In the past few years, companies such as Intel and Nokia, that needed to inform business audiences and consumers about new and complex concepts, products, and technologies, have turned to us for some How To know-how.
So we all sat down around the kitchen table one afternoon and felt like it was time to break down our process and find out what were the key rules to creating “How To” Films. And today, we feel like sharing them.
1. We live in a complex world.
Why make a How To film? Well, to explain things of course. Complex ideas, new technologies, and specialist concepts often need that extra explanation, especially for a mainstream audience.
Film is a very accessible medium and a perfect How To vehicle as you can show, rather than merely tell. It’s like holding your audience’s hand as you guide them through new ideas – though without sweaty palms coming into contact.
2. Grill your client.
OK, so you won’t need harsh lighting and a well-honed good-cop, bad-cop routine, but make sure you ask your clients all the right questions.
What’s the core message they want to get across? What are the additional key points? Under what conditions will the film be viewed? Will there be specific screenings for the target audience? What kind of film does it need to be? Spectacular or intimate? Serious or silly?
3. Know your audience.
Find out who your audience is, what they like, what kind of language they use.
Every audience, from corporate suits to teens in jeans, has its own communication style and value system. You need a genuine understanding of their needs to know how your film can reach them.
Also, how can you go beyond your specific target and reach a wider audience?
4. Be intimate, don’t intimidate.
When telling a story, remember what the Caterpillar said to Alice: “start at the beginning and when you get to the end, stop”.
Never forget that you are talking to a stranger, so always introduce yourself but be friendly, not formal. This way you can build up an intimacy that will ensure your viewer keeps listening even if your story becomes more complex.
Decide how you will tell your story: with a voice-over, subtitles, or just visually.
5. Write a bestseller.
The script is the most important part of your How To film. If the script isn’t good, your film won’t be either.
The script will define your characters, the tone of voice, and how the central messages are conveyed. Make sure your script works as a standalone piece that is clear, engaging, and delivers the message.
If you’re saying “you’ll get this bit when you see the film”, your script isn’t ready yet. Keep working.
6. Think edit, not epic.
We all have a million different things we could be reading, watching, browsing, doing, poking, or tweeting.
Work on the assumption that your audience won’t give you much more than a minute of their time, before a video of their friend’s dog rolling over will supplant your masterpiece.
So keep it short and keep it interesting. You don’t need to say everything – just make sure the core message comes across loud and proud.
7. How do I look?
Chic and beautiful is great, but make sure your film’s style is appropriate to your story.
Character design is often preferable, as live action may suggest specific realities that alienate viewers. Characters often feel more approachable, memorable and unique, without outshining the film’s content.
But whether you use abstract graphics and characters, or live action and real people, it is essential for your visual design to form a cohesive part of your story.
8. Build a strong foundation.
Storyboard your script, starting with the key-frames. Create enough frames to tell the full story then make it into an animatic.
An animatic is the skeleton of your How To film. Add the voice-over elements from your script over the sequence of still frames and if you can clearly understand what the film is trying to say, you’ve got it cracked.
9. It’s layered, it was made like that.
Every good film has layers, little extras that add value and depth to the central message.
Easter Eggs are asides, background details, and characterization that enrich a film, and help observant viewers to identify more closely with your message. Just ensure they don’t obstruct the main message and story. A good Easter Egg is subtle enough so those who don’t spot it, won’t know they have missed out.
10. Metaphors can open doors.
We may consider ourselves a scientific civilization that understands the world through empirical observation, but we still speak in metaphors.
So don’t be afraid to explain your message by equating it to something else. Whether a metaphor is visual or verbal, it’s a powerful trick for turning a complex idea into a recognizable concept.
11. Laughter is the best medecine.
The bitterest pill can be swallowed by a good laugh, provided it doesn’t make you choke.
Humour is great for keeping your audience entertained and interested, and can even be instructive if done right.
But don’t feel the need to fill your script with laugh-out-loud gags. Subtle aspects, like a sound effect, the way a character is animated, or a visual joke are often better ways of keeping your audience amused.
12. Sounds of success.
TV, voice-over, music, and sound effects are crucial elements that make your film come to life. The right voice-over will have a major impact on how people receive your message and can make or break a film.
The same goes for music, so consider both carefully, while ensuring that they complement your core message.
Sound effects can add humour or help draw attention to your message, though subtle and sparing is the key.
13. Roll up, roll up …
So, remember way back at the start when you discussed with your client how the film would be presented. If you made the film with these conditions in mind, make sure you stick to them.
But don’t be afraid to send the film beyond the boundaries of its intended audience. A good How To film can become viral and reach new people and places.
