Several years ago, I went to a restaurant that promised at most 5 ingredients in every dish. The promise came with an important caveat …. each ingredient was quality. Fresh hand picked basil, fresh homemade mozzarella imported from Italy… you get the point. Simple quality ingredients combined in a thoughtful way made a very unique meal.
The same concept can apply to a video. We finished a piece for an attorney that combined just three ingredients: a quality image (shot in full HD with a broadcast quality P2 camera), some thoughtful supporting graphics that tied the sound bites together and a bed of music to help establish tone.
When we first sat down with the attorney his story was not clearly different, he did what a lot of lawyers do. However, the more he talked the more his voice started sounding unique because he was talking about what being a lawyer meant to him. This became his definition. So we took it literally and decided to graphically rip a page out of the dictionary. “How To Choose a Lawyer” became the title once we realized his definition was much more personal than anything you can find in the dictionary. As for the music, well I don’t know about you… but if I were a lawyer redefining what a lawyer did… I would want some light funk to follow me wherever I went.