Invisible Artists is a boutique agency producing high-end films, animations and videos. We create native content, digital campaigns, online destinations and innovative experiences to drive consumer engagement and awareness.
We understand how to beautifully design, elegantly craft and pragmatically execute content that delivers emotional, desirable and humorous connections between brands and consumers.
The strength of this concept is that it works whether its shot narratively with actors or shot “candidly” with real people. But to ensure that we
make it the best we can, we will use a combination of both. While “real” people caught on camera can have a more authentic result, logistically and visually they rarely work. As people never quite react as expected and/or their reactions and positions are are never quite right when captured from hidden cameras.
So we feel a staged shoot, where we can set up the camera to be exactly where we want to get the best reactions and control the environment is the best way to go. But using real people and making sure they are not made up or look like actor types, will create a sense that these are real people who have been “caught on tape”.
We will shoot this as we would shoot any typical narrative shoot. We will set up the camera for the best angle and reactions and then go through the series of non-actors to get their best reactions and comments on the scenario. Then once we have covered all of the “cast”, we will then move to the next camera set up to start the process over until we have covered the script from enough angels and set ups to tell the story adequately.
But because we don’t want to make the spot look too polished and like a TVC, we will not need a lot of set up time in lighting and camera movement. So this will enable to cover a lot of different set-ups and camera positioning while still only using one or two cameras instead of having multiple hidden cameras.
Using non-actors in staged scenarios can be tricky. But it can also work out really well. This concept is quite relatable and doesn’t require big emotional moments. All you need is for the real people to genuinely react to the real estate agent (the only real actor). His actions and comments will naturally produce genuine reactions as they will be forced to be in the moment. Then all you need is a sincere moment that can be edited into the video for that sequence.
The success of this spot will be in the editing. It will be about staying on moments and reactions but knowing exactly when to cut for the best impact. Also the right editing can easily enhance performances from the day.
As we want this to look real, we will not enhance the commercial with too much of a grade and will keep it as natural as possible. The less we do in post production, the more authentic it will be. So we will just give it a colour balance and ensure the audio levels are good.
We look forward to working with you on this project with you.
APP AND EXPLAINER VIDEO EXAMPLES
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We wrote, directed and shot this comedy Webseries for TAFE Western Sydney featuring Rob Shehadie interacting with real staff and students at TAFE.
WE AIM TO MAKE YOUR CONTENT WORK FOR YOU