After directing corporate videos for the last 25 years, I’ve found the most challenging aspect is dealing with amateur talent. Whether they are presidents of companies, department heads or just regular employees, it’s my responsibility to make them look good. Most of these people are busy and don’t really want to be in front of a camera, plus they aren’t even getting paid. They know the importance of video in todays market but they would rather be back at their office. Here are a few tips I’ve learned along the way to get the best out of my talent and make it a positive experience for them as well.
Discuss the script with your talent
- If there is a set script, go over it with your talent and put it in their own words. Most corporate writers tend to be to formal. What looks good in print doesn’t necessarily come off well on camera. When using a teleprompter, keep the text large and not too many words on one line. Watch for wandering eyes. Let them know that the camera is a PERSON they are speaking to. If it is an interview, give the talent the questions a couple of days before the shoot so they are comfortable with the subject matter. Be attentive to your talent when they are answering your questions. Keep eye contact and be interested in what they are saying.
Be prepared
- If your shoot is in the studio, set up early, make it neat and uncluttered. Don’t be lighting and scrambling at the last minute. Depending on the message it’s often better to go to their office or home so they are more comfortable. The goal is to put them at ease. Talk to them about things they are interested in before you start shooting. Have drinks and snacks available and if there is no makeup artist in the budget, bring your own powder. No one wants to see shiny talent.
Be patient
- Don’t rush your talent. Encourage them constantly. Don’t linger too long on one section, you can always come back later after they have had more of a positive experience.
Record while they rehearse
- A rehearsal will help your talent become more familiar with the material and more comfortable in front of the camera. When you do rehearse, it’s not a bad idea to record. Spectrum has found some of the best takes may come when the talent is relaxed and not “on” for the official shoot.
Give ’em a break
- Sometimes it’s good to let your talent get up and move around a little if things aren’t going very well. Keep encouraging them and make sure they keep their energy up. If they feel they are over preforming, that’s probably just right for the camera.
Be personable
- Call each person by name and make sure you’re genuinely friendly. This will help your talent feel more comfortable and at ease. They will respond to your coaching better if they think of you as a caring friend. Respect their time. They have interrupted their busy schedule to do something most of them don’t want to do. Make it enjoyable and they will keep coming back.
Let them see themselves on the monitor
- Before you record tell them how good they look and how great the set looks. Some directors don’t do this, but I find it puts the talent at ease.
It’s ok to talk with their hands.
- As long as they don’t over do it, it gives them a more natural look and gives more energy to the shot.
Eliminate distractions
- Usually, the fewer people in attendance at the shoot, the better. Your job is to help them concentrate on their role and the topic at hand. Too many people milling around can make your subject uneasy.
Keep takes short
- If the subject is not teleprompted, encourage your subject to speak in sound bites, keeping answers to less than one minute each.
Be flexible
- What works for one person may not work for the next. The situation largely depends on the individual involved. Some people improve with practice while others get worse. Some accept coaching easily and others become more irritable. Be prepared to tailor your coaching technique to each person you tape. You don’t to beat a dead horse.
Your talent is the star
- Great camerawork, lighting and editing are wasted if the on-camera talent is not up to snuff. It is up to us to get the best we can out of our talent. After all they are paying us to make them look good. If you have any comments or tips to share, please let us know.
Article by Ken Liljegren, owner and president of Spectrum Video & Film. Spectrum Video & Film is a professional video production company in Scottsdale and Phoenix, Arizona specializing in corporate, commercial and online social media videos, as well as projection, lighting and sound. To find out more about how we can help with your next video or event, visit us at spectrumvideoandfilm.com.