Learning outcomes
- Understanding the role of audiovisual products in the wider advertising market.
- Critical analysis and design of audiovisual works in the context of an advertising strategy that serves communication goals and measurable results
- Ability to design and produce corporate or music videos.
General Competences
- Search, analyze and synthesize data and information, using the necessary technologies
- Adaptation to new situations
- Decision making
- Independent work
- Teamwork
- Exercising criticism and self-criticism
- Project planning and management
- Respect for diversity and multiculturalism
- Ability to use modern technology equipment
- Promotion of free, creative and inductive thinking
Course Outline
Lectures
- Corporate and Music Video Producer: Who are they, what is their business plan, how they attract customers, how do they convince them who can produce a corporate or music video.
- Determining the need for corporate / music video production: Does the utility of the video justify the cost of production?
- Target audience: The targeted audience needs to be identified and researched to effectively present the video’s information. In the case of a music video, the producer must understand the type of music and its socio-political message if that exists. What are the types of music videos, and which are appropriate for the producer and customer based on specific needs, budget and technical specifications.
- Script-Storyboard: The importance of the scriptwriter working with the client and the video production team. The storyboard ensures a successful relationship with the client and gives him / her the opportunity to visualize beforehand the final video.
- Location Scouting: Checking the shooting locations to diagnose and resolve technical problems and determine the required shooting time.
- Corporate and Music Video Direction: Managing Actors, talents, CEOs and extras. The relationship of the director with all the participants in production. The type of music video (stripped-down live performance, one-shot video, storyline video, lyric video) will also determine the mode of directing.
- Interviewing (corporate videos): How an interview is written and prepared. What is the necessary equipment (cameras, support, sound, lighting). How the interview is executed outdoors or indoors.
- Gathering of all the necessary media and editing: The importance of moving images, photos, graphics, special effects (SFX), audio tracks.
- Distribution Channels: Where the video will be played. Aesthetic and technical considerations. Social media.
Workshop
The laboratory exercises of pre-production, production, and post-production of a corporate or music video allow students to apply the creative and communication techniques taught during the theoretical part of the course.
In pre-production, students diagnose the needs of the client and the target audience and prepare a Video Treatment. They finalize the budget, write the script, and prepare the storyboard. They decide on the collaborators, equipment, contact details, and shooting locations. In production students video record and mainly ensure that production stays within the agreed budget and timeline.
In post-production the students do the editing and decide if they need special effects. Finally, they “lock” the way the material is extracted.
Use of Software
- Adobe Premiere Pro CC
- Final Cut X
- DaVinci Resolve
- Adobe After Effects CC
RECOMMENDED BIBLIOGRAPHY
- Stuart Sweettow Corporate Video Production: Beyond the Board Room (And OUT of the Bored Room), Focal Press, 2016
- Barry Andersson, The DSLR Filmmaker’s Handbook: Real-World Production Techniques, Sybex, 2015
- Lara M. Schwartz, Making Music Videos, Billboard Books, 2007
- Burgoyne D., Fiandaca D., Digital Advertising: Past, Present, and Future, Creative Social, 2