5 reasons a video works

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A 5 minute video filmstretch recently produced has hurled itself to the top of my favourites list. I thought it would be useful to dig into the top 5 reasons that’s the case. But first, the video:

Here’s the list:

  1. Big idea content – I’m a big fan of TED talks and was delighted to learn that the RSA was a huge inspiration for TED when it began 29 years ago (the RSA has been tackling big ideas for over 250 years now).
  2. Solution focus – we face a lot of troubling issues in the 21st century.  I don’t shy away from knowing what these are, but I do react negatively to coverage that doesn’t attempt to talk solutions. It’s so easy to name the problem. But more difficult to do the creative work of suggesting solutions.
  3. Location – like some of the best still portrait photography, the location we were able to shoot in reflects the content. The interview was shot in a court room at the Police and Justice museum that’s apparently been used a few times in the show ‘Rake’. It’s a contextual match.
  4. Use of illustrative images – picture research and insertion is time consuming. It makes such a difference to visual engagement that I like to use it whenever time and budget allow. It takes us from a ‘talking head’ into the visual world of the subject matter.  Video is all about showing. So it’s good to do that whenever possible.
  5. Mixture of interview footage with footage of presentation to a live audience – because human beings naturally present differently to a group than they do to one other person (commonly called a conversation!) the video content captures both the broad strokes about the project, delivered to an audience, as well as details that came out in the interview.

How can you use these technique in your organisation?

PS If you’d like to hear more from Rachel, an 18 minute cut of the interview is here:


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