Telly Awards Video Production Lesson

312 events 2I had a few things planned for this week, but I’m putting them on hold. I received word over the weekend that T60 has won its 12th Telly Award, so over the next few days we’re going to look back at some previous winners that provide video production lessons. Then, on Thursday, I’ll reveal this year’s winning entry and provide good insights to take-away from its production.

Okay… today I’m going to write a little about having a vision and/or having a plan for your videos. It may sound like a pretty basic concept, but the truth is a lot of people go into their projects with very little thought put into them. They understand the power of video, they want to put it to work for their business or brand, but they don’t have a vision for what that’s going to look like.

Client Case Study

Goose Island Beer Company is not one of those businesses. I’ve had the privilege of working with the Goose Island team on more than a dozen videos. One was a series of videos and a couple of them were just individual projects. The common thread among them was that Goose Island leaders had a plan. They knew their audience and they had a goal for the videos.

Those might be the two most important things you need when starting a project. We’ve won a few Telly Awards for our Goose Island work, but the one I’ll feature today is a good example of how planning makes a difference.

Know Your Audience, Have a Goal

The Goose Island team produces a lot of videos to better educate their wholesale and retail partners. In most cases, it’s educating them on the beers, but in this case they wanted to make sure they all understood the company’s dedication to promoting its 312 brand.

Makes sense… the more Goose Island promotes a brand to the public, the easier it is for the wholesalers and retailers to sell. The plan for the video was to highlight all the different kinds of events 312 is sponsoring. They had a list of events they wanted us to shoot and it was a project that would take all summer.

Goose Island leaders relied on T60 for the creative end of the production. They filled us in on the audience and the goal, told us they wanted to inspire confidence in the brand, and we were off and running.

Having a vision and plan for the video paid off. Being able to clearly identify the audience and what they wanted from the video allowed us to focus our creative energy on achieving their goal. The end result speaks for itself… the video is AWESOME! 

A vision and plan can take your video production to the next level.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

ARVE Error: id and provider shortcodes attributes are mandatory for old shortcodes. It is recommended to switch to new shortcodes that need only url