The old saw about the 3 most important things in real estate could rightly be applied to video production: “quality, quality, quality”.

You know a cheap commercial when you see one. You make fun of cheap commercials when you see them. The internet and TV are filled with unwatchable dreck, and I’m not just talking about the latest episode of The Big Bang Theory. I’m talking about real product and promotional videos that started out as a business’ honest effort to communicate their products and service but ended up confusing, alienating and pushing away viewers and clients.

There’s another old saying, “Good service ain’t cheap and cheap service ain’t good”, well, that’s how it is with video production services.

If you have a great product, a great cause or a great organization, show it in the best possible light. Before you hire a video production company or “that nephew with a camera” consider that a quality video requires experience, talent, great equipment and professional skills. At minimum you need:

1. Composition

Whether you’re selling hot dogs, electronics, or insurance the color palette is a critical design element used to trigger certain emotions and feelings. Color profoundly and deeply effects how we feel about a product or business. Consider that most sleepy time pills are blue. There’s a reason for that. We associate blue with serenity and sleep, thus manufacturers make pills blue, except in Italy. There, due to the national Italian Soccer Team color being blue, the color has the exact opposite effect so most sleep aids are white or orange but you’re probably forgot all about that as you just realized how laughably easy it is for marketers to hack your subconscious…

But anyway, the other side of composition is: What is in the frame? What is the interesting element? What is required to make it stand out visually and create a memorable, informative moving picture that tells the viewer how to feel while communicating everything about the product/service/organization? This is where the artist’s eye and imagination are most useful.

2. Camera

HD Camera Technology is advancing at a truly incredible rate. While anyone can pick up a high-quality camera at an affordable price, using the right camera with the right accessories for the right job under the right conditions (indoors/outdoors – daytime/night time) is what gives your product video that quality element.

3. Lighting

Often overlooked because, ‘hey there’s enough light to see my product through the little thingy-hole, let’s start filming’ but the fact is lighting is a huge part of the process and takes time and proper attention to set up. Great lighting makes great images.

4. Audio

“Can you smell what I’m saying?” Uhm, no I can’t. And that friends is the garbled, confused, incongruence poor audio can inflict on your video. Nothing turns off or confuses a viewer quite like bad audio. Our ears are very sensitive, ambient noise, poor equalization, terrible effects or low quality microphones gives viewers that “something is wrong” feeling right off the bat.

The audio is like color, a palette. The volume of accompanying music, the speakers voice, the selection of music, the tone, when to and when not to use audio effects, all these things help shape the emotional impact and quality of your video. Like a great camera, you might have great microphones. But capturing great sound is just the first step. The proper mixing and fusing of the sound design elements gives your message maximum impact.

5. Editing

As far as I am concerned, this is where the rubber meets the road, shakes hands, and says howdy-do. Give me a great editor over a great director any day. They are the unheralded yet most powerful tool in video production and not just because after effects can make me look more handsome and my hips more slender. The impact, quality and content of your video production is greatly enhanced with a great editor. McElroy Films has some of the best and most experienced in the business. They make sure your video is on message, that the dialog is succinct and on point and that the run time and content excite and maximize viewer interest. They mix together all the different camera angles and footage to create comprehensive, entertaining and informative videos.

McElroy Films Studio is stocked with the latest professional editing software suite, high powered computers to give our professional editors all the tools they need to mix composition, camera, lighting, graphics, titling, actors, action, dialog and audio into a powerful film product that will engage and inform customers about your business and product. Start your video production journey today and contact a producer at McElroy Films for a free quote.

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Another year down in the fight against the suffering caused by Crohn’s Disease and Ulcerative Colitis, two very debilitating digestive diseases.

In this year’s edition, McElroy Film’s videographers were sent to Atlanta, Boston, and Fairfield, CT to film Take Steps Walk Events. This time, the Crohn’s and Colitis Foundation of America (CCFA) asked to focus the video on BJ, a young boy who has already suffered for years. Despite it all, BJ has developed a very positive outlook on life and has devoted himself to helping raise money and awareness with his parents’ help. Also included are similar voices who have suffered or know someone with the diseases and raised money to help find cures and help keep support programs alive and well.

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Learn more about Victory Programs, the place with the red door in the video below.

What’s Behind the Red Door? from Victory Programs on Vimeo.

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The video is completely animated and underscored by professional voice over. McElroy Films worked with the NLEOMF every step of the way, drawing up storyboards and scripting. The animation process takes careful planning and producers that can translate the visual language of video in terms that anybody can understand and visualize. This process could not have been possible without the know-how and savy of the McElroy Films production team as well as top-notch quality animation! Enjoy the NLEOMF Animated Splash video:

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Whether you are LGBT or know someone who is, the topics discussed are fascinating and really differ from popular and media assumptions on the gay community today. You can find more webinars here at the LGBT Health Education Center’s Vimeo page, but below is a teaser for the series of videos:

Best Practices in HIV Prevention Teaser from National LGBT Health Education on Vimeo.

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Filming on the C300, Ben McElroy and his crew captured footage and interviewed clients at Victory Programs’ Boston Living Center (BLC), which is a nonprofit community and resource center that promotes the wellness of all HIV positive people and responds to the changing needs of the HIV/AIDS community through education, treatment information and support services.

The video also features footage of the original Victory House facility that was created in 1985. Victory House is a 4-6 month residential treatment program in Boston’s South End. The house holds up to 24 people and caters to men with substance use disorders who may also be dealing with mental health issues and chronic illnesses.

Like Fenway Health and other non-profit clients, Victor Programs turned to McElroy Films to create their agency video that would speak to people about the work that the agency does. Victory’s video will be hosted on their website and will also act as a engaging and informative promotional material at galas and events.

Stay tuned for more of McElroy Films non-profit work!

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McElroy Films LLC wants to thank the members of the Burlington Area Chamber of Commerce for welcoming the video production company into the chamber. McElroy Films shares why joining the local chamber of commerce not only benefits the company but the community.

The Burlington Area Chamber of Commerce or BACC is a non-profit created to strengthen the businesses in Burlington and nearby communities. Through forums, seminars, networking events, and local events people learn and connect with  each other. Whether people network with the hope of acquiring a new client or gaining exposure through word of mouth, their involvement works to establish a reliable network of influential people.

After attending his first Multi-Chamber Networking and Social Media Workshop at the Marriott Boston Burlington, Ben McElroy salutes the businesses and organizations that are not only working to expand their clientele but build bridges that strengthen communities. The multi-chamber event brought people together from places like Arlington, Bedford, Billerica, Lexington, Medford, Melrose, Newton-Needham, Reading/North Reading, Stoneham, Wakefield, Wilmington and Winchester, just to name a few.

As a member, McElroy Films interacts the Burlington residents and industry professionals. Connecting with the town  is essential for the production company that prides itself on communicating effectively with an audience. McElroy Films appreciates the referrals and connections made through the chamber. As a result of the trust and relationships forged, Mcelroy Films continues to do what they love, which is translate people’s visions into realities using video. Speaking with the people who fuel the economy of a town allows Ben and his team to understand and amend the aches and pains of businesses large and small.

McElroy looks forward to the next opportunity to mix and mingle with the driven members of the BACC. Note, non-members are welcome to participate in select events by visiting the BACC website and RSVP’ing to upcoming events. Don’t forget to bring your business cards.

See you soon!

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McElroy Films is pleased to announce its new collaboration with HelpIS. HelpIs is a social network lead by its founder Joyce Deliyiannis, whose organization works to connect families and children in need with people who want to help.

Thanks to the passion and mission of HelpIs, McElroy Films will soon work together with the organization and the non-profit LITEHouse to teach participants the tools of the video production trade. LITEHouse is a residential program that supports young adults with cognitive/learning disabilities by providing an independent atmosphere and the tools to fulfill a happy and self-fulfilling life. McElroy Films is excited to teach others how to turn their visions into realities-be it writing, directing, filming, producing, or editing.

The goal of HelpIs is to create solutions for people by connecting people to the resources that can carry out the charitable mission. Help can be provided in different ways so if you or an organization is interested in giving back to the community then visit the HelpIs website and find out how you can join the movement.

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On opening day of the Red Sox championship season came the release of the highly anticipated music video ‘At Fenway’ starring none other than William Shatner at historic Fenway Park. The video, based on the hit single of the same name by local crooner Brian Evans, was scripted, produced, and edited by the McElroy Films’ team and has garnered over 11 million views on YouTube. Leading up to the release of the video, Brian Evans commissioned McElroy Films to create a 30 second trailer for the music video that played at every AMC Theater in the world from January through March. A version of the trailer also played in taxis top and down the eastern seaboard preceding the video’s release.

For many years, Fenway Health has asked us to produce their annual fundraising videos for the Men’s Event and Woman’s Dinner Party. 2013 marked the 20th anniversary of the Men’s Event and a video commemorating the events of the past and the successes of the future was put together from footage and archival photos. The result was a fun and active video featuring the late Senator Kennedy and former Boston Mayor Tom Menino as well as many other high profile guests. Later in 2013, we were enlisted to help document and distribute a series of conferences for the Fenway Institute, the research arm of Fenway Health, that dealt with the state of HIV in the world today and the analysis of solutions. The conferences were then shared online with medical and sociology students as well as the top HIV scholars in the world.

Meanwhile the Crohn’s & Colitis Foundation of America (CCFA), needed new videos for their Take Steps and Team Challenge programs, the top fundraising programs for the international non-profit. McElroy Films’ videographers were sent to many Take Steps events across the nation including Washington DC and New York City. The footage is sent to every local chapter of the CCFA to help raise support for the cause as well as build relationships with corporate donors. The CCFA also asked the team to produce a 30 second animated spot for the Take Steps program that aired in taxicabs in the New York metro area as well as on national and local TV.

Every year, McElroy Films produces videos for nearly every brand (PUR, Honeywell, Stinger, Vicks, and more) represented by Kaz USA. This year, every new air purifier, humidifier, bug zapper, fan, and heater needed a video that helped describe the operation and cleaning procedures for each product. These ‘How-To’ videos are used to reduce the volume of customer service and tech support calls every quarter, and also help to increase overall customer satisfaction. The videos are inherently dry, but serve to reduce costs for Kaz. Other businesses, with similar customer service needs have also approached us with similar requests. In addition, every product line is given a fun infomercial in a home setting. This past year, we produced videos for the Stinger Bug Zapper and Mind + Body Care line ups as well as a video describing the uses of the new Honeywell fan with Febreze inserts.

In Marlboro Massachusetts, St Mary’s Credit Union was about to celebrate their 100th anniversary and asked McElroy Films to help create a video that both described the bank’s historical and present day significance. The video glides easily throughout the 100 years of banking and also helped the credit union solidify their standing in their community more than they already had. With the great success of the historical video, St Mary’s asked the team to produce a series of 15 second television spots as well to be aired over the first few months of 2014.

By the end of the summer, it was painfully obvious that McElroy Films had too much work and too many people to fit into the office space where the team moved only 1 year prior. Thankfully, a unit opened up just down the street, and McElroy Films was able to move into a larger, renovated space with an open concept design, new editing suites, and a 3D projector room with theater sound. Also in the design: A dedicated green screen studio.

Every year, McElroy Films grows not only in size but in the diversity of projects and clients from New England and beyond. 2013 has been another year, another office, and simply ‘normal’.

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