For the sake of this article, let’s simplify terminology.
Take out your smartphone, tap the camera icon then change it to video mode. Point it at something. Press record. At some point press stop. Congrats, you just made a video.
Productions are an entirely different animal and require far more time, talent and resources. Your favorite movie? Super Bowl commercial? A legendary political campaign launch film? Those are productions. Lots of moving parts (pre-production, production and post-production) and no two productions have the same needs/requirements, efforts or budgets. But with productions you’ll get extremely creative and experienced individuals who should be sweating every detail and will produce work for you at the highest level.
Production companies can actually make the thing that is in your head. Or even better, take your idea (or recommend tossing it) and propose additional or alternate creative concepts, ultimately making something very special and valuable that you could never, ever, achieve on your own.
Our deeply experienced team has produced thousands of highly creative productions, including award-winning spots for elected officials and political candidates (Governor, Mayor, Congress … ) — as well as big brands like Nike, Budweiser, BMW and FedEx.
But, in politics, sometimes making a video is just fine. Although sometimes a blurry line exists, these are helpful guidelines.
8 REASONS TO MAKE IT A PRODUCTION:
Is it intended to launch your political brand or establish you as a viable candidate?
Is it going to be parked on the front page of your website for the duration of your campaign?
Will you be doing a media buy to promote it on social media or air it on TV?
Is the content intended to be emotional — sad, funny or heartwarming?
Does it require masterful storytelling?
Does it require proper audio, lighting, camera movements, scripting, sound design, b-roll or insert shots?
Is it a political attack ad?
Does it absolutely have to be done right?
WHEN IT’S FINE TO JUST MAKE A VIDEO:
Is it a quick campaign update?
Is it a testimonial?
Is it an endorsement?
Is it a behind the scenes moment of your campaign like door knocking, phone banking or other event?
Is it something “in the moment” that could not be repeated professionally, like a march, rally or protest?
Is it one of many similar public speaking or campaign speeches you’ll be giving?
Hands down, a production can present the very best version of you to viewers (and voters) — but, a video will reveal you as you are. So, consider having a quick chat with someone that does big-league media training before doing a full blitz of videos, like Michelle Kauk at Mode Public Affairs.
“Even the most charismatic of people can get caught off guard as soon as you hit record on a video. Going over a few helpful techniques on how to engage with your intended audience, and refining your message through tone and delivery can make a tremendous difference in how the video is received,” says Kauk. “Some of the best messages can get lost if the viewer is focused on an awkward or uncomfortable delivery rather than the actual content.”
Questions? Email me.
Patrick Gramm
Salt and Lime Agency
patrick@saltandlime.agency
Patrick Gramm, owner of Salt and Lime Agency, is a multi-award-winning political filmmaker.
