Capturing the Big Picture with a Small Lens

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Ashlie Carpenter
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1 Capturing the Big Picture with a Small Lens March 19, 2018 Nathan DuPriest Multimedia Design Specialist Leigh-Anne Lawrence Director, Marketing & Media Relations

2 A Quick Intro Nathan DuPriest Multimedia Design Specialist Leigh-Anne Lawrence Marketing & Media Relations Director

3 PVCC Marketing & Media Relations Office q Combined Marketing and Communications Office q Team of Four (3 full-time, 1 part-time) q Director q Social Media & Communications Specialist q Multimedia Design Specialist q Graphic Design Specialist q Services Offered: q Strategic marketing and advertising campaigns (from concept to completion; all creative produced entirely in-house) q Creative services (e.g., design, video, photography) q Writing/copyediting of print, digital, and online publications q Website and social media oversight q Media relations and emergency communications

4 Types of Videos MMR Produces 1. TV Commercials 2. Promotional Program Videos 3. High-Profile Event Coverage (i.e., graduation) 4. Testimonials 5. Social Media Videos WHAT WE DON T COVER: 1. Lecture-Capture 2. Student Events (full-length)

5 Things to Remember: You don t need a big crew: You can do this with one person Start small and build: q Capture interviews q Capture diverse b-roll Student Life Campus Activities Life in the Classroom Campus Scenery Campus Buildings Be creative: Use resources you already have on-campus Learn to balance the required with the fun

6 Things to Know Before GETTING STARTED

Starting the Process: Equipment Must-Haves DSLR Camera Lightweight, durable & versatile tripod: q

3D movement to your footage External LCD monitor: q Larger screen allows you to get your shot

cheap A Lighting Kit: q Find what fits your needs: LED, CFL, halogen q It s not about price; it s

7 Starting the Process: Equipment Must-Haves DSLR Camera Lightweight, durable & versatile tripod: q Don t go cheap q Removable fluid head option Rail slider (alternative to a dolly or jib): q Adds 3D movement to your footage External LCD monitor: q Larger screen allows you to get your shot correct in-camera q Easier shooting in bright sunlight Professional Headphones: q Again, don t go cheap A Lighting Kit: q Find what fits your needs: LED, CFL, halogen q It s not about price; it s about function PRO POINTER: Invest in an equipment cart. You re a video producer, not a pack mule!

8 Camcorder-Free Zone: Shooting Video on a DSLR Why DSLR for Video? q You probably already have the camera q Interchangeable lenses q High-end look at lower price point q Ability to easily manipulate depth-of-field DSLR Video 101 q Two types of lenses: zoom and prime q Shutter speed = double frame rate (30fps = 1/60) q Capturing professional microphone audio requires accessories q Be aware of video recording limits PRO POINTER: Add both zoom and prime lenses to your video arsenal.

Camcorder-Free Zone: Shooting Video on a DSLR Manipulating Depth of Field q q q Adjust your f-stop to create various ranges of blur or bokeh Shallow depth-of-field results in

9 Camcorder-Free Zone: Shooting Video on a DSLR Manipulating Depth of Field q q q Adjust your f-stop to create various ranges of blur or bokeh Shallow depth-of-field results in more blur Wider depth-of-field results in more objects being in-focus PRO POINTER: Shooting in bright light, but still want bokeh? Add a neutral density (ND) filter to your lens.

10 Camcorder-Free Zone: Shooting Video on a DSLR Get a fast lens: q Wider the aperture, the more bokeh q Max aperture of f/1.4 or f/1.8 is preferable q Prime lenses are more affordable q Shoots better in low light Buy additional gear to capture best audio: q Shotgun mic with 1/8 mini-jack q Audio adapter box for XLR mic input Know your DSLR s video recording limit: q Auto-shutoff to prevent sensor from overheating q Max recording time varies based on DSLR model q DON T KEEP RECORDING! Choose the right memory card: q Know your read/write needs PRO POINTER: Need cinema quality on a budget? Try the Thrifty Fifty lens.

ratings Research read/write speed Cheaper/Slower?

11 Camcorder-Free Zone: Shooting Video on a DSLR Memory Cards: Where Speed is King q q q Understand Speed Class ratings Research read/write speed Cheaper/Slower? Don t chance it! PRO POINTER: Invest in a water and shockproof card case!

Shooting Video on Your Smartphone Pros: q Easy to use and readily available q Small video file sizes; easier uploading q Execute higher-end video tricks quickly

12 Shooting Video on Your Smartphone Pros: q Easy to use and readily available q Small video file sizes; easier uploading q Execute higher-end video tricks quickly without additional software (e.g., time-lapse) Cons: q Less control of your final video product q Camera settings are auto q Poor sound quality out-of-the-box q Bad ergonomics

13 THE REQUIRED VIDEOS

14 TV Commercials Background: q Annual advertising campaign that runs for an academic year to promote semester recruitment beginning in the fall q Each campaign focuses on three diverse students and incorporates shots of them on campus, in the classroom, at student activities, and walking at graduation q Commercials air on local/regional TV, are used in targeted digital display and online advertising, and on local/regional radio stations q Radio commercials use video audio track for content; local radio affiliate records custom end tag

TV Commercials Open the Door Campaign: Patrick https://www.youtube.com/watch?

15 TV Commercials Open the Door Campaign: Patrick PRO POINTER: Use a 2 nd camera to get a behind-the-scenes perspective

TV Commercials What You Make It Campaign: Grayson https://www.youtube.

16 TV Commercials What You Make It Campaign: Grayson PRO POINTER: Use digital lighting effects as video transitions

17 Welcome to PVCC Background: q Like every college, PVCC needed a visually compelling Welcome video that showcased the campus and facilities q The issue: PVCC s Main Campus is small, hilly, and features only 3 buildings, one of which is entirely separated from the rest of campus. Aerial footage would be needed to show the campus at its fullest potential, but there was no budget to hire an aerial videographer q The solution: Utilize drones from PVCC s new UAS program to capture the necessary footage. MMR directed the drone pilot as to the angles and shots desired. q Final vignette incorporated drone footage and archived campus b-roll as well as key stats about the college as determined/requested by the president.

Welcome to PVCC https://www.youtube.com/watch?

18 Welcome to PVCC PRO POINTER: Use 3D compositing software to add motion-tracking text to your pieces.

19 Events: Enter the Vignette 2017 National UAS Conference Background: q MMR was tasked with taking photos and video of PVCC s first national public safety UAS Conference q Full-day lecture capture was not an option q The event vignette allowed us to capture the essence and scope of this multi-day event in a compelling way using a combination of video and still images

20 Events: Enter the Vignette 2017 National UAS Conference PRO POINTER: Don t just shoot at eye-level

21 Events: Enter the Vignette 2017 President s Reception Background: q MMR was tasked with taking photos and filming a high-profile donor event q Event consisted of an eat and mingle followed by a formal program with several speakers q MMR was asked to film the speaking portion (using a stationary camcorder on a tripod) and capture still photos throughout the event q MMR also elected to take b-roll footage with a DSLR, which came in handy as the administration ultimately decided NOT to use the full-length program recording q Final vignette blended both elements to distill a 2-hour event to less than 3 minutes

Events: Enter the Vignette 2017 President s Reception https://www.youtube.

22 Events: Enter the Vignette 2017 President s Reception PRO POINTER: A rail slider can make ordinary things more interesting

23 GETTING CREATIVE: A New Approach to Promoting PVCC

24 Great Expectations for Foster Youth Background: q MMR was tasked with creating a video that would raise awareness about this unique program and elicit donations to keep the program viable q Needed to show the human element by featuring student testimonials, while being sensitive to the nature of what many of the students have experienced during their time in the foster care system q Asked the interviewees to chose two words: one to describe their life before and one to describe their life after connecting to Great Expectations q We let the students tell their stories. Video length was dictated by content, not the other way around Tangible Results: q This video was used to secure a $1 million dollar gift for the program

Great Expectations for Foster Youth https://www.youtube.com/watch?

25 Great Expectations for Foster Youth PRO POINTER: Use a pop-up reflector to block harsh sunlight

26 Majors in a Minute Promoting Credit Programs Background: q MMR was tasked with creating a video for every credit program of study q Needed to find a way to capture content easily and quickly while still incorporating both faculty and student testimonials, as well as b-roll footage in the classroom or off-site clinical facility q Interviewed lead faculty member and current student or currently working alum from the program, selecting the soundbites that best highlighted the top selling points of the program q The full interviews will later be distilled into individual student and faculty testimonials

27 Majors in a Minute

Majors in a Minute https://www.youtube.com/watch?

28 Majors in a Minute PRO POINTER: Can t do three-point lighting? Use ambient light to your advantage

29 THE FUN: This is What We ve All Been Waiting For

30 Videos for Social Media 2018 Mascot Reveal Background: q PVCC students voted and selected the college s first official mascot, the panther, in 2017 q MMR was charged with the branding of the panther and with working with the Student Activities Office and the SGA to officially reveal and name the panther in 2018 q Wanted to take a lighthearted approach to get students excited and encourage them to participate in the naming contest and final vote q Pre-planned a skit that could be turned into a promo that was 20 seconds or less; no voiceover (just video footage, graphics, and music)

31 Videos for Social Media 2018 Mascot What s My Name? Promo PRO POINTER: Recruit your colleagues

32 Videos for Social Media 2018 Mascot Reveal PRO POINTER: Storyboard your ideas Why Storyboard? q Help others visualize your idea q It s a shot list to keep you on track

33 Videos for Social Media 2018 Mascot Name Reveal Promo PRO POINTER: A diverse music library will enhance your productions

34 FINAL TAKEAWAYS

35 Final Takeaways You Don t Need a Big Crew: q You can do this with one person q Build your b-roll archive gradually as you do more projects You CAN Create High-End on a Budget: q Shoot on DSLR. If you re doing photography, then you already have camera! And lens options are affordable q Find affordable gear that meets your needs Know the Strengths AND Limitations of Your Gear: q DSLR: Video-recording limits; need additional gear for audio q Pros/cons of smartphone video q Which light kit fits your workflow needs?

36 Final Takeaways Plan Your Videos: q Don t be afraid to storyboard q Shoot with the end product in mind q Know your audience and delivery method Three-Dimensional Videography: q Add 3D movement to your footage by using a rail slider, jib, or dolly q Get high, get low: Some of the best shots are not at eye-level Ways to Save Time & Money: q Use resources you already have on-campus q Recruit faculty and staff for voiceovers q Drones, lights, or other gear? q Combine photo and video shoots q Affordable music library: q Inexpensive closed captioning services:

37 Questions? Nathan: Leigh-Anne:

40 Notes

Using DSLR for Video

Using DSLR for Video Is your DSLR the right tool? Shooting objects moving towards or away from the camera is not well suited for DSLR use, and would be best shot with video camera. This is because Auto