Baltimore
Menu
Gradient overlay

Lights! Camera! Action! An Evening with Dan Gerlach of Storyfarm

Written by
Joshua Uzzell
Published
March 20, 2014

How do you decide if you need video production services? Dan Gerlach, partner at Storyfarm, gave an informal talk at our February Blend and shared with us the value that video brings to promotions and how to employ a professional video production agency.

“When compared to text, still pictures, or audio on its own,” Dan said, “video is the most effective in fully engaging an audience because the average person is more likely to recall a message or take action after watching a video.” He went on to list the applications of video for business: presentation openers, product demos, orientations, FAQs, event highlights, and case studies.

“There’s a lot of room to get creative,” he said.

Dan advised attendees to consider what value a video may have for the intended audience before anything is created. “Avoid catering to internal stakeholders, focusing on sales, and exclusively highlighting your brand. Take the time to generate ideas for content that are both informational, entertaining, and ultimately attention-grabbing.”

Once you have a video concept, you should explore production options, keeping in mind that a video only needs to be two to three minutes long. Light-hearted gimmicks that are used for a temporary promotion might benefit from a simple DIY production, such as Vine, while a formal address explaining the cornerstones of a company needs a more professional approach.

“When evaluating an agency for video production,” Dan explained, “first look at their portfolio. The best video production agencies have YouTube pages filled with case studies, allowing you to gauge their quality and output. Next, look at your budget and their pricing. A two- or three-minute video will cost roughly $12-15k for 10 hours of professional production.”

Dan also suggested looking at what potential an agency has for a long lasting partnership, since working with the same company on multiple projects, such as a promotional series, may offer additional perks as well as discounts.

For an in-house or freelance designer, he had this advice: make sure you have a seat at the table while your company is working with a production agency. If you’re acting as the creative director, you will need to ensure that the visual identity and style is being held to the company’s brand standards.

For more information about Dan and Storyfarm, head over to their website and check out some of their production videos on Vimeo.

Joshua Uzzell is a well-rounded graphic designer who previously helped plan AIGA Baltimore’s monthly Blend and Converse events. Check out his work at www.joshuauzzell.com.

Join AIGA promotional image
News image
Ink & Pixels 2017: Student Design Conference is just around the corner, which means you’ll have the opportunity to have your portfolio reviewed by industry professionals.
April 4, 2017
News image
AIGA Baltimore now has a Slack team. You can connect with your fellow chapter members here in Baltimore. Join Today!
March 20, 2017
News image
Do your part to get the Maryland Design Excellence and Innovation Commission Legislation approved by the Maryland General Assembly.
February 15, 2017
Event image
Looking to connect with fellow design lovers over a good beer? Join us on Wednesday, April 26th, at The Brewer’s Art in Mount Vernon for our next Design on Tap. Meet and reconnect with creative community members for some off-the-cuff networking while enjoying happy hour specials. Plus, learn about what’s in store for AIGA Baltimore this fall and how you can join in the fun. This event is FREE and open to the public.
Baltimore · Wednesday, April 26, 2017
Event image
Spring clean your design business with Emily Cohen and AIGA Baltimore! Join us Wednesday, May 3rd at Strategic Factory in Owings Mills for a speaker session highlighting the best top business practices on a broad range of topics including: business models, staffing, pricing, client and project management, and new business development. If you want to make your design firm or personal business more successful in 2017, this event is for you!
Owings Mills · Wednesday, May 3, 2017
Comments
AIGA encourages thoughtful, responsible discourse. Please add comments judiciously, and refrain from maligning any individual, institution or body of work. Read our policy on commenting.

Comments are closed.

LOADING...