Law Firm Commercial at DVinfo.net

Brock Burwell · July 23rd, 2021, 10:37 AM

I was hired for a simple :60 commercial for a law firm in my area. Constructive criticism welcomed.

I'm not sure if I should start it off with some additional b-roll of our city or leave it the way it is. He specifically suggested putting the Nancy Grace part in the middle. Additionally, I'm not sure the best way to show those news articles. He asked for them to be up, but I feel like they are hard to read as they move by so quickly. Any suggestions on the best way to show those?

Pete Cofrancesco · July 23rd, 2021, 04:18 PM

Thanks for sharing. I agree news articles are too quick to read. The beginning doesn't feel like a natural start. I don't like the painting behind him it's distracting, I'd prefer a legal bookcase. I would also recommend having the contact information up the entire length of the commercial.
The larger issue which would be difficult to change at this point its a bit unfocused, long and not impactful. I like ads that are to the point and talk directly to intended audience, instead listing off qualifications. How is this law firm better than the competition and what's their specialty?
Here are some personal injury commercials. They're on the cheese side but impactful.

https://www.facebook.com/watch/?v=732382550861415

Brock Burwell · July 26th, 2021, 06:33 AM

Thanks for the feedback. I think I agree on all of your points

- He specifically requested those articles to go up. Hopefully when he sees them, he agrees that that show up too fast to read.

- I agree about the beginning. I think I'll add a drone shot or two of our town to help that start a little more naturally.

- I don't love the painting either, but he suggested it and there wasn't many alternatives after I arrived.

- If this was a TV commercial, I probably would leave his contact info up the entire time, but it's just for his website, so I didn't think that would be necessary.

- As far as the script is concerned, he wrote it himself and was pretty adamant about sharing his accomplishments, so we went with it.

Thanks for all the suggestions. I appreciate the feedback!

Pete Cofrancesco · July 26th, 2021, 08:09 AM

I know all to well. I've done many projects where the clients wants to be in control and as long as they are happy you should be good.

Vince Pachiano · July 28th, 2021, 08:21 AM

Random thoughts: I liked it. People want to see the person they are about to hire. I think he should introduce himself at the very start. Does he (you) have permission to use Nancy Grace's Name, Image, Likeness in his commercial? Personally, the Nancy Grace spot doesn't impress me. But if he insists on using it, would it be ethical to speed-up that portion 5% faster? She talks too slow...
I actually like the slow pans of the newspaper/website. It shows that he's taken on newsworthy cases. What I didn't like was the wall of non-descript certificates, especially with glare from the lighting. Finally, I'd add a quick b-roll of the local city. People like that home-town pride.

Duane Adam · August 27th, 2021, 09:05 AM

One of the first thing I learned taking cinematography courses was that a "b" camera shooting someone talking to another camera is a rank amateur shot (yes I was shooting that way at the time). I know a lot of people do it, but it does look dopey. If you're going to use a 2nd camera, why not have him turn and speak to that camera?

Andrew Smith · August 28th, 2021, 04:20 AM

Tell him he doesn't want a commercial that he will necessarily like. He wants a commercial that will absolutely work for him, pre-qualifying him and doing most of of the work of bringing clients his way (with answering the phone and affirming capabilities being the last part).

Andrew

Pete Cofrancesco · August 28th, 2021, 10:45 AM

After rewatching, what sticks out the most is the b-roll is too long and takes up the entire screen. It’s more important to keep the attorneys visible and engaged with the viewer than listing his accomplishments.

Duane Adam · August 29th, 2021, 09:54 AM

Quote:

Originally Posted by Andrew Smith

Tell him he doesn't want a commercial that he will necessarily like. He wants a commercial that will absolutely work for him, pre-qualifying him and doing most of of the work of bringing clients his way (with answering the phone and affirming capabilities being the last part).

Andrew

Absolutely correct. Some of my (in my opinion) finest work didn't exactly have them beating down the doors while some of my least favorites did. It's all about what works. That does cross the line from videography to marketing though for which there should be a different pay scale.

Steven Digges · September 3rd, 2021, 11:22 AM

I think you are battling a common case of a client wanting to cram everything they have into one 60 second spot. It is frustrating trying to explain to them "Just because you have it does not mean you have to use it."

Just because Nancy Grace called him high profile does not mean it has to pop up in the middle and disrupt everything.

When you work with professional advertisers they are always spot on about getting ONE clear message across. The don't use shot guns, they use laser beams!

Kind Regards

Steve

PS Brock, it has been a pleasure following your career here since the beginning before you even went to work at the university. I'm glad your still posting.

Brock Burwell · September 29th, 2021, 02:40 PM

Quote:

Originally Posted by Steven Digges

PS Brock, it has been a pleasure following your career here since the beginning before you even went to work at the university. I'm glad your still posting.

Thanks Steven,

I definitely have come a long way from the first video I ever posted here. I got really fortunate to get this position at the university and really learned on the job.

It's good to have a place here where I can learn and share without fear of judgement. You guys are great.

Pete Cofrancesco · September 29th, 2021, 11:06 PM

I've got a colleague who I will be helping shoot a law firm commercial soon. We'll see if I can do any better.

Donald McPherson · September 30th, 2021, 12:03 AM

If he doesn't mind suggestions. Show him these posts. From fellow videographers.

Pete Cofrancesco · September 30th, 2021, 09:30 AM

I mentioned a few of the points touched on here, but I'm going to stay mostly hands off since it's not my client and he has good plan in place.

July 23rd, 2021, 10:37 AM	#1
Brock Burwell Major Player Join Date: Jan 2014 Location: Charleston, WV Posts: 385	Law Firm Commercial I was hired for a simple :60 commercial for a law firm in my area. Constructive criticism welcomed. I'm not sure if I should start it off with some additional b-roll of our city or leave it the way it is. He specifically suggested putting the Nancy Grace part in the middle. Additionally, I'm not sure the best way to show those news articles. He asked for them to be up, but I feel like they are hard to read as they move by so quickly. Any suggestions on the best way to show those? Ben Salango - YouTube

July 23rd, 2021, 04:18 PM	#2
Pete Cofrancesco Inner Circle Join Date: May 2004 Location: USA Posts: 3,005	Re: Law Firm Commercial Thanks for sharing. I agree news articles are too quick to read. The beginning doesn't feel like a natural start. I don't like the painting behind him it's distracting, I'd prefer a legal bookcase. I would also recommend having the contact information up the entire length of the commercial. The larger issue which would be difficult to change at this point its a bit unfocused, long and not impactful. I like ads that are to the point and talk directly to intended audience, instead listing off qualifications. How is this law firm better than the competition and what's their specialty? Here are some personal injury commercials. They're on the cheese side but impactful. Connecticut Personal Injury Attorney Trantolo & Trantolo - YouTube Meet John Haymond with The Haymond Law Firm For a Free Confidential Case Evaluation - YouTube https://www.facebook.com/watch/?v=732382550861415 Car Accident? Get Carter! \| Milford, CT Car Accident Attorneys - YouTube Last edited by Pete Cofrancesco; July 24th, 2021 at 08:48 AM.

July 26th, 2021, 06:33 AM	#3
Brock Burwell Major Player Join Date: Jan 2014 Location: Charleston, WV Posts: 385	Re: Law Firm Commercial Thanks for the feedback. I think I agree on all of your points - He specifically requested those articles to go up. Hopefully when he sees them, he agrees that that show up too fast to read. - I agree about the beginning. I think I'll add a drone shot or two of our town to help that start a little more naturally. - I don't love the painting either, but he suggested it and there wasn't many alternatives after I arrived. - If this was a TV commercial, I probably would leave his contact info up the entire time, but it's just for his website, so I didn't think that would be necessary. - As far as the script is concerned, he wrote it himself and was pretty adamant about sharing his accomplishments, so we went with it. Thanks for all the suggestions. I appreciate the feedback!

July 26th, 2021, 08:09 AM	#4
Pete Cofrancesco Inner Circle Join Date: May 2004 Location: USA Posts: 3,005	Re: Law Firm Commercial I know all to well. I've done many projects where the clients wants to be in control and as long as they are happy you should be good.

July 28th, 2021, 08:21 AM	#5
Vince Pachiano Major Player Join Date: May 2008 Location: Dayton, OH Posts: 307	Re: Law Firm Commercial Random thoughts: I liked it. People want to see the person they are about to hire. I think he should introduce himself at the very start. Does he (you) have permission to use Nancy Grace's Name, Image, Likeness in his commercial? Personally, the Nancy Grace spot doesn't impress me. But if he insists on using it, would it be ethical to speed-up that portion 5% faster? She talks too slow... I actually like the slow pans of the newspaper/website. It shows that he's taken on newsworthy cases. What I didn't like was the wall of non-descript certificates, especially with glare from the lighting. Finally, I'd add a quick b-roll of the local city. People like that home-town pride.

August 27th, 2021, 09:05 AM	#6
Duane Adam Major Player Join Date: Dec 2006 Location: Gilroy, CA Posts: 398	Re: Law Firm Commercial One of the first thing I learned taking cinematography courses was that a "b" camera shooting someone talking to another camera is a rank amateur shot (yes I was shooting that way at the time). I know a lot of people do it, but it does look dopey. If you're going to use a 2nd camera, why not have him turn and speak to that camera?

August 28th, 2021, 04:20 AM	#7
Andrew Smith Equal Opportunity Offender Join Date: Feb 2009 Location: Brisbane, Australia Posts: 3,066	Re: Law Firm Commercial Tell him he doesn't want a commercial that he will necessarily like. He wants a commercial that will absolutely work for him, pre-qualifying him and doing most of of the work of bringing clients his way (with answering the phone and affirming capabilities being the last part). Andrew

August 28th, 2021, 10:45 AM	#8
Pete Cofrancesco Inner Circle Join Date: May 2004 Location: USA Posts: 3,005	Re: Law Firm Commercial After rewatching, what sticks out the most is the b-roll is too long and takes up the entire screen. It’s more important to keep the attorneys visible and engaged with the viewer than listing his accomplishments.

September 3rd, 2021, 11:22 AM	#10
Steven Digges Trustee Join Date: Oct 2002 Location: Phoenix, AZ Posts: 1,828	Re: Law Firm Commercial I think you are battling a common case of a client wanting to cram everything they have into one 60 second spot. It is frustrating trying to explain to them "Just because you have it does not mean you have to use it." Just because Nancy Grace called him high profile does not mean it has to pop up in the middle and disrupt everything. When you work with professional advertisers they are always spot on about getting ONE clear message across. The don't use shot guns, they use laser beams! Kind Regards Steve PS Brock, it has been a pleasure following your career here since the beginning before you even went to work at the university. I'm glad your still posting. __________________ www.CorporateShow.com Been at this so long I'm rounding my years of experience down...not up!

September 29th, 2021, 11:06 PM	#12
Pete Cofrancesco Inner Circle Join Date: May 2004 Location: USA Posts: 3,005	Re: Law Firm Commercial I've got a colleague who I will be helping shoot a law firm commercial soon. We'll see if I can do any better.

September 30th, 2021, 12:03 AM	#13
Donald McPherson Major Player Join Date: Jun 2010 Location: Aberdeen Scotland Posts: 815	Re: Law Firm Commercial If he doesn't mind suggestions. Show him these posts. From fellow videographers. __________________ A little knowledge goes a long way but not long enough.

September 30th, 2021, 09:30 AM	#14
Pete Cofrancesco Inner Circle Join Date: May 2004 Location: USA Posts: 3,005	Re: Law Firm Commercial I mentioned a few of the points touched on here, but I'm going to stay mostly hands off since it's not my client and he has good plan in place.