Doing the same thing over and over and expecting a different result is never going to build your brand. One effective way to build your brand and brand audience is to show up in unexpected ways and unexpected places.
The Demo Reel: An Effective Way To Use Them
The Demo Reel is the bane of a creative's existence. They feel that their entire opportunity lies within this slickly edited video that showcases what they can do.
For me, the Demo Reel is just a business card. It's a teaser. It's NOT the one thing that will get you hired. What WILL get you hired is your portfolio.
Breaking the Short Video MYTH
It's time to break the Short Video Myth. Audiences ARE watching branded videos and stories that are longer than 60 seconds.
During the workday, 30 to 60-second videos rule. When relaxing and especially in the evenings, audiences use their mobile devices and connected TVs to engage in 30, 60, 90-minute video programming. Not just the big streamers, but YouTube, Vimeo and more.
Branded Storytelling: Stories And Content Should Have A Purpose
All stories, all content should have a purpose. You should never create content just for the sake of creating something. "Content, Content, Content! Everyone else is doing it, they say we should be doing it. Let's get some content created!" If you're just creating content because 'that's what everyone says we should be doing,' then how are you going to measure your return on your efforts?
Video Production: How To Conduct a Better On-Camera Interview
One of my favorite things about working in this industry is talking to people and learning their stories. And I've learned a lot of tips and tricks throughout the years for getting good on-camera interviews.
Here are a few to help you get the most out of your next on-camera interview.
Explain the Complicated by Listening
One of the best challenges in Storytelling is making the complex, simple enough to understand. There are so many processes around us that make total sense to those who understand, yet mystify those who don't.
How do you create a story to explain a process that you have no expertise in? Listening.
New Series of Video, Creative, Branding and Marketing Tutorials and Tips
It’s been a while since my last series of tutorials, tips and tricks but I’m happy to say, I’m getting back in front of the camera to share more knowledge and advice.
Branding Videos - Start with Audio.
Almost every time someone asks me for advice on getting started with video they always lead with 'what camera should I use?' or 'how do I make my smartphone camera look better.' Not one person has ever asked me how to make their audio sound better and that's honestly the most important aspect of creating good videos.
Georgia-Pacific Storytelling Episode 2 - "We Are: Palatka, Florida"
Building on the first episode, "We Are: Brewton, Alabama," we've now launched the second episode coming from Palatka, Florida. This 'move the needle' campaign is traveling the country to showcase the employees who make up the GP Brand, one small town at a time. You'll notice we've done a little tweaking on the title graphics. We're liking this new, large direction. The main show was edited by Kim O'Neill then I tweaked it a bit and the show was finished by Editor Scott Franklin.
In this episode, we travel south to Palatka, Florida. Palatka was the largest town in Florida through the early 1900’s though it’s hard to believe it today as you drive through this beautiful small town. Home of the St. Johns River and it’s world-class fishing, Palatka is also the home of the Dallas Family. Beginning with Mom back in the 1960’s, the entire family has over 150 combined years working at the Georgia-Pacific mill. You’ll meet “The Inventor,” Wade Dallas who has three patents and is always tinkering with new ideas, along with his older sister Karen who is celebrating 42 years at the mill. Come along as we meet this amazing family, try out Florida’s oldest diner, relive high school football memories and enjoy the Florida Azalea Festival. We might also discover what’s in Wade’s “Super Chest.”
About the series: Georgia-Pacific is more than just a brand. We’re proud to be over 30,000 great people, making great products in communities all across this great land. Join us on “We Are” as we travel the highways and byways to introduce you some of these amazing people and their hometowns.
Arri SkyPanels a dream in the field
Arri SkyPanel S60-C.
Today we had an opportunity to take one of the new Arri SkyPanels out of the studio and test it out in the Taste! Café in Georgia-Pacific Center. It was a pretty simple marketing video for a new product and we thought this would be the perfect opportunity to test one out in the field. First off, how to turn it on....
Going Airborne for new Georgia-Pacific Image Campaign
Drone approaching a GP employee in Brunswick, GA
Last week I traveled to Brunswick, GA to oversee aerial filming for a new Georgia-Pacific image campaign focused on sustainability. There are many steps and actions GP does every day to ensure the land and water in their communities is protected and will be here for future generations. Trying to explain those ways can be complicated and long-winded. So I developed a campaign that involves just one, maybe two shots in a series of 10 - 15 seconds spots. Each spot is a single message, simplifying the storytelling to help encourage audience retention and social sharing.
Holiday Facebook Live with GP CEO Christian Fischer
We brought the iOgrapher out again today for a great Facebook Live chat with Georgia-Pacific CEO Christian Fischer hosting Major Bob Parker and wife Captain Kathy Parker from The Salvation Army Metro Atlanta's Angel Tree Program.
New Georgia-Pacific Storytelling launches with "We Are: Brewton, Alabama"
My new storytelling initiative for Georgia-Pacific was rolled out externally this week, "We Are: Brewton, Alabama." It's a few months later than originally planned, but forces beyond my control delayed the external release. But Episode 1 of the series featuring the incredible Glen Freeman is now live.
Taking the Dixie brand to VR by Working Backwards
Filming in the woods of North Georgia
In order to sell a product well, you need to understand the manufacturing process. The entire manufacturing process. GP Studios was tasked with creating an immersive experience to showcase how Dixie products are made to the internal sales teams. Originally it was planned to start with the papermaking process, however I proposed starting at the very beginning, in the forest. That segment introduced a vital message to the sales team, the sustainability of forests is first and foremost in everything Georgia-Pacific does. Sustainability is a buzzword that can be tossed around, but to visually be reminded that this is more than just a word, turned out to be a key takeaway from the presentation.
Video Producer course now available from Lynda.com / LinkedIn Learning
I take you on set of "Water Science with Wade" to show you what a Producer does.
What exactly does a video producer do? Understanding the role of the modern video producer will help you recognize if you have the skills and the mindset to take on the job. A good producer not only knows video inside and out, but also can manage time and money effectively, resolve conflict, maintain morale, and plan logistics. Above all else, a video producer has to be flexible and able to make decisions quickly, on the fly.
In this course, I take you on set and show you how production decisions unfold in real time, whether you're scripting, scheduling, directing crew members, or providing feedback to post. Follow along and explore the responsibilities of a producer in all stages, including pre-production (planning), production (running a set), and post-production (editing and delivery). By the end, you'll have a better understanding of skills and techniques it takes to run a smooth and successful video production. Topics include:
- Scripting and storyboarding
- Casting
- Scheduling
- Running a set
- Paying your crew
- Working with post
- Providing constructive feedback
- Mastering
This course is available through Lynda.com and LinkedIn Learning.
Sustainable Wood Forestry Messaging with Snake Chaps
“Folks, here’s the snake chaps, be sure to put them on so the rattlers don’t get you.” Now THERE’s a phrase I’ve never heard in my 25+ years of storytelling. And let me tell you, that phrase wakes you up in a hurry. Of course my response was, “I make these look good, don’t I?”
Filming a new "Video Producing" Course for Lynda.com
Nope not me, the DP checking the shot.
This past weekend I got to film a new Lynda.com course on Video Producing. This time Rose and the crew came to Atlanta to do the filming. This time the course is all about Video Producing, or what exactly DOES a Producer do in the modern production world?
Trint: Transcriptions Redefined
A friend pointed me to Trint transcription services. They claim to have redefined transcriptions by creating a superior software algorithm to quickly and pretty accurately turn around transcriptions from audio and video files. I was very skeptical having tried software like this in the past. Well, after trying them out, I am quite impressed.
Telling a New Story for Georgia-Pacific
Glen Freeman at the wheel of his Candy Apple Red Ford hot rod.
When I was brought on as the first Creative Director for Georgia-Pacific, the main thing I was tasked with was bringing a new storytelling focus to GP's external communications and branding. In particular, transforming GP from a big corporate brand to people. With over 33,000 people working in over 200 locations across the United States, there are many stories just waiting to be told.
Flying Commercial is so Yesterday....
Well, just a month or so into my career at Georgia-Pacific and I got a very special treat this morning. Flying on the corporate jet. With over 200 operations across the US, it just makes sense that GP would have a couple of jets based in Atlanta.