As a partner for video solutions with SanDisk, C Sharp is proud to provide its talents to showcase their newest technology. In the case of this video, SanDisk is introducing something pretty incredible: a MicroSD memory card that holds 128GB of data. That’s roughly 16 hours of HD video, 7,500 songs, and 3,200 photos. All on a single MicroSD about the size of your pinky’s fingernail. (these numbers come from a press release page here. http://www.sandisk.com/aboutsandisk/press-room/press-releases/2014/sandisk-introduces-worlds-highest-capacitymicrosdxc-memory-card-at-128gb/)
The video clearly demonstrates what the product is capable of (and that’s a heck of a lotby the way), but as a videographer, I find myself asking, what did it take to make that video? The workflow needed to make the product showcase is fairly simple really, and it is a basic workflow that applies to almost any video shoot. Firstly, the interviews. In this video, they provide informative dialogue on many aspects of the product, such as its memory capacity, how it helps people, how it’s made, what innovations are associated with it, etc. Typically, cameras are stationary for interviews and audio is recorded, and synced with the video to make sure that we as the audience are hearing what we are seeing. Many cameras used for video typically come with a built-in microphone to record this, but ideally, separate audio recorders and discrete wireless mics callded lavaliers are
pinned to the interviewee to eliminate background noise and get only what we want, which is whatever the interviewee is saying.
Secondly, there are what videographers call b-roll, or pickup shots. Essentially, these are any video clips that are not interviews. These do not require audio or much interaction with the videographer so they can be picked up rather quickly. These shots can get pretty artistic as well, where the videographer can use some cinematic tricks with focus, movement, specialty rigs, etc. to achieve a professional level of artistry. B-roll can be put over the interview audio to further enhance the meaning of both the shot and the content of the interview. for instance, when interview audio of one of the engineers discussing the manufacture of the SD card was synced to the shots of him at work, machine parts moving during the manufacturing process, etc., we as the audience are compelled to think, “yeah, this is pretty innovative stuff. Look at the equipment they’re using to make this thing!”. This is assuming the audience is the average viewer who know little about engineering MicroSD’s and doesn’t know any better. A couple of things to add about this particular video is the use of stock footage and stills. There are certain bits of footage where we see a family taking phone pictures at the Great Wall, a couple hang gliding off the summit of a mountain, etc. as we are being informed of what the
three major challenges to the consumer are regarding memory storage, While this applies to the concept of b-roll enhancing the meaning behind the interview audio, one should note that the
videographers probably did not have a budget to travel to the Great Wall or the top of that mountain to grab those few seconds of b-roll (that would be awesome though). So in substitute, stock footage, or footage shot previously, was used in tandem with that part of the interview to give the meaning that roughly translates into, “Yeah, I would run into those problems if I were there, having a 128GB card would really help me out!” In conclusion, that’s basically what it takes in a nutshell to have created this product showcase as far as workflow during production goes. It is a fairly basic way of looking at things, but there are so many other aspects that go into this final product, from consent and legal issues before videographers are even allowed to shoot it, as well as possible complications during editing and post-production and even impromptu complications in the production day itself.