13Aesthetic Considerations

Introduction

In corporate video, sometimes attention is so focused on the message that the aesthetics of cinematography are relegated to a secondary position or disregarded completely. The video producer or director should consider contracting with a director of photography (DP), who can add an artistic patina to imagery that will help to retain the attention and fascination of the viewer. An art director or a set designer can make certain that the scenes are crafted to reflect the visual style of the corporation. A lighting designer or gaffer can create a lighting scheme that complements the efforts of the rest of the artistic team. A graphic artist with experience in motion graphics can maintain the high artistic ...

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