Over the past few years we have made several different recordings for Amnesty International, for both the Polish and UK sections.
The recordings were very different. From dynamic footage taken at public meetings in Poland in relation to the restrictions introduced by the anti-abortion law, to quieter footage with full statements from people actively working in AI.
Event video in marketing
A particularly important issue to consider with video is not just the appeal of the material to be broadcast, but a clear understanding of the role it should play in the marketing effort. This requires an understanding that each piece of material should support the overall brand strategy and fit with its objectives.
As marketing experts, we are well aware that the footage should serve the purpose of communication, not just be some pretty pictures. Achieving this goal requires careful planning of the content to be communicated and how it will be presented. This includes choosing an appropriate narrative and using visual techniques that will capture the viewer’s attention and interest.
When creating a social media video, you also need to consider the characteristics of the medium in which the video will be published. This seems obvious, but we still come across social media videos that are edited in a way that makes the content difficult to consume and does not fully utilise the advertising space.
Equipment for event video
Video recording has its own specific rules in terms of the equipment used. The quality of the video and audio must be high enough, so only 4K cameras and professional microphones can be used. At the same time, the equipment must be relatively mobile so that everything can be recorded and no important event is missed.
Therefore, mirrorless cameras mounted on a gimbal are a very good solution. At the agency, we use Sony A7III cameras and DJI gimbals, among others. For audio, we use Rode microports and various types of directional and reporter microphones.
We also have lots of lights and light modifiers, softboxes and blends. We also use a DJI drone and other types of cameras, such as a GoPro for dynamic and less secure shots and an Insta360 camera for 360 footage and photos.
Event video – conclussions
Creating a valuable video report of an event requires control over several areas. Firstly, it needs to be well planned. You need to know what role it’s going to play in the communication activities. Then it’s a matter of making the video itself. It’s important to do it well and to have the right equipment. Thirdly, when editing, you need to take into account the conditions of the platform on which you want to distribute the video.
