Professional & Critical Practice (Commission): Martial Arts / Weapons Promotional Video Research

Prior to filming, I decided that it could be useful to look into martial arts and weapons training promotional videos for analysis. For both inspiration and knowing what to avoid when both shooting and editing Alpha Weapons Academy's promotional video.


KMAC Martial Arts Promotional Video

Filming:

• A good variety of shots, the same actions / activities are filmed from different angles to give variety in one location.
• A large number of activities have been filmed, such as using equipment, opponents fighting each other and students practising individually. Allowing for a structure* in editing.

Editing:

• A simplistic opening to the film consisting of just the company name - I find this effective in a simple promotional video. However I think that the GFX added to this was unnecessary.
• An overly powerful rock soundtrack. I personally find it's too 'in your face' and completely overpowers the recorded sound from the footage - which an important part of the video.
• *While the shots filmed allowed for sections within the video and an overall structure, the video consists of a consistent montage of clips without any verbal or on-screen explanation of what the students are doing and what part of the classes that they are undergoing. I feel that given a layout and structure, the film would have more potential.
• There is occasionally one off-location shot added to the edit, which doesn't seem to fit with the rest of the footage and is unexplained.
• The images of the company's logo placed at the end of the video is effective as it reminds the viewer of the company, however there is no contact or website / social media information given. Which seems vital in a promotional video - due to it's purpose of promotion.

Overall, I found this to not be a strong promotional video. While the footage is well filmed with a great deal of variety, the editing of the film let it down due to a lot of flaws and lack of information. In my research I've found that the key additions to a promotional video are providing information, having a core purpose and targeting an audience - all of which this video seemed to lack.

Andre's Academy Weapons Expert Promotional Video

Filming:

• The footage seems to have been filmed through a mobile phone camera or one of low quality, giving a less professional appearance.
• There's a great deal of footage of the class, in a number of locations. Consisting of the instructor alone and with his students, allowing the audience to get to know who is who and the atmosphere in the academy.
• Constructed scenes are used of defending an attack in public, while informative, I feel that they are unnecessary - as the video's purpose is to inform and promote the classes with actuality, as opposed to creating a story.

Editing:

• There's a structure within the editing, as the video cuts back and forth between the instructor addressing the audience about the academy and showing them the type of training that students undergo.
• The soundtrack placed in the film is very low key, allowing for it to not overpower the footage.
• While the edit is slightly messy, with audio coming in on a black screen a few seconds before the footage fades in, it's clear that there was a plan and structure behind the editing process.
• GFX text is used to inform the viewer of what types of weapon training they can learn - an important part of an academy's promotional video.
• An address, phone number and website are also provided as another vital part of promotion.

This video proved to be strong in promoting its company. While the footage quality and editing was slightly amateur at times, the overall approach to the video fit the key features needed of a promotional video very well. The video had a variety of activities and classes, an interview with the head instructor addressing the audience to inform them, entertaining sequences, a subtle use of GFX and music, a clear structure in the edit and important contact information. I've found in my research that these aspects allow for a successful promotional video.

This research inspired me to not only avoid a lot of the editing mistakes made in the first promotional video, but to take the most effective parts of the second promotional video and create an even stronger and more structured end result.