Client: College Park Industries
Project: Industrial design phase of the Espire Elbow
Producer/director: Jamie Honce
DP’s: Jamie Honce and Shane Tincu
PA: Kaleigh Quinn
Video editor: Kaleigh Quinn
Interested in learning more about College Park? Check out:
- The Inspiring Story of Bilateral Below-knee Amputee Molly Knul
- College Park Customer Testimonial Video “Jen’s Story”
So you want a video to promote your brand? Cool. It should highlight all the technical details and how well the brand works? You’d think so, but maybe not.
Humor me for a second.
You walk into the pet store. The plan… to go home with a new friend, but you’re not sure what. Rationally, a cat would be a good choice; they’re clean, independent and easy to care for. You walk towards the feline section when suddenly, a poster catches your eye. The caption reads, “The Perfect Pet!.” You’re intrigued, not because the tiny animal is cute (even though it is… extremely) but because the man in the poster is surrounded by adoring friends, all excited about the new pet. Suddenly, you’re daydreaming. Beautiful women kiss little Billy (you named him Billy), then they kiss you. You’re best mates give you high fives and pats on the back as the scratch adoringly under Billy’s chin. In your mind, he’s already yours. And with that, you skip merrily out the pet store with… A teacup pig.
What this poster failed to mention is that teacup pigs are really just small, potbellied pigs. They grow, sometimes quite large, and like most pigs, love to root, play in the mud and splash in water.
They’re adorable, and your popularity instantly shoots through the roof!
Sure, when comparing a cat to a teacup pig, the rational choice would have been a cat, they make better pets based on the technical comparison of care to enjoyment. The problem is, humans are emotional creatures, and emotions can alter the way we feel, as well as our opinions and actions in decision making situations. “Why settle for logic, when I can have it all (Billy!).”
Let’s bring it back to your brand video. Certain technical elements should be highlighted, but in a more general fashion. What you’re looking to do is connect with consumers on an emotional level. You have the power to build positive feelings in audiences with a creative video. Those positive feelings then lead to an emotional attachment to your product or brand.
How do you think big, brand name companies continue to excel over store brands, even though they generally contain the same ingredients and are significantly more expensive? It’s all about feelings. Humans feel like they know brands in the same way they know other people. If they like your brand, they will continue to use it even if more logical brands are available, the same way you might drive a few hours to visit your best friend instead of staying home and hanging out with your nice, but less exciting neighbor.
So what kind of emotions should you target in your videos? That’s a good question, and there really isn’t one specific answer. You may choose to target one or more based on the type of appeal you’re looking for. Take a look at some of the more popular emotional appeals.
Happiness – The most popular emotional appeal, simply because its pursuit is the rationale of every decision you make. “Will this make me happy?” It’s the American dream. Your video could be funny, generating joy through laughter, or it could reflect the dreams of your audience, reflecting what would make them most happy and how your brand could bring them to that state of being. Attracting the love and attention of your peers because you bought the teacup pig is an excellent example.
Sadness – As the exact opposite of our most popular emotional appeal, one might think you should never make a sad video. Not True. There are many reasons a sad video can be just as effective as a happy one, the biggest reason: empathy. If your brand or product touches on a sad or sensitive topic, viewers can be drawn to you through their own personal experiences and feelings on that topic. This empathy often makes us more generous and trusting, attachment to your brand will grow, just in a different way.
Fear/Surprise – In a similar way to Sadness, Fear and Surprise can be effective in stimulating greater brand attachment. “A study published in the Journal of Consumer Research demonstrated that consumers who experienced fear while watching a film felt a greater affiliation with a present brand than those who watched films evoking other emotions, like happiness, sadness or excitement (Seiter, 2014).” People cope with their fears by turning towards the familiar, either close friends or, in our purposes, a comforting brand. I know I settle down for every scary movie with a pint of Ben and Jerry’s.
Anger/Disgust – While many attribute anger to other emotions like aggression, a recent study by The University of Wisconsin found that it also creates an interesting form of online stubbornness. When exposed to negative comments on a particular stance, viewers are more likely to sink in and, sometimes irrationally, defend their original viewpoint. Harnessing this emotion within a video can be tricky, but, with the right script and target audience, the ability to increase brand allegiance his highly likely.
Guilt – Consumers can be easily persuaded by feelings of guilt. This emotion is perfect for Non-profits. You might often hear phrases like, “Don’t let them suffer anymore, for only (Insert small contribution here) a day, you could save a life.”
Pride – Many consumers want to feel cool, they want to be trend-setters. Taking a keeping up with the Joneses mentality when developing a video is never a bad thing when it comes to brand promotion. Look at Gatorade and their “Be like Mike” ad campaign. According to them, if you drink Gatorade, you can play ball just like Michael Jordan. So consider targeting pride in your next video, all the cool kids are doing it.
These are simply a few of the many emotions one could target in their promotional video or advertisement. To decide on the best option to meet your branding goals, consult a professional copywriter and producer. They’ll be able to design a solid concept and execute it with the professionalism you’re looking for. May I suggest Clearview Media?
Written by: Cody Stauber
KUKA Robotics asked us to produce a case study video about the integration of their robot into the Widmer Brothers Brewing Company in Portland, OR.
At first, we thought, “strange, a brewery isn’t exactly the first place you’d expect to find a robot.” As it turns out, it’s not as crazy as it sounds. In fact, robots have become effective in a number of small and unique businesses.
Midwest Engineering was charged with heading the custom integration of the KUKA robot. Not only could the robot safely fulfill Widmer Brothers’ needs, it was agile and customizable enough to work in the cramped, low-ceiling space of the bottling room.
You build your perfect brewhouse and then, all of a sudden, you can’t make enough beer so you increase your fermentation capacity. Then you have to increase your celler capacity. Well, now you can brew it, you can cellar it, but you can’t package it fast enough or efficient enough. -Ben Dobler, Brewing Innovation Master
Now case study videos are usually straightforward, and often rather boring. We wanted to approach this one differently and set out to create a storyline that could make the robot, and the brewery, more engaging. Integrating a robot doesn’t take away from the handcrafted feel of the microbrewery, to the contrary, it allows employees to focus more on their passion: crafting amazing beers.
After 4,000 miles of travel and a few beers, we crafted a piece that’s uniquely Widmer, with a hint of innovation only KUKA could provide.
Client: KUKA Robotics
Producer/director: Jamie Honce
DP: Joel Knoop and Jamie Honce
Video editor: Sarah Graziosi
We all have defining moments in our lives. They can be times, situations, or places that challenge your view of the world and yourself, and inspire you to set a new course. Taking part in Muse Film School this past fall and telling the story of Isha Desselle was a defining moment in my life. It challenged how I viewed video production and what it means to create impactful stories that motivate change. Stories that help a business be more success, stories that help launch a startup, stories that help share the mission of a nonprofit. But beyond all that, stories that make the world a better place.
As the team’s director I’m proud of Isha’s story and the impact she is making in her community at Turning Point Center. We talked for hours on the phone before we arrived in Houston and then we spent three days together during filming and she is a truly remarkable person.
Here’s the official writeup from Muse Film School.
“What if she was my mother?” This is what Isha Desselle thought when she saw the face of the homeless woman on the street.
That nagging thought kept her awake for months – and Isha decided to do something about it. This is the story of how she found a way to make a change, and help thousands of elderly homeless people finally find a place to call home.
A FILM BY MUSE STORYTELLING AND ISHA DESSELLE
DIRECTED BY JAMIE HONCE
PRODUCER ALI KASHI
CO-PRODUCED BY MADELINE SAPORITO
DIRECTOR OF PHOTOGRAPHY JOE DRENNAN
AUDIO ED KAISER
SECOND CAMERA RICK UNDERHILL
EDITOR ED KAISER
EXECUTIVE PRODUCER DOUG DARLING
EXECUTIVE PRODUCER PATRICK MOREAU
EXECUTIVE PRODUCER KATHRYN GIROUX
Producer/director: Jamie Honce
DP: Christopher Hersey
Lighting/sound: John Miller
Video editor: Jamie Honce
Almost every company in America has core values. You can see them posted in the lobby or in bold text on the About Us page. But unfortunately, they are usually forgettable. Anyone can claim they have integrity, passion for customers, or respect for others, but until you can experience these things, it’s difficult for them to resonate with employees or customers.
You will hear me talk a lot about putting people first because we believe that stories about people connect with people best. So our approach with this video for Meritor was to find a person who lives the core value of integrity and show’s how they “do the right thing”.
Roger Freeman has worked at Meritor building axles for over 32 years, but what’s more impressive is that he has been a volunteer firefighter for over 38 years! He started as a junior firefighter when he was 14 years old and his dad has to drive him to calls. He is passionate about helping others and is dedicated to helping his community.
As a Meritor employee, he brings this dedication and work ethic into his job at the Fletcher, NC facility. Roger and I chatted a lot before filming and he would tell me stories about his father and grandfather, and the influence they had on his life. They would tell him to create something good enough where he is willing to put his name on it. And that’s what he does every day. This work philosophy is especially important because the axles that Roger helped make are on the trucks in his fire station.
Early on in pre-production, we conducted multiple pre-interviews so we could get a thorough understanding of our main character, Roger, and the key points in his life that define who he is and why he does what he does. Before we even arrived in North Carolina we had the storyline completed and knew exactly what we needed out of the interview and b-roll shots. This approach really helped us maximize our three days on location and focus on quality of over quantity.
If you have any questions about the video production process behind this story and to see if it can apply to your project, please give me a call.