Techniques That Can Assist Your Branding Video

Note #33

NorthStarr Media Group’s role: Director/Producer/Writer

Better Than Buttah is an organic skincare company that sells whipped body butter, handmade soap, foaming sugar scrubs, and beard oil. 

Our task was to show the product’s functionality in everyday life. Thus, the storyline of a couple finishing their workday online and preparing to meet up. This project is entitled Date Night.

LIVINGROOM SCENE 

The video opens up with cuts between establishing shots. This reveals that they are both finishing up their work on the computer for the day. At about 00:31 the products are shown for the first time. Although Better Than Buttah largely focuses on skin care they also have apparel.

CLOSET SCENE 

 A close-up shot of their available sweatshirts is shown via a panning-style shot. As she looks at the selections, we concurrently learn about the various colors that can be purchased. There are about four different designs that have the company’s slogan “Skin like Buttah.”

This scene allows for the advancement of the story and sets the first preparation for her evening meet-up. The viewers learn that we are on a journey with her.

BEDROOM SCENE

Once she selects the tidied-style sweatshirt the location changes from the closet to the bedroom. It is there that her outfit choice is revealed. Laying the top on the bed allows for a close-up shot of the items for the viewers.

BATHROOM SCENE BATHTUB

The first shot in the bathroom displays two items that can be purchased. One is the handmade soap which is truly the focus of this shot. There is a rack focus from the towel to the two bars followed by the subject’s hand coming into the frame to grab a bar. However, a jar of body butter is in soft focus in the background. These visuals show how the product can be used in everyday life.

BATHROOM SCENE #2

The close-up of the running shower head is followed by two bars of soap that have a darker color scheme, and a man’s arm comes into the frame. This combination of shots set-ups cross-cutting. In addition, the travel size Body Buttah medium close-up to a close-up shot shows off the fluffy signature pattern. A slow-motion shot is the first time that we see any of the products being used, viewers are introduced to a foaming sugar scrub. This is followed up with a close-up shot that shows a few drops of beard oil from the King Line applied. These shots keep with the theme of how these items can be used during preparation.

 BEDROOM SCENE BED

The process continues with two different sizes of the “Mango Whipped Body Buttah.” There is a traveling size and a larger option. After using the scrub, she is preparing to moisturize her hands by taking a fingertip size amount. Cross-cutting continues with the same shot selections, this time the King Line’s whipped “Body Buttah” is on display. Actions are very similar, showing the recommended amount needed to apply.

COURTYARD SCENE

At about 2:15 we see the payoff. The couple finally meet up and occupy the same space. At 2:22 there is a rack focus from a wine bottle and glass to the sweatshirt being worn. A few moments later a tilt-down close-up shot is provided as the two converse. At 2:35 there is one more opportunity to glance at the tidied-style Better than Buttah sweatshirt. This is followed by a series of close-up shots of their featured inventory, along with a graphics page that has their logo, website, and social media page handles, for TikTok and Instagram.

CONCLUSION  

The video used for this case study has a total running time of 2:55. The intention of this cut is to be used on the home web page, and played as informational content for pop-up events, and YouTube. However, there is a 1min rendition that is created for social media platforms such as Instagram, etc. If the videos are a minute or under, they will play straight through without a prompt to ask you if you would like to continue watching. With so many video posts competing for attention in the streams it’s wise to keep the audience engaged through the entirety of the video. Most importantly you want viewers to have an uninterrupted viewing experience, for an opportunity to view the call to action. There is a possibility that they will push the ‘continue watching button” if they are endangered. However, I think about this much like transactions. The goal is to always make it as easy as possible for a person to purchase. If it becomes too complicated this could cause the loss of a sale. For the social media platforms that will play without stopping at a certain timecode, this is less of a consideration.

With this production, we took into consideration ideas and ways to make a promotional branding video with “how-to elements.” Largely making the connections between ease of transition from work mode to outing. 

It’s wise to create relatable scenes whenever possible. Post-lockdown, there is an uptick in people working from home. Thus, the opening scenes of this project. We continued this theme incorporating simplistic and everyday life preparations that the productions can intertwine. The “how to” sections of the video were directed so that it didn’t come across as abrupt or disconnecting the viewers from the story, but ultimately falls within the flow of the storyline. For example, the amount of product that is recommended for usage is blatantly shown when applied, using a series of close-up shots.

Every product and brand is different thus, the production approach and shot selections should also reflect that. Before making these decisions a great understanding of one’s target market must be taken into consideration. This will be the motivating force behind the overall production. Otherwise, it will be a greater challenge to meet your video marketing goals. 

To learn more about NorthStarr Media Group please visit northstarrmedia.com “If there’s a story, we can tell it!” info@northstarrmedia.com