Why Having A Making-Of Matters? Because Sometimes It Is More Interesting Than The Final Product
I love making-of ‘s and nothing makes me happier than when I see that a video or a movie I enjoyed is accompanied with a complementary making-of.
When well made you can not only learn about the creative process but also appreciate on another level the hard work put into creating the final ‘product‘ (be it commercial or artistic or both).
But if I do consider that a making-of is a must in any type of video production, and especially in this era of high competition to get people’s attention, it is still hard to convince financiers to give the money for the extra camera and crew members it involves.
Making-of are still perceived as an unnecessary cost, and if it’s true that only a few years back they were often boring and useless videos to advertise DVDs, times have changed, and today they might even save a product’s campaign.
Yesterday I watched a 30 second stop-motion animation ad made by Blink for Peugeot:
To be honest I wasn’t particularly wowed by it because it didn’t feel like a stop-motion animation and maybe because I am the wrong target for the product.
But then, I watched the 2 minute making-of and was amazed -as always- by the amount of dedicated work put into the short video, I was seduced by the intimate directing, and ultimately I ended up remembering what product this ad was made for, thanks to the making-of:
I am not sure who ordered it, and I can only say that I hope the team behind this very efficient video has been well-paid and congratulated as to me they have reached a wider audience, in a smoother way, thanks to the making-of.
Proof is, I am indirectly advertising the product because of the making-of and wouldn’t have said anything if the ad had been published by itself.
So keep that in mind budgets-green-liters, sometimes the best way to reach an audience and spread a message is by going behind the scenes.
check the archives for a taste of it.