Choosing the right location for your brand video.
The importance of the ‘recce’
Reconnaissance, often shortened to “recce” or "recon," is a term borrowed from military tactics, where it refers to gathering information about the enemy's position and intentions. In filmmaking, recon serves a similar purpose, without the combat aspect.
It's all about assessing locations, and understanding the various elements necessary to bring a creative vision to life.
In commercial filmmaking, the importance of the recce is often neglected. It’s time consuming and therefor comes with a certain cost, so when the budget is limited it’s often left out because it feels like ‘less necessary’ than the shoot itself or post production.
Good reconnaissance, however, can make a big difference.
From scouting locations that resonate with the story's mood to understanding the logistical challenges of transporting the crew to the various shooting spots, the recce is part of the backbone of a smooth production. Without it, you risk encountering unforeseen challenges and maybe, missing the mark when it comes to delivering a visually captivating experience.
Left side: the recon.
Richt side: some shots at the same locations.
The choice of locations significantly influences the overall vibe and atmosphere of your video.
The selection goes beyond mere aesthetics; it plays a pivotal role in conveying the intended mood, enhancing storytelling, and connecting the audience with the narrative.
Here's how choosing the right location can determine the vibe of your video:
Atmosphere and Ambiance:
Urban vs. rural: The contrast between urban and rural settings immediately sets a different tone. Urban environments may exude a sense of hustle and bustle, while rural landscapes offer tranquility and a connection with nature.
Indoor vs. outdoor: The choice between indoor and outdoor locations can significantly impact the atmosphere. Indoor settings may provide a sense of intimacy or confinement, while outdoor locations can offer a vast and open backdrop.
Symbolism and metaphor:
Architectural features: The architecture of a location can symbolize various themes. For example, a sleek, modern building may convey a sense of progress and innovation, while a historic structure might evoke nostalgia or tradition.
Natural elements: The choice of natural elements, such as mountains, forests, or bodies of water, can introduce symbolic meanings. A serene lake may represent calmness, while a dense forest might evoke mystery or danger.
Color Palette and lighting:
Natural lighting: Consider the natural lighting conditions of a location, as it can influence the mood. The warm glow of a sunset or the cool tones of twilight can evoke different emotions, enhancing the visual appeal of your video.
Color scheme: The color palette of a location can contribute to the overall visual aesthetic. Vibrant colors may create a lively and energetic vibe, while muted tones can convey a more subdued or contemplative atmosphere.
Narrative integration:
Relevance to the story: The chosen location should align seamlessly with the narrative. Whether it's a romantic rendezvous in a charming café or a tense confrontation in an abandoned warehouse, the setting should complement and enhance the storyline.
Audience connection:
Familiarity and recognition: Familiar locations can create an immediate connection with the audience. Filming in recognizable landmarks or settings can evoke a sense of shared experience, enriching the viewer's engagement with the video.
Logistical Considerations:
Practicality and accessibility: The logistical aspects of a location, such as ease of access, availability of amenities, and permit requirements, can impact the efficiency of the production. A stunning location loses its appeal if it hampers the filmmaking process.
In essence, the choice of location is a storytelling tool in itself. It sets the stage for the narrative, influencing the emotional response of the audience and shaping their overall experience. Filmmakers must carefully consider the synergy between the chosen location and the thematic elements of their video to ensure a harmonious and impactful result.
For the brand video of the Ellio Max, choosing the right locations was super important.
First of all because the locations had to give the viewer, in a very short time frame, the feeling of going from the busy city to the more quiet and greener countryside, using a bicycle highway.
Secondly, we only had one day of shooting and we needed to be at six different locations, which is pretty challenging. Therefor everything was planned carefully in order to make the shoot day as smooth as possible.
Above you can find some images of the recce and below the final video. If you feel like playing a little game, you can try to memorize the places in the pictures and then try to spot them in the video: good luck!
You can also find more information about the Ellio Max case in our portfolio or discover our brand video and photos on the Ellio website.
