Pizza Today - July 2017 - 44

International Pizza Expo last March, I
highlighted the ways your pizzeria can
and should be producing video on a
small budget. These are the key takeaways from that seminar:
First, let's talk about filming.

You are going to need an HD camera.
SURPRISE, you already have one...
it's your phone! True, phone cameras
can be limiting but with some attention
to detail, they can produce exceptional
video. With any camera you need to be
mindful of the following when filming:
* Stability. The idea with video is to
invite the viewer into the video, beyond
the screen they are viewing it on. If the
video is shaky and unstable, they will
inevitably be stuck on their side of the
screen and unable to engage fully with
the piece. There are many affordable
stability devices sold for every kind of
camera, ranging from tripods to selfie
sticks with gimbal mounts. Choose one
or several that suit your needs.
* Lighting. Natural light is best but

4 4 / P I Z Z AT O D AY. C O M / J U LY 2 0 1 7

too much natural light can overexpose
your shot. You also want to avoid backlighting the subject. The best results
are created by diffused natural light,
such as a pizza you are filming near the
windows at the front of your restaurant
where the light is cascading down onto
the pizza through the window. When
that is not an option, auxiliary lighting
is necessary and the goal should be to
create the same result of natural light
by illuminating the subject and reducing shadows. Auxiliary lighting does
not need to be expensive. We've used a
Verilux HappyLight as a solution which
can be found on Amazon for $39.
* Movement. If stability is paramount, then movement is the key that
turns your piece into a work of art.
Movement can be accomplished in
many different ways such as zooming,
panning and changing focal points.
There is a lot of equipment that can
help you accomplish movement in your
filming from drones to Ronins, or you
can simply move your body while keep-

ing the camera trained on the subject.
However you do it, just make sure to
incorporate movement in your shots to
increase their effectiveness.
* Content. Shoot more content than
you need. By shooting B-roll footage
(shots that are not directly related to
your film) you will be able to tie your
piece together into a well-rounded production. For example, if you are making a commercial for a special pizza,
consider getting a few shots of your
pizza maker tossing the dough or of the
exterior of your storefront that can be
used in the intro or outro of your piece.
Next let's talk about audio. You'll
need to decide if the video will include
music, narration or both:
* Music. If the film will have a song
playing through the piece, you won't
need to worry about background noise,
which can be a distraction for viewers. You will want to secure the rights
to any music you use in your videos to
avoid copyright infringement. The best
way to do this is to use royalty-free mu-

http://www.smrset.com http://www.smrset.com http://www.PIZZATODAY.COM

Pizza Today - July 2017

Table of Contents for the Digital Edition of Pizza Today - July 2017