How flexible is green screen technology?
One of the biggest benefits by far of using green screens is the flexibility it gives to not only the client, but the producer, too. Filming a presenter or performer against a green or white screen means that post-production, the individual can be placed into virtually any environment. This is all achieved through a technique called chroma keying, where the solid green background is replaced. This is one of the reasons a lot of our clients utilise green screens, allowing team members to all present in a video seemingly in the same location – even if they’ve been filmed in different places or at different times.
As a creative full service agency, one of the reasons why we love using a green screen is the creative freedom. Our team can design a wide range of environments from outer space to a tropical beach – or even just a more modern office space (we know some offices aren’t that inspirational!). These environments can be designed and built to reflect the brand values and styling – or be something completely outside the box to fit an exciting campaign.
This is also a great option when it comes to illustrating abstract services, or brands that provide a service that isn’t tangible. Injecting some creativity and engagement motion graphics can help make your brand story, messaging and overall pitch easier to convey.
Can you keep your brand consistent with a green screen?
In short, yes. By combining 3D design with a green screen, you don’t have to rely on the limitations that can come from a physical shoot location. This also means you can inject your branding seamlessly into the environment. From your logo and brand palette to typography, adding on screen brand messaging and much more. If your company is trying to portray a modern and slick look, you won’t be able to achieve that with a dowdy office space as your backdrop. But through green screen technology you can create something which has consistency across all of your marketing materials.
It can help you have consistency across all digital marketing assets, from paid ads to social media videos, talking head videos, training content and event presentations. If your business operates in different regions, it also offers the opportunity to change onscreen text easily into different languages for your different segments. Or change any on screen graphics that aren’t suitable for that region – all without the need to reshoot the main performance.
Brands that got it right with green screen technology
Qatar Airways
Airline Qatar Airways used green-screen-led visual effects for a large-scale, football themed campaign focusing on the FIFA Women’s World Cup in France, 2019. Showcasing larger than life players, the processes used allowed the brand to create an exaggerated, mockumentary style environment that would have been near impossible to build, but would also have cost a lot more in production. Following its launch, the campaign amassed more than 11 million views on Facebook and attracted mainstream press attention. This was a great example of how an unusual visual execution could be effectively achieved through 3D artwork and green screen – helping the brand stand out in a crowded market.
Cycling UK
Cycling UK, a charity focused on inspiring people to cycle, combined live-action performance with animated environments to create an advert for Bike Week, an annual event hosted by the charity. The aim of the advert was to highlight how easily cycling can become part of our weekly routine. Wanting to show that cycling is for everyone, this was produced as an animated video, showing different locations and personalities. With a short turnaround time, the video agency for Cycling UK suggested a combination of media to create the piece efficiently, whilst not losing impact.
How to make green screen use work effectively
To make your video effective, it’s important that the why is always considered first. What type of virtual setting is needed to support your message whilst staying on brand? What type of message are you trying to convey to the user – and what are the different ways this can be conveyed?
When it comes to product videos, the product must also be recognisable across your entire campaign. Making it move or disassemble in a way that’s not accurate, or not portrayed in any of your other marketing materials will cause confusion with your audience. The same with how it looks – colours, textures and features should remain true to the product. No effects are worth having a video that does your brand a disservice.
But done right, green screen videos can make complex products or services easier to understand, they can help make your brand memorable. More than this, when you work with an agency who knows what they’re doing (like us!) you can tap into a scalable storytelling tool for your brand. With our in-house studio, we can complete branded videos from script to final production, combining professional footage, clever editing, on brand motion graphics and more for a slick brand video.
Want to learn more? Get in touch with us, or check out some of our work.
