Do I pick one of the jazz pieces the band is known for playing, or do I go with something different? Come to think of it, the choice really wasn’t that hard for me. In the end, I wanted you to stand up and applaud.Īs you well know, music plays a huge role in accomplishing the kind of emotions and feelings I mentioned above. I wanted to increase the chance of goose pimples raising on your forearm. I wanted your heart to beat just a bit faster. I wanted there to be a palpable sense of emotion as you watched. The objective of that video was to inspire viewers to learn more about the band and why they do what they do. A few years ago, I created a promotional video for the Seattle Repertory Jazz Orchestra. Knowing that objective will help you as a filmmaker (or photographer for that matter) make creative decisions that support that objective. Educate? Inspire Buy something? Sign up for something? Dig deeper? The more specific the objective, the better. “All that Jazz”īefore I begin the process of producing a video, I always ask the question: “What’s the objective?” I want to know, as specifically as possible, what result I (or my client) wants to happen after people watch a film. I’ll then share the top three benefits to subverting expectations in film and video production. In this post, I want to share a story of how subverting expectations worked well for a project I produced a while ago. Subverting expectations when producing a video may be one of the most rewarding challenges you can give yourself as a filmmaker or video producer. Following the recent post about choosing the right song for your commercial and the more technical one about making a song fit your video perfectly, I want to address the song selection topic from a different angle – subverting Expectations.
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