We live in a video world. Videos are everywhere and we’re consuming them all the time – on our television at home, on our tablet in bed, on our computer at work and even on our phone over lunch.
As a videographer, I love that not only are people consuming video at record rates, but it's become accessible for just about anyone to produce. The flip side of this is there’s a lot of poorly done videos being put out there. It's understandable- people learn through practice, after all. But it’s why I take notice when someone does it really well.
This video is done by Jonathan Chapman for Jeep and was shot at Hana Highway, Maui. While it's only 35 seconds long, it’s simply beautiful. Let's explore a few key elements that make this video so impressive.
Sound
While there's no voice – narration or otherwise – there sure is a lot of sound. The music is classical, with chimes and piano. It initially starts off slow, building up in excitement to a crescendo. This really gives the viewer a sense of anticipation when watching.
When the musical beats change, the video cuts accordingly. Not a lot of videos bring their music and footage together so closely – it’s one of the things that makes this video so good. I also love how the music gets a little louder before fading to the Jeep logo at the end.
Location
Jeep is known as an offroad vehicle – having it driving down a city highway would not be ideal. For their backdrop, they appropriately brought the vehicle onto the roads of Maui to really highlight the outdoor experience. Not all shots are of the Jeep vehicle itself: significant time is spent on the man and woman actively participating in their surroundings, hiking on trails, crossing a stream and enjoying the rainfall. The video really conveys a sense of place and of experiencing life.
Light and Color
The video feels like an overcast day. The light on the actors is very soft, capturing the feeling of being outdoors. I’d guess most shots are using natural lighting, highlighting the rustic environment. I love how the colors have a little warm cast to them, which is consistent with the warm message. It's also worth noting how the muted saturation levels are in line with the Jeep brand, but are in stark contrast to the loud, vibrant colors typically associated with Maui.
To discover more about the making of the Jeep video from the director himself, check out the director’s blog.
Interested in how your business can effectively use video?