|How to shoot a product video - A Complete Guide|
This guide illustrates how we can shoot and edit a product demo. The product we have taken is a very small product: stent. A stent is small hollow pipe made with specialised materials; is inserted in the artery of the person suffering from blockage of the artery due to fat deposits.
Aim of product video:
The main purpose of making a product video is to demonstrate the features and characteristics of a complex product. Typically bio-medical and industrial products which have specific application and have complex nature of operation are good candidates for a product demo video.
This video demonstration was also aimed to illustrate all the aspects of the stent product. From packaging of the product to it application was demonstrated in the video. Being a bio-medical product, the simulated setup was done that enumerated a typical surgical environment.
The complete technical definition of a stent is: An intra-luminal coronary artery stent is a small, self-expanding, metal mesh tube. It is placed inside a coronary artery after balloon angioplasty to prevent the artery from re-closing. A drug-eluting stent is coated with a medicine that helps further prevent the arteries from re-closing.
Cameras: Canon 6D and Canon 450D
Lenses: Canon 24-105mm f/4 IS and Tokina 100mm f/2.8 macro
Lights: Portlights - 2 numbers; each of 1000W; 3200 Kelvin
Flash: Digitek Speedlights
Flash: Digitek Speedlights
|Porta lights with diffusion umbrellas|
|Digitek Speedlight for macro photography|
|Close-up of a 1000W porta light|
Infographic on the steps involved in the video shoot of a product:
|Infographic on steps involved in product video shoot|
The setup was done on a sturdy stainless steel table, on which we arranged a green surgical covering cloth sheet. The lights were arranged at 45 degrees to the table. White background was naturally achieved by shooting on a while wall. We wanted to have a clean professional looking video.
There were two main people; who were demonstrating the stent.
The Shoot Breakup
As the demo shoot required video as well as photography, we did the photography first so that we can then focus on the video part of the shoot.
The Canon 450D along with Tokina 100mm lens were used for the macro photography. The stent was just 150 mm long and 5mm wide. Here are couple of the macro photographs captured.
|Macro Photograph of stent taken with Canon 450D|
|Macro photograph of coronary stent|
Here is the complete EXIF of the macro photograph:
- Image Width - 4272
- Image Length - 2848
- Bits Per Sample - 8 8 8
- PhotometricInterpretation - 2
- Make - Canon
- Model - Canon EOS 450D
- Orientation - Top left
- Samples Per Pixel - 3
- X-Resolution - 72.00
- Y-Resolution - 72.00
- ResolutionUnit - Inch
- Software - Adobe Photoshop CS6 (Windows)
- Artist - Pashminu
- YCbCrPositioning - Co-Sited
- Exif Offset - 308
- ExposureTime - 1/180 seconds
- F-Number - 5.60
- Exposure Program - Manual control
- ISO Speed Ratings - 400
- Exif Version - 0221
- Date Time Original - 2015:05:05 20:10:39
- Date Time Digitized - 2015:05:05 20:10:39
- Components Configuration - YCbCr
- Shutter Speed Value - 1/181 seconds
- Aperture Value - F 5.66
- Exposure Bias Value - 0
- Max Aperture Value - F 2.83
- Metering Mode - Spot
- Flash - Flash not fired, compulsory flash mode
- Focal Length - 100 mm
- Subsec Time Original - 03
- Flash Pix Version - 0100
- Color Space - sRGB
- Exif Image Width - 4272
- Exif Image Height - 2848
- Interoperability Offset - 1064
- Focal Plane X-Resolution - 4865.60
- Focal Plane Y-Resolution - 4876.71
- Focal Plane Resolution Unit - Inch
- Custom Rendered - Normal process
- Exposure Mode - Manual
- White Balance - Auto
- Scene Capture Type - Standard
Here are some product package photographs:
|Stent with its packaging|
|Contents of the stent package|
- Shutter: 1/50second
- Aperture: 5.6
- ISO: 400
Stages of Product Video Shoot:
There were multiple re-takes done for each of the shoots. After the photography, we setup the various elements for the video shoot.
The starting animation was done in Adobe After Effects and editing was done on Mac Book Pro using Final Cut Pro.
The shoot is generally organised on the basis of the close-up, mid shots and long shots. For a product demo video, it is important to have video clips that are close ups and mid-shots. Long shots in which the demonstrator is shown, may be ignored all together. The handling of the product are one the most important video clips to be captured. Three to four re-takes are generally necessary, as the demonstrator may fumble at the time of handling the product.
In case of video shooting of such a small product like a stent, in addition to the mid and close shots, we also took macro video shooting. The product was mounted on a black roller and the 360 degree rotation of the product video was captured.
This product AV did not require voice over, hence text supers were used to illustrate the various features and characteristics of the product.
In case of the voice over, the draft script is taken from the client; polished by a professional script writer and then incorporated in the final video. A professional voice over artist is commissioned for the project and audio recording is done at a dedicated audio recording studio. Someone presenting the client should be present at time of voice over (VO) recording. This ensures that, the pronunciation of technical terms is done as per the industry standards and the resulting video can be of high impact.
|A typical audio recording studio|
Here are some of the stills from the shoot:
|Opening Animation Screen|
|Stent Package opening shot|
|Demo of the stent prep stage|
|Full blown stent|