motionarray.com, with royalty free music and other postproduction assets. There is a fee associated with many of these sites. A good website with FREE audio assets is https://freesound.org/
At freesound.org you can create an account for free and download music tracks and special effect sounds. (some contributors require that you accredit them, others do not care). But for a site with free sound assets, it's not a bad resource.
POSTPRODUCTION
Postproduction and editing are another whole animal of their own. The simplest, most user friendly, FREE suggestion I can make would be the VN app. It is a mobile nonlinear editing software that is free and should work for most ‘simple’ phone editing workflows.
There are SEVERAL editing apps available. If this is something you are passionate about, I would encourage you to research other options and watch other tutorial videos. Here is a basic tutorial on how to edit using the VN app: https://www.youtube.com/watch?v=Gp_XHj68z4A&t=1063s
If you have any questions, please email dillon@flysquaremedia.com and we would be happy to help you with your content creation needs. Good luck..!! And Good shooting..!!
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