Simply wrapped our first main branded video mission – 2 months and $15K funding. Thought I’d share the method, price range breakdown, and key classes for anybody contemplating one thing comparable – together with the storytelling framework we used to make it highly effective highly effective.
Key Classes (Fast & Soiled)
Listed here are the most important takeaways upfront. I’ll get into the small print and course of under if you wish to dig deeper.
- Work backwards out of your ending. Know the transformation you need to present, then the opening writes itself. This is applicable to any storytelling – emails, gross sales pages, displays.
- Music and voiceover timing matter greater than I anticipated. This single component remodeled the video from forgettable to driving.
- Native staff made logistics simpler. Mission Ranch being in Bozeman simplified coordination considerably. Their portfolio was spectacular, and so they understood the imaginative and prescient rapidly.
- Construct for a number of codecs. We reduce 60s, 30s, and 15s variations. Totally different platforms want totally different lengths based mostly on consideration spans.
- The “enjoyable issue” issues. Often doing initiatives as a result of they excite you prevents burnout and retains you passionate concerning the enterprise.
Why We Did This
We’ve completed occasion trailer movies earlier than. They run $5-10K, offer you an honest sizzle reel of the convention, however they’re forgettable and dated inside 2 years. No one actually connects with them emotionally.
I wished one thing totally different. One thing that captures what ECF really stands for – not simply enterprise ways however constructing bold corporations that enrich your life as an alternative of consuming it. One thing that makes folks really feel one thing, as a result of
emotion drives selections greater than logic.
Additionally? It simply sounded enjoyable. Generally you must do initiatives in your small business since you’re enthusiastic about them and need to see them exist on the planet.
Finances: $15K Complete
This felt like quite a bit initially, however once I broke it down:
- Earlier occasion trailers: $5-10K for one thing that lasts 2 years max
- This piece: Constructed to final, captures our core mission, usable for years
- Solely barely costlier than trailers we had been already doing
The price range coated:
- Video manufacturing staff (Mission Ranch, native to Bozeman)
- 10 hours of filming at ECF Stay
- 3 rounds of revisions/modifying
- A number of cuts (60-second, 30-second, and 15-second variations)
The Course of: 2 Months Begin to End
Month 1: Idea and Scripting
Began by brainstorming eventualities and descriptions. Used Claude (my AI copywriter educated on our model) to draft the preliminary script.
The largest storytelling lesson I utilized: Begin together with your ending first, then reverse engineer the start.
I knew I wished to finish with a related, peaceable entrepreneur who had his priorities straight. As soon as I had that ending, the opening grew to become apparent – present the other state. Burdened, remoted, consumed by work.
This framework works as a result of nice tales are basically about transformation. When you realize the place somebody finally ends up, the start has to indicate them within the reverse state. That distinction creates the narrative stress that retains folks engaged.
Spent just a few hours with Claude iterating on the script, then met with Mission Ranch to refine it additional by a number of rounds of edits and shot lists.
Month 2: Manufacturing and Modifying
Filmed throughout ECF Stay, with 10 hours of filming whole.
Then got here 3 rounds of revisions. Right here’s the place issues received fascinating.
The Music Made or Broke All the things
The preliminary reduce had voiceover and music that made the entire thing really feel flat. Weak. I used to be nervous we’d wasted $15K.
We switched the music and I re-did the voiceover myself. The distinction was dramatic. Evening and day.
The timing of phrases syncing with the visuals grew to become essential. We spent vital time getting that proper – when sure phrases hit, how they matched with what was on-screen.
This was simply crucial post-production component. Don’t underestimate music choice and timing.
Why Not AI?
I do know AI video is getting fascinating, however for one thing like this that wants actual emotional resonance and manufacturing high quality,
I don’t assume we’re there but. We didn’t even contemplate going the AI route for this mission.
Shout-Out to Our Star and Volunteers
Large thanks to Bryan Walthall for being our protagonist. Bryan is an OG constitution member who introduced on the very first ECF Stay a decade in the past!
Additionally need to lengthen a giant due to everybody in our group who volunteered to be a part of it. Actually respect you all.
How We’re Planning to Use This
We’ll be utilizing the video throughout a number of channels:
- Web site branding – Homepage and key touchdown pages to speak our mission
- Social media – Natural posts on Twitter, LinkedIn to construct model consciousness
- Mild paid promoting – We don’t do a lot paid promoting for ECF, however we could experiment with some gentle retargeting or top-of-funnel model consciousness for individuals who’ve already consumed our content material (newsletters, podcast, weblog)
I’ll report again in 6 months on the way it performs from an ROI perspective and what we find out about utilizing it in several contexts.
If you happen to’re desirous about extra video manufacturing, storytelling, and video advertising and marketing strategies, be a part of me and a thousand different seven and eight-figure retailer homeowners within the boards the place we geek out about stuff like this frequently.
