How to write a well-organized copy of a special promotional film?

Point 1: People-oriented.

Image shooting should organically combine industrialized production with humanized management and service. If we simply use realistic methods to express the scene, it will appear pale and indifferent, lacking the concern of enterprises for life and people themselves, lacking the sense of social responsibility and higher value pursuit of enterprises. To grasp this point, we need to pay attention to people, put people first, regard people as the core assets of enterprises, regard life as the main body of enterprises, take the leading role of people in work, take people's pleasure, passion for work and take pictures of people's happiness in work. Map the enterprise into a big family, so that customers can be infected and build trust and trust.

The second point: reflect the truth.

Get out of the traditional ideas and routines of corporate promotional film creation and shooting. At present, many corporate promotional films have formed a fixed routine, and a large number of mediocre and fast-food materials have been repeatedly applied. Foreign suits and local jackets are not uncommon. We should be able to constantly dig up materials from the enterprise itself and reduce the use of other materials, so as to enhance the story of the promotional film and change the rigid expression. Capture some subtle truths with the eyes of discovery, give humanistic care, and make the film have high credibility and appeal.

The third point: set the tone.

No matter what the content is, a corporate promotional film must have an overall "tone" throughout. The keynote can be summarized by some adjectives such as "leading in science and technology", "humanized management", "international vision" and "national spirit". Tone determines the distribution ratio, shooting angle, material organization, dubbing, picture rhythm and other details of the promotional film. No matter how long a promotional film with sales force is, customers will have a big impression and overall feeling after reading it. This kind of impression and feeling is what we try to convey to our customers, which is what we call "soul". If the tone of the promotional film is not clear, it will be chaotic and leave a deep impression on customers.

The fourth point: copywriting.

Copywriting (commentary) is the soul of corporate propaganda film. Due to budget constraints and relatively rational communication methods, the artistic creation space of corporate promotional films is relatively limited, and it is impossible to spend huge sums of money to create a strong visual sensory experience like mass consumer goods such as automobile or real estate advertisements, so copywriting plays a very important role. Copywriting, on the one hand, embodies strategy, on the other hand, it is connected with image and is at the core. Without a good grasp of the industry and a deep understanding of the enterprise, it is difficult to plan a good copy.