marketing with moving images

Introduction: Analysis of existing videos

• Joint exchange on existing formats from your own company.
• Goal: Improve your own clips for future productions.

Overview of formats, styles, tools

• Explanatory videos, product videos, commercials, vlogs, training videos, interviews, image films, etc.
• What characterizes these types of videos and films and which communication occasions are best suited to them?
• The content determines the form! Which style best suits which message.
• Overview of current AI tools: Image generation for mood phase, AI-generated footage, use of post-production.
• AI tools: Image generation (e.g. Midjourney), moving image (e.g. Runway, Veo), audio (e.g. 11 Labs), editing/composer.

Success factors

• How does good online storytelling work?
• Skilful emotionalization.
• Content marketing: Professional image design.
• Corporate influencers: people become brands. Brands become media.
• Corporate Video Guide: developing your own visual language.

Phases of a video production

• Exposé, storyboard, production, post-production.
• Internal or external production: possible agency services (real recordings, voice-over, music, on-air graphics, editing, footage, AI-generated material, etc.).
• Placement and distribution of videos.

Hands-On

• Set-up and shooting for an interview situation.
• Presence in front of the camera.
• Briefing for corporate influencers.
• Simple shooting situation with smartphone.

Current examples

• Situation-dependent requirements for moving images.
• Target group-specific campaign/film planning and targeting.
• Online (product) presentations with moving images.
• Analysis of individual commercials and company channels.