What are the steps to do marketing planning?

First, under what circumstances will you write a lens script?

1. When I do a project for Party A, I will write a lens script, which is very detailed. Why?

(1) Party A will think that you attach great importance to their projects, and you are very professional.

(2) Use story board to communicate with Party A, so that he can see the video intuitively, and sometimes prepare some cases for his reference, so as to reduce the cost of communication and turnover.

2. The team has a clear division of labor.

If the company has a mature video team, and the video content, shooting and editing have a clear division of labor, which is completed by different people, then story board can let the colleagues responsible for shooting and editing better understand the video content.

Second, short video shooting script-template

Below, share a short video shooting script that I often use-template.

1, subject

The central idea of the video content, what is the whole video about? Simply put, it is to give the video a name.

1. Under what circumstances will I write a storyboard?

1. When I do a new project for Party A, I will write a storyboard, which is very detailed. Why?

(1) Therefore, Party A will think that you attach great importance to these people's new projects, and you are particularly technical.

(2) Take the storyboard to communicate with Party A, so that he can intuitively see the appearance of the completed short video, and sometimes he will continue to prepare some examples in advance for their reference, so as to reduce the cost of communication and rework.

2. The elite team has a clear division of labor.

If the enterprise has a mature and stable short film video elite team, the short film video content, shooting and video editing have a clear division of responsibilities, which are carried out by different people, so that the storyboard can make friends who undertake shooting and video editing know the short film video content more timely.

Second, the short video storyboard-template

1, theme style

Highlight the central idea of short video content. What are the short videos about? In short, it is also a good name for short videos.

2. Number of fields

The number of shooting scenes is well understood, because a video is likely to involve several scene designs, so it needs to be shot many times.

3. Shooting sequence

The shooting sequence is arranged reasonably according to the number of different scenes. For example, the same scene design of a video will appear several times at different times. In the case of shooting, the content of the same scene design should be shot as soon as possible to prevent the time and human resources from being changed repeatedly.

4. Atmosphere

The shooting atmosphere here refers to idealized poetry, so we must design a plan to create this shooting atmosphere, such as: in broad daylight, at night, when the sun rises, at sunset, indoors and outdoors. Preset lighting effect layout, item selection, color matching, shooting angle adjustment, photography composition selection, camera parameter setting and so on according to the atmosphere.

5. Scene design

On the whole, the shooting scene design is also the natural environment for shooting, such as large conference rooms, city squares, large supermarkets, hotel restaurants, street communities and so on.

6. Lens language

The shooting lens language refers to the different categories of the subject in the camera viewfinder due to the different distances between the camera and the subject. Generally, it can be divided into five types, from near to far, namely: large close-up (referring to the above-mentioned body and shoulders), close-up (referring to the above-mentioned body and chest), middle-view (referring to the above-mentioned body and legs), panoramic (all natural environments around the body) and distant (natural environments where the subject is located).

7. perspective

Shooting angles include: shooting height-width ratio, shooting orientation and shooting distance. The shooting aspect ratio can be divided into three categories: flat shooting, overlooking shooting and overhead shooting.

8. Camera lens activity

Camera lens activity refers to the zoom mode of SLR camera lens, which is divided into: push lens, pull lens, follow-up lens, shake lens, move lens, up lens, down lens, turn lens and still lens.

9. Famous actors

Play a role in the stage.

10, clothing

Clothes, trousers, shoes and designer bags are all designed and matched by famous actors according to different scenes.

1 1, project

Commonly used utensils in video shooting, such as tables, chairs, vehicles, small toys, etc.

12, content

Classic lines, explanations, or the lens content of famous actors, the interface that must be filmed, etc.

13, time

Time means that you can estimate the camera lens time in the finished product and fill in the information roughly, so as to grasp the time when shooting and facilitate video editing.

14, note name

Write down the matters that must be paid special attention to when shooting, and write them simply and easily. Nothing that needs attention is empty.

The use of lens language

Large close-up: a camera lens that takes portrait photos and the main face 1 part. It can make the performance object get a surprise from the surrounding environment, produce a clear visual effect brand image, and obtain practical results. Close-up can mainly show the subtle psychological changes of the characters, reveal the instantaneous trend of the characters' hearts, and make fans feel remarkable in visual effects and psychological state.

Close-up: Shooting pictures with close distance between facial emotional targets above the chest. It allows fans to identify the facial emotions of the characters, or a certain kind of body posture, clearly describe the figure, expression, clothing and gfd of the characters, and identify the subject with facial emotions.

Mid shot: A movie that captures the facial emotions above the knee joint and the distance between the targets is far away. It can clearly identify the posture of characters and the relationship between people, increase the sense of space of images, and mainly show the corresponding natural environment and atmosphere. According to the jumping axis of the camera lens, a contradictory experience can be described in an orderly way, often to describe the plot, and facial emotions can clearly identify the subject.

Panorama: A movie screen that captures the whole body of a character or a panoramic view of a scene. It can fully show all the gestures of the characters and the internal relations of the characters. In the panorama, people and the natural environment are often integrated, which can create some characters with winding paths and secluded places.

Foreground: refers to the lens language of images that mainly show scenes with wide facial emotions in a wide indoor space. It is a lens language with a long perspective and the highest category of indoor space. In TV programs, it is often used to mainly show topography, natural features and vast scenery and scenes.

Great prospect: Generally, it is an image taken from a high angle of view, used as a camera lens with a fixed field of view, or as a prompt to open a wide indoor space.

Application of sound and image

Voice: including vocal accompaniment, music background, professional voice, voice in painting and narration.

Backsinger: explain, promote the plot and promote the story.

Music background: contrast the atmosphere, highlight the atmosphere, publicize the theme style, and be good at expressing feelings.

Professional sound: enhance the sense of reality, set off the atmosphere of the natural environment and express feelings.

Voice-over: There are clear voices in the images, which express the feelings of the characters.

Narrator: The background music has been edited later, reaching the atmosphere stipulated by the film director.

Image: including characters, scenes and game props.

Personas: the management center of visual effects and the media of subconscious.

Scenery: lyrical and lyrical, promoting the development trend of the plot, carrying forward the theme style, and embodying feelings in the scenery.

Game props: depicting stories, connecting plots, expressing feelings and chanting, which are marked.

Integration of sound and painting: including integration of sound and painting, separation of sound and painting, and integration of sound and painting.

Sound is the same as a picture: there are images and noises.

Separation of sound and painting: sound and painting are described separately, and there is no obvious contradiction between them.

Combination of sound and image: There is a big gap between sound and image in practical meaning and psychology.

Color: Create stories, create atmosphere and form concepts.

Tone: divided into cool tone and warm tone.

Cool color system: the color on the blue and green side of the color wheel is called cool color system, which can give people a feeling of shade, calmness, retrogression and long-term.

Warm color system: the color on the red and orange side of the color swatch is called warm color, which can give people a feeling of warmth, excitement, progress and harmony.

Light source: the effect of concentrated expression in modeling design, ideograph and plot.

Camera lens application

Wide-angle lens: a camera lens that takes up a long film during this delay time, usually more than 10 second. The long lens can keep the overall actual effect and keep the data integrity and identity of the indoor space and time of the plot; Can reproduce the actual image in detail and improve the efficiency, appeal and appeal of film and television works; You can also render the atmosphere, mainly describing the psychological activities of the role.

Empty lens: also known as "landscape camera lens". Refers to the scenes in film and television works that describe natural scenery or scenes without characters (mainly characters related to the plot). It is common to introduce the natural environment in detail, explain the time and space, express the mentality of the characters, promote the plot and express the creators. It has the functions of indication, suggestion, expression and metaphor. In film and television works, it can cause expressive effects such as lyricism by borrowing things, lyricism by sight, lyricism by scene, rendering poetry in 3D, setting off the atmosphere and arousing thinking, and it is also related to changing the time of the picture (changing the venue) and adjusting the rhythm of film and television works.

montage

Montage was originally an architectural term, meaning composition and assembly. Film and television terminology is a editing skill, which usually includes two levels: picture editing and picture synthesis. The application of montage can enrich the expressive force of film art, make the main content clear, and achieve a high degree of generalization and concentration; It can also standardize and guide the mentality and psychology of the audience and inspire the audience to think; Time can also be recreated to form a unique film and television time.