Inside the
world of video
We all know that videos are an incredibly powerful marketing tool, especially when it comes to storytelling, as they enhance engagement and increase viewer retention. But, there are so many different video styles, A-Roll, B-Roll, final products and RAW… so what do all the different video footage styles mean?
We are often asked this question when providing a proposal for our clients, so we’ve decided to demystify these terms and showcase their significance in marketing videos.
Creating a video involves two primary phases:
Decoding video footage styles
1. Capturing quality footage
We prioritise capturing the highest quality footage. Our cameras employ RAW Cinema Film-Log, which although appears underwhelming in its unedited form, holds tons of data. When professionally edited, this data translates into stunning, lifelike visuals. In contrast, consumer cameras or smartphones (although convenient) can't capture footage of this calibre….they do however have their place for capturing quick social media content.
When working with RAW footage, it is so necessary to ensure you have skilled professionals working with it, to make sure the output isn’t dull and underwhelming.
Let's delve deeper into the different footage terms:
A-Roll (colour graded)
This term goes back to the time of film tapes, where 'A-roll' referred to the primary footage. In today's digital space, A-roll now signifies the final, colour-graded footage that takes centre stage in your video, conveying the core message.
B-Roll (colour graded)
This refers to the additional shots captured during the filming process. These might not make the cut for the primary video but are necessary for generating additional content for various digital platforms, such as brief social media clips. Serving as a backup for maintaining brand consistency, B-roll is essential for producing fully polished content that can be repurposed effectively.
RAW Footage (not colour graded)
While we're open to offering clients their RAW footage, as outlined above, it's essential to note that these aren't your typical video files. They demand high-powered computers and expert editors familiar with advanced colour grading. The beauty of RAW lies in its richness of data, which, when tapped into, can craft truly captivating visuals.
2. Editing or Post-Production
Contrary to popular belief, editing isn’t just patching clips together. It's a meticulous creative skill where every shot is woven seamlessly into the next crafting a compelling narrative, tailored for your target audience. For context, a 60-second brand promotional video might take our team up to 20 hours to perfect.
A pivotal aspect of this phase is colour grading. This ensures visual consistency throughout the video, offering viewers an immersive experience.
In conclusion
The world of video production, with all of its technical jargon and intricacies, can seem intimidating. However, understanding these terms and the processes behind them is crucial for businesses aiming to harness the power of video marketing effectively. It's not just about creating content; it's about crafting meaningful, high-quality visuals that resonate with audiences and amplify your brand's message.
So, while it might feel a tad overwhelming now, understanding the basics will be a game-changer! Just ask us, we can talk about this art form all day!