5 Tips for the Dreaded Corporate History Video
The request often brings shivers to any producer assigned the corporate history project. But these projects can be fun to work on and a great opportunity for creative expression. The “SAS Corporate Timeline: A History of the Analytics Leader” covers important company highlights in an entertaining way. Produced by Todd Johnson with animation done by Jeff McFall and the graphic and multimedia team at SAS, the program follows five solid design principles.
1) Keep it Short – In the age of on-line video keep the program short. That means prioritizing the most important information to go into the program. For organizations with a short history that might not be too much of a problem, but for organizations that have been around awhile it can be a challenge. Suggestion: When more information needs to be presented, propose a secondary project and build out a more complete timeline in multimedia format. Create a web deliverable to allow users to dig as deep as they like into the organization’s history. Develop a spin off project in print format that can be offered as a PDF download. Your client will appreciate the suggestions and it demonstrates the added value you bring to the project.
2) Select Interesting Content – This is fraught with as much political posturing and agendas as anything that goes on in the UN General Assembly. This is where having one client is so important. These projects will never please everyone, so be sure to please at least one client. The content should lend itself to development of interesting visuals. Text can be used in interesting ways to deliver specific messages while compelling visuals deliver the backstory. Suggestion: This format is ideal for creating multiple versions (i.e. new clients, additional projects, multiple billings!). For those parts of an organization that feel their content/message did not receive enough attention, sell them their own version!
3) Build New – Organizations with a long history are likely to have a storeroom of old photos, films, documents, awards… the list goes on and on. All of this stuff means something to someone. As the producer, it’s important to maintain creative control of the presentation and use, or not use, these materials. Nothing will drag down a timeline project faster than visual discontinuity. Without explanation they can be confusing or meaningless. You might be able to weave them into a background montage, but primary visuals should be constructed new. Suggestion: Historical assets can help bring to life web-based infographics and publication material where written information can detail their relevance.
4) MOS or Narrated – Why not both? Here is another opportunity to add value and build a stronger client relationship. Most clients requesting these projects will have a narrative in mind. However, in most cases these programs find their greatest value in environments where sound won’t work, such as at a trade show, within a demo center, or on a display wall. Build the program so the visuals can stand alone; accompanied by an optional mix track. Create a separate version with a narrative track for situations that are more presentation than environmental. Suggestion: A narrative track should not just drive text visuals. Allow any narrative to supplement the visual elements and add an additional layer of information.
5) Update/Change Flexibility – If an organization is successful the timeline project will need updates. If additional client departments want a modified version, that’s a change request – same with foreign language translations. A year or two after release there will be new history and most likely changes to the corporate message. The changes might be subtle, but changing any video project requires work. Changes need to be planned for ahead of time. Build the project in layers so selected elements can be more easily changed. And archive, archive, archive. Keep everything, label it well, and file it so future updates can be made simple and seamless. Suggestion: If the organization is global, text and language changes are likely requests resulting from a successful project. (Especially true if you market the program to others within the company.) If properly constructed, changes to these layers can be easily accommodated. Less obvious are changes to background imagery. Build into the original presentation the ethnic, gender, and geographic profile that best represents the company as a global organization.
For the corporate producer or the independent, these projects can provide visibility and showcase your abilities. They can be the springboard to additional projects and future opportunity.