Unit 28 LO1

Unit 28: LO1 How do corporate videos work

My first corporate video that i will be analysing is the O2 ad.

The style of this video is business like. It has a business feel to it as early as the first ten seconds. The
reason behind this is the layout, the choice of words and the backing music. The content of the
video is professional, soft and not demanding. It tells you about the opportunities available and the
wide range of stability across the whole plant.

The equipment used in this video isnt shown too much. A lot of the video is words and computer
work, where only a few bits of the video show acting and some camera work. Not up until 2;46 is
there any sign of acting or recording. The reason behind this? Personally Im not too sure, but i can
still feel the business like material being offered by O2, so at no point did i ever feel this video was
cheap and put together in five minutes.

Personally, i believe this video would have cost in the region of about 900-1600. The reason for
this is that there is a lot of computer work and animated graphics going on throughout this video,
and to get it to the right quality or standard that you expect, you have to pay out.

The message of this video is for the public to understand where O2 are going, how they are
expanding as a business, and how they support other countries. Their showing you what theyve
done already, and telling you to come and join us, be part of something big, something special, and
theyve successfully expressed this in their video.

The target audience for this video has to be business professionals. They cant be aiming a video
like this at college students. Id say the target audience for a video like this has to be around 27-50.
Their looking for people with a lot of knowledge, a bit of knowhow, and someone who can offer
something no one else can.

This video can be shown at their press conferences, and business meeting that O2 are part of. It can
be used as a great example of expressing a message if someone needs an example of a corporate
video. O2 can put this on their website, and on adverts on the internet. I wouldnt say this is a video
made for TV. Its a bit to formal, and choosing the right channel for it to be shown on would be a
challenge.

Throughout this video there is no general camera work, all of the action on screen is animation.
However, through the video O2 make good use of this effect by conducting shapes that people
recognise and that the video relates too. My first example of this is in the tenth second of the video.
Hear you start to see lots of Os appearing on screen. These eventually add up to make the shape of
the countries across the world. The different colours of the Os represent the sales and popularity of
O2 across the world. Darker pink means very popular, whilst the lighter blue means not as much.
Theyve used these colours in almost a hot and cold effect. Pink represents hot, meaning more
popular, and the blue represents cold, meaning not as much.

In terms of composition, the objects that appear are always presented to good composition rules,
either centreal framing to give over key messages or on the rule of thirds points where transitions
between images occur.

For example , further on, you see a lot more movement within visual effects. Business words that
O2 relate off and work towards are all promoted on screen for viewers to see. These flash across the
screen to catch the audiences attention, with bigger words having more of an importance than the
smaller ones. This transistion is then rotated 90 so that all words are pointing up. This image is then
transformed into buildings and O2s head office. This links the two together allowing the video to
go from one topic to another without completely changing whats happening on screen. This then
allows the aduince/ viewers to relate the two pointers together and stay connected to the topics.

The sound in this corporate video is very calm, relaxing and business like. You dont want the sound
to take control of the message that your trying to get across with your visuals, therefore a soft tone
is needed throughout. However, you dont want to make the mistake of having no music
whatsoever as this can make the situation boring when presenting your video or even to formal.
You want your advert to be formal but with a bit of leeway within it. Nothing to strong, loud or
overpowering, just some soft music which can be played in the background that everybody can
hear. The music relates to the visuals several times throughout this video. For instance, when O2
are explaining all their different locations of where they are based, they go through places such as
Abudhabi, Dubai, Arabia and Bahrain. This soft music allows the audience to relate to what
opportunities they might have personally if they work for O2. When people mention Dubai or other
exotic places, you think of the beaches, cocktails and the money. Thats where the soft music
relates to what being shown on screen.


My next corporate video that i will be analysing is the Apple ad.

The style of this advert is very formal, but straight to the point. They dont go on about pointless
stuff that no-one wants to hear, they say what you want to hear, what convinces you to buy their
product, and what makes them amazing. This video includes interviews with employees, and they
all say what an amazing experience it is to work for apple, and what a pleasure it is to be able to
design some of the best technology available in the world.

The equipment used to produce this video would just be your every day camera. Probably a better
camera than what most have, but to film this video the process wouldnt have been hard. Theres a
few computer graphics involved, such as charts and animations, but all in all, this video is simple,
but effective.
The budget to produce this video wouldnt have been to costly, a lot like my last ad. The reason
behind this is that they use their employees in action throughout nearly the whole video; they
interview workers of Apple, which wouldnt have cost them anything, so therefore i estimate this
video to have cost around 300-550 to produce.

The message of this video is to show off what Apple do, and why not. They are the biggest up and
coming business in the world, they make products that are unique, reliable and pure class. The
message sent out in this video is to big themselves up, look at the messages being spoke by their
employees, they all support each other, and back one-another up. The reason for this is that Apple
have clearly made this a very enjoyable workplace, and therefore they get the results.

The target audience for this video is from around 16-45. The reason Ive started so low with my
target audience is that at one point a women says the only reason you work hear is because you
are at the top of your game, or have the ability to. This mean no matter how old you are, strive for
success, become the best, be the best at what youre doing. Around the age of 16 is when you really
start to get a clear picture about what you want to do, and this women only supports that message.

This video could be shown at Apple conferences, or to students. The reason for this is like i just
stated, people around the age of 15-16, start to get a clear idea, and they only help a persons
confidence when in school or college, telling them not to give in, and this is a real motive for people
of my age.

The shots that are used within this corporate video are not only linked well, but are shot well. The
range of shots at the start of the video are excellent. Interviews are shot using the line of thirds rule,
whilst then a close-up of then interviewers face is then shown in the middle of the screen. The
focusing of the camera is all on what they want you to see. In this case it is the person speaking, so
everything behind him/ her is blurred out or out of focus. This allows the audiences attention to be
on what Apple want them to see. The shots link together by having the person in the same position
on the screen. As Ive said before, this allows the audience to link things together and not be
disturbed by the forever changing shot angles, types and postions.

Its not only interviews that were shot through this video. For example. On many occasions Apple
link back to showing shots of people working on projects and new and upcoming material. This can
show the audience what goes on behind the scenes, almost an insight towards how Apple works.
The shots they show are also using the rule of thirds technique. This is by no means a mistake that
Apple have done this, they make their advert look professional, sophisticated and business like by
applying these few simple rules that can transform a video.

Once again, within the shots that I explained in the O2 video, the music is soft and not to
overpowering. The sound in this corporate video is very calm, relaxing and business like. You dont
want the sound to take control of the message that your trying to get across with your visuals,
therefore a soft tone is needed throughout. However, you dont want to make the mistake of having
no music whatsoever as this can make the situation boring when presenting your video or even to
formal. You want your advert to be formal but with a bit of leeway within it. Nothing to strong, loud
or overpowering, just some soft music which can be played in the background that everybody can
hear. The music tone changes on a few occasions within this video, and this therefore manages to
link to the visuals. For instance, when they start talking about the new case for the iPad 2 and their
new batteries, the music tone changes, just as the topic does. As I said previously, this is no mistake
by Apple, this was meant to be done.

The story behind this video is all about how good Apple is. As we know, Apple have built this
reputation of creating the best products available to us today, all with the latest technology. This
therefore reflects on their video, because we know how good their products are, we therefore look
for how good is their video going to be, and what is the content. The reason we know how good
their products are is because of their performance. Theres always something new coming from
Apple, a new phone, laptop, computer, iPad. This keeps the public on the edge, not knowing whats
round the corner.

This is where Apple have got it right. They know of their reputation across the world, and this
reflects off of the public onto their video. The public know their products succeed, so automatically
think that their video will. They show off their products in the advert so the public can relate. The
reason theyve done this is also another way of advertisement for their products.





My third corporate video that i will be analysing is the Canon ad.

The style of this advert is very effective, and a big motivation to everybody that watches it. This
video includes some facts that we never think about, but are the truth. They tell you that every
second matters, dont make the wrong choices, but, if you do, theres time to fix it.

The equipment used to film this video would have probably been one of Canons camera. Like the
other two corporate videos there are plenty of computer graphics, that stand out, and go straight to
the point. Using computer graphics allows you to get your point across in a different way. Rather
than an interview process where you sit down and talk to someone about your statistics, computer
graphics allow you to have more fun, but still keep that business feel to the video.

The budget of this video is going to be something in the same region as the O2 video. These two
ads are very alike, they use a lot of computer graphics, but like the Apple ad, they have a person
speaking all the way through, acting as a voice over. I would put this advert at a budget of around
420-600.
The message of this video is straight to the point, no mucking around. They say how every second is
important, no matter what your using it for. You could use that time to be talking to friends and
read the newspaper, or be coming up with a new product. Dont waste time, theres not much of it,
so why waste it.
This video could be shown to a range of different audiences. Like the other two, they could
obviously use it in showing off their business, but there are a few other places i reckon this could be
shown. Schools and colleges are always a could place, as teenagers always need motivation, and
this is exactly what this video offers.
Throughout this video, Canon ask you questions. Are you this, are you that. They use a ttechnique
called step-step-lead. This means asking questions that the public can relate to, and therefore have
an answer to. For example; when Canon say By the time youve got the train, fed the cat, caught up
with your friends, theres 3000 seconds gone. It makes you think. They make you come up with
answers, think about what youve been doing. How does this affect you. What else could you be
doing. They then say what can you achieve today. This creates a positive answer, all because
theyve built you up to that situation.
What we see on screen at the start is all very fast and everything links to one-another. For example,
Canon talk about trains, cats, friends. The shot changes as the dialogue does. They link together.
Allowing the audience to hear what they see.
The music in this video is very motivational. Uplifting and encouraging. This is all to do with the
message that they are creating to you. Can you do this, can you do that. If they asked these
questions to you and there was depressing, slow music in the background, positive thoughts
wouldnt come to mind. Howver, by selecting this kind of music, this allows the audience to feel
good about themselves, getting the best out of them.
From the start to the end of this video, Canon take you on a journey. They start with a normal
morning routine, talking about what you do in the morning, and dont waste precious time. You
catch the train, get to work, go home, feed the cat. All stuff you do in your normal day. Canon start
to talk about what they will do. They use the step-step-lead technique over and over, drawing the
customer in. they ask you questions that they know they can do, but they still ask it. Asking you if
they will provide business effiencieny, will they take their customers beyond technology and will
they help them achieve more. All of this is positive, and whilst this is happening the voiceovers
voice gets moe upbeat, he starts to speak with passion, the music gets faster, and the visuals take
you through a tunnel. This tunnel is the journey you go on with Canon, a journey to help other
people succeed.

Comparison of the three videos
These three corporate videos all offer something different, but all get the same message across.
Keep on going, strive for success is what their all aiming at, and telling you that you can do the
same. Become something big, never give in. There are a lot of similarities between these three,
their use of animation and computer graphic allows their videos to have a business like feel about
them, but not going to far that it loses its effect.
Their target audiences varies for one of the videos, but two of them start off at around the same
level. The Apple and Canon ads are quite motivational, and therefore i believe both aim at a lower,
less experienced target audience. However, the O2 advert is very businessman like, professional
and proficient.
The only difference between their choices of target audiences is the starting age, as i have
explained in my previous paragraph.
The overall quality of all three adverts is superb. Every single one of this videos is to a high quality,
with them supporting themselves, and helping others into making a successful business and a high
quality video.