Corporate reflex

In the sanatorium near Moscow in the day met the key sales manager of the company from all regions. What is not a reason to pick up the camera. Managers divided into twelve teams playing in the creators of this commercial video ...
Why the companies shoot films

In the sanatorium near Moscow in the day met the key sales manager of the company from all regions. What is not a reason to pick up the camera. Many of them have such experience does not have. There were komandoobrazuyuschie games - team-building. Managers divided into twelve teams playing in the creators of this advertisement. The part of the agency provider every film crew team served a consultant and operator. Advertise requested products is, and that evening forward to view work. This is only one way to use film to work with people. As a tool HR-film branding is designed to solve large problems. |

"Now the concept of" corporate film "blurred associations with the film-record of corporate drunk", - complains Oksana Rasskazova, art director of advertising group "Optimum". Meanwhile, in recent years, domestic corporate film market is rapidly developing. Cinema creates an image of the company in the perception of clients and staff. In the outside world treated films presentation about the company. Movies for internal use include training and komandostroitelnye »(team-building) films. The latter, incidentally, the notorious video reports about the holidays and relate.

To strengthen corporate identity shoot even "gimnovoe" - in the jargon of filmmakers - film, with the appropriate style of presentation. "There may be calls and slogans - we come, we are the best, be with us - to raise morale, - says Oksana Rasskazova. - Spirit actually rises, people have even tears in his eyes welling. " Such a film shoot like Western companies. Large domestic companies - Gazprom, "Railways and others - also fond of" gimnovye "movies. Usually, to create such films chosen a highly professional team and equipment, conducted interviews, went on location, often in remote regions of Russia. In the case of Gazprom, for example, to deposit in Yamburg or laying pipes in the Leningrad region.

To get in the top ten

Corporate Film recruitment company Coleman Services was withdrawn to its anniversary. He had planned to show at a gala event dedicated to the tenth anniversary of the company. In celebration of the invited clients, so the style of the film was conceived as a sustained and rigorous - in the spirit of news reports BBC. "First of Coleman Services filmed exclusively for home video viewing, and experience in the creation of such films we did not have", - says Elena Chuvilina, coordinator of business development.

The main goal - to show the history of the company, describe its services and benefits - both for customers and employees. Much of the film deals with the results achieved by the employees during their work in the company - from the viewpoint of the staff and in terms of clients Coleman Services. The story is accompanied by nepostanovochnymi shootings in the office, knockouts Presentation by clients, staff, corporate new year.

In the corporate film uses two genres: documentary and artistic staging. The documentary presents one of the activities of the company (product, specific work, staffing policy). The report reaches the viewer through direct submission of the material.

In staging cinema does not necessarily involve the actors. Staff themselves can "play" on the screen from work situations, such as hiring. So you can give to the audience examples of correct and incorrect behavior in this situation.

Often elements of both genres are combined in one film. "To illustrate the shot and a few staged scenes - continues Elena Chuvilina. - One of these episodes - an interview with the candidate. For ethical reasons we could not shoot an interview with a real competitor. In this role involved a specially invited people. This is not an actor, but simply one of the acquaintances. For the sake of shooting multiple frames invite the actor economically unfeasible.

After studying all possibilities and a tender for the filming company Coleman Services retained the services of the provider, which already had experience of successful joint work on creation of souvenir and promotional products. The event was specially invited professional television operators, installation is also performed at one of the television studios.

Movie length is about 10 minutes. "Initially we had hoped for 7-8 minutes, but had accumulated a lot of interesting material. As a result, 10-minute video looks dynamic and spectacular. The result was an informative movie that causes a desire to become a partner of Coleman Services or to work in our company. In the future, this movie can be shown and new recruits "- sums up Helen Chuvilina.

Dmitry Samsonov, director, and lifting the corporate presentation movies, argues that corporate film should work on a clear target audience. This is one of the maxims of any media product. Potential client or customer will not worry about the information that the stock company movers fed a free lunch. According to Samsonov, who was useless to talk to staff involved in the production of a particular product, its advantages, if it is not a training film.

However, with the words of Oksana Rasskazovo, companies are often in a single clip to present their products and customers and staff. As an example, she recalls the work for the manufacturer of household chemistry. Spot a new deodorant was made in the format stereofilma, before reviewing proposed special glasses for three-dimensional image. On screen flying giant drops of lemon juice in the hall felt appropriate fresh smell - the art of invading life. The first new product is not acquainted customers and employees.

Corporate Bollywood

Corporate video is removed, and the "entertainment" purposes. This fantasy has no limits, but often has the specific purpose. "Most of the" light "format are effective business tools", - noticed Natalia Domanova-Yamoldinova, CEO of Corporate Development Agency Event Partner. She said that such movies often willing to take large companies. Explains this as follows: "First of all, a quality film - very expensive. Secondly, the larger the company, the more universal the leverage needed. If a company employs people from 1500-2000, the corporate video helps to convey an important message to the audience. In addition, large companies often use the shooting of the film as a tool to involve employees in the creative process. "

It is believed that the best holiday - a change of activity. The company's managers Musa Motors during the holidays are changing business activities on the creative. We started with a corporate musical. "Everyone enjoyed it, ran what is called a spark, - says Natalya Yamshchikova, director of personnel and organizational development company. - The problem was that on stage it is difficult to place a half thousand employees - and we decided to replace the traditional area with guest artists on the set. It is not cheap, but pop stars cost the company more. "

By New Year's corporative Musa Motors rented a huge pavilion. Chose a few specific genres of movies from different eras: Tarantino's films, the Soviet cinema of 50's, the Indian cinema. Built five film sets with simple props. At each site has its own mini-working team of invited experts: the director, wardrobe, makeup, operator.

"Clear and easy to mount a pretty picture. It is important that the image worked for the company set goals "

Dressed in costumes requisite staff in groups of 7-8 persons rehearsed and filmed in a small case-roller. In one shot short film was given to the order of twenty minutes. What is happening at the sites were broadcast on screens in the main hall, where it was observed for those who did not see myself acting talents.

"Of course, many shy and at first did not want to be removed. That's OK, because we all live in a comfort zone, and pull the man out of it is very difficult - continues Natalia Yamshchikova. - Some had to persuade, to play on pride, but do not have to. Last night in film productions themselves showed 350 employees. We watched the finished film people already after the holidays. Six months later, at the corporate evening, were shown the best films and awarded the best actors. Now employees Musa Motors is written in turn to the shooting in the following film productions.

Natalia Yamshchikova kinovecherinki happy with the result: "All this really works! The holiday was truly different, and no one has no desire to drink out of boredom. Long-term effects of our actions - a reduction in turnover, loyalty to the company. A man will think thrice before you leave the company, which paints his life in vivid color.

For your money - even to the moon

"If you want to receive a quality film, he must pay special attention" - warns Julia Pass, HR-director Nayada. Preparations for the shooting of the film consists of a set of technical and organizational aspects. Employees involved in shootings should be instructed, ground was prepared for filming. Need to discuss all technical issues with the crew - which connect the light, what should the voltage on the network, the time required for the installation of equipment and so on. At the production facilities will require special permission to shoot. Time and therefore the money should be clearly calculated. The work the crew is normally paid in shifts - change begins with the departure of the operator on the object. But, above all, the customer must specifically explain the artist that he wants to see in the finished product.

One expert told the magazine "State" on the recent experience of a film on the grounds of the New Year corporate parties. Shooting event-trust agency, which in turn entrusted the provider, its subcontractor. HR-director could not say exactly who was shooting. New Year's mess. After the holiday the customer had in the hands of "miles" finished shooting, but unprocessed film. "The movie simply slyapali, removed all at once without a hint of some concept. - By our interlocutor. - Saved the agency on the provider or the operator was "not very" - does not matter. We paid the money and wanted to get a quality product. Corporate films can be seen for ten minutes longer to watch it you will not be - such a format. And what of the hours of film to make ten minutes? "

Then HR-director had to prove themselves in the role and the director and screenwriter, and even a specialist for installation. The film was altered, attracted other people, it was unscheduled and budget, and extra time. But the negative experience - the same experience. In 60% of companies are turning to services such the first time. And make many mistakes.

Experts say that the domestic market today is dominated by a lover - a man with a camera and a primitive editing program on your home computer. In the Internet is always a lot of proposals, but it is better to use the recommendations. The positive attitude of the crew to the customer, honesty and openness in dealing with him - the main guarantee of quality. "Outstanding operators work in cinema for other money, and corporate video do the rest - should be aware of this report - warns Dmitry Samsonov. - Installation and shooting are done on average the same, but quite acceptable level. However, it is not only the professionalism of the musician, but also the adequacy of the customer. Firm, which removes all the same - they paid the money, they even fall off the moon. " Samsonov sees a problem that often shoot films as required by the customer, and not as it should withdraw from the standpoint of drama, or other fundamental principles of cinema. Many managers believe that their opinion is true, and therefore true. And not all artists are willing to persuade.

Clear and easy to mount a pretty picture. It is important that the image worked for the company set goals. A person not connected with the media industry, will see on the screen, beautiful picture, behind the scenes to hear beautiful music, while not realizing that money is wasted. At first glance, all is well. If the client requires ten minutes of video where the missing and five, he will get them. Most likely, the result will be worse, and the provider will benefit from the extra time shooting. Of course, not so easy to calculate the effectiveness of cinema as a business tool. However, each of us not only earn money, but spends. At least sometimes. Companies also are doing it.

Price issue

Natalia Domanova-Yamoldinova, CEO of Corporate Development Agency EventPartner

The cost of the film depends on the chosen format. In our practice were different cases. For example, one of the banks decided to withdraw the episodes - the absolute copies of the popular comedy films, but with the participation of their employees. This format required enormous investments. We restored the actual process of film production: script, casting, working directors and producers of the "actors", the work of artists-the operators, the costume designer and decorator, makeup. Add to this the payment of rent survey areas and technical support. As a result, the cost of seven episodes was filmed about 5 million rubles.

Another example: shooting a video with the participation of employees took place directly at a corporate event and play with a playful task to remove film, which was attended to product placement of a new product the company. Were organized 3 "shooting areas" in the style of the three fashion directors chosen standard sets of costumes, took several video cameras and assistant directors. It is clear that this project had the format of "skit" and a minimal budget - 180 thousand rubles.

Zakadrovich

Dmitry Samsonov, independent director
Customers rarely think about gender at the time of bringing the speaker. In the case where the dominant part of the audience - men who will be perceived more positively voiceover text, read by a pleasant female voice, and vice versa. Do not take the voice acting of famous actors with recognizable voices, they will distract attention from the text and the film itself. The voice should not be put to sleep or distracting. Also important is the timbre: high rates do not fit - either male or female.

Who will help lift corporate video

1.Studii, which at one time engaged in filming a documentary film. They employ professionals and used its own equipment, mostly left over from earlier times. Take quality, but in the style of "scoop". The cost of the film consists of the cost of equipment, rent, staff salaries and other things. Typically, there are problems with communication, it is difficult to convey the wishes of the artists. Price average - from 10 000 dollars.

2. Small studios that deal with photo and video. Chamber and the rest of the equipment, as a rule, have their own, but not very high quality, b y, or inexpensive. Read the not very good, though he tried. These companies have good sales, good ideas, but not very high quality installation, mainly on a computer in a simple program and with a minimum of special effects. Price low - 5 000 dollars.

3. Divisions in advertising agencies a full cycle. The staff members are responsible for sales, and everything else - rent (operators, camera, sound). Installation poor. Such shooting is good, as the record of the party or event. Rather big price - up to 30 000 dollars.

4. Professional studio, engaged in shooting commercials. Have a constant workload and equipment in the property. Do all superprofessionalno, but incredibly expensive.

5. Studios that use of freelance writers, directors, operators. Have the opportunity to assemble and articulate film on a professional basis. Reasonable price - from 10 000 to 20 000 dollars for a film of professional quality. Lack - possible delays in time and failure to comply with the deadline because of freelancers.

According to experts, the best ratio of price-quality offer only options 2, 4, 5. "If you have only 5 000 dollars and you need a corporate video - go to a small studio (option number 2) and torment salesman, puts for qualitative surveys, installation and озвучки. With a budget of 10 000 dollars looking for a more professional studio (option number 5) and makes explicit terms. Well, if you're willing to lay out all that you have, and get a super result - send in a professional studio. Not sure what to choose, or do not know its criteria - look for adequate agency "- the Council is one of the interlocutors of the magazine staff, a professional versed in the issue.