Most product campaigns need stills and film. Most productions hire two people to make them and then spend part of the budget reconciling the difference. Here they come from one shoot, so the still matches the frame and there is no gap between what was approved and what arrives.
For a smaller brand that usually means one production instead of two, and no production company markup on top.
Research published in the Journal of Marketing Research by Jung and Dubois, 12 experiments with 27,227 participants across three countries, found that a product shown in slow motion is perceived as more luxurious than the same product at regular speed, and that the effect carried through to purchase intent and ad click rates. The mechanism is immersion: slower footage holds attention long enough to raise what a viewer expects the product to be worth.
The paper is also specific about what undoes it:
The effect weakens when video blurriness or buffering impairs the immersive viewing experience afforded by slow motion.
Which is why the film is delivered in a form that plays cleanly wherever it runs.
Communication Arts Photo Annual, Award of Excellence. Graphis Photo Annual: Gold, Silver, Bronze and Cover. Graphis Design Annual, Gold. Clio, Bronze. Victor by Hasselblad, Bronze.
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Communication Arts Photo Annual, Award of Excellence. Graphis Photo Annual: Gold, Silver, Bronze and Cover. Graphis Design Annual, Gold. Clio, Bronze. Victor by Hasselblad, Bronze.
Send the brief, the deadline and the deliverables. hello@timothy-hogan.com
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