I’m continually amazed by the poor quality of video that many otherwise professional companies are willing to showcase on their websites. The same companies that demand high-end web graphics think any fool with a dv camera can capture good images.
Take the home page of 4:AM Group. This Vancouver-based design firm has delivered some really nice creative for some good clients. I respect their work. So I’m completely stymied by their use of home video on the Web site.
It’s a party, there’s food involved, there are some name keys for people I guess I’m supposed to know… but at the end of the day both the camera work and the editing are weak. (Sorry guys) I should add that previous versions of the home page video have included customer testimonials where an inexperienced camera op left subjects looking shifty and un-trustworthy.
_*TIP:* If you are taping an interview subject, make sure they present as believable and trustworthy by ensuring they speak directly to the camera and *not* to some faceless interviewer standing off camera and to the side._
Contrast the 4:AM Group home page with that of Toronto email marketing firm N5R. Their home page features a rich media presentation by company founder Roman Bodnarchuk. The presentation has a beginning, a middle and an end. The production values are solid. You understand why the presentation is there, whether you have sound turned on or not. N5R has taken the time to polish their presentation so that it enriches the visitor experience.
Let’s face it, television and video production have been around a few years longer than the Internet. If our industry has already matured to the point where experience matters, how dare we assume that simply picking up a camera will make us TV pros? Producing good video is more expensive, but as we tell our clients every day – experience and expertise is worth paying for!