A viewbook to watch on your screen: St John’s College virtual tour

Doug Plummer, the videographer who worked on St John’s College virtual tour, pitched me via email a few weeks ago about this latest project of his.

You probably don’t know it, but I do get pitched a lot via email. In this case, Doug’s note was personal enough to pique my curiosity, so I checked out the virtual tour he mentioned in his email.

Virtual tours are not new in higher education.

However, I really like the approach on this video project as it focuses on a few words that define the institution and what prospective students can experience if they end up attending.

These short videos have a feel that reminds me of embedded journalism practices or documentary filming. The camera is a substitute for our own eyes and ears.

Take 2 minutes and have a look for yourself at the video about “communicate” to understand what I mean:

I don’t know about you, but after watching this type of videos, I really feel as if this viewbook is speaking to me – maybe not as great as being there, but pretty good.

That’s why I asked Doug Plummer if he could answer a few questions so we can all learn from his experience.

1) What is your approach to video projects?

I’m obviously using professional equipment and have abundant experience, but I’m fairly new to video production. In finding my own voice I’m taking a firm stance against an over-produced, corporate video style. I value intimacy and authenticity in my still photography work, and I’m bringing that sensibility to my video production as well.

Which is to say, there’s no reason good work can’t be shot with a Flipcam and cut in iMovie. Most of why these pieces work is that I’m close to my subject, I’m interacting with them, and I’m easy to talk to. Even with all my gear.

2) If you could share one tip to improve the quality of our online videos, what would it be?

If you’re going to add any higher level production elements to any video project, put the effort into audio.

That is the piece that really separates a quality video from a slipshod amateur production. Put audio at the top of your learning curve. Use a camera that can input an external mic or capture audio on a separate device and sync later. Use a system that lets you monitor the sound in headphones. And I mean headphones, not earbuds. If you have to use the onboard microphone in the camera (and I’ve actually produced videos from my iPhone) get really close, and don’t even think about capturing important sound in a noisy environment.

I choose where I’m going to interview someone mostly by the quality of the ambient sound around me. Outside is good if it’s not windy. Inside I look for quiet places. Beware of buzzing lights, noisy air circulation systems and refrigerators. If you have good microphones you have slightly more options. One old trick is, if there’s a noise source that you can do nothing about (the lawnmower in the distance), include a shot of the source in your edit. Once the viewer sees the lawnmower, it’s no longer a bothersome intrusion.

70% of the information in a video is communicated by sound, not visuals. I rough cut my pieces by listening to them.