Under a Minute: Standout Videos
Aug 20, 2014
What makes a video standout? The design, the cinematography, the message, the creativity – there are many aspects that add up to a remarkable video.
So we asked our editors and art directors:
What’s your favorite 60-seconds or less video?
Senior Editor Camp Suntichotinun chose this video because the message is simple. One can of Pepsi beats out two cans of Coke – and there’s a deep, but quick, story that shares that message.
“As simple as it was, they still didn’t ignore the cinematography aspect of it,” said Camp. “This could’ve simply been shot from normal angles, but they made it better. For example, the use of a wide-angle lens on a high angle when the boy looks up at the machine makes it seem like the button is further up.”
The commercial was banned, but Camp thinks if it was released today, it would’ve been shared over and over again on the Internet.
This video is familiar to fans of The Walking Dead. But few may know whose work it is.
Art Director Jerry Oliver chose the intro to the zombie series because it was designed by Kyle Cooper.
“He’s one of the finest title designers working today,” said Jerry.
Kyle Cooper is known for his work on dozens of films, including Se7en, Iron Man and, most recently, The Monuments Men.
You should expect this black and white animation to be great, considering it was used to promote the Festival of Animated Film.
Junior Editor Paula Juri likes the simplicity – the colors and transitions – of the animation. One scene seamlessly moves to another.
“The fluidity of the transitions and the sound design are pretty amazing,” said Paula.
Many people remember this commercial for the uproar Kmart caused. But Editor Zan Gantt remembers it because of its brilliance – it was an ad that stood out among so many.
“We can all agree that this type of ad pushes the envelope for a large brand like Kmart,” said Zan. “It takes a bold team to make something like this happen. The delivery may be controversial but it is a message you won’t forget.”
Zan said the only guaranteed way to have your video stand out is with a great idea. And that’s just what Kmart did.
No how-to guide
There isn’t just one way to make a standout video. The Kmart commercial has a very different feel from Kyle Cooper’s videos – but they both work. Each of these videos tells an appropriate story to reach the right audience.