Wendy Davis is lassoing another round of headlines with her campaign kickoff video “A Texas Story.” It’s a bio piece intended to increase her name ID amongst Texans who may not be familiar with her. It’s a great video.
1. It’s comprehensive
YouTube and other online video platforms break us free of the 15, 30 and 60 second containers television stuck us in. Though some were able to make good use of it, often times the complex message of who we are and what shaped us got boiled down to generic mush. You could only pray viewers didn’t go for the mute button faster than Wyatt Earp.
Those days are over. The Davis campaign produced a detailed piece that tells her story without rambling on.
2. Good production value
Allow me to put on my film school hat for a moment.
Stock footage is tricky. There’s a clip for just about every scenario out there but often times it can be cheesy or worse, used by someone else. Some stock footage is used, but it’s intercut with enough local flavor b-roll like recognizable towns, livestock, ranchers, etc, that we’re not taken out of the story.
Senator Davis speaks to us about “endless opportunity” in front of an endless landscape, ready to be developed or farmed. They make the scenery itself a “character” in this piece. Something we can identify with.
They’re able to do this on a sunny day without having harsh shadows cast across Senator Davis’s face or having her squint because of the sun.
They got their money’s worth with whoever produced this.
3. The biggest stars are “real people.”
Senator Davis introduces each section of the video but lets her daughter, a teacher a business owner and a veteran go into the details. This is the most important part. This is what you need to be doing in your own videos.
Let recognizable members of communities speak for you. People trust their neighbors and community members a lot more than some politician from hundreds of miles away. The more local and authoritative voice you can get the better.
Did you like the video? Why? Tell me in the comments below!