Strategy Archives - Demo Duck

The Mighty Many: Producing Effective Multi-Style Video Campaigns

Colin Hogan — Thu, 10 Oct 2024 14:44:39 +0000

I’d say I was a long-suffering Washington D.C. sports fan, but things have actually been pretty swell over the last decade or so. Maybe the midwestern optimism is rubbing off on me. Hey, my toddler doesn't know a world where my Washington Commanders aren’t a promising team with an exciting young QB.

Watching sports is great, but let’s be honest. Whether it’s football season, March Madness, you name it—there’s always that one commercial that quickly becomes the “get up and grab a salsa refill” spot of the season. It was a significant, single video investment that along with its cut-downs, quickly wore out its welcome. And now it’s going to be beamed countless times into groaning bars and living rooms from now until the season is over.

This can be the downside of a single video engagement, no matter what platform it’s shown on. Maybe the visual style or scripting approach fell out of fashion quickly. Or its strategy didn’t really resonate with an emerging audience for your brand. You can hear the “Skip Ad” button being clicked on the 30-second pre-roll version as we speak.

Something we’ve seen recently is clients circumventing these issues by wanting multiple videos, each produced in different styles (live action vs. animation, for example) and accompanying cut-downs—all within a single project engagement with us. We’ll always love a big-budget single explainer video, but this multiple “medium-cost, medium-quality” video approach can be enticing for brands looking to hedge their bets a little bit when launching their brand or product.

This is especially true for emerging organizations, new service lines or established companies releasing a new product. They might not have the marketing data or experience to know what style is going to be the most engaging and effective for their mission. Not only does this create a trepidation to bet all your budget on one style, it also increases the appetite to experiment. Having multiple videos to help with A/B testing, market research, data analyses and tracking social engagement can help you gain actionable insights on video marketing efforts moving forward.

Let’s just call it the “Mighty Many” approach. Here’s some reasons why it can be so helpful—and of course, some considerations too.

To give you a tangible example of what this approach looks like, here's an example of a two style approach we took with Rippling to create two short commercial productions a few months apart.

Rippling - Live Action Ad

Rippling - Animated Ad

The Benefits of a Multi-Style Production Approach

Broader Appeal - Multiple videos in different styles allow you to cater to various audience segments. For instance, a humorous video might appeal to a younger audience, while a more serious tone might resonate with professionals. Or, you can craft a short live action production featuring your friendly staff to help with recruiting, and also an animated video that helps promote the cool products that your growing team is making. This diversity of content can help you reach a wider audience, while increasing meaningful engagement with your specific target demographics. Trying to reach multiple audiences—all within a single video—can often water down your message and create a slightly unfocused piece of content.

Boost that Content Calendar - Creating several videos in different styles also helps you maintain a steady flow of new content. Now you have multiple unique core videos, and ideally some cutdown variations on them too. This can help your content marketing team out, giving them a steady flow of content to share across channels to keep you top-of-mind amongst your audiences. Also, if your target audiences see you continuously experimenting with different types of video content, they’re likely to imagine that your product teams are also cooking up cool stuff for customers too.

Budget Flexibility - Producing multiple medium-quality videos often requires a lower budget per video compared to a high-quality production. So let’s be clear—when I say “medium-quality,” it’s more in comparison to the high-end needs for a high-quality, high-budget production. High-end equipment, professional talent, post-production, etc. The “Mighty Many” approach will still get you the utmost of quality when it comes to the care and creativity of the Demo Duck team. With that said, the “Mighty Many” often use some nice cost-saving production solves based on what usually are specific tasks. Having staff on camera! Creating helpful software platform walkthroughs via screencast! This can be particularly advantageous for brands with limited marketing resources, allowing them to create diverse content that is still within their budget.

Creative Experimentation - With different video styles, you can experiment with various creative approaches to see what resonates best with your audience. This flexibility can lead to valuable insights to leverage for more effective future campaigns. If someone on social media sees two video thumbnails from your company that look different from one another, they might be more likely to watch them both. Also, some newer brands might not have full brand guidelines or an established visual or storytelling identity yet. A video engagement is a perfect way to help find your brand voice, and experimenting with what works is a great way to do that.

Potential Drawbacks of a Multi-Style Production Approach

Brand Cohesion Challenges - The flipside of the joy of experimentation is the risk of lacking cohesion. Using multiple styles and formats can lead to a fragmented message and a diluted brand identity. You don’t want one internal team feeling like the video for their product didn’t turn out as well as another team’s product video. Or perhaps worse, having a mixed “first impression” with your customers. This is something our team works to keep in mind at the start of a project—figuring out ways to extend consistent visual branding across different videos of different styles—to help them still feel uniform even when playing with different production styles.

Increased Production Effort - While each individual video might be less costly, producing multiple pieces of content still requires a substantial amount of time and resources—especially for the clients. Say you’re super busy and preparing for a huge product launch. Focusing on a single video might keep things streamlined internally and allow you to wrangle feedback easier, as opposed to reviewing multiple videos on multiple timelines.

Measurement Complexity - Analyzing the performance of multiple videos can be more challenging than evaluating a single high-quality piece. With different styles and formats, it might be harder to determine which approach is most effective, complicating ROI assessments. However for larger clients, who are working off a specific corporate video production roadmap and have a larger team infrastructure, it may be easier to track all of these analytics at once.

The Mighty Many vs. The Super Single

The decision between a high-quality, single-video campaign and a multi-style, medium-quality strategy depends largely on your brand's objectives, budget and target audience. Here's a few thoughts to help guide your choice:

Financial Investment: If you have the budget for a high-quality production, it can be a worthwhile investment for creating a lasting impression. However, if resources are limited, a series of medium-quality videos might provide more value for your money.
Time Investment: If you are looking to focus on other marketing efforts outside of video—and need the time to do so—maybe the higher fidelity, one-off approach is a better fit. If you're willing to invest the time to create a suite of videos in different styles, maybe give the "Mighty Many" a shot.
Message Confidence: If you've thought about a video for a while now, and have always generally known what type you want—feel free to leap off the deep end into the "Super Single" pool. If you're waffling a bit, maybe go the "Mighty Many" route and use the data you get back to inform a high-budget production further down the road.
Brand Identity: Consider how important a polished, professional image is to your band. If maintaining a high-level of quality is crucial, a high-quality video might be the better choice. On the other hand, if your brand is say, more casual and relatable, perhaps a varied approach could be more effective.
Audience Preferences: Think about your audience's tastes and behaviors. If they engage well with a variety of content, the "Mighty Many" might be a hit. Conversely, if they've reacted positively to videos with high-production values and a cohesive message, perhaps investing in a high-quality single style video could be beneficial.

Mighty Marketing

Honestly, both approaches have their merits and can be highly effective depending on your specific needs and goals. By carefully considering your investments, messaging confidence, brand identity and audience preferences, you can choose the video marketing campaign approach that best aligns with your objectives and maximizes your impact.

But you don't have to make that decision all by yourself. Get in touch with us! We're always happy to share our expertise over a quick call and provide our recommendations about a production style approach. Together, we can figure out a winner.

The post The Mighty Many: Producing Effective Multi-Style Video Campaigns appeared first on Demo Duck.

Better Connected: Why Creative Concepting Matters

Chris Reynolds — Wed, 05 Jun 2024 16:31:26 +0000

Hiya, Associate Creative Director Chris here. You know, the guy from the video. At a different time in my life (and LinkedIn profile), I was a student at Chicago Portfolio School—where postgrads learn how to make ads. In the year I spent there, I learned two very important things: 1) the fine line between a school and a scam and 2) how and why some ads are awesome, and the rest get skipped. Or, even worse…forgotten. Today, I want to talk about the awesome ones and the creative concepting it takes to make them.

You see, the key to a really good ad (or any marketing message, really) is a really good concept. In school, I was taught how to develop concepts by following a proven formula. These days, I use that same formula, or at least, the principles behind it, in all my creative pursuits—advertising or otherwise. Unfortunately, since my “alma mater” has gone the way of the dodo, it is my duty to pass my concepting knowledge on to you, dear reader. And unlike me, you won’t have to pay tuition! Just pay attention and see what sticks.

The (Not So) Secret Formula

Sorry, but before we talk about that formula, I gotta explain what a concept is. There are many definitions and opinions in the ad world. No surprise there. I’ve heard concepts called “an idea with an insight behind it.” A more bookish definition might be “a high-level message or theme that creates an emotional connection with the audience.” Some folks simply think of it as “the guide for all creative decisions.” And I’ll be sure to tell you my personal definition a little later in the post.

For now, here’s that formula, exactly as it was taught to me:

A Human Truth: Every good creative concept begins with identifying some sort of fundamental, inarguable human truth. That could be a super surprising fact, a common behavior or an emotion we all relate to. By starting with a truth, every concept you come up with carries deeper meaning. Plus, every conversation with your audience starts from a shared perspective and understanding. All good stuff.

An Insight: The insight is the connection between your product or service and the truth you’ve identified. Think of it as a clever twist on the truth that gives viewers an “aha” moment. An insight should offer a new or novel perspective to consider. When the audience is asking “yeah, so what?,” the insight is your answer.

A Concept: The concept is the all-encompassing creative solution built from your best insight. It should be a quick, clear and clever way to communicate your truth and insight across every element of your ad. Great concepts effortlessly demonstrate how well you understand the audience’s problems and your ability to solve them. If you put in the work during the first two steps, your concepts are guaranteed to resonate on an emotional level with all the right people. AND, maybe most importantly, that idea can be used across multiple mediums to send the same message.

For a practical example, there’s the a pretty famous campaign from the 90s. The agency, Goodby, Silverstein & Partners, was tasked with getting people to buy more milk. During their initial research, they discovered that most folks don’t actually think about needing milk until they’re already out—an odd behavior and interesting truth. Then, they dug deeper. The team removed milk from their break room and observed the reactions. Milk’s sudden absence became a frustrating hitch in everyone's office routine. Turns out, we tend to take milk for granted. That unexpected twist became the insight. With truth and insight set, the concept began to crystalize—let’s remind people just how miserable it is to run out of milk. Thus, Got Milk? and the first deprivation marketing campaign were born. The concept and campaign continued far beyond those original ads to become a cultural icon. All because it began with an honest, clever concept folks could relate to.

There's A Reason You Need A Concept

Now, there’s a reason this formula works for advertising. People are motivated to action by emotional appeals much more than rational ones. Creative concepting puts relatable human truths and emotions at the core of your messaging. Viewers are able to understand more than what a product or service does. They see what it can do for them. It ensures every element of the message, no matter the medium, has a purpose—a reason to be what it is. And that’s the most important thing I’ve held onto since “graduating”.

If you ask me, concepts are the BETTER REASON WHY your video exists.

Creative concepting connects your message to an emotion, a feeling or a larger idea. Every one of those examples is a much better, more meaningful reason for a video to exist than the need to increase clicks. Finding that reason means honing on exactly what you’re actually trying to do. And, more importantly, why are you doing it?! The concept is how you go about communicating that.

Whatever concepts you come up with are bound to be a better reason to watch and listen. With every concept we develop, we want to weave together what the client needs to say with what we know the audience wants to see and hear. If we do our job well, those two things become one in the same. And with the variety of projects and clients we take on, that process never looks the same way twice.

The Way We Do Creative Concepting at DD

Let’s take Newsela, for example. Newsela came to us with half of an idea—turn their message into memes. It was our job to figure out the WHY behind that. We flipped the classic concept formula and started to reverse-engineer some ideas. We realized that memes are all about emotions. When someone sends you a meme, you feel seen. Once we had that line in our minds, we were off to the races. The reason we were making these videos was to make teachers feel seen with memes.

We stayed on that track, drawing inspiration from popular meme formats. The edit structure was like reading a tweet. Copy was industry-specific and drew from hashtags like #tfw. We emphasized emotions with real life doodles of situations using classroom clutter. Even though the execution was decided for us, success meant ensuring every creative decision had a solid reason why it was made.

On the other end of the spectrum, there’s Bionic. The target audience for the video was entry level media planners. During the brainstorm, we talked about the pressure we all felt in our first job. “It’s like you’re under a constant spotlight”. That particular idea really resonated. Spotlights create stress and pressure, but they also shine on the star of the show. And work is literally a performance that gets reviewed every few months.

Things quickly fell into place and the reason for the video became showing folks they can thrive under the spotlight with Bionic. And what better way to capture that than writing a short musical where a character full of theater kid energy—some of the most confident people around—shows their co-worker how to own that spotlight with the power of Bionic. We even carried the concept through to a series of screencasts that open with a curtain and use the spotlight to highlight important actions.

OK, So What?

Both these concepts managed to bring that essential extra layer of creativity, connection and meaning to the message—without following the exact concept formula. Not every video needs to reveal some profound truth or insight about human existence to succeed—especially when you’re telling instead of selling. Your concept doesn’t need to be an amazingly clever, transcendent idea that takes weeks to come up with. It just needs to be honest, and it needs to work.

As proven by these examples, and so many of the videos we make, concepts are all about getting you, and the viewer, to think and feel more. Every choice made should have a solid creative reasoning behind it. Arbitrary choices kill creativity faster than anything. So make choices that are novel, unique and unexpected! Developing a concept, asking the right questions and really considering your creative executions is how audiences come to connect with your content and better understand your brand. It also shows you care about how they think and feel for the few minutes, or seconds, they spend with you.

Creative concepting can take the tedium of explaining security software and turn it into a super team defending the cyberpunk metropolis of Net Work City. They can help to bring out the essence of a brand, expanding into fully-realized, full-motion ideas. And, they help ensure creative that truly suits the client, even when we start entirely from scratch. Concepts can also be a huge part of telling stories in unscripted videos, too. Like the classic tale of small parts coming together for a greater whole—whether it’s teams of people OR robots.

If you're reading this, you’ve officially completed Chris’ Crash Course in Creative Concepting ^(TMTBD). I hope you’re ready to take on the challenge of crafting some great concepts on your own. For those of you who'd rather see what Demo Duck’s ultra-flexible concepting process looks like in action, don’t hesitate to reach out. I know you have plenty of interesting truths and insights rattling around in your head already, so let’s see what concepts and content we can squeeze out of them!

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Another Dimension: Bringing Your Brand to Life in 3D

Jake Allen — Thu, 18 Apr 2024 14:16:50 +0000

There’s lots of ways to describe 3D design and animation. Beautiful. Eye-catching. Squishy. But for marketers and brands who have never entered the stylistic space before, it can also be described with another word—intimidating.

Like most of my issues in life, I blame Shrek.

Many of the defining and popular works of 3D artistry are long-form 3D animated feature films. You know…cowboy meets spaceman…blue people meet box office history. With these works as a common reference point, it’s easy for someone to think that a 3D project might require a blockbuster budget, a massive team and a lengthy timeline.

As someone who has studied the craft of 3D production for over a decade, I don’t want it to seem intimidating, or even worse, inaccessible. 3D design and animation creates a unique opportunity for visual expression, and the advent of faster and more efficient computing power has enabled 3D animation to be viable for projects of all different sizes. Heck, even the hardware in our phones can render 3D filters these days—remember the popular Snapchat filter with the dancing hot dog?

If you’re curious about bringing your visual branding into 3D, or integrating it into your video production needs, perhaps I can help you feel more comfortable in taking that leap. Let’s go!

Why 3D?

All forms of animation are beautiful and expressive. So you might be asking yourself, “why 3D anyway?” After all, flat stuff is great—flatbreads, flathead screwdrivers, flat-rate shipping. You get the picture. But here’s a few reasons why I think 3D provides a unique advantage to showcasing your product, platform or brand message through video.

3D allows you to show things with accurate scale and depth that are hard—or downright impossible—to film with live action. Imagine exploring a photorealistic 3D model of the doomed Titanic room-by-room. Or, a groundbreaking dental or medical procedure within the body. Realism is important when communicating concepts, and a fully-formed object within a space gives viewers a true reference point.

Using 3D animation allowed us to show angles of a dental procedure that would be too challenging (or messy) to capture through live action.

Or, imagine that your company is creating a new device that is still in production. It’s important for potential customers to see how it looks—but producing a marketing video won’t line up with the release date. 3D design and animation is a perfect way to bring an item that doesn’t exist yet, a way that feels tangible, professional and credible. By rendering your device in 3D, you’ll be able to highlight all the features for future customers. Our project with Distributed Spectrum was a great example of this common situation. They have a robust software system for working with radio frequencies, and a companion physical production that was still being made. By modeling their device in 3D, we were able to craft a video that demonstrated its benefits in visually interesting ways, without needing a physical one present.

Without a physical version in hand, we used a 3D model of the client's product to give it depth and elegance.

3D offers a way to show software with depth and clarity too. Sure, you could aim a camera at a computer screen or smartphone—but you’ll probably get some screen glare, not to mention lose details of your intricately crafted UI design. By translating your interface into 3D, you can zoom in, zoom out, and highlight elements so that your potential customers immediately capture your value-add.

No screen glares here. Or awkward reflections of a cameraman. 3D animation is the perfect way to make a digital platform pop with crisp clarity.

3D-Ready, Already!

It may feel like a big jump to bring your visual branding or product into the 3D space. But chances are you’re more prepared for a 3D production than you think.

More often than not, our clients’ products already exist as CAD (computer-aided design) files, which are created as part of the manufacturing process. Creating a 3D model from scratch can be time-intensive, but most 3D animation software can import these CAD files with ease. Now something that would take a few days of work can be ready to render in seconds. CAD files also give our team some creative flexibility, and can truly make a project sing. As we kicked off a project with Logitech for their M650 mouse, we learned early on that we had CAD files at our disposal. We were able to craft a clean, minimal line art style that really elevated the product and let us show its versatility.

One simple CAD file opened the door for an imaginative explainer video journey.

No CAD files? No problem. Your existing brand guidelines are a perfect starting point for a project. Things like vector logo files, color palettes and fonts can all be rendered easily in an extra dimension.

Terrific Technology

Maybe your budget is closer to an Instagram Reel than a movie reel. That’s totally fine!

Over the decades, the software needed to design and animate 3D objects has become more and more powerful, and also more available to artists. This doesn’t mean it’s any easier, or requires less of a creative vision. There’s lots of knowledge and practice that 3D designers and animators need to have, and I can attest that it’s a lifelong journey. But the benefit of technology is that it gives us lots of creative ways to approach a project, and helpful tools and time-saving efficiencies to get a job done.

For example, photorealistic particle effects allow 3D artists to simulate natural phenomena such as water, snow, smoke and fire—all within the software. You could imagine how helpful that would have been in the 1930s as the Disney animators were hand-crafting the dramatic splashes of Monstro the Whale in Pinocchio. Speaking of, 3D software also allows users to rig and puppeteer characters—or even model eye-catching set pieces and add visual textures. These are just a few examples of the tools 3D artists are working with, but a main takeaway is that technology has made 3D productions faster and more flexible than decades past.

Another benefit of 3D is that after a lot of the hard work is done, it’s possible to re-use captivating 3D assets to then make production of future videos easier. Here’s an example about relieving production pain…for a pain reliever. For a recent project with KOURZEQ, they sent me a bottle of their canker sore paste which I modeled using Cinema 4D. We then used the model for hero videos, social media content and promotional stills.

3D doesn't have to be a sore subject. Especially when you have a cool product model that you can use now accross marketing assets.

And of course, 3D does not have to exist in a silo all by itself. You can combine different animation techniques for the best of both worlds. 3D animation can be the conceptual sprinkle to help make a project pop and unite some of Demo Duck’s other core styles. Beumer Group asked for our help demonstrating a pouch system for distribution centers, knowing that it would be pretty hard to remove a warehouse roof to film the system in action. We’re animators, not demolition experts. By recreating it in 3D, we were able to quickly convey a complex system, and then married it with 3D interiors and characters for a little warmth and humor.

3D + 2D = Explainer video magic.

Ready for the Next Dimension?

3D animation has been a lifelong passion of mine. It’s taken me from modeling self-portraits of friends in high school (often disturbing) to a professional career working on movie titles and Super Bowl commercials. And even as a medium that is now over 50 years old, I feel it’s just getting started. I just returned from SCAD’s CoMotion event this spring, where I met a variety of students learning about 3D, motion design and animation. It’s inspiring to see them learning the discipline, but also adding their own unique artistic perspective to push it forward.

It’s a very exciting time, and an opportunity for brands and organizations to present themselves in new and multi-dimensional ways. Many have already entered the 3D space already—and remember, it’s never fun to get left behind! If you’re ever interested in bringing your brand to life in a unique way, we can help make the process seamless, educational and fun.

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The Evolution of Education & Video Production

Colin Hogan — Tue, 19 Mar 2024 20:30:04 +0000

You've probably heard about Bill Nye, the Science Guy. But what about his 13-year-old equivalent Phil Nye?

Well, you're talking to him.

Growing up in Maryland, I absolutely loved making parody commercials and comedy sketches with my siblings—all shot and edited on a Sony VHS camcorder. Some highlights include our take on an old Pace salsa commercial, flying killer rabbits via our basement ceiling a la Monty Python, and countless music videos . But my true passion for video production was fully ignited in my teens when I created a 12-minute episode of Phil Nye (an extremely obvious parody, I know) to fulfill an alternative assignment given to me by my teacher Mrs. Brown.

It was also the first time education and video production intertwined for me—a combination that would define my career decades later.

Me jumping on a moving car in an ill-advised move to entertain

Looking back now, that moment was not only a turning point for me, but for the education industry as a whole. It was 1999, the same year iMovie was released (though that wouldn’t make it into the Hogan household until a few years later) and a few years before the advent of YouTube, the iPhone, etc.. All these pending events meant that video was about to become a lot more accessible to produce and distribute, and the education industry would need to change with it.

This has allowed me to both personally and professionally, evolve alongside it.

Over the past two-plus decades, albeit a bit slower than some other verticals, people have made the push to evolve what learning looks like inside, and outside of the classroom. This change has only accelerated recently as folks who grew up with video as a part of their everyday lives move into more decision making roles within the sector.

So, whether you’re in a classroom, the administrative office, at-home, or in a cubicle, here are four key observations for the exciting and knowledge-filled world that is education video production.

1. Pressing Play on Professional Development (PD)

When I was in school, videos were mainly thought of as an easy way to fill up a day’s lesson, where a teacher could push a video into the VHS and likely get started on other much needed work (grading papers, sorting evals, etc.).

But now teachers are joining in on the video learning fun.

While video for classroom instruction has long been a tenet of the learning environment, it became apparent that more PD content providers needed to consider video productions to help communicate and educate teachers.

If you’re someone considering creating PD content, it’s important to be mindful of two things: the lack of time teachers have and their desire for realistic expectations of what a classroom looks like.

With a teacher's tight schedule in mind, it’s important to keep the content as considerate, and short, as possible. And to make sure the content is as device-agnostic as possible. It’ll need to work on computers, tablets, phones, etc. So be direct. Be clear. And wrap up.

In terms of a teacher's perspective while watching, aim for authenticity. Showing classrooms that are overly tidy, kids that are perfectly behaved, or encouraging actions that are overly taxing, isn’t going to sit well with our valued teachers. Meeting them where they’re at, and same is true with the scripting, will make them more receptive to what you’re saying.

2. Variety Still Rules the School

Bill Nye the Science Guy followed a long line of educational video productions I loved: Sesame Street, Magic School Bus, that old ECON video, the list goes on. But there was something about the way that Bill Nye (and Sesame Street before it) used such a variety of styles across their “lessons” that I loved, and wanted to take a stab at.

That one, and only, episode of Phil Nye featured a Phil explaining topics directly to camera, flatland biking to explain rotational axises, a music video about a meteor, a “Did You Know That?” short bit, and a stop motion sequence. Like the real deal, the mix of variety was an important part of audience engagement.

For course content, whether students, teachers, or the general public, this use of a mixture of styles to engage the audience still exists today.

3. The Informed Friend vs. The Wise Professor

Bill Nye may have been a scientist but his set was a lab—not a classroom. There’s logic behind that.

Imagine sitting down to watch a video to learn something new. Would you prefer it if the person talking sounded like a strict teacher, or like a friendly, knowledgeable buddy? Most people would likely choose the latter, and there's a good reason for that.

Having the tone of an informed friend in educational video content creates a warmer and more approachable learning experience. When the person in the video speaks like an informed friend, it feels like you're having a casual conversation over coffee (or whatever your beverage of choice may be). It's a relaxed atmosphere that encourages open communication and engagement.

Now, compare that to being in a classroom with a teacher. While they might be incredibly knowledgeable, their formal tone and authoritative demeanor can sometimes create a barrier between them and the students. There’s power dynamics, explicitly or implicitly, at play—so best to avoid that.

Plus, having a friendly tone can help keep viewers interested and invested in the content. Just like how you're more likely to pay attention to a story told by a captivating storyteller, educational videos with an engaging and personable tone are more likely to hold your attention and make learning feel like less of a chore.

4. Show and Tell

No one knew better than Bill, that it's not just what's being said but also what you're seeing. That's where "see-say" comes in and his use of on screen text, graphics, practical props, and more helped learners of all types.

When you're creating educational video content, you want to make sure that what you're saying is complimented by what viewers are seeing on the screen. It's like a tag team between your words and the visuals.

That’s why we take a careful look at how we can use graphics to better enhance the learning experience for our viewers—whether we're crafting education content or explainer videos. Take our work that breaks down a global product journey below. It leverages a cutout style to creatively leverage real world images that are more easily identifiable, to showcase the content.

5. Repetition is Good. Repetition is Good.

Say what you’re going to say. Say it. And then say what you just said.

Just like how listening to your favorite song on repeat makes the lyrics stick in your head, hearing and seeing key information multiple times in a video can help embed it in your memory.

In educational videos, repetition works in a similar way. By repeating important points, ideas or examples throughout the video, you reinforce them in the viewer’s mind. It’s like saying “Hey, pay attention to this! It’s important!"

So, when creating educational videos, don't be afraid to sprinkle in some repetition. It's not about being redundant—it's about reinforcing those crucial nuggets of knowledge and making sure they really sink in.

Class Dismissed

Mrs. Brown must've seen something in me as someone who might be able to pair my creativity with education.

“Colin, I think you’re going to do something in entertainment one day,” she recalled to me once after a, hopefully not too annoying disruption. I'm not quite sure Demo Duck is what she had in mind, but I do consider myself lucky to continue to create videos that inform and entertain—whether it's a nonprofit, consumer facing, or corporate video production. I actually recently spoke about that passion it in an interview with Website Planet if you want to hear more about our journey into more educational content.

Maybe one day a new episode of Phil Nye will drop. Until then, we're here if you want to make something.

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6 Tips for Creating Short Digital Ads Alongside an Explainer Video

Colin Hogan — Thu, 01 Feb 2024 16:11:23 +0000

In the complex world of digital video marketing, they say shorter is better. But is that always the case?

People like to speak in absolute terms. Hey, it’s punchier. But there’s no perfect answer when it comes to ideal length for a marketing video. Different topics, goals, formats audiences, you name it. That’s why at Demo Duck, we often strongly advocate that our clients create several videos of various lengths, as part of one video project.

Our usual suggestion is to create short digital ads when you already plan to produce a 90-second or 2-minute animated explainer video. This will allow you to have content for the top of the funnel (short ads) and for the middle of the funnel (explainer video), but in a more budget-friendly way than if you produced them all separately.

So, how does one craft effective digital ads from a longer explainer video? And how do you make sure you’re not sacrificing effectiveness of the longer explainer video, just to eventually create cutdowns?

It’s not as simple as selecting the blade tool and slicing and dicing. However, the process of editing 30-second and 15-second digital ads from a longer video doesn’t need to be overly complicated either. Here are six tips to help you succeed in doing so.

1. Craft Concepts With Duration Flexibility

When we jump into a brainstorm, we are thinking of the best way to tell the client’s specific story through video. When we know in the upfront that we’re not only creating the explainer video, but also some shorter versions are planned, and how those will be used, it makes for a more effective process. These are questions we typically ask our clients during our kickoff process. Sometimes they don’t even know cutdowns are a possibility, and we’re able to imagine how these could be potentially used and their value.

We often do a “stress test” exercise in the brainstorming process, where we take a look at our top concepts through a more skeptical lens and make sure it ladders back up to the brief, and is an effective way to tell the story. When we know about cut-downs, we can also discuss how each concept will work if the video is only 30-seconds or 15-seconds long, and if it still accomplishes the client's request.

For example, our concept for our AWeber production (one-page overview is below) worked for both their 60-second video but their 30-second cut-down as well.

2. Develop Scripts and Storyboards With Cut-Downs Identified

It can be easy to place the cut-downs on the back burner in favor of the “hero” explainer video, but the sooner you can start tagging content for those cut-downs the better.

For the script, we usually deliver cut-down scripts with the V2 explainer video script. The V1 script for the explainer gets us aligned on the story we’re telling, so we can get aligned as we then jump into cut-downs.

During storyboarding, we highlight the specific frames in the storyboard, often literally with border color or other visually identifiable methods, that we think would be best suited for the various cut-downs. This is a helpful way to get aligned on those cut-down visuals at the same time as the main explainer video.

Below is an example of how we created script cut-downs for a set of videos we crafted with Shipwell.

3. Prioritize Visuals Over Verbiage

But let’s stick with visuals for a moment. In shorter ads, visuals are your primary means of communication. Especially given these shorter videos are often used on social media or in ways that find a less captive audience than a homepage video, so the visuals need to be, and forgive the overused phrase, thumb stopping.

So, as you consider the visuals in the storyboard that would be a good fit for the cut-downs, be mindful to pare down lengthy explanations and focus on striking visuals that can convey your message quickly and effectively. Use high-impact imagery, animations, or graphics to grab your audience's attention. Save the lengthy sections showcasing your UI for the explainer video and get people excited by what your product or service can do versus how it does it (or looks when doing so). And don’t forget to consider that some cut-down friendly social channels often auto-mute videos, another reason why visuals (including captions) are so important.

4. Hone in on Specific Audiences

The other great thing about producing cut-downs, is that you can get more specific in the audience you’re speaking to. For example, let’s say you’re a tech company whose product appeals to both finance and HR, while your explainer video may speak to both audiences, at various points in the video, your cut-downs don’t have to.

So, maybe there’s two versions of a 30-second video that make sense for you, one for Audience A and one for Audience B. No sacrificing specific messaging points for the sake of being too niche—for cut-downs the more niche the better.

Venture Consumer Video Version

Venture Retailer Video Version

5. Test and Iterate

Creating shorter ads from longer content is an art that requires experimentation. Don't hesitate to create multiple versions of your 30-second and 15-second ads and test them with your target audience, or audiences.

You should analyze the performance metrics, such as engagement and click-through rates, to determine which version resonates the most. Use this feedback to iterate, reallocate budget, or even further refine your ads further.

We like to view our clients in terms of long-term partnerships, extending past the final project deliverables being sent out. We can help make sense of some of these performance metrics, helping update visuals—re-record voiceover with new script talking points—or get creative with solutions to better position the videos to hit those KPIs.

6. Craft a Strong Call-to-Action

Finally, don't forget to include a compelling call-to-action (CTA) in your shorter ads. If you’re posting something on social media, what you’re really looking for is a click. A click to your profile, to your website, somewhere.

By getting that click they’re expressing some interest in your product, and you can continue to move them down the funnel, either right then or in further digital experiences, to further increase their likelihood of becoming a customer. Place it strategically at the end of your ad, ensuring that viewers know what action to take next.

The Rundown on Cutdowns

In summary, turning a 90-second explainer video into 30-second and 15-second digital ads requires careful planning and editing. Start by identifying your core message and selecting the most critical segments of your video. Prioritize visuals over verbiage, trim the fat, and optimize for mobile viewing. Test and iterate to find the most effective version of your ads, and always craft a strong call-to-action.

By following these six tips, you'll be well on your way to creating attention-grabbing, shorter ads that captivate your audience in the blink of an eye.

The post 6 Tips for Creating Short Digital Ads Alongside an Explainer Video appeared first on Demo Duck.

9 Innovative Practices for Creating Video Courses for an LMS

Colin Hogan — Wed, 14 Jun 2023 16:36:00 +0000

I’ve written about it before, but when I was in high school, I was the first of my peers allowed to submit videos in place of written papers or live presentations for a few of my classes.

At the time, it felt groundbreaking, but it's now become a relatively standard practice.

The way we all learn is changing. And will continue to change.

Some of this is driven by shifts formed from the pandemic. Some of this is based on the evolution of learning technologies.

But no matter the cause, digital education is now a huge part of our lives. And whether you’re a marketing professional brushing up on SEO tactics or an educator getting more comfortable with classroom techniques, effective digital learning can have a profoundly positive impact.

At Demo Duck, creating video learning courses for Learning Management Systems (LMS) demands not only creativity but also a strong understanding of effective instructional design. As educators and course creators strive to enhance learner engagement and retention, there’s new practices rolling out all the time that push the boundaries of traditional video learning.

So, based on our experience creating training video content with our partners over the last several years, here are nine innovative practices various organizations and companies are using as they develop video learning courses, providing insights into both the "how" and the "why" behind each approach.

1. Utilize Microlearning Techniques

What It Is: Microlearning refers to the practice of delivering content in small, easily digestible segments. Typically, these segments last anywhere from a few seconds (~30s) to a few minutes.

How to Implement: Instead of lengthy videos that cover a wide range of topics, break down content into bite-sized lessons focused on specific skills or concepts. For instance, if you’re teaching software skills, you might create short videos that cover individual functions, like how to format text or insert images, rather than one long tutorial. This can also be done via effective chaptering of your content as it’s uploaded to your specific LMS. Either way, it’s important to keep it bite-sized, so you’re not giving the viewer too much to chew on.

Why It Works: Microlearning caters to the short attention spans common in today’s digital environment. It allows learners to engage with material in a way that fits their busy schedules, making it easier to integrate learning into their daily routines. Additionally, short bursts of content promote better retention and recall, as learners can focus on one concept at a time.

2. Incorporate Interactive Video Elements

What It Is: Interactive videos allow viewers to engage with the content actively. This can include quizzes, clickable links, and branching scenarios that adapt based on learner choices.

How to Implement: Most LMS platforms support interactive elements to create videos where viewers can answer questions, make decisions, or explore additional resources—so explore what’s at your disposal. For example, a video on customer service might include a scenario where the learner can choose how to respond to a customer complaint, leading to different outcomes based on their choice. For the production of the videos, make sure the edits are moving too quickly in the spots where you plan on putting these interactive elements, so it’s easier to add them in the LMS without clipping any of the content.

Why It Works: Interactive elements foster engagement by making learners active participants in their education. This interactivity encourages critical thinking and problem-solving skills, as learners must analyze situations and make decisions, rather than passively absorbing information. Studies show that interactive learning experiences lead to higher retention rates and greater satisfaction among learners.

3. Integrate Gamification Strategies

What It Is: Gamification involves applying game design elements in non-game contexts, such as education, to enhance engagement and motivation.

How to Implement: Incorporate elements like points, badges, leaderboards, and challenges into your video courses. For example, you could create a series of video challenges where learners earn points for completing modules, with additional rewards for those who achieve a high score on assessments. Perhaps, there’s some from video elements or animations that play once a new achievement is unlocked—making it clear the user has accomplished something fun and exciting.

Why It Works: Gamification taps into intrinsic motivators, making learning feel more like a game than a chore. It creates a sense of achievement and encourages healthy competition among peers. The incorporation of game elements can lead to increased participation, motivation, and a more enjoyable learning experience overall.

4. Apply the Flipped Classroom Model

What It Is: The flipped classroom model reverses the traditional learning structure by introducing new content through video before class time, allowing in-class time for discussion and application.

How to Implement: Create instructional videos that cover the foundational material learners need to know. Assign these videos as homework, freeing up class time for hands-on activities, discussions, and collaborative projects. For example, in a business course, students could watch videos about marketing principles at home and then work on developing a marketing campaign together in class.

Why It Works: The flipped classroom model empowers learners to take control of their learning pace and allows for deeper exploration of content during class time. It fosters a collaborative learning environment, where students can engage with one another and apply their knowledge in practical ways. This model has been shown to improve student engagement and comprehension.

5. Use Various Styles or Talent

What It Is: Instead of sticking with one animation style, or 1-2 on-camera talent, across your entire course—diversify the visuals in a way to make the various modules feel visually different.

How to Implement: Consider casting a larger range of on-camera talent to be used across the various video modules or lessons within your LMS. These are essentially your teachers, and it’s important to have a few educators used across the curriculum. Similarly, the design style of your animation could change, by a lot or a little, across the modules as well.

Why It Works: Everyone learns differently, and carries their own internal preferences as well, so this allows you to better appeal to your broad audience of learners. Think about Sesame Street, the visuals in a single episode spanned a large range of styles: puppets with actors, full animation, stop motion, etc. It’s much more difficult for a viewer to get bored if the visuals continue to serve them something that feels new.

6. Use Data Analytics for Personalization

What It Is: Data analytics involves using data to gain insights into learner behavior and performance, allowing for more tailored educational experiences.

How to Implement: Leverage the analytics tools within your LMS to track learner progress, engagement levels, and assessment results. Use this data to personalize content delivery, providing additional resources or targeted feedback based on individual learner needs. For example, if a learner struggles with a specific topic, offer supplementary videos or resources that address their weaknesses.

Why It Works: Similar to the point above, personalization caters to the unique needs and preferences of each learner, making the educational experience more relevant and effective. By using data to inform instruction, you can create a more adaptive learning environment that responds to learner challenges in real time. This tailored approach can lead to improved outcomes and increased satisfaction.

7. Embrace Storytelling Techniques

What It Is: Storytelling is the art of conveying information through narrative, making complex concepts more relatable and memorable.

How to Implement: Structure your video content around a narrative that relates to the subject matter. For instance, instead of simply explaining project management concepts, tell the story of a team navigating a complex project, highlighting challenges and successes along the way. Use real-life case studies or fictional scenarios to illustrate key points.

Why It Works: Storytelling creates an emotional connection that enhances engagement and retention. People are naturally drawn to stories, and when information is presented in a narrative format, it becomes easier to understand and remember. This technique can make even the most technical content feel accessible and relevant.

8. Optimize for Mobile Learning

What It Is: Mobile learning (m-learning) involves delivering educational content on mobile devices, enabling learners to access materials anytime, anywhere.

How to Implement: Ensure that your video content is optimized for mobile viewing. This includes using responsive design, ensuring quick load times, and keeping file sizes manageable. Consider creating shorter videos that are easily consumed on-the-go. For example, a language learning course might feature daily vocabulary videos that learners can watch during their commute.

Why It Works: With the rise of mobile device usage, optimizing for mobile learning meets learners where they are. This flexibility increases accessibility and allows learners to engage with content at their convenience, leading to higher completion rates and greater satisfaction.

9. Continuously Evolve Your Content

What It Is: The world of knowledge is always changing, and courses must evolve to remain relevant and effective.

How to Implement: Regularly review and update your video content based on learner feedback, industry developments, and emerging technologies. Stay informed about trends in your subject area and be willing to adapt your materials accordingly. For instance, a course on digital marketing should incorporate the latest trends in social media and SEO practices.

Why It Works: Continuous evolution ensures that your course remains valuable and relevant to learners. It also demonstrates a commitment to quality education and responsiveness to learner needs. Regular updates can reinvigorate interest in your course and encourage returning learners.

Conclusion

Innovative practices in video learning course creation can significantly enhance the educational experience for learners in an LMS. By incorporating microlearning, interactive elements, gamification, immersive technologies, and other cutting-edge strategies, course creators can engage learners more effectively and foster deeper understanding.

These approaches not only cater to diverse learning preferences but also create a more dynamic and inclusive learning environment. As the field of digital education continues to evolve, embracing these practices will ensure that your courses remain at the forefront of effective learning experiences.

Hopefully your audience is as receptive to your videos as my eighth grade teacher was to mine. Thanks Mrs. Brown!

The post 9 Innovative Practices for Creating Video Courses for an LMS appeared first on Demo Duck.

Talk the ’Tok: TikTok-Style Video Production Lessons

Jarrett Hothan — Tue, 11 Apr 2023 20:54:38 +0000

All credit (or apologies) to Petey for inspiring my intro video bit above!

When a social platform is named after a 2009 hit from Ke$ha—the great bard of our time—you know it was destined to do big things. Launched in 2016, TikTok has grown to over 1 billion users globally. Chances are you’ve seen, made, or sent a TikTok or two (hundred).

The video-sharing platform gave creators new tools to make pretty much anything. No wonder it’s so popular! But this brings some unique creative and logistical video production considerations for businesses trying to craft content for the platform. After all, not everyone has a robust social team that can shoot and edit opportunistic content on-the-fly (all hail that mischievous Duolingo Owl).

If your business needs a more traditional production approach, how can you make your content feel native to organic video platforms?

This year, our team at Demo Duck got the opportunity to produce a variety of TikTok videos for GEICO. Our challenge was to develop content that extended the brand’s voice—and the well-produced quality of its typical advertising—while also feeling at home on TikTok. Here’s some of the lessons we learned along the way. Hopefully they’ll help you add nimble and engaging TikToks (or similar style Instagram Reels, YouTube Shorts, etc.) to your social media video production strategy.

Crafting Concepts

Like most social media channels, TikTok content often rockets into the engagement stratosphere by tapping into timely trends—including its unique trending audio feature. But if your staffing or workflow doesn’t allow you to turn around content at a lightning fast pace, that doesn’t mean you can’t join the party.

Another defining feature of TikTok is its niche communities, and the unique styles of camera work and editing they utilize. For example, foodies around the world share delicious recipes using step-by-step shots with helpful text on screen.

When we were developing concepts for our GEICO work, we thought about aligning our video to some of these niche communities and their distinct video styles. This would allow our videos to connect with an audience, even if they didn’t align to a popular daily trend. What popular niche styles of TikToks would connect with GEICO’s audience, and are there opportunities to combine with GEICO’s established universe of characters, humorous brand voice, slogans and more.

@geico

Packing with Aunt Paula! Don’t forget the green bean casserole. Happy holidays! #geico #packing

♬ Jazz that Christmas masterpiece 4 - Single Origin Music

Let’s break down the concept behind the video above. We based one of our initial video series off the popular but niche world of packing videos. TikTok is filled with flat lay style videos where users pack suitcases, packages and more with outfits or other elements showcasing their personality. The world of “oddly satisfying” videos is vast (hello, ASMR!) and there’s certainly something pleasing about seeing suitcases packed in a neat and organized way.

We then thought of different characters we could bring to life using this style, using their possessions to bring their personalities to life. “Aunt Paula” was a natural extension of their “Aunt Infestation” broadcast commercial, and a perfect video to shoot in advance of the holiday season. After all, timely content doesn’t always have to come from an emerging trend.

Thoughts on Trending Audio

Speaking of trends and developing concepts, let’s talk about the elephant in the room. Trending Audio is one of the platform’s defining features, allowing users to set their videos to popular songs, snippets of dialogue from movies or TV and more. This lends itself well for users to try out dances, make funny lip sync videos—but also can put brands in a legal gray area. These audio clips are often copyrighted, which creates considerations when a brand hops on the trend.

This is something we considered when crafting concepts for our GEICO series. Since we were putting some extra elbow grease into these videos, we needed to make sure we avoided painting ourselves into a corner with copyright concerns. This of course, doesn’t mean staying away from music. It’s an integral part of the platform and adds energy to any video. The fact that we were editing the videos outside of the platform allowed us to flexibly craft concepts that used multiple licensed music tracks—leading to a fun series where we switched decades with visual and musical styles.

@geico

CAUTION: When you save money by switching to GEICO, you literally never stop dancing. #Dance #ThroughTheDecades #Retro #GEICO #insurance

♬ original sound - GEICO - GEICO

If you’re looking to add a musical track to a video within the platform, you can also consult TikTok’s library of pre-cleared music for businesses. That way it’s worry-free but not groove-free. Or you could officially license the artist’s track if budget allows. As the Hothan sibling that went into the creative industry and not the legal field, I'd always suggest consulting with your internal or client’s legal team to figure out what’s best for you and the project.

Nobody wants to spend budget on props, talent, sets—not to mention time on pre-and post-production—and then be asked to take the post down (or worse) due to improper use of an audio clip.

Producing for the Platform

Ok, so you’ve got some good ideas. But how do you produce work that feels natural to the platform? A video that feels “overly produced” can stick out like a sore thumb and cause viewers to tune out and keep scrolling. This consideration helped influence some of the commercial video production equipment we used.

“We actually shot our very first video on a smartphone as a test,” said Nick Roth, Demo Duck’s Director/Editor. “It looked ok, but ultimately using a handheld camera gave us some additional flexibility. Ultimately we were able to capture footage that was somewhere between a smartphone and the high-quality footage that is associated with GEICO’s commercials”

Nick also thought of ways to capture that hand-held feel of shooting that is synonymous with TikTok. Instead of making the talent hold the camera, Nick would work out “camera choreography” with the talent in advance of shooting. That way, he would be able to follow their movements in a way that made it feel like we were shooting from their perspective, while also allowing them to perform in the moment and get the best takes possible.

“We often have actors practice their dialogue and their actions before we start filming, allowing them to riff and find what actions are natural to the scene,” said Roth. “How would someone actually act in these situations, interact with their surroundings and others, and how can we make the camera follow their behavior instead of limiting it?”

@geico

You can get great insurance in practically no time from GEICO. Maybe even set a world record. #fyp #cupstacking #recordbreaking

♬ original sound - GEICO - GEICO

The right editing style is a big part of making a video feel native to TikTok—especially if you’re editing it outside of the platform. This was necessary for us, as we needed to work through reviews with GEICO. Big surprise, but quick, energetic cuts with a sweet spot of under 30 seconds usually led to the best performing content. Some of our favorite videos, like one starring a talented trick dog named Static, also didn’t have a strict shot list either. We just kept shooting and allowed the footage to dictate the final edit.

@geico

Good pups deserve boops and treats. And pet insurance, too. Note: Human assistance may be needed. #GEICO #petinsurance #dogs #bordercollie #dogtricks

♬ original sound - GEICO - GEICO

Speaking of, let’s talk about re-editing existing content for TikTok. If you have a variety of existing video content, it’s a great idea to try to get as much use of it as possible. But as discussed, just doing a vertical cut of an existing broadcast spot might look out of place on the platform. TikTok creates an opportunity to breathe new life into an existing video. Maybe you do a shorter cut, isolate a favorite scene, utilize text on screen, show behind-the-scenes content, etc. Do you have a slew of vintage ads? Style a living room like the era and just film classic commercials being played on a retro television.

There’s a variety of creative ways to extend existing content into the platform, but it all starts with being open to the unique sensibilities of the platform and its users.

Keep Dancing

Working on these videos certainly taught me a variety of live action lessons, and about the TikTok platform itself. Immersing yourself, studying the subcultures and learning from cringe (instead of looking away from it) is a great way to develop content that connects with an audience. Every brand and audience is different. Did your followers find something funny? Exciting? Do they want to see more of a certain character? If you’re just a tourist, it’ll seem that way.

TikTok is a party, and your brand is invited. And even if you don’t have a robust team to shoot impromptu content on the fly, there’s still plenty of ways to produce videos that feel native to the platform and connect with your audience.

Hopefully our lessons can be helpful in expanding your social media video production into exciting new territory. Sadly, the mid-2020 video of me dancing the TikTok choreography to “Savage” by Megan thee Stallion just won’t seem to upload to this post. Darn! I’ll try again next time.

The post Talk the ’Tok: TikTok-Style Video Production Lessons appeared first on Demo Duck.

Lively Lessons: Creative Video Production as a Training Tool

Laura Irons — Fri, 10 Mar 2023 19:02:46 +0000

I’ve been a duck for 10 years now and certainly a lot has changed. We’ve moved offices, added new ducks in the mix—even two ducklings of my own! It’s been exciting to see the work we do evolve from screencasts, to explainer videos, to countless other video production types. But something that really caught my attention over the last decade is the growth of training videos, both in value and also as a creative art form.

Training videos used to often have a bleak, stale “pop-in-this-VHS-in-the-break-room” vibe to them, but no more. They now present an opportunity to make lessons memorable, revisitable, and dare we say, entertaining. If you’re considering creating video content as a training tool to customers, employees, you name it, it’s never been a better time. Here’s some reasons why.

Perfect for a Distributed Workforce

Now, more than ever, your target audiences might be located in different locations all over the globe. E-Commerce fulfillment networks have let retailers of all sizes connect with customers anywhere. Workplaces are adding remote workers who are a great talent and culture fit. Students are taking advantage of the flexibility of remote learning.

It’s an exciting time, but knowledge still needs to be transferred.

For example, new hires still need onboarding, training and upskill lessons to be done. Paying for travel for in-person training can get expensive, and might not even be feasible for small businesses and start-ups. Producing video content is a perfect way to bring the lessons to where your audience is located. You can even produce localized content—literally speaking the language and tapping into the culture to make content as accessible with viewers as possible.

Facebook Internal Design Training Series

The Awesomeness of On Demand

Your audience is already busy balancing their personal and professional lives. From meetings filling up our calendars to cars filling up the pickup lanes at your child’s school, we are busy, busy, busy. You try writing new business proposals while your daughter runs a sidewalk lemonade stand and really wants you to try her new recipe. Video training content helps make important lessons accessible on-demand, at times that work best for your customers or staff. Oh, and they can be revisited as many times as possible, helping with knowledge retention.

Also, remember that your company’s staff—who are often in charge of knowledge transfer—are super busy too. Onboarding new employees, or hosting an in-person product demonstration, truly takes time. And if business is booming, those training responsibilities can honestly keep them from working on other projects and honing their own skill sets. Your employees can still bring value to the training process (more on that in a second) but producing video allows them to add more value than repeating monotonous meetings.

Liberty Latin America - "Speak Up" Hotline Animation

Opportunity to Elevate and Empower Your People

Your employees are already one of your best resources when it comes to educating their peers, or getting customers acclimated to a new product or service. Whether that’s hard skills, a friendly tutorial, technical knowledge, software, DEI initiatives or HR guidance, they have expertise to pair with their unique personality and warmth. An educational video production creates a way to utilize your team members, putting a friendly face to your organization and what it has to offer.

As I mentioned earlier, perhaps some of these staff members are already being utilized to host in-person training sessions. Not only can they serve as stars for the videos, but they can even help craft the content itself. Looping in your staff for video training efforts can also help with internal excitement and buy-in on new products or initiatives as well.

Also, we’re all human. If multiple people are leading multiple training sessions in multiple departments in multiple locations, important messages might be delivered differently every time. Video production allows you to streamline your message and make sure lessons stay consistent—no matter when or where they’re being watched.

Heggerty Client Training Video Series

Custom Videos for Custom Learning Goals

Something I often hear from prospective clients is that they’re feeling overwhelmed about what they want to accomplish with their training video and don’t know where to start. After all, there can be so much to cover across departments, topics, new products…all targeted at audiences with different knowledge levels, learning styles, languages and more. The nice thing about video is that it can accomplish different tasks using different formats, and a versatile video partner (hint, hint) can help you with that. You can use demo video productions to demonstrate software and processes, or have staff members host videos about company culture or showcase hands-on training. You can even use animation to bring to life concepts in a memorable visual way, or show processes that might be hard to demonstrate with live action video (like a complex dental procedure using 3D modeling and motion of the human mouth).

At Demo Duck, we’ll also create a custom engagement with your organization that considers your unique needs, budgets and timing. Oftentimes for multi-video partnerships (which training videos often are) we “batch” deliverables to help with pricing and production.

Grubhub Customer Tutorial Video

Let's Roll

There’s never been a better time to utilize video as part of a training or educational content initiative. From remote workplaces to remote learning, on-demand training content is perfect for the ever-distributed world we live in. Interested in learning more about training video production for your organization? Let’s get in touch! You might say I’m a little bit of an expert on it…

The post Lively Lessons: Creative Video Production as a Training Tool appeared first on Demo Duck.

Four Considerations for Creating Compelling Healthcare Video Content

Carolyne Vesely — Wed, 05 May 2021 18:13:20 +0000

Remember sitting in a hot sticky classroom as a teacher wheeled in a TV and turned out the lights to show an educational animation? This was my first memory watching a healthcare explainer video. Besides the euphoric feeling of getting out of schoolwork for a day, I was also captivated by the animation on screen. Thirty years, one BioMedical Art degree, and an Emmy later, I’m still trying to trap that curiosity in a bottle and infuse videos with it.

Although there are many ways to make a video compelling, there are special considerations when it comes to healthcare content. I’ve learned a lot over my career regarding what audiences respond best to, and what they’d rather not see. At Demo Duck, we take this seriously, crafting each piece of a healthcare video production with careful calculation. We believe any topic, no matter the complexity or sensitivity, can be distilled into a simple, easy-to-understand video that resonates with its audience.

Here’s a few things we keep in mind when producing healthcare video content for our clients.

Speak to Your Audience

At the end of the day, the person behind the screen is who you should be thinking of the most. When it comes to healthcare, that person is usually either a patient, or a professional trying to continue their education or better their practice with cutting-edge tools.

Patient audiences often include not only patients, but also their friends, family, and caregivers who are looking out for them throughout their healthcare journey. Their ages and literacy of the topic can range greatly, as can their emotional state when viewing the content.

The environment in which they’re watching the video also plays a part in how they’re absorbing the message – perhaps they’re watching it on a waiting room tablet with their doctor, or at home while perusing other out-patient materials. The brevity and simplicity of the message should match the medium in which they view the videos. For in-practice viewing, we recommend short concise videos that get straight to the message. For videos viewed at home, it would be best to consider a stylized animated approach, drawing the viewer in with colorful characters that will help them connect with the story while simplifying complex topics.

This project for the Crohn’s and Colitis Foundation was designed to help patients prepare mentally and physically for surgery.

When it comes to professional audiences, the intent of the video is completely different. These videos are goal-oriented, with the outcome either leading to a purchase or a better practice. Their time is valuable, so we need to speak their language and speak it fast. Consider a more realistic visual approach, utilizing 3D elements, 2D visual aids like diagrams, or even expert voiceover or live action footage.

Know When to Harness the Power of 3D

3D animation allows us to realistically showcase new tools and treatment approaches in an otherwise impossible way. These realistic depictions can generate excitement around a new product, while accurately depicting its application.

3D is highly customizable, making it a great choice when wanting to show multiple angles of the same subject in a realistic fashion. In a 3D animated space, we’re not faced with the same cumbersome challenges that might arise from a practical live-action production. Truly, anything is possible! With this in mind, 3D is an excellent choice for procedural and technical animations.

A dental procedural video we’re currently producing utilizes 3D to show angles in the mouth that we couldn’t capture with live-action footage.

Audience, however, still plays a part in this. If the subject is emotionally taxing, it may be good to reassess the visual medium. Some topics can present life-altering scenarios for the viewer, especially when dealing with a patient-focused audience.

I was once tasked with creating an educational video explaining end-of-life care for terminal cancer patients and their caregivers. The outcome here is much different. We want the patient to leave with a feeling of support and comfort, rather than having just been hit with some cold hard facts. In these instances, the crisp, clean sheen of 3D can prove a bit tone-deaf, whereas a live action video with a personable host could serve as a better alternative.

Understand the Fear Factor

Let’s face it—sometimes even just getting a flu shot can make people squirm. When it comes to patient education, you need to consider that whatever procedure you’re describing is about to happen to the person watching your video. Even if the procedure is a common one, simply learning about it can be nerve-racking. We want to explain our information in a way that doesn’t inspire dread, which is a surefire way to get someone to stop listening or unintentionally distort the message.

When it comes to dread, little induces more fear than a medical tool. For this reason, we often avoid showing invasive tools on screen in patient-focused videos. While you may want to explain the steps of a patient’s upcoming surgery to them, there are some visuals that don’t need to be included in the final cut of the video.

Oftentimes, I’d advise against showing the action of a surgical step—and the tools used in them—and instead cut to the result. For instance, if we’re showing an incision, we’d fade to the scene after the surgeon has made the first cut – or sometimes even watch as the incision opens by itself. The general rule is not to show anything sharp or invasive going toward skin.

We explained how mRNA vaccines for COVID-19 work by breaking it down to a cellular level, and showing needles on their own—not the actual moment of injection.

Oh, and no blood! This one is pretty obvious, but worth mentioning. Blood might as well not even exist. Instead, consider showing the “after” of a procedure, or showing blood on a microscopic, cellular level if the procedure requires it.

Be Intentional With Character Design

Characters are a great way to make sterile medical topics relatable and can easily connect viewers with the voice on screen. From genetic disorders to dental procedures, these things indeed do happen in the human body, and illustrating a body where these actions take place will help orient your viewer.

Even if the established design style is hyper-realistic, I still prefer to keep my characters simple and stylized. Nothing is more distracting than a realistic human depiction staring at you from uncanny valley. For procedural videos, simple 2D or 3D silhouettes will keep viewers focused on the messaging and not the character.

For patient-focused concepts, more detailed characters can be comforting. It allows them to see themselves, or people they care about, in the video. As a practice at Demo Duck, we like to make sure that our character designs are diverse in age, race and gender. However, when creating medical content—it’s important to remember that specific populations are affected by diseases more than others (for instance, sickle cell anemia predominantly affects black populations). So take the extra step to consider when to depict a diverse character group and when specific representation matters.

The Right Prescription

Healthcare as a visual medium is ever-changing, with social norms and cultural constraints constructing the overall landscape. In the end, how you approach your healthcare video is up to you and your message.

At Demo Duck, we like to follow these considerations to ensure healthcare video content is both engaging and informative, putting your message at the center. If you’re interested in bringing your healthcare video to life—drop us a line! It could be just what the doctor ordered.

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Cell Animation: Our Partnership with the American Society of Gene and Cell Therapy

Jarrett Hothan — Wed, 09 Sep 2020 18:47:03 +0000

I wasn’t a good biology student in high school. Quite the opposite, actually. I recall spending many nights struggling with the material, desperately relying on my friend Lauren’s help as my tutor. She graduated from medical school and became a physician, and I grew up to be a writer for a video production company. You might say we were both destined for different career paths.

So when the American Society of Gene and Cell Therapy approached Demo Duck in 2018 to produce an explainer video series, I was excited to take on the project—and also had some personal motivation. Could I finally have a biology breakthrough, and redeem my report card from decades past? Well, 20 videos later (plus a handful of infographics and web articles), I’m extremely proud of our partnership. We distilled complicated topics into engaging educational materials, helping ASGCT see success in a variety of important metrics.

Our partnership with ASGCT has already seen some awesome results.

The Project Begins

Here’s a little history to go with the biology. Founded in 1996 by a group of medical researchers, The American Society of Gene and Cell Therapy is an organization dedicated to advancing knowledge, awareness and education of gene and cell therapy. They approached Demo Duck with a video series in mind—eight educational videos for the general public and specific patient populations about gene and cell therapy. The animated video series would explain what gene and cell therapy is, how it works, and how it pertains to certain diseases.

Our team needed to develop a creative approach that could be applied to every video, but then also applied to communicating disease-specific information. Our inspiration started, naturally, at the cellular level. We wondered what it would look like if we used the organic shapes of genetic building blocks—cells, genes and DNA—as a way to explain concepts. These elements also naturally create a colorful backdrop for text, stats, and character-based vignettes. The use of characters was key, as we were looking for a way to add a warm, human element to videos that focus on the heavy topic of genetic disorders. To take that “human element” one step further, we proposed interviewing experts (doctors, researchers) and adding snippets of their voices to each video.

These storyboards from a video about Fabry Disease show how our overarching visual approach utilizes text, characters and cell-like shapes.

Doing Our Homework

The ASGCT team was excited about our direction, and we began production. As our art directors and creative partners got to work fully realizing the visuals, it was time for me to get a crash course in gene and cell therapy. The ASGCT team provided me with a variety of outlines and other resources, and I did my own online research in medical journals, government agencies, academic websites and more. I even texted the aforementioned Lauren with a few questions, who as you may imagine, was quite surprised to hear me asking about the Blood-Brain Barrier!

Self-deprecating quips aside, my lack of familiarity with the topic at the start of the project actually proved to be a valuable asset. The audience for this video is not medical experts, but everyday people who may be learning about rare genetic disorders and gene therapy treatments for the first time. Perhaps a couple who after undergoing genetic testing, found out that they’re at risk of passing along an inherited genetic disorder to a child. In a vulnerable, emotional moment, they search for more information about the disease and if there’s any hope for treatment. I scripted with these personal journeys in mind, and made sure that our videos clearly explained complex information in a way that is realistic, empathetic and hopeful.

For our very first video, we broke down the basics of gene and cell therapy. It helped me learn the fundamental concepts of this exciting field of research at the start of the project.

It was also fascinating to talk with the subject matter experts. Theresa and Cody (the producers on the project) and myself would call these medical professionals and record the conversations using either podcasting and meeting hosting platforms (it took some trial and error) ultimately splicing their takes into the larger voiceover artist’s script read! Recording voiceover for an animated video certainly isn’t on their typical daily to-do list, so I could tell that some had a great time with the experience.

The Power of Partnership

A successful project always starts with a strong client relationship—especially one dealing with such detailed subject matter. ASGCT’s team was vital to helping us get the job done. They provide outlines, resources, feedback, suggestions and more—all within timely turnarounds to keep these various explainer videos moving. This is also possible through the timelines and review processes implemented by our talented producers (shout out to Theresa and Cody), who also keep the lines of client communication going so strong.

Design Is in Our DNA

As we got deeper into the project, the client realized that they could use additional materials to complement the content—specifically web copy and infographics to accompany each video topic. No sweat! Our team of art directors have killer design chops, and are just as skilled with static images as they are with putting things in motion. Thanks to my background in journalism and public relations, I’m certainly comfortable with long-form writing as well. It was exciting for both our team and the client to watch the project grow organically into exciting new directions, all following the “north star” of creating what is most educational and engaging for our audience.

The infographics extended our overall creative approach into a new medium.

Final Exam

From the initial eight-video engagement, the project has grown into a 20-part series with corresponding web articles and infographics for each topic. It’s been inspiring to watch our team and production partners work together to take the initial creative concept and expand on it in interesting new ways. And you know what? I’ve really found an interest in this subject! One of my favorite parts of working at Demo Duck is working with such a wide variety of clients and learning about their specific industries. Getting a crash course in human biology, rare genetic disorders and therapeutic technologies in my early 30s has been an unexpected thrill. My 18-year-old self would be certainly proud…but maybe he should get back to studying.

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