How to Make an Impact - Tips for Emotional Editing

One of the main reasons video marketing is so effective is because it allows the audience to connect emotionally with the subject matter. Seeing people on screen interact and emote evokes our empathy just as watching a real person in front of us will. 

Marketers turn this to their advantage by seeking ways to have their campaigns create a higher emotional impact. Any emotion the viewers feel will keep the ad in their minds for far longer. But saying that a video should invoke emotion is easy. So how is it actually done?

At Highstakes Films, we work closely with brands to leave precisely the emotional impression on their audience that is intended. In this article, we’ll share a few emotional editing techniques that support our content production in London.

Maintain a Theme

Every video, no matter how long, should follow a theme. This is a guide of sorts which dictates the pacing of the video. A theme might be romance, drama, comedy, action, or suspense. They do not only affect how the footage is shot or what the story entails. It also affects editing.

Keep your theme in mind when editing to find the correct rhythm between shots. Different genres use cuts and transitions to other effects. 

Make the Most of Sound

Sound is too often an afterthought when it comes to video projects, even though it is one of the best ways to involve emotion in an audience. Sound can sneak up on you - it adds to the atmosphere of your footage. It produces specific subconscious reactions before the story can be told on screen. 

This consists of music and ambience, but also dialogue and sound effects. A straightforward example of this is how in “Say Yes to the Dress”, a sound effect plays against a silent backdrop whenever a shocking statement is made. For example, the bride’s disappointment is made clear. Sound cues can be a great way to communicate to your audience when they should be feeling something and draws their attention to the emotion displayed on the screen.

Reveals in the Cinematography

Another emotional editing technique is placing footage in a creative and meaningful order to reveal information when it is the most powerful. For instance, a camera movement that introduces a critical action, object, or highlights a pivotal moment. 

L and J Cuts

A “J” cut describes audio of the next shot preceding it, thereby introducing us to the next scene before we see it. An L cut is the opposite, where a shot’s audio extends into the next shot. These editing techniques can help transition between scenes and create cohesion between one moment and the next. They can be used for purposeful storytelling. Used right, they allow a scene to linger and create a bigger, better-connected picture. 

Montage

Montages are great editing techniques; everyone knows their impact from how effectively they have been utilized in major film projects. Montages allow you to show a passage of time and communicate progression, sewing together several pieces of emotive footage to a highly emotional soundtrack. 

These are just some of our favourite techniques for emotional content production in London. Being aware of the impact of emotional editing will allow you to increase the impact of your campaigns in the future. Many of these skills take years to master and only work when they go hand in hand with a great idea, script, acting and high-quality footage. 

Because of this, why not partner with Highstakes Films to realize your vision from brief to distribution? Get in touch with us today to talk about the impact you want to have on your audience.

 

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