our thoughts
3 Keys to Finding the Perfect Song
Music is an important component of every video production; conveying a subconscious message from client to audience on a level that can’t be said with all the other parts of a video. Music tells the audience what to feel, if anything at all. Some of my favorite moments in film are based on the music cues, from the use of Beethoven’s Symphony No. 7 in Tarsem’s ‘The Fall’, to the church fight scene in ‘Kingsman’ set to Lynyrd Skynyrd’s ‘Free Bird’. There are 3 keys to finding the perfect song, and it all depends on the purpose, audience, and client.
Purpose
Knowing the purpose of the video you are working on will make countless selections and decisions much easier than working in the dark. Picking music for a wedding film is a completely different beast than a corporate identity film. If the purpose of your film is to convey the strong emotions of family, love, and fun, you already have a starting point to your search. Is it supposed to be informative or emotional, are you supposed to be absorbing all of the words, or feeling the weight of the final one? The purpose of your video starts the process of finding the perfect song by starting with a broad selection of factors to consider.
Audience
The audience of your video is also indicative of what music to layer in your timeline. The CEO of a event planning service is going to be looking for something completely different than a mother watching a birthday video. Staying close to your audience’s tone and emotional level will make the video personable and unique to the audience. It sometimes helps to visualize your project as the audience, asking whether this particular song is supposed to evoke certain emotions. Are you supposed to be pushing back tears or learning how to use wordpress? The music will inform these feelings with the most direct method.
Client
And finally, the most important thing to keep in mind while picking music is the client. The purpose of the video might evolve, and the audience may fluctuate in size, but the client will always be the core of your music selections. The best thing an editor can do to pick the best music is to know the client inside and out. Personality, preferences, past work, particularities (I’ll stop now), are all ingredients to the perfect song.
arcpoint studios is a commercial film production company
based in dallas-fort worth offering branded storytelling and content creation
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What we've been up to: Helo Perspective
When Helo Perspective came to us in need of a video, we were very excited. We live in the world of UAV technology so it’s pretty easy for us to get on board with their mission and vision. UAV (unmanned aerial vehicle) a.k.a. drones has been changing many industries for quite sometime. From events and brands to surveying buildings, drones have had a major impact on the growth of businesses. The rise of drones has introduced many new services and opportunities such as an increased in safety measures and retrieving results more efficiently.
Who is Helo Perspective?
Helo Perspective is a team of seasoned professionals prepared to serve businesses with drone footage. Utilizing unmanned aircraft systems, businesses will receive high definition images in a timely manner providing a business safer, more reliable information. They have a network of pilots that are all Gold Standard Certified Pilots who have completed FAA Part 107 licensing and receive ongoing training.
the goal
When Helo came to us they had a few goals in mind; they needed a video that explained who they are, what they do and why they are the expert in their field. They want to be known as the leaders in the drone industry, which is no easy task but through many discovery and creative meetings, we developed a concept that encompassed all of these elements. This video is essentially their Brand Identity Film, which reflects who they are and who they can service. This video was created to land on their website.
Through script, motion graphics and aerial footage, we created a video that aligns with Helo’s brand messaging in a cinematic and creative way.
Watch the film below
For more information on Helo Perspective, visit their website at www.heloperspective.com
arcpoint studios is a commercial film production company
based in dallas-fort worth offering branded storytelling and content creation
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Content Generation: Why it is Essential in the Modern World
Today’s brands are far different than what they were 10 years ago, hell even 3-5 years ago. In our modern era of doing business it is more important than ever to have a polished brand on all fronts. Consumers are becoming overwhelmed by not only media in the most general form, but with an abundance of information. People nowadays are smart and whilst they are constantly bombarded by media they cling to things that they see of value. Having consistent content for you and your brand will help get you in front of your target audience and build relationships, which then results in sales.
Take Humans of New York for example, it gives the value of taking peoples’ stories, sharing them and giving inspiration to the viewer. Another great example on the business front is Morning Brew which is a subscription based email newsletter. You wouldn’t think a newsletter could thrive, but you’d be surprised. It’s AMAZING, and as subscribers, we read it every morning.
Content. Rules. All. and if you’re not on board of considering implementation this year, you are missing out on a key piece of marketing to leverage potential clientele. Oh and if you’re worried about cost, content marketing costs 62% less than traditional marketing strategy efforts and generates about 3 times as many leads. (Source: DemandMetric). Content marketing works and through our own personal process, we’ve discovered how it generates results.
key reasons why content generation is so important
Drives SEO
SEO is a finicky thing. It loves relevance and attention - much like a needy significant other - and the more you give to it, the higher and more prosperous it becomes. By leveraging video content creation, you engage with your target audience which then drives interest. Through video descriptions, blog posts, etc. you can associate specific key words with your video. These key words are words that people will most likely search for and the more they search for the key words, the more times your video will appear in search feeds. This then creates a chain reaction which ties into google’s algorithm. It catches on to key words. It will eventually recognize your brand’s relevance and in return, drive more traffic to your website. Sound awesome? It is! Thus, the more the merrier when it comes to creating content.
Positions Yourself as the Expert
When you create content, you are essentially controlling the narrative of how the public perceives you. We encourage our clients to use this to their advantage by leveraging themselves as the expert. Showing you are an expert in a unique and interesting way is key to not only sales but trust. Showing that you are an expert in your field is important because people typically want to buy and associate themselves with people and brands that they trust. When people inquire about something in your field, they want to know that their problem will be taken care of by an expert. So trust us when we say that content creation makes you look good.
Cultivates Brand Loyalty
The more content you create, the more your target audience will be exposed to you. And if it’s good content, the more likelihood they’ll be attracted to you and what you’re selling. We encourage our clients to create content that is relatable and real. People buy from brands they see themselves as and who they can empathize with. They want authenticity and if you can show them how real your brand is in an authentic way, your target audience will more likely align with what you are offering.
Increases Market Share
Ahhh yes at last, the ROI (return on investment). Clientele are attracted to clientele, and thus content can help you increase sales and revenue. Content is a great way to spread your brand and grab the interest of prospective customers you would otherwise not have been able to reach. Take MVMT Watches for example. They are not just a watch company, they are a way of life company and directly attract people who want to be like their content creators (I.E. Sam Kolder). The accessory which boasts a huge margin is just a piece of the puzzle to outfitting the image driven by content.
the results are far worth the effort
It is a process but in the long run, the return is far greater than not doing anything at all. We hope this blog helps shed some light on content and why your brand should be taking steps to implement this marketing strategy. In our company, we pride ourselves on strategy and implementation. We look forward to hearing from you on what we can do to help your brand in its content journey!
arcpoint studios is a commercial film production company
based in dallas-fort worth offering branded storytelling and content creation
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What Audio Equipment is Best for Your Project
Audio is an essential key to video production and serves as the heartbeat of a well crafted piece. While there are many options that lie in the realm of audio, it’s important to know what tool is best to use during your project.
Shotgun Mic
A shotgun mic is a microphone that sits on top of your camera usually fastened in a hot shoe and attached via a mic cable. In professional cameras it is usually attached via a holder on the camera and attached via XLR. both are effective and used for the same things. A shotgun mic is great for close interaction to the camera usually within 3-4 feet to have optimal recording. This however is somewhat subjective as it depends on your positioning and what is around you. For the most part however it is an effective mic for on the go audio capture and is super popular amongst vloggers and filmmakers shooting in a run and gun situation.
Lapel/lav Mic
A lapel mic is a seamless way to capture quality audio by allowing the subject to move about freely and has the ability to be concealed for extra production value. This type of mic is generally used as a primary source of audio in production from testimonials, interviews all the way to reality tv. You can run these wirelessly, or as a wired stand alone set. We have experience with both and depends solely on what works best for the production situation that you are in.
Boom Mic
Ever see a BTS (behind the scenes) photo or a video of a person with headphones holding a long pole over their head? That’s mostly likely a boom mic. A boom mic is used in addition or in replacement of a lav mic. Typically, a boom mic is used to capture or pick up sound a lav mic cannot. Because it’s so large, it’s typically hard to conceal so the boom operator has to be conscious so it doesn’t fall into frame of the camera. Talk about a arm workout!
Handheld Mic
Ahhh yes! The handheld microphone the most nostalgic of them all we reference these back to the glory days of news television where the journalist is on the scene interviewing the subject at hand. These microphones are best used in practice at live events and on productions that have a host. These also can be used wired or wirelessly.
Testing.. 1.. 2.. 3..
While there are many forms of microphones, these are the most commonly used. Utilizing audio to its fullest potential will take your production to the next level. It’s no easy feat but with practice, patience, the right tools and some good ears, you’ll be an audio expert in no time!
arcpoint studios is a commercial film production company
based in dallas-fort worth offering branded storytelling and content creation
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Why We Love the Canon C Series
When it comes to cameras, we trust Canon to get the job done. Here’s why.
Image Quality
The combination of color science, skin tones and dynamic range is unparalleled when it comes to efficient and functional cinema cameras. While Canon has always been hindered by their frame rates in comparison to their competitors, their super 35 sensor is incredible and outputs a strong, colorful image. Accompanied with dual pixel auto-focus and 4k recording capability, Canon is our go to for video production for its clean and precise image.
Our Canon cameras: EOS C300, EOS C100, EOS-1D C and EOS-1DXii
Color Science
The cinema series works great for us because we film a lot of people in natural settings. Canons typically produce a natural looking image that don’t require a lot of color grading. The skin tones are often natural in color resulting in a clean and organic image. From our experience going back and forth between Sony and Canon, Sony cameras often produce a green or magenta skin tone. This makes it hard to achieve natural color quality and results in a lot of color grading/more time spent in post-production.
Functionality
Canons are easy to maneuver in run and gun situations which is ideal for the types of projects that we work on. We can go from handheld to tripod and stabilizer in a matter of minutes. All in all, there’s less rigging involved which makes it efficient for on the fly shoots or busy production days. It’s a Cinema camera with optimal functionality. What could be better?
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What we’ve been up to: City of Aledo
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What we've been up to: City of Aledo
“Rich Heritage, Dynamic Future”
The City of Aledo came to us with a unique problem. They needed to create a video that spoke to their expansive growth and town slogan of “Rich Heritage, Dynamic Future”. In collaboration with the Aledo Economic Development Corp. and the City of Aledo, our mission was to create a business development video that aligned with the city’s values to promote the city to appeal to business owners from surrounding areas. From doing yoga poses with Trinity Yoga, to eating breakfast at Aledo Diner , we got to experience firsthand what it is like to live in a city so involved in their community.
Over the span of several events and production days, we worked closely with several business in Aledo to capture the wonderful things the town has to offer. The productions days usually began with delicious coffee from East Parker Coffee Co. who proudly serves beans from Avoca Coffee Roasters and Sandwiches for lunch from Yesterdays Sandwich Shop. Talk about a happy tummy! This combo gave us enough fuel to complete our interviews which took place at several business across the city.
Our first interview began at The Chiropractic Place for Mommy and Me with Dr. Michelle Parker who is Certified in Chiropractic Pediatrics. She is the only person with this certification in Parker County, making her practice truly unique to the city. She shares with us why she chose Aledo to start a business over other cities across North Texas. She also talks about the immense support and value the city brings to her business and personal life.
After enjoying the cozy vibes at The Chiropractic Place for Mommy and Me, we got to sit down with Bobby from Bobby J Rigues - State Farm Insurance to talk about what it’s like to be a business owner in Aledo. We found out that not only does he own a business, but he is also very involved in education and has been on the Aledo ISD School Board for several years!
Another business who works closely with Aledo ISD is Myser Orthodontics. Each year, they produce a fun and creative promo video that is played at all of the Aledo High School football games at the Aledo Bearcat Stadium. They are huge supporters of the community and try to be involved whenever they can.
We absolutely loved being so immersed in the city and can vouch that it is the perfect place to live, work and play!
Watch the City of Aledo Business Development Video Below
Check out our BTS photos!
for more information on the city, visit www.aledo-texas.com
arcpoint studios is a commercial film production company
based in dallas-fort worth offering branded storytelling and content creation
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What really happens in Post-Production
Post-Production, an all encompassing word. Every project is different and depending on the needs or editor, will require a different process or workflow. We’re checking in with our Post-Production Manager, Abby, to find out what really happens in Post.
What are some of the “Main” Categories in Post?
“Post encompasses A LOT. It is essentially the final step in the creative production process. There’s Pre-Pro (pre-production), Production, then Post (post-production). The most common categories, without diving too deep, are Storage, Editing, Conforming, Color Grading, Finishing, Mastering, Creating Deliverables, Sound Editing, Music, and Archiving.”
What are the steps or processes you take when ingesting new footage or working on a new project?
“The very first step of any project is always organization. Its a very simple process that saves so much time and energy in the later stages of post. Ingestion and reviewing all footage can sometimes be overwhelming, but making sure you have everything you need before cutting is the best way to avoid any problems in the later stages of your edit. You always want to check in with the producer or lead shooter of a project to make sure you as the editor are on the same page.”
What is your favorite aspect of Post?
“Post covers so many processes that my favorite part is something new or that I don’t work on in the regular day. I’m mildly obsessed with being versed in all things post production, so I’m always down to learn something new. Whether its a new program, filter, or workflow, I’m always looking for new ways to make Post a fun and precise process.”
What advice do you have for people interested in learning more about Post? What kind of resources have helped you?
“I would say not to underestimate yourself, or your capabilities. A lot of people my age are so interested in what I do, but they think it's completely out of their reach. There are so many resources and teachers out there, and not all of them can be found on a college campus. I tried college and quickly realized it didn't aide in my desire to learn post-production, so I went the route of YouTube and on the job training. I almost have to treat my brain like a sponge and take whatever lesson I can from everything I see and hear. I watch movies differently than I did in high school, and I listen to music differently. I may be an extreme case, but my main point is don't think it's outside of your skill set to get involved in post-production.”
arcpoint studios is a commercial film production company
based in dallas-fort worth offering branded storytelling and content creation
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A2Z Creative is now arcpoint studios!
"It's never too late to reinvent yourself (or your brand)"
- we said that
We are very excited to announce the launch of our new name, logo and website as part of the ongoing evolution of the A2Z Creative brand, which is now Arcpoint Studios.
Over the last five years, A2Z Creative has flourished as a turnkey video production company in the DFW market, offering quality video and brand solutions from local to international companies.
With continued growth, we wanted to create a brand that reflects our services and capabilities as storytellers and visionaries. Thus, the birth of Arcpoint Studios.
We appreciate your loyalty and support as we undergo this transition and strive to continue delivering the best product and service in the industry possible.
Cheers!
The Arcpoint Studios Team