video, video marketing, video production, digital marketing, Birmingham, Birmingham Live, launch video, promotional video, how to make a promotional video, case study
Tuesday marked the launch of Birmingham Live, the newly re-branded platform for the Birmingham Mail. This new site is set to become Birmingham’s up-to-the-minute digital news channel, posting live updates surrounding all the latest Brum buzz.
We’re big on Brum ourselves here at Ember, so were delighted to be given the opportunity to create a promotional video for the launch. A video of this nature is heavily responsible for setting the tone of a brand moving forward, so I sat down with our editor for this project, Ben Smith, to create a rundown of the most important takeaways for creating a successful launch video...
1) Establish what you want to communicate
In this case, the client indicated that they wanted a video that demonstrated their love for the city and its people, one that could inspire their readers and encourage them to visit the new website. It had to be something that was “uplifting, exciting and impactful.”
We had a fairly good idea of what the video ought to look like from this brief, but were also aided by our previous work creating a similar video for the Gloucestershire Echo site, run by the same group.
Once we had a strong idea of what the video should feel like and what it needed to communicate, we developed a script in-house based on these conversations.
2) Make the visuals match the message
A unique element to this project was that the Birmingham Live team gave us something particularly exciting to work with: a photography project they had commissioned, consisting of around 200 photos that captured the essence of Birmingham life.
What was really important to the team was focusing in on not just the city and its landmarks, but more so on the people within the place and their stories. The energy and life of the city and the stories of its participants were what would drive the new channel, and so that had to be central to the video.
With this in mind, we dove into the photography project and selected the images that we thought would best align with the ideas and information contained in our script - marrying different photos to the words in order to create one cohesive, visual story.
3) Put emotion front-and-centre
One of the most important aspects of a new launch is the element of excitement - it’s a fresh start, a chance to breathe new life into the publication and offer new opportunities to the people it reaches. It was vital that we incorporate this energy into our video, and much of this was done through post-production techniques.
We spent a lot of time selecting the right music; something that would create an exciting atmosphere as well as evoke real pride in the city and its inhabitants. We chose an upbeat track that gradually grew in energy to culminate in a triumphant celebration, then timed each beat to hit with the photos and emphasise a passion for the community.
We were also keen to make sure the edit itself had an energetic feel to it. Working with still photos as opposed to film, it would have been easy to end up with a simple ‘slide-show’ of sorts, but this wouldn’t have conveyed much excitement. Instead, we used a variety of dynamic shots to pick out the most interesting parts of the images, aiming to be one step ahead of where your eye would naturally be drawn to in order to reflect the ‘live’ and ‘constantly updating’ nature of the new channel.
Creating a launch video is a great way to quickly communicate the nature of your brand and the opportunities it offers - so they’re well worth considering if you’re starting a business or introducing a new product or service.