Hire Robert De Niro. (Ok so you can’t actually get De Niro, so what’s next?)

My second choice is using techniques that can look attractive, draw you in, hold your attention—and I use them at every opportunity when I’m making a video.

There are several options in that vein that are referred to as “cinematic.” There’s shallow depth of field. There’s camera movement. There’s sound design. I could write an article about each of those. But the one I’m writing about here is lighting. A key way to add drama to your B2B video is to use dramatic lighting.

GETTING CREATIVE

Recently a client of mine, Vecoplan, asked me to create a video that would help “sell” their shred trucks to companies that need that type of vehicle. They wanted a “movie-like teaser video,” something with a bit of drama to entice customers to call. Something engaging and out of the box.

That was great news. It gave me permission to push the envelope with an idea that would add a dramatic flair to the video. And that got me thinking about location. It wasn’t going to look great to shoot this truck at Vecoplan’s facilities. Too many distracting, mechanical elements. I suggested we find a different place to shoot.

I found the perfect spot in nearby downtown High Point, North Carolina. It was an out of the way city street that looked all the world like a Hollywood set—a corner surrounded by an “L” shaped building. It was clean, no traffic, seamless. Perfect!

I scouted the location during the time of day we would most likely shoot. The natural light would be harsh, the shadows contrasty and the background blown out. No good. To make this location look dramatic, I determined it needed to be shot at night. I would need a lighting crew. And that is not cheap. But Vecoplan agreed and bought into the vision.

HOW WE DID IT

To really bring the drama and effect, we had to throw some spotlights on the building. To add emphasis to our “hero” truck, we used colored gels. And just like in Hollywood, if there is a street involved it needs to be wet so that the light is reflected in a beautiful, eye-catching way. We had the fire department come down and help. They gladly did for a pizza and a chance to watch us shooting the video.

In the end, the video makes the truck eye-poppingly sexy and bad-ass at the same time. The way the light played off the chrome surfaces, bounced off the street and shone up the building made it all so much more impactful than we could have ever achieved had we not gone all out.

So, when you are planning your next B2B video, don’t be afraid to add some dramatic lighting to help what you’re shooting stand out. Can’t hire a lighting crew? That’s ok, do what you can, and use the lights you have to the best of your ability to get a bit more interesting visual appeal. Your client will appreciate the effort and your reel will look even more professional.