To produce a highly stylized piece that opened tight, use elemental imagery and bold text treatment, transition to an animated “this is how it works” section, and finish with live action tour of places and faces of ClubMD.
Project: ClubMD promotional video
Client: The Williams McBride Group
Producer: Raphael Cecil
Director: Raphael Cecil
DP/Camera Operator: Brian Cunningham
Graffer/Key Grip: Ben “Legs” Newkirk
Lighting Package: 4×4 Kinos (daylight balanced)
Shoot Format: HD 1080 24 fps
Shoot Length: 1 day live action b roll, 1/2 day animation elements
Editor: Chris Johnson
Edit Length: 6 days
Delivery Format: Web, DVD
Shooting style/approach: Keep it simple. We had a lot of setups for a day shoot. As soon as we got the shot, we moved on. Almost everything was shot from a doorway dolly making short moves.
Editing/motion graphics style/approach: Client supplied several examples of text treatment and animation, but we wanted to make it our own. The text reveals the harshness of healthcare issues, but the animation shows the simplicity of the ClubMD process. The last part of the video had to leave you wanting to be a part of it all. We used a transition from animated lobby to live action lobby to connect the parts.
Interesting notes/Fun facts:
1) Ben “Legs” Newkirk made yet another cameo in a VB production. He’s the pair of legs on the treadmill at the front end of the piece.
2) Chris had to bring on characters in the animation sequence from the right due to his hands being in the shot. Since he’s left-handed, he would cover up anything on the left side of the frame.