When we think about films with strong images, there’s usually quite a few feature films and film productions that pop into our mind. Many of the aspects that work in feature films can be transferred to our work as well, as a corporate video needs strong, visual means and a powerful narrative to achieve a memorable storyline.
Creating Aesthetic Images
A challenge that we often face with corporate videos is that the content is usually not very emotional and does seldom have dramaturgy or a storyline. Nevertheless, the goal is to “grab” the viewer. That means we have to set the content and motifs in such a way that they convince emotionally. In addition to good storytelling – a necessity to make content really work – we can use cinematic features as they are also strong instruments to generate emotions. Light, colour and camera style also influence the aesthetics of the film and thus the audience’s emotions.
The camera functions as the very first narrative: filming either pragmatically distanced and in a sober way or documentary style and in a more playful way creates different moods at different locations. Light also has quite an impact and helps creating images by highlighting certain aspects, drawing the audience’s attention to specific things and giving people and places a certain character.
Emotions Arise During an Experience
In addition to the images themselves, their design features play a role in how the picture works and how it touches people emotionally. Not all images work as well in transporting emotions. Depending on the story, they might only work in combination and/or by changing between settings, camera perspectives and movements as well as by matching framing, a process which is also called ‘cadrage’. The “animation” of images can only succeed by creating some form of communication between the later film and the viewer.
From the very beginning, the camera decides not only about what we see, but also how we react emotionally to it in the film. After all it provides the starting step and thus the “emotional kit” for the later cut. The change between overviews and closeups is essential in creating distance or emotional proximity between the audience and what happens in the film.
Close ups or shots of details catch the eye of the viewer, allow for unnoticed perspectives and give extra attention and effect. Different perspectives on what is happening, on people or objects – from far up, down or from a hidden perspective – can tell a story completely differently. Movements of the camera itself such as dynamic movements, flights, or pans create different levels such as foreground and background or create relationships between individual elements within the image more clearly and also lead the viewer through the image. The viewer is emotionally closer, as he is guided by the images and movements
Each Image Can Be Emotionalized
All these resources can be used particularly well in corporate videos, as there is a great deal of room to work with images differently and effectively, to underline them with music and to allow them to have dramatic impact. Only the perfect matching of film-making skills and image selection creates an emotional experience, which stays in people’s memories.