The global shutdown is forcing organizations to re-examine the value of their archives–an internal “stock image library” they already own. Here’s a case study I wrote about last year that is even more relevant today, showing how you can create content with impact that tells an organizational story and propels your brand message–all with internally owned content.
The project is a motion graphics opener I just produced for the Fulbright Prize event in Berlin, where this highly regarded international prize was given to Angela Merkel, Chancellor of Germany. As these stories so often start, we had brainstorming meetings about how to tell the history of the prize in 2 minutes. In addition, we wanted to show the breadth of the work of the association giving the prize. Also, we needed to list past prize winners and years. Oh, and show all of their images, some of which were not available in the organization’s archives. Also, we needed to include quotes about the importance of the prize and the value of international exchange from well-known people and prize winners. And…we also needed to incorporate the thematic blue color of the organization’s logo, and create a look and font style that could be incorporated into the print, social, and other materials for the event.
This is all great stuff and just the kind of thing that gets my creative juices flowing! So here was our process:
Step One: Identify existing content that helps tell the story. This involved digging into archives for old footage, transcripts of old speeches, and old newsletter articles. Also pulling together archival images of past awardees, and more recent digital images of association events. We determined in this phase that the quality of archival clips were not good enough to pull footage (and it would make the show too long anyway), so we would look instead for quotes that told the story.
Step Two: We boiled down the best quotes from the broadest representation of past prize winners, and people who had spoken about the importance of the Fulbright international exchange program, and shaped it into a script. (Note: Scripts don’t have to include spoken words.)
Step Three: We identified the best images of awardees, and then we had to license and request some additional ones, so that we had a full compliment of images of past awardees at the high resolution required for large-screen HD presentation.
Step Four: As part of the image curation process, I pulled together those “action shots” I thought best exemplified the work of the association–as a convener, educator, and source of ongoing cultural exchange.
Step Five: I selected several cuts of music–pacing is critical for animation, and we “cut to the music”, so we have to choose this first. We settled on a piece we felt had rhythm, excitement, and momentum. I also like to lean towards more full orchestrations for videos that will air live in a large space, with quality speakers.
Step Six: Since this was airing abroad, which has different frame rate specs than the US, we sent a test file to the A/V company at the on-site location, to be sure it worked well from their end before we started to animate.
Step Seven (really steps 7 through 10): My graphics team and I went through multiple drafts of the story, honing and tweaking until we–with our client–felt we had the best representation of the story.
Step Eight: We rendered out our final files and shared them, making sure they had been proofed (so many names!)
Step Nine: We delivered the final files via link to the company in Berlin who was running all the A/V at the event.
Final Step: This step hasn’t happened yet, but we need to have the video audio-described, so that a blind or visually impaired viewer can still access this content. Accessibility is not just a matter of captioning, though captions are essential for videos with spoken words and narration.
Here’s the big takeaway: saving your archival assets is essential–you never know when you will need them. Digitizing them at high quality, retaining the originals, and metatagging them with important information is even more important. Your media archive contains gold, if you know where to find it.
Amy DeLouise is a video producer, author and trainer, helping organizations tell their best stories. She has a new LinkedIn Learning course out on Multi-Platform Storytelling, will be giving workshops at NAB Show this Spring (see Speaking page).