We’ve worked with Derby Festé on their event promo videos for a few years and each year we challenge ourselves to outdo what we did last year – both in terms of quality and results.
The other challenge in creating these exciting promo videos is many of the acts are completely new, and most haven’t yet performed in the UK. This means we often don’t have much footage to work with and the footage we have is more amateur than professional.
Luckily, we love a creative challenge.
After the success of 2017’s video marketing campaign for Derby Festé – which we were recognised for in the East Midlands Chamber awards – our brief was simple: do the same… but better.
This year’s theme was ‘250 years of circus’, so we wanted to keep the fast-paced, high-energy of last year’s campaign, but infuse it with easily identifiable elements of ‘circus’.
Once we knew the brief, it was time to start creating.
The prime target audience for Festé is found on Facebook, Twitter and Instagram, so we knew we needed to open with a bang and get those eyes on our videos. Creating a dramatic and hypnotic big-top, red and white backdrop for the logo did just that.
Then we got straight to the performances, punctuated by emotive and exciting captions designed to capture and maintain the viewer’s attention, and build up the expectation and scale of the festival as a whole – making the event too big and too good to miss.
We composed the sound in our studio, which helped add another layer of circus sentiment to the video. We focused on using the music to drive the rhythm of the video as a whole: a big opening, ramp up the action, drop out for audience gasps, and the build for a big finish.
Designing the music, especially for this project, ensured that it was everything we dreamed of and more. It allowed us to ensure each piece of footage worked well with the music and had that engaging effect that Festé wanted.
The main video became the core of Festé‘s marketing campaign for the festival. It received 100,000+ views over the short promotional period and increased the awareness as well as the footfall at the festival.
The video campaign was rounded out with 10 concise videos designed to be released daily, as a countdown, starting 10 days before the event to further ramp up people’s excitement for the festival.
Future Proof Films have worked on a couple of projects for us and the results are incredible. We are delighted with the results and look forward to working with them in the future on a number of other projects we have planned. Plus they are all really lovely!
★★★★★ | Sharon Stevens-Cash, Gravity Digital