As a digital marketing agency, one of our primary strengths is video. Visual storytelling is our “thing”, so it’s no big thing to find us out and about, shooting and editing video for the healthcare, high tech, and high finance industries. But it’s not everyday we get ushered into the State House for a video shoot with the Governor of Massachusetts. Recently, the team at MK3 Creative got the call from the Governor, on behalf of our client Lahey Health, to shoot a short “thank you” video with Governor Charlie Baker. Directing on-camera talent is one of the many challenges of shooting video, but MK3 didn’t need to flex that muscle with the Governor. Charlie took one look at his talking points, and then tossed them aside and ad-libbed his way through a great on-camera address; on target and off the cuff. It was a great morning at the State House for MK3, working with a natural communicator.
What do Bank of America, Santander, Oppenheimer Funds, Brown Brothers Harriman, Fidelity and State Street have in common? Let Ted Wayman, our VP of Sales tell you!
Storytelling has changed. And banks get it.
When it comes to reaching and retaining internal and external audiences, banks understand the power of video storytelling.
Two of our best clients, Bank of America and Santander, know just how engaging video can be. They know that video captures attention better than white papers and brochures, because people expect it – they consume video all day long. Snack-able video is the food of choice for both baby boomers and millennials, and at the end of the day, people will watch more video than they will read.
Santander is now ramping up their video production for brand and corporate messaging initiatives. From internal sales training, to consumer overdraft policies and HR recruitment videos, Santander has shifted its resources and energies to video. Internally and externally, video is becoming Santander’s storytelling platform of choice.
Bank of America may be the current “king” of financial services video, and if you’re a Bank of America customer, chances are you already know that. Yes, you’ll see their thirty second TV spots during the Superbowl or throughout Major League Baseball broadcasts, but those pale in comparison to their commitment to online video communication. Each year, Bank of America produces (with the help of MK3) over 250 internal and external videos, targeted at those who work for, or bank at, Bank of America.
From depositing a check with your phone to transferring money to your kid’s account…there’s a “how to” video for that, two minutes in length and on their website. Pay a bill. Send money. Get an alert. It’s now on video and there are more coming to a screen near you.
Video works, and the financial services industry understands this better than most. If you’re looking for your message to make an impact, look no further than video…or your local, neighborhood bank.
Because banks get it.
To view a ‘how to’ videos created by us check out: http://bit.ly/1U509ed
Ted is VP Sales/Business Development at MK3. To learn more about Ted, visit http://www.MK3Creative.com
We’ve all gone to the movies and seen unique opening movie credits that use large 3D text floating in actual environments and landscapes. The text is clearly not “real” but it looks natural in that space. And that’s the “trick”. What makes it look so real?
MK3 recently created a video for an insurance company. They needed an internal video to convey survey results…pretty mundane stuff – but important information for their employees. Our challenge was to make text-based information and statistics visually interesting. Our solution? Movie credits!
We shot high resolution video of the open and spacious insurance office and used them as background “plates” or graphic environments. We then brought the text and stats to life by creating them in 3D and placing them in the 3D environments, using Cinema 4D software. The statistics now looked like they were floating down hallways, bar graphs were animating in the lobby, and images floated in dramatic stairwells. But placing them there was only the first step. How did we make them look real and belonged in that space? Here are 6 tips to make it real, and get it right…
- Proportionally Correct: Make sure the size and shape of the objects seem relative to the background plate, or environment in which they are placed.
- Perspective Match: The parallel lines of the objects need to converge in order to give the illusion of depth and distance.
- Realistic Shadows: Make sure the placed objects cast shadows that match the ones in the background; in distance as well as texture (softness or hardness).
- Accurate Lighting: Study the background lighting and match it – direction, color temperature & texture (soft/hard).
- Match Lens Look: For our project, we used a wide angle lens to shoot the backgrounds (see photos – note how the table bends). Give the text and objects the same lens perspective so that they match (note how the letters bend as the table image does).
- Camera Moves: If the camera moves on or in the background, make sure the camera moves with the text – and the moves match. We used PFTrack software to match moves.
Adam Marx is a Director/Senior Producer and Partner at MK3 Creative. To learn more about Adam and MK3 visit http://mk3creative.com/.
As a Visual & Media Arts Student at Emerson College I have grown accustomed to describing my future career in vague terms. Phrases from “Media Maker” to “Storyteller” smatter both my vocabulary and LinkedIn profile. Creativity is a difficult thing to define on a resume.
When I articulate what inspires me, however, there is nothing unclear about it. I have a passion for learning about people and forging connections through stories. MK3 Creative is a place where my idealistic motives find a real world platform. The company claims that they are a place where “strategy drives story,” and I am hopeful that interning with the MK3 team this spring will allow me to see my skills transferred to a professional setting.
With the MK3 team I will have the opportunity to engage with clients including Bank of America, Santander, and Fuze and move me beyond the vague buzzwords.
MK3 occupies a unique space between film and marketing, and as this spring unfolds I will document my perception of how these fields mesh. Is the work grounded in human experiences? How are messages made meaningful? Finally, how is the value of creativity measured?
Already I can tell that MK3 is run on equal parts imagination and deliberation. It’s an engaging environment to be a part of and I can’t wait to find the answers to all of my questions.
Emilia is a sophomore at Emerson College where she is studying Visual & Media Arts.
You’ve created a lot of great content to drive your marketing efforts – videos, white papers, webinars, infographics and more. But there’s an awful lot of it, and it’s scattered all over the place. Some is on your website, some is on your Youtube channel, some is in social media, and some is in your marketing intranet for the sales team. That makes it hard for your customers and prospects to experience a coherent multimedia story on their own. And it makes it hard for your sales team to present a consolidated, consistent and compelling multimedia story to their contacts.
UptoDate, a clinical decision-making resource that’s part of global information giant Wolters Kluwer, had this challenge in spades. They have extensive data, in many forms, showcasing how their treatment recommendations raise the quality of medical care worldwide. To organize and structure their best content for the UK market, in a way that was easy to share and easy to use, we helped them design and build an interactive pdf.
The content order in the interactive pdf created a clear storyline. An opening UK map had pins linked to studies done in each location. The following infographic presented key facts about UpToDate’s use and impact in the UK. Then the videos, webinars and studies followed in a logical order, with executive summaries for each that linked to full versions (some within the pdf, some on their website, some in Youtube, and some in social media). The reader could page forward and back, and use the map as a table of contents.
Why a pdf and not a microsite? A pdf can be used offline, is easily shared in its entirety, structures the story flow, and allows controlled, quality printing. It’s a perfect, individual information package for a sales contact. In fact, it’s the perfect way to take too much information, and consolidate it, structure it, and make it easy to deliver and consume. Contact us and we’ll show you what we’re talking about.
Mo Effron is the VP, Interactive Strategy & Development at MK3. To learn more about Mo visit https://www.mk3creative.com/
Thanks to industry/consumer trends video is the top tool for B2B marketers to warm and influence their prospects buying decisions. Even 50% are using video for their email marketing campaigns. 75% of marketers are using video content to optimize their SEO with 73% saying that video has positively impacted their marketing results.
Companies now more than ever are using video to tell their story in an interesting and powerful way because it’s the quickest, most memorable, and impactful way to get a desired message across. Is your organization optimizing its video strategy in 2016 to keep up with the competition? See videos that drive business at mk3creative.com.
This generic blog post is a test to see who & if you’re reading our blog. We want to know if you’re reading our posts so the first 3 people to email me at firstname.lastname@example.org with the subject line “I Read Your Blog” will get $10 gift cards to Amazon!
Tim is Account Executive at MK3. To learn more about Tim, visit https://www.mk3creative.com/.
Show and Tell. It was always a stressful day in grade school. When it was your turn, you had to get up and show the class something…and then tell everyone what it was or why it was interesting.
Show and Tell is all about storytelling, and now that we’ve grown up, it doesn’t have to be so stressful. Video is a great communication tool because it allows you to show as well as tell. It’s a visual medium, and while a picture may be worth a thousand words, let’s not forget the “tell” part of the equation.
The written script is the blueprint for a video – it tells you how to build it and where everything goes. Words give your brand or message a “voice”, and help put your visuals in context. When used properly, words can paint a picture as well as the best cameras and the brightest designers.
Whether delivered by a voiceover or edited together from sound bites and testimonials, words have power and shouldn’t be overlooked in the rush to “show” everything.
So when it’s Show and Tell time at your company, don’t be afraid to raise your hand and volunteer to produce a video. MK3 Creative can help – and we’d start by helping you think about what you want to say as much as what you want to show.
Whether you end up with a script that uses 15 words or 215, it’s the ones you choose and how you use them that make the difference.
Jonathan Markella is a Senior Creative Director at MK3. Learn more about Jonathan at https://www.mk3creative.com/
MK3 understands the importance of philanthropy. Two of our employees sit on the Board of Directors for charities and we all work to give donations and time to causes that are close to our hearts. Recently, one of our favorite clients asked to help produce a fundraising and awareness video for the Interfaith Hospitality Network; a family homeless shelter located in the Greater Worcester area. We were thrilled to be able to help, and humbled by the day spent with beautiful families who have fallen on tough times, and the volunteers and staff who are helping to change their lives.
The Interfaith Hospitality Network of Greater Worcester is a homeless shelter for families in need. In 2012 they purchased a home, which has provided much needed stability and the opportunity for a loving environment for the area’s homeless families.
As I drove the hour and a half from my home to Worcester, I tried to prepare myself for the day that lay ahead. We had a lot to accomplish in interviewing the staff, volunteers, and local Congressman; but most importantly we wanted to capture a story from someone who lived at the home.
As the first to arrive, I knocked on the door and introduced myself to the Director of the program. In her handshake, I could feel her energy and in her smile, I could see her optimism. Unexpectedly, the sound that resonated through the house behind her was the sound of small children’s voices and laughter.
As a mother, it was impossible not to be drawn to these children. I got to read a book to a beautiful little blonde girl and play Barbie’s with another. The children were well dressed, happy and very polite. What does their future hold, and how did these perfect little faces end up homeless? Surprisingly, I learned, it is far more common than you would think.
The shoot day went very well and ultimately our client was very happy with the finished project. I hope that the video can become the fundraising tool it is meant to be, for this more than worthy cause. Many times since that day I have found myself thinking about those children. This holiday season I will remember them, and remember that giving feels so much better than getting.
More information on IHN can be found on their website at: http://ihnworcester.org/
Kate Quigley is a Senior Producer at MK3 Creative.