April 27, 2017

Editing Choices That Evoke Emotion

If a picture is worth a thousand words, imagine how much you can say in a :30s commercial spot! Edit House Productions LLC is known for being at the cutting edge of video production and video editing, and the spot “Phone Call” produced for Responsible Gaming Association of New Mexico proves it. With some interesting visual choices, we say more than a script could, we tell an entire story in just 30 seconds.

The scene opens up on a grainy black and white image of poker chips on a table and a slot machine. The video is shaky and angularly oriented. A scratchy filter has been applied to evoke a sense of eeriness. You hear the voiceover of an emotional, desperate woman on the phone. She’s crying. Immediately the scene cuts to the woman. She’s dimly lit by a harsh overhead light and although the background is less prominent, you can clearly see that she’s in a garage. She’s attempting to hide her conversation. A filter has been applied to the lighting in the background, giving it a purplish hue, allowing the viewer to see the stark contrast between the woman and her background. The slight low humming noise and scratching sound heard faintly below her sniffling further lend to the disturbingly uneasy feeling. It becomes clear that the cuts to shots of casino games are flashbacks, and her narrative confirm the story here. The woman has a gambling addiction and she’s asking for money. Whoever’s on the line refuses to enable her and insists she seek help from the Responsible Gaming Association of New Mexico.

It’s a complicated story to tell in just 30 seconds, but with interesting visual choices and strategically placed flashbacks, this spot manages to paint a complete picture of the shame and pain that can result from a gambling addiction. This spot illustrates the emotional toll a gambling addiction can take on an individual as well as their family. Edit House Productions is proud to produce video for our clients that not only gets a message across, but also communicates emotion. When you’re ready to produce video designed to compel your potential customers to action, contact Edit House Productions.

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(505) 404-3535

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(505) 404-3535

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