For the first time: SVG builds set for Brewster Home Fashions!
On Wednesday, Skillman Video Group built the set for our shoot with Brewster Home Fashions, a prominent manufacturer of fine wall coverings, wallpapers, and home decor products. The shoot, coming up this Friday, will be a how-to video on proper wallpaper installation.
Former SVG Intern and current SVG Set Designer & Assitant Editor, Chris Plummer working on the set!
A how-to video like the one for Brewster Home Fashions will be a great viral marketing tool for the company. Many people turn to the internet for tips on everything from making the perfect souffle to installing a car radio. Putting a video demonstrating proper wallpaper installation on Brewster Home Fashions site will draw frustrated homeowners to their website, and when they see the professional demeanor of the company, as well as the beautiful wallpaper they create, the viewers will be more likely to use the company for their business in the future.
SVG worked closely with Brewster Home Fashions and Hollywood set designer (and former Skillman Video intern) Chris Plummer to conceptualize the perfect set for their shoot. We put together a mock room made up of 6 drywall flats, including a door, light switch, and outlet to replicate all the challenges a homeowner comes across while their putting up their wallpaper. We painted the “walls”, and put together some furniture pieces so the video feels like a real room.
Skillman Video Group also shot some footage for a behind the scenes video of the set construction. Check in soon to see the process, and what the final set looks like when Brewster Home Fashions has installed the wallpaper!
Breaking the Fifth Wall: What Dunder Mifflin Teaches Us About Marketing and the Human Psyche
If you haven’t seen an episode of NBC’s long-running comedic hit, The Office, you’ve probably at least heard of it. While telling the tale of a paper company locked in a constant battle against, one: the shrinking demand for paper, and two, the bottom barrel prices of its bigger competitors, The Office is actually quite funny. Originally conceived by British comedian Ricky Gervais, it became a hit in the UK before the US adaptation made Michael Scott (Steve Carrel) and Dunder Mifflin household names. While the show is funny, what made it unique was it’s constant “breaking of the fourth wall,” a technique thought too taboo for primetime TV, or at least prime-time fiction. Reality shows had done a version of this, but that’s how they’re formatted. Fiction is different, it is supposed to be observed, and not interacted with.
On The Office, characters send quick glances directly to the camera and subsequently to the viewer. They also speak directly to the camera, “confessional” style. Something that all people share is a need to be “on the inside.” They want to be included, sit at the cool kids’ table, get VIP access; they want the inside track. Having characters speak directly to viewers gave them that sense, and now tons of shows do the exact same thing. Another great TV comedy is Community, which in a recent episode discussed how Hearts of Darkness, the documentary about the making of Francis Ford Copolla’s epic Apocalypse Now, was actually a better movie than Apocalypse Now. What Community was trying to say is that while people like the end product, be it a movie or a pencil, they like to know who made the pencil and what they went through to make it.
So where does a fictional company like Dunder Mifflin go once its show has broken the fourth wall? Well, it breaks the fifth wall and becomes a real paper company. Ironically, the fictional company’s biggest competitor, Staples, has now, in real life, bought the rights to the Dunder Mifflin name to help sell paper on their Quill.com website. In a race to the bottom of paper prices, they intend on selling paper of the same quality as their competitors for higher prices, simply because it has the name of a fictional paper company on it. However, Dunder Mifflin is no longer a fictional company. No it does not have Michael Scott and his antics, but it does have real employees with a real product. Folks can take care of their paper needs with boxes labeled with all the best catch phrases from the show.
What does this reverse product placement tell us about ourselves? That’s another topic for another blog post, but in short, it tells us that people will spend more on a product that means something to them. This type of sentiment is hard to put a number value on, but is nothing to be scoffed at. If you let your customers in, and provide them with something that they feel they have ownership over, great things can happen. Something else to take away is to not let fear stop you. Doing what is taboo and doing what could “never work” is exactly what needs to be done to innovate and stand out. Breaking the 4th wall was a risky move but it paid off in spades, and most importantly, The Office was first to do it.
Reverse product placement is nothing new; many brands have tried this before with mixed success. What the real life paper company should have learned from the fictional one is not to wait. The Office has been on a decline for the past few seasons and no longer has its centerpiece, Steve Carrel. This move probably would have been timelier years ago when the show was at its peak of popularity. Whether you’re creating paper or a corporate video, don’t be afraid to do it with style and to stand outside of the norm. Skillman Video Group provides innovation for all of its clients. We will happily help you tackle taboos, break down walls, or at the very least, make a great video.
Behind the Scenes at SVG: On Set
Joe, our Shopkeeper, and Brian, the Director of Photography line up the next shot: an insert of addressing envelopes.
Skillman Video Group spends so much time helping our clients market their companies that we rarely get the opportunity to market ourselves. When I began my work at SVG, I decided to make a cinematic commercial for our social media services, something more broad than our usual work.
It takes a lot of work to make a commercial. Scheduling, finding locations, casting, budgeting, lighting, food, etc. As if that were not enough, I set our video in a “turn-of-the-century” shoppe, which requires extra work with wardrobe, set decoration, and props. But I felt the greater production value was worth the extra investment in time.
After searching for several weeks for an appropriate, available location to serve as an Old Timey Shoppe we decided to build a set in my basement. The plan had the advantage of giving us freedom to do whatever we wanted, short of setting the building on fire, on our own schedule. It had the disadvantage of requiring that we build and decorate a set from scratch. My background in set design made it easy, despite the extra work involved.
I knew that the most important part of making a high quality video production was the cinematography. We shot the video on the Cannon 7D, a camera I’ve talked about in a previous blog post, that captures a “film-like” look. We also had quite a few more lights than we usually use in our small shoots, another element vital to achieving a cinematic look. Our cinematographer used not only his lights and camera, but also drew on his experience as a photographer, gaffer, and grip in Hollywood films.
Christina Skillman, Joe, and Francis rehearse their scene in front of Formaggio Kitchen in Cambridge.
The set, performances, costumes, and cinematography combined to make a short that showed off what SVG can do with a social video if we “pull out all the stops.”
I cashed in all favors owed to me and had great help from friends and local businesses. Many of the props came from Freight House Antiques and Mad Props. Our costume designer, cinematographer, and actor were good friends from the film business. Our supporting cast were the people of SVG. I even tapped the assistance of my local wine and cheese shop, Formaggio Kitchen, for our exteriors. It’s cool what you can get when you just ask.
If you’d like to know more about how we made our social video just leave a comment. Also check out the Behind the Scenes photos on our Facebook page.
Next up: editing. Stay tuned.
On Writing Content
Stephen King said of writing, “The scariest moment is always just before you start.”
We think that is why many businesses don’t make marketing videos. They don’t know how to develop content. That’s our speciality. Skillman Video Group works with clients to develop content for social videos. We can do the writing and you can focus on your day-to-day business.
SVG starts with a dialogue about your organization. We ask lots of questions not just to get to know who you are and what you do, but also search for an angle for our script and find your audience. We take copious notes and eventually pitch some ideas to you. SVG comes back quickly with a script that focuses your ideas into a short, understandable, and effective video. Together your company and SVG edit the script into something we shoot.
But revisions don’t end there. There’s a saying in the business: “You make three films. The one you write, the one you shoot, and the one you edit.” Together with you we keep revising, editing, and improving your video throughout scripting, shooting, and post-production. Our work doesn’t end until you get the perfect marketing video.
This might sound like a lot of work, but it moves fast and we make it so easy. There’s nothing to be scared of call today.
An Intern’s Time at Skillman Video Group
Nearly three months ago I began my work at Skillman Video Group as Internet Marketing Intern. Prior to beginning this internship, I knew I wanted to experience, learn and grow this summer before starting my freshman year in college. To me, the best way to achieve these things and to have a fruitful summer was through attaining an internship with an interesting and passionate group of people who could teach me. I chose to work with Skillman Video Group rather than a mundane yet easy summer job because of the experience it offered. Looking back on all I took part in these last three months, I know I had the rewarding and intellectually stimulating summer I desired.
From the intern's eye: filming an instructional video for ProWindows
During my time at SVG I aided in a variety of areas. My main task was to regularly update the blog and social media sites. My blog posts covered many different topics, from a SVG service to a new video marketing trend to an examination of a commercial. I was allowed the freedom to explore and learn. Through writing the blog, I learned about various styles of video marketing, marketing techniques, how to use Internet marketing and how to apply all of these to different types of companies.
When not working on the blog, I continued to write for SVG and learn about video production and Internet marketing. I wrote multiple landing pages for the SVG website. I helped create and send out a press release for a new service, Social Video Marketing.
In addition to writing, I was involved in the actual video production. I aided in producing a video for the new Social Video Marketing service, from writing the script to filming to editing. I attended shoots for SVG where I learned how to set up and breakdown set materials; how to create the perfect image; and the basics of using a high-end video camera.
After my three month internship I now have an abundance of knowledge of and experience in professional video production and marketing, Internet marketing, writing and analyzing, and the business world. I had a wonderful experience at SVG over the past three months and would highly recommend this internship. Thank you Skillman Video Group for giving me this remarkable opportunity!
Julianne Adams
Video for Home Improvement Companies
Skillman Video Group has worked with home improvement companies such as Kitchen and Countertop Center of New England and ProWindows and Renovations. Home improvement companies use video for a number of reasons. Whether you wish to market your company, highlight a service, introduce or explain a new product (or more), video is an important tool in your marketing and advertising arsenal.
On-location filming for a ProWindows Installation Demonstration video
A marketing video can highlight your services and condense all pertinent information into one concise, carefully crafted message. Unlike plain text, video is an engaging and interactive medium that captivates casual web visitors and keeps them on your site longer. Video can capture the actual footage from a home improvement job showing potential clients the step-by-step process for renovations. Showing viewers your process through video lends credibility to your company, which in turn makes them trust and, most importantly, be more likely to hire you. SVG does on-location shooting, meaning we can film your company at work at any location (not just a studio or show room).
Each video Skillman Video Group produces is made in conjunction with our client; we work from the beginning to ensure the product we create is the best possible. From brainstorming, scripting, coaching the talent, perfecting the scenery and editing it into one seamless piece, Skillman Video Group covers it all, using high-end High Definition cameras, lighting and editing technology. If you are considering a video for your home improvement company, please contact Skillman Video Group today to learn more.
Skillman Video Group’s Method for Successful Videos
One of the most key components of any type of marketing is knowing what appeals to your audience. This is also the most difficult because it requires you to isolate what you like from what you know your audience will like. For example, if your target age group is 10 years old, chances are a simple video showing a man sitting in an office will not hold their attention. Part of our job in video production and marketing at Skillman Video Group is to help you discover what will best engage your desired client and then design a production plan around that desired result.
In correlation with this task, we employ our simple but successful method for video production and Internet marketing. Throughout our process, we strive to be professional. “Professional” for us merely means that extensive thought and a custom strategy to engage your audience have gone into each and every step of producing your video. Whether you are going for the “flip cam self-produced” look or “super slick and polished” (or anywhere in between) it is important to have a well planned and thought out strategy behind it. Taking the time to understand what your audience will appreciate, ensures a successful video project. “Professional” means creating a video that will best work for you, and give you the highest return on investment possible.
Once we determine the story we will be telling in your video, we begin the filming process with the visuals. We construct a well-framed shot with an appropriate backdrop and good lighting in order to create the most visually pleasing video possible. Next, we insure those acting within the frame are well coached and directed so their actions match the mood of the video, whether it be direct, aggressive, outrageous etc. Our final step in creating a video is the high-quality editing, where we make sure only the best remains and that it comes together as a professional video tailored to your needs. Any video produced at Skillman Video Group will go through this same system and thought process. And the result will always be a professional video that was created to appeal directly to your audience.
Internet & Video Marketing Internship at Skillman Video Group
This week concludes my time at Skillman Video Group. Three months ago, I signed on as a Internet & Video Marketing Intern with the company. In the beginning I was not sure what to expect, however, I am happy to report that it could not have been better. Like all young people pursuing internships, I was looking to gain real-world experience and at Skillman Video Group I got experience, real experience. At no point was I relegated to busy work; I did not make one photocopy or get a single cup of coffee. Instead, I was given the chance to explore many different avenues, both creative and professional.
Mike, "The Intern" helping out on our shoot at Duane Morris LLP
I worked as a production assistant on many video shoots, working with a crew, setting up lights, moving equipment, and learning the intricacies of professional video production. I was able to produce a “behind the scenes ” video press release and edit it myself for the company website. At the same time, I was given the chance to write for this blog and learn SEO and online marketing techniques. Perhaps most noteworthy, was my opportunity to create my own original viral video from start to finish. The Producers at Skillman Video Group gave me the leeway to be creative and funny and I wrote and produced our first ever viral style video Gerry’s Waterbed Emporium. Making this video was a great experience and a lot of fun. I was given the chance to explore new styles of shooting & editing, like utilizing a green screen, in a safe and educational environment. This internship was a wonderful opportunity. It gave me the chance to work on the professional level in video production, writing, and marketing. I would recommend working for or with Skillman Video Group to anyone. I can’t believe my time is over already and would like to thank everyone at SVG for making this experience so positive.
Mike McGuinness
Legal Marketing Video Shoot at Duane Morris
Skillman Video Group recently went on a video shoot at the national law firm, Duane Morris LLP. Duane Morris hired SVG to shoot a Legal Marketing Video of their Boston office for their web site. 
SVG shot a series of interviews with the firm’s partners discussing their practice areas and experience for both internal….and external marketing purposes. Duane Morris will be using the videos to market their attorneys to potential clients, as well as to use for recruitment of new hires. The partners discussed both personal and professional topics and we concentrated on their areas of expertise, their goals for the firm, and even personal interests and hobbies.
Marketing for any law firm begins and ends with their attorneys. If your lawyers are essentially your product, then video allows a law firm to showcase those lawyers in a personal, intimate way. By allowing potential clients to see and hear your attorneys speak about their experience and goals – you are allowing them to build trust and repore with a client before they pick up a phone to call! In the legal field, where personal relationships are crucial, video marketing is the only medium that can clearly and accurately represent your services.
It is also important that your legal marketing videos look and sound professional. Lighting and audio are key components to any video shoot. If your attorneys look or sound unprofessional, it will do a poor job marketing their skills and abilities to the public! Producers at Skillman Video Group are adept and not just lighting and audio, but also directing the on-screen talent. Speaking on camera is sometimes very difficult for those who are not used to doing so in their every-day job. Our producers will work with the on-screen talent to make them feel comfortable and help them look and feel their best. Call today to learn more our Legal Marketing Videography and Video Production services!
Corporate Viral Video Of The Week: SVG’s Gerry’s Waterbed Emporium
Welcome to Skillman Video Group’s Corporate Viral Video of the Week. This week’s video is…. us. Skillman Video Group recently produced it’s own viral style video, “Gerry’s Waterbed Emporium”. When producing this video we focused on two key attributes, i.e. relevance and mass appeal. As a corporate video production company, it is important for us to set a standard for clean, professional video that can be taken seriously. Everyday, we see other video that does not meet our standards. If you own a television, chances are you’ve seen hundreds of cheap local furniture ads that are poorly produced and awkwardly scripted. It is something that everyone knows and universally mocks. Our video provides a familiar setting that has mass appeal, while clearly juxtaposing our services to the other guys. These are two of the most important tasks when making a viral video. You need to find a subject that is recognizable to a large number of people; if its not pertinent to them, they won’t watch it. It is also necessary for the video to relate back to you and your services. A video can be very funny, but if it’s not clear that you made it and why, you won’t see any of the benefits.
We had a lot of fun making the video. We shot in front of a green screen and super imposed the ridiculous backgrounds to give it that extra “cheesy” feel. We used goofy neon graphics to really sell the tacky style and even took a cheap shot at Ralph Macchio, but I think that’s fair game at this point. We wrote the original script and found a devilishly handsome young actor to capture to true essence of Gerry (hey if you write the blog post – you get to toot your own horn!). Pass the video on to your friends to help us reach viral status! “Do you want a wicked awesome viral video for your company? Then come on down to Skillman Video Group today!!”
