By Georgia Mierswa
The New York office’s 13th floor conference room — a quiet, large space with no outside light — functions surprisingly well as miniature studio. Within a few hours of the film crew arriving, the office chairs and table have been removed, a green screen unfurled, camera, lights, and mic all assembled, and the Publisher of Scholarly and Online Reference is sitting in the spotlight, prepped for his interview. Things are running pretty smoothly. There’s been a small glitch with the equipment, but a new lighting piece has been ordered and is on its way. At least no one is wearing white (“it’s harsh on the face,” says the producer) or something stripy (“harsh on the camera”).
Damon Zucca, Publisher of Scholarly and Online Reference at Oxford University Press. Photo by Georgia Mierswa.
When I started as a Marketing Assistant for Online Products, my first assignment was to coordinate with a film company to develop four-five minute videos about each of our top online scholarly resources. The UK-based HobsonCurtis production team fit the bill exactly. They had already worked with Oxford to create a company video, and their work was high quality, creative, and accessible. Since our initial meeting, the online marketing team has commissioned nearly a dozen projects and completed two full-length videos, the most recent of which features Oxford’s new discovery service the Oxford Index.
Before the shooting even begins for a video like the Oxford Index promo, our to-do list looks something like this:
- Brainstorm with the team to decide which voices and perspectives are most important in shaping the film. What story do we want to tell? Who are the key players?
- Communicate this story in a meeting with Florence Curtis (Producer) and James Hobson (Editor) to get them on board with our vision. Set up a schedule with appropriate deadlines.
- Send them the web address, key facts, and any other materials to familiarize them with the online product, so they feel as comfortable talking about it as we do.
- Seek out Oxford staffers involved with the product, international scholars, and librarians with a passion for digital publishing and invite them to participate. Stress to the participants outside Oxford that they have no obligation to promote Oxford’s products — we just want them to talk about what they know!
- Schedule the participants who accept (by far the most time-consuming step, but nit-picky organization now is better than a chaotic, stressed-out crew on the day of filming. I’m just guessing…).
- Block off a location in the New York offices for a week of filming. Notify all key staff that they may see a cameraman walking around and not to worry. This is not for a reality TV show.
- Plan out the filler shots (i.e. students working at computers in the library, staffers in discussion at an editorial meeting) to intersperse between interviews. Book those locations.
- When the week of the shoot rolls around, take a deep breath, keep an eye on your Blackberry for last minute changes, and make sure everyone is comfortable and relaxed. A happy interviewee is a good interviewee. The best, according to Florence, are not only experts in their field, they’re also openly passionate and enthusiastic about sharing their “world” with an audience.
This whole process takes one to two months and is really only the groundwork for the creative stages of the project. Once the interviews have been completed, Florence and James put all the various sound bites together and come up with a ‘rough cut’ of the video. “Soundbites are weaved into a full script to complement key messages,” explained Florence. “We normally opt for opinions rather than facts and stats, but we also look for sections that are delivered well, with energy.”
Once the narrative is clearly outlined, that’s when the really polished pieces are added in, including screenshots of the web pages, a professional voiceover, and graphical representations of site features, like this:
A screengrab from the Oxford Index teaser.
A screengrab from the University Press Scholarship Online video.
Our team can feel free to give feedback, alter the order of shots (as long as it doesn’t compromise the story structure), or make edits to the voiceover script. Typically these changes are minimal. After months of prep work, the crew and our staff are almost always on the same page. If the video is clear and conveys the key messages about the product and its purpose, we consider it successful.
After the final sign off from our team’s director, we’re good to go! The video’s off to YouTube, OUP.com, our Twitter feed, and more. The sky’s the limit.
Full length videos:
University Press Scholarship Online
Click here to view the embedded video.
Oxford Index
Click here to view the embedded video.
Mini video projects:
University Press Scholarship Online for Librarians
Click here to view the embedded video.
University Press Scholarship Online for Partners
Click here to view the embedded video.
Oxford Index Teaser
Click here to view the embedded video.
Oxford Scholarly Editions Online
Click here to view the embedded video.
Damon Zucca, Publisher of Scholarly and Online Reference, reviews his notes before the interview: “We always prefer natural conversation,” said Florence (right) “and no scripting, as this can be a little contrived.”
Damon Zucca, Publisher of Scholarly and Online Reference, with Florence Curtis, Producer at Hobson Curtis. Photo by Georgia Mierswa.
A graduate of Hamilton College and the Columbia Publishing Course, Georgia Mierswa is a marketing assistant at Oxford University Press and reports to the Global Marketing Director for online products. She began working at OUP in September 2011.
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Image credit: Close-up shot of a lens from high-end DV camcorder. Photo by TommL, iStockphoto.
Oh man, that video. Wow.
So, question for you: I totally get the inner turmoil - cram as much in there as you can and watch it just create the story for you. It's amazing. I'm completely on board with writing YA that way.
But here's the question: How much of that do you put in MG? Some, yes. But how strong, how dramatic? You can't write a crazy intense scene like that video (obvs), so if I keep the scenes light, can I still have the inner turmoil? I think the answer is yes, but I'm grappling with that right now for an MG story, so I was wondering about your take. :)
Susan - I don't claim to be an expert - especially at MG. But my personal feeling is that you still use these tips, just not in as graphic of a way. I believe in MG the inner battles are more in line with the age group. Which to the reader will feel just as immense as our problems feel for us. So don't be afraid to be true or intense, I think it would just naturally come out more age appropriate because of the subject/traits. Does that make sense?
"Make sure the MC you've chosen is the absolute WRONG person to be put in this situation."
I absolutely LOVE this. I've never heard it written this way, but it's brilliant.
@Lisa I think you are right, I'm just wrangling with how that's going to come out on paper. I think you're right, though, if I keep the focus on a true-MG-perspective, I think that will handle things.
J. - :D Thank you. Hope my head doesn't explode and get brilliance all over everything. That could be messy.
Susan - It cannot hurt you to write it that way. You can always change it later, but I suspect it will help you grow as a writer and you will be surprised at where it takes you. I repeat yet AGAIN "write what scares you"
I was thinking about the MG perspective too, and I've done everything on your list in my MC (can you hear the applause?) but in her case, the "dark" side is more of a selfishness and an unwillingness to control negative urges. But it could be lots of things--bad things for 10 and 11 year olds. There is still the inner battle, and there is absolutely more than one flaw, but...they don't end up with blood on their mouths at the end of the scene. They end up having to do extra chores or getting grounded or something much less graphic and scary.
No that the video scared me. I am so much braver than that. ;)
This is a really well thought-out and well-organized post, Lisa. You are great at this.
Kristen - thank you! I appreciate that. And yes, that's an excellent way to explain how this works for MG. I intended it to apply to all writing, I just use the paranormal because that's what I do! :D
Ah, thanks for the eye candy!!! :)
Great post on character development (as always) and an excellent clip to show it in action.
I love this! And not just the picture of Ian. LOL I totally get what you're saying and they characters do too because they keep arguing with me about letting them BE who they're meant to be. Haha! Great post Lisa!
Karen - YW! Thanks, I just love that scene.
Anime - Let them make their own decisions mom LOL
Great post and demo! I love how you remind us to let our MCs be flawed in more than one way. Even if it pains us to type it out. I will be keeping this in mind with my wip as I'm still developing the characters. Nice pic, BTW. Damon's not all bad. ;)
Oh, my, that picture is hotness!
Wait, there were words after?
Kimberly - glad it was useful!
LJ- those aren't as important. ;D
I think this is great.
Especially for any of us writers *ahem* who may write a character they relate to very closely. Sometimes you forget to put in those faults if they are your own. :)
I'd embrace any dark side, if it looks like him. Seriously, thank you for the wonderful post. You explain how to do it so well. Thanks! :D
Thank you for the great post!!! Damon Salvatore is always my muse when it comes to tapping into the dark-side a character. Ian Somerholder is wonderful at portraying his inner conflicts!
Whoa - what a clip. I'm heading for the garlic and my cross right now. Love your take on MFT - multiple flaw theory. Adds great depth and conflict through the story.
Sushi - NEVER!! :D
Brenda - Thanks for the compliment.
Melinda - I'm with you all the way on that!
Leslie - He he I like the acronym MFT. Master in Fine Arts no more!
I think what jumps out at me most in this post is your first point. I've heard that point made before -- that your character needs to be the worst person to find themselves in their current situation -- but for some reason, it's one I forget. And it adds so much emotional depth.
I need these reminders. Thank you!
Susan - no problem! Glad it was useful to you.
I feel like a deer in the headlights looking at that pic.
sooooooooooo niiiiiiiice, but also, I think I might die in the next half second.
Some great advice from Debra Dixon - don't give your character a choice between good and evil, that would be too easy. Give them a choice between sucky and suckier.
Ebony - I know, right? Yummy and dangerous. LOL I LOVE that advice!! sucky and suckier!
This is absolutely stellar advice topped off with one HOT picture... how I do love him :D
Nut- He's like the whipped cream on the cocoa. It wouldn't be the same without...
Wow, this is an awesome post, chocked full of great stuff. I'm so glad I checked your site today. I wonder why your posts aren't showing up in my Blogger daashboaard. Maybe if I subscribe by email.
Love the scene with Damon - Yes, he's very easy on the eyes!
I think the wipes is a good idea, but no self-respecting vampire would stoop so low. Maybe a hanky will do?