I have spent the last month or so working in a completely new medium: video. Author Pat McDermott is shouldering a huge amount of the responsibility of promoting the re-release of her novel A Band of Roses, and as her graphic/web designer and marketing consultant, I have offered to try my hand at the trend of creating a video “trailer”. Apparently it is a hugely popular marketing tool in the independent publishing world, typically a series of still images panning across the screen or zooming in/out, with accompanying captions to give the gist of the story.
The only problem is, many of these trailers aren’t really very well done. I have watched several, and been disappointed (and occasionally embarrassed) by the lack of finesse, subtlety, pacing, and dramatic formula they tend to exhibit, making some of them seem more like PowerPoint presentations than marketing pieces. There are a few I’ve seen that are outright embarassing, and seem to have been composed with a sledgehammer and a shoehorn.
One in particular tells the story of a psychic of some kind who is on vacation. Slow, lilting music, scenes of stucco neighborhoods slowly panning by… and then, at about 1:00, scenes of lightning, zombies (using images from Resident Evil and other video games) and demons flash by on the screen accompanied by terrifying loud music. This goes on for maybe 5 seconds, and then abruptly returns to the previous music and pacing. No transition or even editing of the soundtrack. It was as if the zombie scene came from another trailer completely and was ham-fistedly pasted over the original piece.
I mean no disrespect to the creator of said trailer, but I do feel justified in offering some very frank and objective criticism when I see something like this. I suppose it’s a side-effect of having the no-holds-barred Murray Tinkelman as my college professor, a guy who would just as soon throw a chair or tell you to get the hell out of his class than explain to you why what you did was wrong. Man, I miss that guy.
In any case, yes, there are elements of these trailers that are well-done, and I do like some of the photo choices that are vague and archetypal enough in nature to intrigue the viewer. Others are oddly out of place, too specific, and seem to completely kill the atmosphere of the overall piece. It’s a book, after all. You can’t show the viewer what the character is supposed to look like based on some available stock photography. I consider it far better to leave things as vague as possible and let the reader’s imagination paint in the details.
The general problem with many of these efforts is one of presentation, and craftsmanship. It’s entirely possible that the book the trailer advertises is a great one. But that will never matter if the marketing is no good. I consider myself lucky to have a formal education in art, design, and illustration, as I feel the concepts I learned over the years apply to this type of project just as they would a painting. I try to be conscious of the importance of the work as a whole, not just a string of “cool ideas” laid end to end, but a complete composition.
With that in mind, I took this project on, my goal from the start being to attempt to use the conventions of existing book trailer “culture”, but present the finished piece in a way that was more dramatically relevant to a trailer you’d see for a big-budget film. I dusted off a 2-year-old copy of Adobe AfterEffects that I had been meaning to immerse myself in for some time, and a couple of textbooks I had bought when I planned on learning AfterEffects a while back (that never really materialized). I dove in, learned the basics, and progressed from a bumbling hack to a fairly competent craftsman within a week or so.
The trailer project is still in the draft stage, although not much remains before it’s completed. I’m very excited to add this piece to my portfolio, and the skills of video compositing and animation to my general repetoire. You can see the current work-in-progress here.
More on this as I near completion. I have already added some live-action video and filled in the missing 15-second gap towards the end with the remainder of the captions, which Ms. McDermott and I ironed out to perfection over the weekend. I’m currently having a teeny bit of trouble getting a render of the most recent version completed (something wrong with the way AE is processing the soundtrack source file), but I’ll continue to update the WIP link as changes are made.
Oh, and I forgot to mention… working on these may be a bit tedious, but it’s fun.
