By Christian Calabrese: Editor and Videographer

Clients often struggle with the decision whether to use video as a marketing tool. Naturally, for a brand to be memorable, the viewer must connect to the content in some way, and as the old adage says, “a picture is worth 1000 words”. That being said, while an image has the power to strike a resonant chord with the viewer, video has the power to strike multiple chords and guide the emotional path of the viewer. This results in a far more impactful message.

Video is often misunderstood as a practice of pointing a camera and shooting a subject. Although the aim of video is to depict a subject or idea, a properly-produced video will also guide the emotions of the viewer and enhance the content. Few people watch an interview and marvel at the lighting, but the quality of the light can make them feel a certain way about what they see.

Within video production, an endless assortment of techniques exist to facilitate the emotional resonance within a scene or moment. Today, we’ll discuss the power of a camera’s position, or the “framing” of a scene/subject, via the elevation of the camera, the subject’s position in the frame (image) and the power of motion within a shot.

Framing the Image: A Balancing Act

A viewer may not be able to describe the logistics of a properly-framed image, but they can almost always tell if it looks bad or good. Our first trick of the trade is borrowed from photography. If you were to split an image into nine equal boxes, the eyes are considered to gravitate towards the point where the lines intersect one another. This is referred to as the “rule of thirds.” Observing this rule of placing subjects or actions into these thirds results in proper balance of the subject versus his or her background space or dead space. This dead space also carries with it expectation. Consider a documentary, testimonial, or news story. You will find the subject is always positioned in the upper thirds facing the direction of empty space. Facing the area of dead space renders the most pleasing image and directs attention to the subject. Having a subject looking AWAY from the dead space in a frame places the emphasis on the background, creating the expectation that something is going to happen in the background. Concurrently, leaving too much dead space above a subject’s head distracts from the subject and places emphasis in the blank area.

Another thing to bear in mind is that the closer the subject is to the camera, the more emphasis is placed on what they say. Video has the advantage of combining multiple images to strengthen points. The closer the camera, the more each word seems louder, clearer, and concurrently more resonant with the viewer. Thus the act of combining these farther shots with closer ones of your subject can place specific emphasis on select words. Volume increases aren’t necessary. Our eyes focus all the attention we need. There’s power in framing.

Elevation: A Power Play

Framing the subject is not only a source of power; a camera’s elevation also has a great deal of effect on the viewer. Whether you want your subject to appear authoritative, unassuming, or conversational depends greatly on your elevation of choice. Consider superhero posters. More often than not, the camera is angled slightly downwards looking up. From this angle, regardless of viewing angle, we find ourselves looking up at their image. This not only adds an impression of height – this “larger-than life” characteristic renders power from the viewer to the speaker, and enhances authority.

On the opposite side of the coin, when the camera is placed above the eye line of a subject, it creates the impression of subservience. We as the viewer are looking down on whomever is present. We feel more powerful than them. You are less likely to trust the image of someone you look down upon. At the very least, this type of framing in a testimonial can appear awkward. This is why you will rarely find an interview in which the camera lies above the eye line.

As you might have guessed , the middle ground between elevations is the eye line. From this elevation, both subject and audience have an equal vantage point; no one is greater in importance than the other. This elevation is useful when you want the subject to appear friendly or relatable, especially suitable for on-the-street interviews. Here’s where the magic comes in to play. The three sections aren’t mutually-exclusive categories. Framing a camera slightly below the eye line, for example, renders the subject relatable, yet enhances their confidence. Slightly above the eye line enhances gentility, while still maintaining relatability.

Motion: Photography’s Crux

The greatest advantage video has over images is its mobility. A video can morph, change angles, adapt to the subject and direct attention all in one shot. When done right, video can be vastly more completing and influential. Although exceptions definitely exist, the biggest mistake a videographer can make is keeping the frame static. Moving the camera allows the viewer not only to see an image, but it also creates the illusion of interaction. Rather than absorbing information from a picture, the viewer may wander around a living, breathing space.

For example, moving the camera forward, or side to side, (known as a “dolly”) allows the viewer to tour the area. The viewer gets a more intimate vibe for the space by experiencing it rather than watching. Alternatively, starting on the image of a location provides a personal anchor for the viewer to relate to. Once the object is established, pulling away from it to the rest of the background allows the viewer then to experience the area slowly unfold, so as to create the impression of discovery rather than straight observation.

Even when the camera stays in generally the same position, movement of the camera can create some interesting effects. Slightly swaying or shaking the camera can creates the illusion of natural recordings akin to home movies, good for a viewer to relate to what’ seeing depicted. Smoother, sweeping movements feel larger-than-life, and deliver a cinematic feel, creating the impression of a theatrical experience. When you want your subject or scene to take on a grandiose quality, this is the way to go.

Conclusion

These techniques aren’t mutually exclusive, rather the thoughtful method of combining them is key to creating a great, impactful image. Recall that I said when properly produced, the technical elements of a video take backstage to the content. This is the power of video: technical flairs enhance the quality of the composition, and as a result the viewer will not only remember what they’ve seen – they’ll remember the content. Using these camera techniques in their proper ratios can mean the difference between a memorable, impactful message and a sloppy, forgettable one.

Does your business need assistance using the power of video to tell your story? Give us a call at 701-478-1111 or visit absolutemg.com/contact we would be happy to help.