These slides illustrate the theory and practical elements needed to create an effective short video to communicate a key library related message. The session was accompanied by videos from Weasel Televisual enterprises and a workshop element.

1. The Weasel That Roared Creating and using effective promotional and educational videos for libraries and information services Gareth J Johnson Weasel Televisual Enterprises (and University of Leicester )

2. FILM 1: One weasel’s view...

3. …Fade In Creating movies for training, education or promotion The underlying theory Considering the power of humour Going from script to screen The practicalities of creation and use

4. Genesis of the Weasel Started filming in 2007 for fun Bought a camera and editing software Moved on to developing short films Started using videos in (some) teaching and training Made open accessible Reused by librarians globally Learned about the practicalities and craft of film production

5. The Role of Film Relax Refocus Repetition Remote Reinforce Re-usable Respite

6. The Cons Won’t click for everyone But neither do other forms of instruction or promotion Satisfying different customer needs and styles A hybrid or blended promotional approach Another weapon in the arsenal Video production itself can be a PR event Barriers exist Organisational ethos or personal resistances Concerns over skills set or resources

7. A Comedy Tonight So, where do humour and librarians meet? A powerful a communication tool as rhetoric or repetition Makes it engaging A key goal for any education or marketing Makes it memorable Audiences will remember serious points made Makes it digestible Sugar coating for difficult topics

8. Selling the Idea Consider making a simple business case What demands could a video satisfy? What value added dimension does it add to your service? How could it save time or resources in the future? Making your pitch Be positive! Be proactive! Be prepared for a knock back…and then try again! Be prepared to just do it anyway!!!

9. FILM 2: Bookworms

11. Biographical story of the rise and fall of a small time mobster, and the lives he touches for good or ill

12. Respected man and only possible suspect tries to prove he didn't kill his wife, fleeing the dogged pursuit of an unstoppable man

14. Video: Planning A video short should contain 1 core concept Concept encapsulated in 25 words or less Start simple with message then plot then dialogue Choose your artistes with care Dull inflection/intonation bring death on swift wings Availability can be a key factor Block out plenty of time First time always takes longer than you expect Get someone else to film it if you can…

15. Video: Scripting Remember the hook The opening line has to grab the audience’s attention Get someone else to read/review the script Spot the best bits and polish your diamonds Helps avoid major clangers Write for your audience Brevity, clarity and punch Basic screenwriting techniques will help Not a simple migration of words to screen Use or adapt a template style or format Keep thinking message, message, message

16. Video: Finessing A need to make use of a visual grammars The lexicon of movement and reaction Show don’t tell at the heart of best practice Fewer words and more movement Don’t over rely on cliché Bookshelves back drop can be a major turn off Talking heads looking straight into the camera …but can be a handy visual shorthand Breaking the rules What works for me, might not work for you Experiment – it might just work

17. FILM 3: Mandates

20. Plan out your component scenes and actions

21. Think of locations, situations and actors

24. Script to Screen Screen writing formats Useful as a guide but don’t follow strictly See references and handouts for suggestions Writing effective and engaging dialogue Two heads can be better than one An interrogative between two speakers is best Question and response format works well Rules of thumb on the page 1 page/1 minute The Speaking script and the shooting script are strictly two different entities

25. Your Name In Lights Be wary of information overload Tempting to cram too much in - One or two core messages only Remember clarity, pacing and engagement Shooting tips Always consider simple backgrounds Avoid busy backgrounds Make sure it’s well lit Shoot once, shoot twice, shoot thrice Be prepared for reshoots after rough cut

26. Editing: Saving It In The Mix Keeping it on track Complex/long scripts equals more time consuming shoots and editing A little each day can be more manageable Good editing can save weak movie making Can sharpen by trimming dead air Daily rushes & rough cuts Screen to a small audience Listen to their feedback or comments Be prepared to make (minor) changes or reshoots Output in multiple formats Lower res for web, higher res for DVD & archive

27. Timing is Everything Videos are a non-trivial creation exercise A 3-5 minute movie might well take Plotting, scripting, planning 1-2 hours Set up, shoot and re-shoot 1-2 hours Editing & polishing 2-3 hours May not be consecutive periods Helps if are relatively close together Need for script approval can increase times

28. Prefab (Sprouting) If you don’t have time to make your own… Reuse someone else's Might not be ideal but can save time Freely available and high quality videos YouTube Jorum Open Institutional Repositories Or failing that commission someone to make you one….

29. The Golden Rules Scripting Keep your message uppermost in your mind Get someone else to read the script out loud Shooting Do multiple takes of every scene Be aware of backgrounds and lighting Editing Use what ever software you are happy with Make & watch a rough edit as quickly as possible Produce low & high quality final versions

30. After the Film Contact gazjjohnson@googlemail.com 0116-252-2055 (2039 after 1st Oct) Twitter www.twitter.com/llordllama Videos www.youtube.com/llordllama Facebook tinyurl.com/randyweasel Questions?