2021-10 Yoganesha Explainer Promo

I was asked by this client to create a promo video for her upcoming online Yoga course. I met with her to understand what her marketing strategy was to promote her course, and I came to the conclusion that she…

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I was asked by this client to create a promo video for her upcoming online Yoga course.

I met with her to understand what her marketing strategy was to promote her course, and I came to the conclusion that she was in a very early stage of promotion and online presence.
The best solution, according to me, although slightly risky in appearance, was to go for an Explainer Promo, also a valid choice at the Awareness stage of the funnel.

To combat the cons of this kind of product (lengthy and potentially dull) I conceived a set of solutions such as the use of actual B-roll footage of her performing Yoga, adding in stock B-roll footage to illustrate some excerpts of the script,
as well as some visually discreet and elegant motion graphics captions to reinforce some important messages she was to deliver and a select choice of background music and SFX to complete the product
so to make it more relatable to the audience while keeping it in tune with the brand voice.

I developed the script, for a Spanish-speaking audience, and handed it to her for eventual corrections, additions of some details, and personalization (make it her own “voice”).

We then shot on two locations, in her area: the outdoors b-roll showcasing her performing Yoga and connecting with nature, and then the more challenging actual explainer, all in one take, shot at her place.
I had very limited space to work with, not controlled ambient regarding sound and light, so I decided to shoot in 4k in order to gain a bit more room to play with the composition which wasn’t ideal due to space limitations.
The audio was the toughest challenge as I was not going to ADR the video, and so I had to deal with considerable reverb, added to the lack of control to stop external audio contaminations. One thing I turned in my favor was the indirect natural light coming from a big window,
the right side of the frame, so I simply added a fill on the opposite side, 45 degree-ish so to even out her face and soften features and contrasts.

This was a one-take shot, I didn’t want to interrupt the flow and engagement with the audience regarding the speech, so I had my client try to memorize the script only a little, and then used a prompter to help her out. I coached her to be on cam, warm-up and relax jaw and mouth muscles,
and make her feel relaxed and confident overall. Apparently, some of this coaching was not needed so much because she proved to be an optimal and skilled speaker after all, which greatly helped!

In the editing phase, I kept the one-shot sequence but had to cut out some extended silences that I felt were slightly breaking the flow and rhythm, and it was a challenge to try to keep those cuts unnoticeable, but I did manage to come to a satisfactory result.
I inserted all the above-mentioned cut-away elements (b-roll) and added the logo, the pieces of music, the SFX, and even managed to replace the plant jar as I found it a bit disrupting with the overall atmosphere.

I created and added the subtitles, an animated logo for the video closing.

Overall very satisfied with this project, I have always loved developing a product right from the conceptual phase and putting my advertising skills to practice. The reach was quite surprising for my client: 18.000 true views just on FB ads the first 4 days of her campaign,
which makes me very happy.

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