Using video on your website sets you apart it’s true, but it’s catching on fast. Soon enough you’ll find that your competitors have jumped on the moving images bandwagon too. So how do you stay ahead of the curve? By diggin’ deep and rooting out what makes you truly different from the rest. Stay true to your individual brand personality, pull out what sets you apart and create something different and compelling.
When Salisbury Glass approached us for a video that would tell their story and promote their business we got stuck in finding out what was different about them. We produced a video that’s high in quality, timeless and showcases the uniqueness of the product. Giant Peach’s in-house image expert Ryan talks about how we did it:
Finding the USP
Other videos in the market were using similar approaches: narration over shots of warehouses and premises which we found sort of uninspiring (a 20-second shot of glass being loaded on to a lorry isn’t that compelling). Salisbury Glass is one of the only companies in the UK to produce their windows on site here in the UK (as opposed to importing them). We decided to use that unique aspect to tell the SG story.
We made a short movie to tell this unique story, start to finish, following a strip of metal at the beginning through to its glorious conclusion as a window at the end. We set this story to a piece of original music, and voila! Fresh, stylish and simple.
If in doubt, leave it out
A video is a window into your personality, it adds another dimension to your website and shows another side of you. But it doesn’t have to be a blow-by-blow account. Your video needs to be just enough to hold your audience’s interest, just enough for them to want to know more about you. We went down to SG for an initial recce and walked through the whole process with sales director Ian, looking for which parts of the process would be interesting to include. Anything that wasn’t 100% necessary didn’t make the cut.
Making the cut
Video is all about personal connection. Viewers love to see someone they know so we squeezed as many team members as we could into the video.
There are a lot of ‘sliding’ shots in there, adding interest and getting that idea of momentum through the process. There's also the shot at the beginning where the drill cuts the length of metal – a tough shot to get because of all the health and safety guards blocking almost every angle around the machines. In the end all the hard work and perseverance is worth it for an interesting shot and getting a feeling of ‘flow’ throughout the video.
One shot to look out for is the overhead shot of the drill. On the day of shooting the drill wasn’t playing ball and we had to ditch our original plan and make something up on the fly, but we actually prefer it. That’s a good point about filming your video actually – having a professional in means they bring experience and a flexibility that’s necessary to be able to visualise a different path if things don’t go to plan.
The icing on the cake
Music is incredibly emotive so the soundtrack to your video has to be right. For this video we went through stock libraries and tried a few things but nothing we listened to brought the video to life. We decided to try something new and called in Salisbury-based producer Gavin Roberts.
We wanted the soundtrack to reflect the mechanical and progressive aspects of the film but we also didn’t want to go too serious or downbeat. It was also important that the track was suitable for both the commercial and domestic sectors. I think Gavin must have come up with 10 different versions of the track before we settled on one, but we got there!