A Watch Company, Multiple Agencies, a Production Company and a NASCAR Race Car Driver - Decide to Create a Production

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Seiko, Multiple Agencies, Kestum Bilt and NASCAR Race Car Driver, Jimmie Johnson

Recently, the Kestum Bilt team had the great pleasure of teaming up with Visionarists, Dentsu and Gravity to shoot and produce with NASCAR race legend, Jimmie Johnson for Seiko watches.  

The amount of moving pieces in a complex video shoot can be daunting and disastrous to the client, product and production. It takes finesse, LASER-beam focus, intense planning, teamwork, collaboration, transparency, creativity, humor and somedays shear grit to make the final magic that gets seen by tens of thousands sometimes millions of people.

Below is a (short) incomplete list of the Kestum Bilt Seiko Shoot by the numbers:

  • 2 Production Companies
  • 3 Full Size Camaros
  • 1 Process Trailer
  • 1 Photo Shoot Team
  • 1 2nd Unit Team Capturing car to car shots, scenic shot and on-set interviews
  • 1 Parking Garage
  • 1 Elementary School
  • 1 Outdoor Product Shot
  • 3 Parking Lots
  • 2 State Roads
  • 5 Permits
  • 4 Motorcycle Cops (rolling barricade)
  • 1 Voiceover Session on set in motorhome
  • 1 (15) Passenger Van
  • 1 Stand-In Model for Jimmie Johnson We needed to match Jimmie’s wedding band
  • 1 Food Truck For breakfast and lunch
  • 5 Children’s Bicycles
  • 1 School Bus
  • 500 AMPs of portable powers
  • 1 Motor Home Complete with 2 levels for office, 2 salons, 2 changing rooms and 2 bathrooms
  • 60 Additional People each with specialized jobs
  • 10 Hours to make the magic happen
  • 6 Hours with Jimmie Johnson
  • 3 Agencies

The above list doesn’t include pre-production, location scouting, post-production and the fact that days before the shoot, Jimmie Johnson crashed at Daytona, fortunately nothing serious. Jimmie went on to race the weekend after our shoot. Jimmie had a small window between wrapping up Daytona and qualifying for Atlanta, in that 6-hour window we shot this commercial, an interview, recorded the voice over, and shot stills for the print/billboard campaign.

With multiple locations and a short window to work with our celebrity talent many elements had to come together and be coordinated. For instance, just crossing railroad tracks on a process trailer took more than just driving and hitting the gas. We had to contact the CSX [What is that, Pete?] regional manager to alert all trains to “proceed with caution” and slow down for the hours we were shooting.  We also used 3 different color Camaro cars so that the post team could pick the car bodies and change them to match a specific watch.

In the end, did all the moving parts come together.  You bet.

We think this Helen Keller quote embodies what we do:

“Alone we can do so little; together we can do so much.”

Or as Michael Jordan said:

“Talent wins games, but teamwork and intelligence wins championships!”

Give us a call or email. We’d love to team up.

WE DID A $#!T TON OF GREAT VIDEO IN 2017

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(Or a shameless promotional article written to show off our new sizzle reel.)

(Or you could skip reading the article and watch some of our favorite videos on our updated website, but we fancy ourselves good writers so why not first have a read?)

Video schmideo.

In 2017 we created a whole lot of video content, but that is not the real story for us at

Kestum Bilt.

The creative team that…

But wait, there is so much more.

If Vulcans Can Do It…

We also got to work with some amazing client-partners and agencies from across the country.

And what we are really proud of was mind-melding with our partners on strategy and content and then executing to accomplish more, exceeding expectations and creating content that helps turn our partner’s ROI into a crypto-currency rally.

JACKSON MEMORIAL "MIRACLES MADE DAILY"

UF "This Is Florida"

HAPPILY EVER AFTER | SEEING. HEARING FEELING

Strategy. Strategy. And Prepro.

We know our clients have better things to do than worry. Our mission has always been and will continue to be lighten our clients’ load. In 2018 we intend to keep doing just that. Client-friends know that they can reach out any time – day or night – to assist with creative brainstorms, fresh no-box ideas and sudden must-haves because “the CMO loves periwinkle”!

For instance, we get regular calls from our client and agency friends assisting them with budgets, creative strategy and pitches BEFORE the concept is green lit.

VR? Damn straight.

Virtual reality, augmented reality, 360 video…we are stoked about all the content we will be co-creating this new year. New partners, new technology and a new friends. Definitely stay tuned.

Got a project? Thinking about a project? Did an idea pop into your head while you were showering? Call us. Email us or stop by if you’re in Tampa, Miami, Atlanta or Los Angeles.

We always have a cold one ready.

Enjoy and lets us know if we can help make your 2018 the best year ever!

Check out our updated Home Page that contains some of our favorite produced content from 2017. 

www.kestumbilt.com

ADAPT OR DIE

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No. That’s not a picture of two aliens having sex or a mutant parsnip.  

It’s ginseng. Panax ginseng.

We show you ginseng because in many ways ginseng is like a modern creative production collective, aka: Kestum Bilt.  Okay, just stay with us and it will become very clear where we are going.  

So let’s start with ginseng. According to a several sources ginseng is one of a number of ‘adaptogenic herbs’, meaning that they are substances that work with a person’s body to help them adapt. The adaptogens are brilliant allies helping to regulate and support your immune system, manage weight, clarify mental focus, increase physical endurance and more. Basically, ginseng goes wherever and does whatever your body needs. Cool beans.

And that’s exactly what a great production organization needs to be doing.  

We understand that no two products, partners or clients are the same.  You probably wouldn’t send your direct response director to shoot a high-end beauty spot or have a (though well-intentioned) Senior Account person who didn’t speak Spanish working on a product or service targeted to the Hispanic market. Makes sense?

So is your production company adaptogenic?  Do they tailor your production and team to your specific strategy and business goals?

Are they adapting to your:

  • Creative.  Do they offer a variety of creative people from writers, strategists, directors and producers?

  • Positioning.

  • Target audience.

  • Production costs.

  • Media buys and strategy.

  • Media platforms.

  • Production Locations. Can you they produce content anywhere in the Americas?

  • Remote Post Production for efficiency and cost savings

Make sure that the organization you hire can logistically produce content for you in different regions.  Whether you need a specific creative team for the multicultural aspect of your business or because you need a company that can handle a larger scale job.

Jumping from one company to the next is tedious and time consuming. It’s like speed dating with no upside. We don’t recommend it.

You deserve a world-class partner who is an ‘adaptogen’ and who will customize and create a program, shoot and production that supports your specific anatomy. Don’t settle for anemic help.

 Give us a call. Shoot us an email. And let us show you how our creative team can adapt for every project and every client.

www.kestumbilt.com

DISCUSSED IN THIS ARTICLE: Atlanta COMMERCIAL PRODUCTION COMPANIES, COMPANY VIDEO, TV COMMERCIAL PRODUCTION COMPANIES in Atlanta, VIDEO CONTENT, PRODUCTION HOUSE, SALES VIDEO, PRODUCTION STUDIO, VIDEO PRODUCTION COMPANIES, MARKETING VIDEOS

GOOD. FAST. LOST COST. CHOOSE 2

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“A Company’s Production Meeting”

Setting: A conference room.

A CMO, marketing director and marketing specialist discuss a proposed budget from a production company.  

Marketing Director: Where did they get those production numbers? They want WHAT for animation?! And a “cat wrangler”?!

Marketing Specialist: Uh… I think it has to do with the concept…and…

Marketing Director: Concept?! They don’t even understand our vision for the content campaign.

CMO: I thought my vision was clear.

Marketing Director: Tell them to come back with better numbers.  We’re not hiring friggin’ Spielberg.

--
 

Sound familiar?

Companies and Video Production Creatives LOVE to talk about new concepts and marketing content first and wait until the very end to have the [CUE the horror film music]:

DREADED budget conversation.

Marketing Departments and creatives from the video content production company may talk shop for hours over a course of several meetings, walk out of a brainstorm session feeling like they are now of one mind and clients will whisper to each other “They really get it. They really do get our company’s vision for our new video marketing content.”

Suddenly numerical reality kicks in, the production company turns in the estimate to it’s (hopefully) new client.

So what is the solution?

At Kestum Bilt we believe in truth in advertising – and production costs.


Here are three ways Production Companies can mitigate this above conversation:

  1. First, it’s important for agencies and organizations to understand how budgets are created for video production content prior to starting a conversation around content development.

  2. Second, video production companies need to be transparent and explain the estimated budget instead of just sending a number.

  3. And third, offer budget options instead of one definitive number. This helps in breaking down line items and costs. It also puts the client in the financial driver’s seat.

Below is our Kestum Bilt “Good. Fast. Low-Cost” chart.*  Where are you on the chart?

 

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*[Please NOTE these are general guidelines and Kestum Bilt always recommends hiring a professional video production company with a solid reputation for creating video content.] 

For more down-to-earth information on production costs and information about content creation and distribution, please contact Pete Guzzo at Kestum Bilt.

We look forward to hearing from you and happy producing!

Stay Tuned: Future articles will dive deep into the video production budget conversation, this was a Video Content Production Budget – Lesson 101.

 

EXECUTIVE CREATIVE

PETE GUZZO

813.477.0003

WWW.KESTUMBILT.COM

PG2@KESTUMBILT.COM

TAMPA, LOT 1901 STUDIO

1901 2ND AVE, TAMPA FLORIDA 33605

MUTED & MOBILE

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Can you hear it? The sound of silence.

It’s advertisers serving up their videos on mute. Users can easily un-mute the video and watch in full screen view. Case in point: Internet radio platform, Pandora now allows users control over their ad experience.

We agree with this approach. But first a little context…

When Mary Talks…

Mary Meeker, former Wall Street securities analyst and current venture partner with Silicon Valley firm, Kleiner, Perkins Caufield & Byers says, “…that 419 million people worldwide now block mobile ads, an even more substantial number when you consider that there are 1.9 billion smartphone users.” That’s a lot of blocked ads.

At Kestum Bilt we believe in dialogue. We also believe that your audience, aka your customer is driving the conversation. So it’s imperative to listen, understand and make adjustments to your content accordingly.

Silence Is Golden

Numbers don’t lie. 80 percent of Facebook users dislike loud ads playing in their newsfeed. Also, in a recent survey, over one third of those same folks preferred muted ads. Facebook has set ads to play automatically but without sound.  Facebook is listening to their audience.

So here’s the question: If you can’t use sound (at least up front) to grab audience attention, what do you do?

Keep Making Great Content – With Some Tweaks

Here are some quick guidelines to follow:

  1. The NEW Two Second Rule – What used to be 5-7 seconds to grab your audience, now is only two seconds. Make those first two seconds count like a mofo.

  2. Embrace the Silence – Instead of struggling trying to figure out what to do with sound, use compelling visuals or even a countdown.

  3. 10 Second CTA – Put your CTA in the first 10 seconds. We know, this breaks normal direct response best practices. Don’t worry. These days, you need to cut to the chase: get a chyron/title card in that’s super easy to read with your offer.

  4. Subtitles – Just like silent movies of yore, add subtitles. Research shows that by adding subtitles view times goes up.

  5. Feelings, Nothing More Than Feelings – It’s emotion, baby. And story. Tell a story visually. Find what moves you emotionally, what gets your juices flowing. If you’re affected then your audience will be too.

And of course, if you’re looking for kick-@$$ content muted and un-muted, give us a quick call or email.

Your best (silent) friends at Kestum Bilt.

A RECIPE FOR VIDEO AMBROSIA

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HOW ONE CREATIVE SHOP CONSISTENTLY CREATES VIDEO MAGIC OUT OF THIN AIR.
 

Some of the best ads don’t cost a million dollars, half a million or even one hundred thousand. Though sometimes they do.  This creative shop has seen and done it all.  They shoot on an iPhone. They improvise. Or in a fit of pique, capture a moment of gorgeous video grace. Today, Video Marketing Companies, Production Companies, of all stripes need to be nimble, adept and oh so creative. This Creative Shop is one of them. In just one spot for the University of Florida, they let you in on the behind-the-scenes magic to show you how they delight and surprise.   

This tasty and outstanding video recipe is flexible, but the ingredients usually consist of:

  • 2 days of shooting in studio and at UF

  • 2 large helpings of green and blue screens

  • 2 dashes of prop-master puppetry

  • 4 dashes of superior drone work

  • A sprinkle of VFX animation

  • ½ Inch old-fashioned VHS player for added retro flavor

  • Serve with a smattering of video pixie dust

Put all the ingredients into the Kestum Bilt oven and…presto!  

 

Checkout their behind the scenes video magic below.

How To Get Baby Actors TO Pee On Cue

(Another Kestum Bilt movie magic trick)

Who doesn’t love babies? But having them on your set can be challenging. (See staged picture above.) There are very specific working rules that have to be followed and then there is that moment when you need your young actor to deliver the goods. What if they’re teething? Crying? Pooping? Or just having a bad day.

But we digress. Let’s take a look at how to create intimacy, story and casting magic on any video set.  

And…ACTION!

We just wrapped post-production on a wonderful spot for Jackson Memorial Hospital. We used a plethora of creative problem solving methods to make the movie magic happen. We’ve talked about story in past blogs so we’re not going to discuss that here.  

At Kestum Bilt, we’re transparent internally and always with our clients. We believe in trust. So we let our clients know what production costs entail so that there are never any budget surprises.

Video Miracles Made Daily

For our Memorial Hospital shoot, we paid particular attention to our casting. We needed to ensure we had enough “backup” babies on shoot day.

Because of the necessary constraints of shooting in a hospital, we trimmed down the production crew to the absolute minimum needed for a shoot of this complexity:

1 Gaffer

1 Props person

1 Grip

1 Wardrobe/Make-up person

Director of Photography

Assistant Camera 

Director

(Some BTS Pics and Stills)
By keeping the crew small and nimble, having lots of casting back-up babies and finding a way to get our babies to pee on cue (a little bit of art direction mixed with some VFX), we were able to focus on what was important: intimacy, story and emotion. Effectively telling the Jackson Memorial Hospital story.

We also shot in one location at the hospital. This allowed for fast set-up, shooting efficiency,  bringing each set to us and moving from one shot to the next.

Oh yeah. Make sure you have plenty of baby "dolls" on hand. Babies have a very very limited time on set, so dolls help you light and block without disturbing your "precious baby stars."

The result is a fun, heart-warming spot for you to enjoy.

You can check it out here.

Like the tagline says, “(Video) miracles made daily”

If you’re company or organization is looking to make some video miracles, give us a shout. We love a good challenge.

www.kestumbilt.com

A 2-SECOND COMMERCIAL VIDEO PRODUCTION: A GOOD INVESTMENT?

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We have shorter attention spans these days. Thanks to digital media, texting, and lightning fast internet speeds, we get the information we need with the touch of a button or the swipe of our finger.

This lack of attention has forced marketers to think outside of the box when it comes to their marketing campaign.

Everything from the way blogs are formatted to the utilization of videos in marketing have developed in order to appeal to busy people.

In recent months, a new type of commercial video production has become popular – the two-second Facebook ad.

Some marketing experts think this type of video is ideal in this busy day and age. Others think it’s a waste of a marketing budget.

To help you decide whether this is a good investment for your business or not, we’ll look at what each side has to say about this type of professional video production.

THE 2-SECOND COMMERCIAL VIDEO PRODUCTION – WHY SOME SAY TO INVEST

There’s no doubt people spend a lot of time on social media, particularly Facebook. Many marketers take to Facebook to reach out to potential customers. And Facebook is catering to this type of marketing endeavor.

Over the past couple of years, they’ve introduced video advertisements and, more recently, they’ve introduced Facebook live. They understand this is the future of marketing and are catering to what subscribers want.

One way they’ve done this is by giving marketers the opportunity to introduce their service or product in super-short videos – in two seconds or less to be exact.

The main reason experts think this length works so well is because people are on social media to socialize, not to watch ads. Long ads can annoy viewers, but shorter ones are long enough to spark some interest.

In fact, research shows these shorter videos drove sales for some companies by as much as 52%.

A SHORT PROFESSIONAL VIDEO PRODUCTION – WHY SOME THINK IT’S NOT WORTH IT

While the sales drive for these shorter videos is definitely impressive, it doesn’t tell the whole story. Some companies don’t benefit from short videos at all, while others are split 50/50 – half of their sales is driven by shorter videos, the other half by longer ads.

Because of this, Facebook will be offering different types of video advertising packages. Marketers can pay for the super-short two second videos, or invest in longer videos, from 10 seconds to 30 seconds.

WHEN YOU CHOOSE TO MAKE A VIDEO, CHOOSE THE RIGHT VIDEO PRODUCTION COMPANY

Whether you decide to go for a two-second Facebook ad or not, the fact of the matter is video is one of the most popular marketing tools these days. In fact, it’s estimated 500 million people watch videos on Facebook every single day!

Therefore, investing some of your marketing funds in commercial video production is a great way to get your brand in front of potential customers.

But not just any video will do. Viewers like videos which attract their attention, are fun or heartwarming, and are high quality.

What is the best way to appeal to your audience? The best way is to hire a video production agency to help you create your video campaign.

A video production company will design a professional video which will get your message across in a way which is sure to grab attention and have your customers reaching for their wallets. You will get direction with planning, execution, and optimization – all of which will get your business in front of a large audience and motivate them to engage with you.

TO GO FOR THE 2-SECOND VIDEO OR NOT – IT’S YOUR CALL

So, should you go for the two-second Facebook ad or not? Ultimately, the choice is yours. Look at the facts, consider what you want to accomplish and what will fit your budget the best.

Some marketers think the short videos are the future of digital marketing. Others don’t think the data necessarily supports this claim, or this type of marketing campaign fits the budget of every company.

What we do know, though, is the people are drawn more and more to online videos. Typically, investing in some sort of video marketing campaign will give you a great ROI. When you’re ready to create a video for your company, make sure to contact us for support, creative ideas, and exceptional video production.

Do you need more information about video marketing? We can help! Contact us to find out what kind of video production will fit your needs and budget the best.