By Gavin Knight
Filmmaker Gavin Knight shares his top tips for making a good brand film.
Gavin Knight is on a mission against brand gobbledegook and applies this clarity to every brand film he makes. He started his career at the very bottom as a runner and never stopped running or learning. At first he helped broadcast journalists make documentaries but then switched to advertising & TV commercials. Currently, As a freelance Writer/Director, he’s won over 30 industry awards. He’s worked in many countries and made films for some of the world’s most well-known brands such as Microsoft, the FT & Yeo Valley.
Check out his work here: https://buxtonknight.myportfolio.com/projects
The better the film, the more people will watch it. People who plan their films, tell better stories. Good filmmaking is not a natural gift. You have to learn your craft. Be it documentary, drama or animation, detailed preparation is key. Here are a few tips inspired by the advertising genius David Ogilvy:
- Watch ‘Apocalypse Now’ for inspiration*. Watch it three times to work out how they shot it.
- Write a script or do a storyboard. If it doesn’t fit on one page start again.
- Keep it simple & think like your audience.
- Never substitute technology for good ideas.
- Use as many professional crew as you can afford.
- If you’re not trying to become a cameraperson, use a DOP.
- If you’re not trying to be an editor, use an editor etc…
- Spend twice as long in the edit as you did planning & shooting the video.
- Never underestimate the power of good music & sound.
- Show the edit to as many people as possible BEFORE you release it, especially the clients. Listen to their comments & don’t take it personally (they’re usually right).
- If distribution is online, have a VERY good reason to make anything longer than 2-3 minutes.
*insert any other iconic movie