I loved the exoticism and rich colours of Kerri Lee Miller’s shoot for Harper’s Bazaar Turkey. And from views the photo shoot attracted it seemed that you, the reader, did too. So discovering a video from the shoot seemed promising. That was until I watched it myself and discovered that, of approximately a minute of film, half was rolling credits.
This is the internet. Granted our attention spans aren’t what they used to be back in the days where newspapers were read cover to cover and scrabble was a valid form of entertainment. But readers aren’t just readers anymore, they’re also viewers. And 30 seconds of video doesn’t cut it (unless it’s a truly amazing 30 seconds). The internet is a mixed medium and while the stalwarts of print may be embracing it they often miss the point: a video should engage, engross, or inform. For magazine editorials, it should add value to a shoot. If it doesn’t, why bother releasing it?
This particular video seems to be intended as a teaser, but again a teaser is intended to draw you in, to make you want to see more. It should have a hook. Add to that the fact that on the internet a viewer may not encounter such a video in the order you want them too, and a teaser video should again stand up on it’s own as something worth watching.
Examples of video done right? Jason Ierace’s video of Anna Tunhav (NSFW), a perfect visual compliment to the shoot but one that more than stands up on its own. Free People’s messy braid ‘how to’ video, not only helps promote their collection but does so by providing useful, instructional information. Or Nicole Trunfio for Lovecat (NSFW) which gives us a peek into the behind-the-scenes goings on as well as being interestingly cut.
‘New media’ is as attitude; and part of that attitude is also a willingness to understand formats. It may be an understanding of where print needs to be taken, or an understanding of the boundlessness that digital media can provide. It’s also an understanding of what separates good video from a nicely filmed but functionally redundant 30 seconds that could have been fantastic if only someone was allowed to make it thus.
Koray Birand filmed and photographed the shoot for Harper’s Bazaar Turkey’s July 2011 issue. You can view the video below, and click on the thumbnails to see the full shoot.