Under the Lights: Make Your Subject ComfortableAuthor: ClintConducting on-camera interviews is always an important part of a corporate video or documentary film. They provide the viewer with context and help to round out the story by providing different perspectives and opinions on a particular topic. However, capturing the polished sound bites one hears in the final video is not an easy task. It takes the right kind of person, asking the right kind of questions, which helps the subject feel comfortable enough to answer while staring into a camera and bright lights. If you find yourself conducting interviews for your next video project, here are two things to keep in mind, which should help in your next interview setting. The most important thing is to make your subject feel comfortable. Always tell your subject is that it is okay to mess up. Remind him/her that everything he/she says will be edited. Your subject needs to know that it’s okay if he/she stumbles or loses his/her train of thought. It’s just par for the course. Those things will happen. If your subject understands that he/she will not ruin the entire video will a verbal misstep, it helps increase his/her comfort level and confidence. And that will help your subject appear more natural on camera. However, as a follow-up to this first point, you should always make sure that the subject regains composure before continuing. This will help you when you are in the edit suite, putting your video together. For example, if the subject flubs a line and starts laughing as a result and then goes back to what he/she was saying while still chuckling, you won’t have a good point on which to edit. Your final video will have a sound bite that (for some reason inexplicable to the viewer) begins with someone laughing. Have your subject regain composure, get settled, and pause for just a moment before continuing. Observing these two points will really help improve the quality of your interviews, because you will capture clean audio of a subject who is comfortable, natural, and confident. Have a Specific Plan for Video B-RollAuthor: ClintA few years ago I came across this mock infomercial called “We Got That B-roll.” Anyone who works in video production, or who is familiar with the industry, will find the video humorous. It takes aim at the generic, overused, and sometimes unoriginal b-roll clips that fill up so many documentaries, commercials, and news stories. B-roll is an extremely important part of telling a story on film or video.
![]() Divide and Conquer Your Video ProductionAuthor: Clint
Of course there are other factors to consider as well, including the cost of on-camera talent, additional crew, equipment, travel, etc. However, a video’s budget will grow exponentially when a client needs additional days for shooting, post-production, etc. The budget for a five-day shoot will look very different from a budget for a half-day shoot. Most projects we work on require multiple camera set-ups, which require the movement of camera, lights, people, additional gear, etc. All of those set-ups mean that we can only capture a certain amount of footage per day. However, one way to increase the amount that can be shot in one day is to use a 2nd unit camera. From a budgeting stand point, it may seem like an unnecessary expense to use two camera packages and two camera operators for one job. However, employing the use of a 2nd camera unit may actually reduce the cost of the video, because you are accomplishing more in less time. This strategy is the most effective when there is a long, complicated shot list with several different locations and a small window of time. Rather than have one camera unit spend four days shooting everything, why not invest in a second camera unit and get all of your shots completed in two days? The first camera unit can spend time at your main location, conducting interviews with your staff and shooting b-roll of your operation, while the 2nd camera unit shoots b-roll of satellite offices, off site installs, and conducts interviews with clients. And if your video calls for an on-camera panel discussion with two or more individuals, you can use both cameras to cross-shoot the scene and omit the need to reset one camera for multiple angles. It can be a very efficient way to tackle your project. ![]() Red Fox Media Releases Video for Power 2 TransformAuthor: ClintPower 2 Transform is a consulting company that works with healthcare clients to improve leadership, communication, and operational efficiency. Their staff of consultants and trainers come on-site and work with hospital administrators to facilitate discussions, implement plans, and initiate programs that reduce costs and improve patient care. Power 2 Transform was interested in expanding their services to other hospitals and so they decided to ramp up their marketing efforts. Part of that plan was to create a simple testimonial video. Power 2 Transform hired us to provide all production and post-production services. We created one testimonial video, consisting of five different interviews. Once that initial video was complete, we took each of the interviews and edited them into five separate stand-alone pieces that could be used to explain certain services in greater detail. This is the single testimonial video with all five interview subjects. Consumers MatterAuthor: ClintThis just in – your customers matter. Sounds like a no-brainer. Sounds like a topic not really worthy of discussion. Everyone knows it. What more needs to be said? As simple as this concept sounds, it seems that some businesses aren’t heeding the advice. Consumers are angry over increased fees, changes in services, changes in the business model, changes with products… you name it. When consumers feel slighted, they immediately take to the Internet to voice their opinions. Unless businesses address these concerns, they can quickly become mired in a very sticky PR situation. All one needs to do to see the effect of this consumer backlash is to look at Netflix, who quickly ditched their plans to spin off their DVD service into a separate company called Qwikster. Or consider the uproar that Bank of America caused when they decided to start charging customers a monthly fee for using their debit cards. According to this article from USA Today, they too have backed down in the face of public opinion and have decided not to charge a debit card fee. Conversely, consider how Domino’s Pizza responded to customer feedback in late 2009. What does all this mean for marketers, advertisers, and PR professionals who work to build up brands?
Businesses can’t afford to aim wildly with their marketing, advertising, or PR decisions and just throw something at the wall to see what sticks. A company’s reputation (and its bottom line) is at stake. Well-crafted, well-executed, and well-targeted messages will always work best. Be communicative. Be consistent with who you are as a company. And remember who matters the most. Related articles
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