Forming the connection...
What makes a great video? There are so many things, but one of the things often overlooked is what video producers call "spice". Sometimes there's such a rush to get a video done and posted, we overlook the spice. Like cooking, so many dishes are bland on their own and they need a little salt and pepper so you'll go back for a second bite.
Sports provides so many examples of this, but there is one that comes to mind. It was 1988. I was in my dad's 1984 Ford Fairmont sedan driving back from the homecoming dance. The World Series between my Oakland A's and the Los Angeles Dodgers was on the AM car radio. We were on Main St., sitting at a stop light waiting for the light to change. A lame Kirk Gibson was summoned from the locker room by manager Tommy Lasorda to pinch hit. Gibson made his way to the plate, stood in the box and worked reliever Dennis Eckersley all the way to a 3-2 count and then the improbable happened. Gibson hit a walk-off home run to win game 1. Jack Buck's radio call sent chills down my spine, as goose bumps formed and the hair on my neck stood up. It was electric. A guy who could barely walk, just put a ball over the fence against one of baseball's greatest relief pitchers. It's one of the most memorable sports moments of the 20th century.
We eventually arrived home and I ran in and turned on the TV. It wasn't until then, when I saw the replay that I realized what I had missed. The TV coverage painted an entirely different picture for me. In the video, I could see the shock on the faces of the fans as Gibson walked up the dugout steps, the limp in Gibson's walk as he made his way to the plate, that bounce in his stance before he took the ready, how effortless his swing was when he connected on Eckersley's fastball, the limp, the arm raise, the double fist pump, Tommy Lasorda running from the dugout with his arms raised, and the mob at home plate. After I watched it on TV, the electricity I had felt in my body before had turned to raw emotion and I cried. The video had stirred up my emotions. I was an A's fan. I should have been angry, but I wasn't. I was moved. This was just a raw moment that connected with me. And that's what happens when you add spice, a connection is formed and you remember the dish for its taste and you end up wanting more.
The radio call was great, don't get me wrong, but the television broadcast was epic and left an unforgettable 8 minutes in my mind. And that is the power of video.
Media Masters is based in Austin, TX and produces video marketing content for small local businesses to large international corporations.