Making the Perfect Beer Commercial – Building A Brand, Ep 10

Introduction to Blind: A Brand Strategy Design Consultancy

The introduction provides background information about Blind, a brand strategy design consultancy based in Santa Monica, California since 1995. It highlights the company's use of design to assist clients in reaching their target audience effectively.

Blind's Expertise and Focus

• Blind is a brand strategy design consultancy located in Santa Monica, California.

• Established in 1995, Blind leverages the power of design to help diverse clients connect with their customers and differentiate themselves in the market.

Process of Rebranding a Company

This section delves into the rebranding process undertaken by Blind for a company from inception to completion, focusing on packaging design and video creation for Hamilton Family Brewery.

Packaging Design Process

• Matthew and Ben lead the team through packaging design using the final style scape.

• Three options are presented to Hamiltons for selection before production with Josh's vendor.

Creating a Brand Video for Hamilton Family Brewery

Blind embarks on creating a brand video for Hamilton Family Brewery's website to showcase their story, craftsmanship, and beer offerings effectively.

Objectives of Brand Video Creation

• The video aims to introduce visitors to Hamilton Family Brewery, showcasing their values and beer quality.

• It serves as an essential tool for connecting with customers unable to visit the brewery physically.

Steps Involved in Creating the Brand Video

Detailed explanation of the steps involved in producing a brand video, emphasizing storytelling and capturing key aspects within a short duration effectively.

Video Production Process Breakdown

• Pre-production involves planning communication goals, locations, crew requirements, scheduling shots.

• Production focuses on capturing raw footage efficiently while post-production integrates editing, music selection, color correction, and graphics addition.

Goal Setting for Hamilton Family Brewery's Brand Video

Defining the objectives and content focus of the brand video created by Blind for Hamilton Family Brewery's website.

Objectives of Brand Video

• The goal is to narrate Hamilton Family Brewery's story comprehensively within 60 seconds to 2 minutes.

Working on Audio and Lighting Challenges

The team faces challenges with audio quality due to the industrial space's hard surfaces causing sound reflections. They address this by treating the space with C stands and sound blankets to improve audio capture.

Defusing Sound Reflections

• Working in an industrial space with hard surfaces leads to sound reflections, creating echo issues for audio capture.

• Using C stands and sound blankets helps dampen sound, making voices rich, clear, and focused while reducing ambient noise.

Audio Recording Techniques and Lighting Setup

The team employs multiple microphones for redundancy during recording. They utilize a boom mic directed at the talent and a LOF (lapel microphone) for dual audio sources. Additionally, they discuss lighting techniques like kick lights for shaping subjects.

Audio Recording Strategies

• Employing both a boom mic and a lapel mic ensures dual audio sources at different levels for safety and coverage.

• Utilizing multiple mics mitigates risks of poor audio quality if one source malfunctions during recording.

Lighting Techniques

• Implementing kick or hair lights helps create separation between the subject and background, adding depth to the shot.

• Adding key lights enhances facial features by introducing shadows, providing shape and definition to the subject's face.

Interview Preparation and Focus Areas

Before conducting interviews, Kristin shares emotional insights about their entrepreneurial journey as a family. Josh emphasizes the educational aspect of their beer production process, focusing on what makes their beer unique.

Interview Insights

• Kristin reflects on familial sacrifices in entrepreneurship while Josh delves into the educational value of their beer production.

• Contrasting business focus with emotional attachment: Josh emphasizes product quality while Kristin embodies heart and home in their brewery venture.

Capturing Brewery Footage

Beyond interviews, additional footage captures essential beer ingredients' textures. The team plans to shoot high-speed footage of beer pouring at Hamilton Family Brewery for visual impact.

Brewery Footage Capture

• Supplementary footage showcases textural elements of beer ingredients before transitioning to high-speed shots of pouring beer.

Music's Emotional Impact in Brand Videos

The importance of music in brand videos and its ability to evoke emotions is discussed, highlighting how music selection influences viewer perception.

Music as an Emotional Driver

• Music plays a crucial role in setting the emotional tone of videos, influencing how viewers perceive content.

• Selecting the right music involves exploring various tracks across genres and moods to find the perfect fit for the brand video.

• Choosing music for brand videos can be challenging as it requires conveying emotions effectively, which may be more complex than visual design elements.

Selecting the Perfect Track

The process of selecting the ideal track for a brand video is detailed, emphasizing the importance of finding a track that aligns with the video's message and tone.

Track Selection Process

• Utilizing tools like Epidemic Sound to explore similar tracks aids in finding music that matches the desired mood and genre.

Collaborative Editing and Feedback

Collaboration among team members during editing and seeking feedback is essential to ensure alignment with project goals and audience expectations.

Team Collaboration

• Seeking feedback from team members like Ben helps ensure that the final edit resonates with the intended audience and accurately represents the brand.

Presenting the Brand Video

The final steps involve presenting the completed brand video for approval, focusing on capturing the essence of Hamilton Family Brewery's story through visuals and music.

Final Presentation

Building a Brand: Hamilton Family Brewery

In this section, the focus is on the Hamilton Family Brewery and its significance to the community as a place for socializing and enjoying quality beer.

The Essence of Hamilton Family Brewery

• The brewery is considered a communal space where everyone gathers to enjoy drinks, emphasizing that it belongs to the city.

• Hamilton Family Brewery prides itself on being welcoming, treating visitors like family in a relaxed environment perfect for savoring excellent beer.

Representing the Brand

• The video production team expresses their excitement about capturing the essence of Hamilton Family Brewery accurately. They aim to showcase not just the beer but also the overall experience and story behind it.

• Acknowledgment is given to Epidemic Sound for providing diverse, high-quality music that enhances brand storytelling. Music plays a crucial role in shaping how a brand is perceived by its audience.

Visual Guidelines and Expansion Plans

• A brand style guide will be created to outline visual guidelines for Hamilton's new branding. This document will serve as a reference for creating various brand assets like cans, merchandise, and signage.

• The upcoming episode will feature Matthew and Ben delivering the brand style guide, enabling Josh to design new elements essential for expanding beyond the current tasting room setup.