“Once upon a time….”
You may have heard the term ‘Content is King’. We’ve been telling each other stories since we painted on cave walls about 64,000 years ago. We love stories, they bookmark our history and bond our society together. Books, movies, TV shows, drama, music videos. Stories influence every slice of society.
Today, we’re posting and sharing our stories, to the most media savvy audience in the history of civilisation, on sites like Snapchat, Instagram, Facebook, Twitter, Google+, YouTube, LinkedIN, Pinterest, Daily Motion, Flipbook, Tumblr, Flickr, Reddit, WhatsApp, Quora, StumbleUpon, Delicious and Viber, increasingly to the canvas of an Ultra High Definition UHD TV. Over 100 million families in the US and Europe now consume media on Smart or connected TVs.
You might live in an ‘Internet bubble’ where the quality and creativity of the video you recommend to your Vendors doesn’t matter; where winning a listing is all that counts, but your audience goes home to ‘over-the-top services’ like Netflix, Amazon Prime and Hulu Plus, streaming the latest US series filmed in 4K.
It is an audience that knows the difference between “shit and Shinola”.
A billion hours of content is now consumed every week on Netflix, all thanks to a $40 late fee from Blockbuster [Cheatsheet]. In 2018, global traffic from internet videos viewed through television devices such as internet-ready set-top boxes is estimated to reach 23,387 petabytes per month [Statista].
So what’s the point? The point is you don’t have much time left. As the media you make enters the living room, the whole game changes, you and your business will be judged as brutally, as harshly as all other brands competing for eyeballs on that screen, all the other screens for that matter.
The days of being an instant star on social media with a paid BOOST are over. Content is King.
Battleground Living Room
At platinumHD, we’ve had our eye on this space for 15 years, because it’s where we came from. We’ve been shooting 5, 6 and 8k for years. We master and distribute in 4K, which is four times the resolution of HD. A 4K picture brings out more detail and improved colour grading, making the picture sharper and more vibrant.
Making interesting, entertaining, informative content is what this is all about. As property markets tank and bust, winning those eyeballs beyond print and the property portals means telling, making and sharing great stories. The budget will shift from buying space to buying talent.
The real art form of real estate video marketing is the short film. A story, a script. Specially written for the medium of video with a beginning, middle and end. It could feature actors and actresses ‘cast’ for the roles, special props and wardrobe.
It could be anchored by a celebrity presenter, adding some real star power to the property or feature interviews with the Owners and Agent. It could be as simple as waking up in a tent, to greet the first sunrise on your own block of land. It could take hours to shoot, or weeks. It could costs thousands or tens of thousands.
Now we don’t have a mortgage on creativity. We are legion. There are thousands like us. Our priority is creativity, not the mighty dollar.
It always starts with a site visit, or a ‘location recce’ in film biz parlance. Ideally, walking the property, site or business with the Owner and interviewing them delivers the best results. This is also when we establish the right times to shoot the key features in the best light.
- Write up Treatment. Draft Script. Storyboards, Mood Boards & Cost Estimates.
- Pre-production. Casting Models. Clearing Locations for Filming. Selecting the Right Music & Voice Over if Applicable.
- The Shoot.
- Rough cut Assembly, for Client Input.
- Final Cut & Mix.
- Delivery & Distribution.
Brett Clements is unique in the sense he’s a trained journalist who spent ten years presenting on-camera before moving behind the scenes to direct TV commercials, lifestyle TV shows and Corporates for another 15 years. Since 2002, he has added Cinematography and Editing to his skill sets, producing media mostly for the luxury property and automative industries.
We’ve done some landmark productions over the years.
The first platinum film we made was Casa Albero, which featured multiple pieces to camera delivered by a tuxedo-clad Agent, David Adams. It would take place entirely during the magic hour. We would shoot it over five afternoons on a SONY Z1P camcorder, and brought in a crane for the closing shot.
Eden On Sunset for Blake Haddleton featuring a fast boat hauling arse down the Broadwater with Playboy golf star Jennifer Kachel hanging on for dear life.