There’s always something new and exciting going on at Edit House Productions LLC. Currently, we are finishing up a project for the Albuquerque Police Department. We are producing two 30 second videos designed to help APD’s recruitment efforts. The editing choices that we’ve made succinctly distinguish both videos, even though both are composed of footage shot at the same location at the same time. This will allow us to do some A/B split testing, to determine which methods appeal most to our audience. Here’s a brief discussion of the different editing techniques we used to evoke different emotions with each video:

Video A: The first video produced for Albuquerque Police Department recruitment is fast paced and action packed. Scenes switch rapidly, allowing for more use of more footage. Because of the intense dramatic nature of the action sequences in this spot, this video appeals to a potential officer’s sense of adventure. This video features a voiceover and graphics all designed to complement the intense nature of the spot.

Video B: Utilizing the same footage, this second spot is just a little bit slower paced than Video A. Because the shots transition at a more laid-back pace, this video allows the viewer to really take in and process what they’re seeing. This video is designed to appeal to a person’s emotions and moral values. Multiple officers lend their voices to this spot, and they explain why they love their job, highlighting fairness, respect, integrity and helping people in need.

The videos have not been released yet, but when they are, they will likely be used online as well as on broadcast television. We are confident that both videos will be effective in motivating APD’s target audience to apply. Both videos are compelling, and having two versions of the same message will prove to be valuable when analyzing the results of this campaign. If you’re interested in creating quality video that appeals to the emotions of your target audience and utilizes cutting edge, strategic editing techniques, contact Edit House Productions! We would be happy to provide you with a free estimate for your next video project.

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