We’re busy: steadily closing in on the finalé for StoryArc Communications’ brand new web presence. It’s looking good; geared to enable seamless access to information for prospective StoryArc clients is the name of the game.

Why, yes, we do websites here at Aclara Promotions as well as video production. Ask us about what else we do.

Next week we will be releasing the project we worked with Our Place Society on - tune in then!

We’re busy preparing the video for Our Place’s upcoming Taste of Britain event; here Executive Director Rev. Al Tysick provides a playful audio test sound bite.

Natural Growth: The Story of Dockside Green

This documentary tells the story of a unique development in Victoria, BC. While other developments meet the minimum standards of sustainability, Dockside uses this as a first principle. It follows a ‘triple bottom line’ approach, where equal weight is given to ecology, economics, and society. Occupying water front property near Victoria’s downtown core, it has become the pride to the city, and receives visitors from around the world.

Future projects include an extended version of the documentary, where a broader approach will place Dockside into the context of Victoria’s evolving relationship with sustainabilit.

Natural Growth: The Story of Dockside Green was produced/shot by Christopher Ruffell and written/directed by Jordan Harbour. An Aclara Promotions Production.

NEWS RELEASE
19 OCTOBER 2009

VICTORIA, BC – Aclara Promotions is elated to share a new documentary, ‘Natural Growth: The Story of Dockside Green’.  It premiered at the EcoDoc film showing in Victoria, BC on October 7th, 2009.  The theme of this event was ecology, and topics ranged from First Nations issues to ground water depletion.  Aclara Promotions looked into sustainable development, using the Dockside Green building development as a model.  Out of 15 entries, Natural Growth was chosen to receive ‘The People’s Choice Award’.

The documentary touched on hot topics associated with sustainability.  Dockside Green’s multi-use building development was envisioned using ‘the triple bottom line’ as a primary principle.  This principle champions the idea that society, ecology and economy must be given equal weight when considering any development strategy.  Dockside most notably treats its own sewage, creates power from wind turbines, and offers affordable housing.  “It is an inspirational development,” says Aclara Promotions writer/director, Jordan Harbour, “If this video can help spread sustainable values to the public, I will be thrilled.”

Experts from multiple fields were called upon to take part in the documentary.  The final edit saw appearances from Deborrah Curran (a leader in smart growth law), Frank D’Ambrosio (Victoria’s premier architect), and Dean Fortin (the Mayor of the City of Victoria).  Christopher Ruffell, the film’s producer, was thrilled with the passion shown by those interviewed.  “We’re excited to have such a range of excellent participants who could speak to the unique qualities of Dockside Green”.

‘Natural Growth: The Story of Dockside Green’ can be viewed online in HD at:
www.vimeo.com/7161051

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About Aclara Promotions

Based in Victoria, Aclara Promotions is a promotional video production company offering distinctive cinema-style production value to local organizations and businesses.

Aclara Promotions is pleased to announce a charitable contribution to ’Our Place Society‘ in the form of a short event documentary.  Our Place is an organization dedicated to serving the homeless in downtown Victoria.  The film will be showcased as part of a fundraising event, and will carry the message of hope and belonging.

The fundraiser, called ‘Taste of Britain,’ will be held in November at The Crystal Garden.

1. TIME: LESS IS MORE

What use is a twenty-minute video if the viewer only watches the first five minutes? The sweet spot for effective promotional videos tends to be 3-5 minutes. With the right production-quality, that’s enough time to grab the consumer’s attention and perk the interest of future clients.

2. WRITE WORDS ARE RIGHT

Frankly, press releases and print ads make boring scripts. Because it is one of the key elements in video production, be prepared to spend a great deal of energy refining the story.  Read the script out loud to gauge reactions. Is your message coming through loud and clear, or does it seem stilted? A professional writer is in many ways just as important as an editor or photographer.  Consider hiring one to give your video a professionalism to match your client’s ideals.

3. WHO’S THIS FOR AGAIN?

Don’t forget who your audience is.  Where will the video be played, and to what age group?  As the viewer’s setting changes, so to must the video.  An Internet video is usually short and snappy, while an in-class DVD can occupy hours. If the aim is to generate interest in a product, the story must be sculpted to generate want. If the goal is to inform, build an emotional connection between the audience and the story.  Bear in mind that the viewer is the final step in the production process.

4. VERIFY THE BLUEPRINT

A script is a lot like a blueprint: your research and development goes into making it, and from it you have a map of what you want to achieve. Have the script written far in advance of the shoot date as it will determine what challenges you will have to overcome.  The more mistakes caught on paper before the shoot, the less time and money spent fixing them in post!

5. REPLICATE & SHARE

Don’t whip out your promotional DVDs at trade shows only to whip them back into the drawer once you’re home; make copies and spread them around! Embed a copy on your website to show off your work. In the office waiting room, have a small LCD screen with the video cued up for anyone to press play. Share it online using sites like Vimeo and YouTube.  Don’t let your videos collect dust when there are so many options… so many opportunities!

- By Christopher Ruffell, Aclara Promotions

Lumix GH1 60P: Spec Subaru Legacy Commercial from Christopher Ruffell on Vimeo.

Captured with our new Aclara DSMC camera, this speculative advert was shot entirely at 60P or, twice the normal frame-rate of video. The ability to ramp the speed organically with this new camera is fantastic; we will soon be offering the Aclara DSMC camera to you for your productions! Stay tuned…

Tech speak: When 60P is played at the normal regular 30 frames per second (FPS), all movement is twice as slow as real life. Or, when displayed at the even slower filmic 24FPS speed, action is slowed by a factor of 2.5x, as displayed here in the slower sections of this advert. Beautiful.

We’re proud to announce that we’ll be offering a new camera for our projects soon; just picked up another production camera today. With it’s interchangeable lenses it’ll fit right in with our existing HD workflow, while also adding a huge sensor, 60P slow-motion and solid-state recording abilities. Imagine the possibilties! This new piece of hardware will allow for greater flexibility during shooting and we are positive this will translate to even better quality production, along side our tried-and-true Aclara 35 rig. Keep watching here for new examples of what this new camera is capable of offering you.