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In video veritas

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Whether the mood is DIY or high definition, video is sitting comfortably alongside 3D and project mapping.

Video As the event landscape embraces holograms, apps and social media, its tempting to downplay the importance of producing traditional video content. However, for the event industry, video is arguably more important than ever.

Video content is becoming more and more exciting, according to Smyle’s Matt Margetson, who says video and content can work together in a corporate film.

“Content can also be streamed to a virtual wallet for viewing later. But the important thing with any content is that is not clunky and provides information that helps an event’s message,” he adds.

Londonlaunch CEO Will Broome, meanwhile, warns brands never to promise a ‘Viral Video’ because it doesn’t exist. “Every event should include a great video, as a video is worth a million words, or so the phrase goes,” he adds. “I’ve been really impressed by some venues’ use of video on their website too. Cirque De Soir’s edgy content is regularly updated with viewers eager to tune in for the next installment. A distinctive selling point.”

Equipment and preparation are key to successful video, according to AV rental company Anna Valley’s Director of Corporate Nick Hart. He says that brands it has supplied equipment to, including L’Oreal and BSkyB, have stayed faithful to the video format, but their video content is often set alongside methods like projection mapping and 3D.

He adds that 4K projection is an interesting step forward for video. “It is emerging into the mainstream and its clarity has the effect of making people stop in their tracks. Meanwhile, LED technology like the Hybrid-18 allows for video and lighting on the same surface simultaneously, adding a surprise element to your content. Of course, content is king, and extra provisions must be made in the production and filming process to make it truly impactful.”

Drpgroup is also heavily involved in video, producing content in its purpose built headquarters. It makes more than 300 broadcast quality films a year for markets in high definition and standard, along with 3D, holographic and multi-screen. Dagmar Mackett, its Director of Video says that mixed medium videos have become popular.

“The popularity of social media and user generated content has introduced the public to a certain low-fi aesthetic that is now popular on big screens at events. There is a certain mood and DIY approach that suits the look of these films,” she adds.

Despite this, Mackett is a big proponent of cinematic, high definition video, which she says can be achieved without Hollywood budgets. Broome agrees, adding that where people thought video would become ‘old hat’, in fact the exact opposite has happened.

“Video can animate a venue, and shows the context of a story without having to read words, or rely on word of mouth. Photography and videography was once an afterthought, but now, due to social media, there is always a need to have a slick, cool video. Through these, brands can really shape how they want to be seen,” he adds.

This was first published in the September issue of CN. Any comments? Email Paul Colston

24 Sept 14

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