Communicate with Your Audience
A promotional video was requested by Camden Council. They wanted to communicate the year-in-review to their internal teams and the public. To this end, the key messaging needed to focus on the many projects and events that took place as a retrospective. They also needed to cater to specific and different audiences with the PR Video content.
Two PR Videos
To accommodate this, we assessed the brief and long list of achievements. Then we recommended that two videos be created. The reason for this was to allow the content to focus on areas for two specific audiences. There was also so much content that we needed to contain the duration of the videos.
The two videos were created for the different audience. Both using a uniform visual style. You need to communicate with your audience.
Firstly, the Internal Comms video was created with a tight deadline. It was needed for an annual council staff meeting. Showcasing different teams and their executive officers’ feedback on each accomplishment.
Next, the second External Video was created in a similar format. However, this was a more general overview of the accomplishments and projects. As a result, it was a great snapshot for the public.
Corporate Style and After Effects
Above all, the stylistic approach was to offer both audiences a dynamic overview of the year. To achieve this, we created the video using some basic After Effects. But using the client’s corporate colour palette, along with some dynamic transitions.
Script and Voiceover
We established the main points of the script for the voiceover. Then we worked with the client to refine the key messaging for each audience. Last of all we considered, and applied, the right voiceover talent to suit their preferred style and tone.
We curated and delivered music options. Again, this was based on the client’s brief. Most importantly, we needed to deliver the key messaging while also conveying an emotive reaction to the content.
Engaging PR Video
The delivery was an engaging video showcasing their community and development landmark moments. This included event highlights and a PR video that connects with the community.