Video is about emotion. In our experience, emotion is created with the right adjustment of three main ingredients: a good story, visual design and engaging audio.
Story-telling at the heart of the script
A story well told is compelling. There are countless examples of good looking videos that fail to deliver their messages effectively just because they completely overlook this key element. Great visual and good music are just distracting if they do not come in support of a story, whether it is written on the screen or told with a voice over.
Visual: neat, simple and consistent
The film's visual aesthetic carries a large part of viewers overall impression. We consider that a visual identity that is neat, simple and consistent throughout the video is most effective in conveying credibility and professionalism. "Photography", colour scheme, font choice and animation style have purpose: they need to serve the narrative and messaging rather than a mere aesthetic purpose.
Audio: balance and synchronisation
The film's audio typically includes the sound track (music), sound effects and voice over. The music needs to be dynamic but accessible enough to be enjoyed by everyone. Sound effects support images and text and add sense in a subtle way as long as they are not over-used. Voice over by a professional voice talent provides engaging tone and rhythm. A good combination and synchronisation of these three elements greatly contributes to the final "feel" of the video and can help carry subjects difficult to illustrate visually.