MATTER: LIVE ON FILM
DARRELL HARTMAN & OLIVER HARTMAN, CO-FOUNDERS OF JUNGLES IN PARIS, ON WHY MEDIA MATTERS
Missed this morning’s MATTER session with Darrell Hartman and Oliver Hartman? Check out these highlights from their discussion on how film can make a place or travel experience come alive, and their top tips for making your own brand videos.
In our increasingly visual age, video is becoming one of the most powerful tools for travel brands to communicate their purpose and passion, presenting a challenge to cut through the clutter of bad brand ads and identikit promotional films with something that truly inspires.
- Tell your unique story. It’s important to emphasise that what we do, and what we advocate, is visual storytelling. However, many are gravitating towards what we see as an old-fashioned, non-video approach to filmmaking and to messaging; for instance, too much talking, too much explaining and not enough trust in the simple power of sound and image. Another issue is that too many of these films are generic and interchangeable, despite being set in different countries all around the world.
- Stay true to your passion. Really take the filmmaking process seriously and frame the story in a way that makes the authenticity come across.
- Work with people who get it. Find adventurous types to work on these projects with you; individuals who love to travel, not just to get away, but also to engage with others and explore foreign places and cultures. These won’t be your run-of-the-mill directors or ‘videographers’, and all this will show in the quality of their work. If you pre-produce and produce correctly, you’ll end up with a lot of video assets — then begins the creative phase of figuring out what to do with them.
- Invest in your idea. Invest properly in film. Don’t cut corners and then leverage the heck out of what you’ve paid for. In general, to maximise a video project is to see it in its three phases: pre-production, production and post-production (alternatively: writing, shooting, editing). It pays to treat things professionally.
- Inspire your audience. You can try all the tricks in the book, but you won’t find an audience, or at least grow your audience, unless what you’re asking them to watch is good. Different. Compelling in some way. It helps, of course, to be savvy about social media. But if you make something that entertains, moves, inspires a viewer to share without being urged to, much of that pickup, or at least the kind you want, will take care of itself.