How I made this video
29 June 2021
I'm often asked how I make my videos and as I've now ventured into the world of music video I get this question a lot more.
This one took a lot more work to put together than it might seem at first. But the part that seems to capture the most attention is when I clone myself. So let's take a look at how I did that and other elements in this product video for the Vibram FiveFinger See-Ya shoe.
The brief
I have been providing video and social media content for Barefoot Junkie for many years now. As the leading retailer in the UK for Vibram FiveFingers they hired me to be the face for their brand and present their videos as well as produce them.
As with every video it can be a challenge to get noticed in a crowded social media so it helps to pull a few tricks out of the bag to make these videos stand out and become memorable. So I needed something that was going to visually catch the eye within the first 20 seconds.
It helps that I'm also a fan of these shoes. I've been running in them for years and the See-Ya was my favourite model until they stopped making them. So when they brought them back I took the opportunity to use a rather obvious joke and show that I was beside myself.
The planning
Making any kind of video like this takes a certain level of pre-production. The planning process here involved creating a story board to determine which shots I needed and in which order I needed them to appear in the edit.
The two main elements that needed a little work were the cloning effect (which I'll come on to) and the hamster. I wanted to show a comparison between the shoe and something else. So I simply went onto Google and asked what other things weighed the same. Google's first reply was a Russian Hamster. So all I needed to do was find someone who had one and shoot the relevant footage in their back garden.
Then I went ahead and shot all of the b-roll. That's the term used for any footage that supports the narrative. So the shots in the gym and of me running we're crossed off my shot list.
Finally I got to stand in front of the camera (in the middle of my road) and shoot all the headshots. Including that cloning effect.
The cloning effect.
Technically, achieving this effect is pretty easy. The hard part is delivering both parts to make it look convincing.
Essentially the finished product is two separate videos blended down the middle. Therefore the camera needs to stand on a tripod and I need to shoot both elements in short succession so there are no discrepancies in the lighting.
I've used this cloning technique before indoors which is far easier to do because you can control the light (see below). However outside, things can change fairly rapidly. For the end product to look seamless, the lighting conditions need to be exactly the same. Even a shadow out of place can give the game away.
To carry this effect off and make it look convincing a few things need to happen.
- The timing needs to be right so I can have a seamless conversation with myself
- I need to know where I'm going to appear on the other side of the blend so I can look at myself.
- I need to know where I am in the shot (on both sides) so I don't go out of the half of my frame and suddenly lose an arm out of shot.
Once both parts of the scene are shot and I'm happy with the result I can head back to the studio and blend both elements together. If you're going to try this make sure you're prepared for lots of trial and error. It often takes several goes to get this right.
The reception
Both Barefoot Junkie and it's customers often comment on this video because the cloning makes it memorable. My own clients often mention this too and want to replicate this effect in their own videos.
Want to bring your products alive?
I'm still making creative little videos for Barefoot Junkie and would love to do the same with you.
If you'd like to discuss bringing your products alive with a great video - click on the button below and let's talk.
Ask Yourself This One Question Today 👇 Why are you doing this? No seriously. Why are you posting stuff on social? Because the answer to that will tell you exactly how to create your marketing strategy. It’s that simple. (And yes, there’s a very important reason I’m bringing this up — we’ll circle back to that. Pin it. 📌)
Your videos don’t need to be perfect. In fact, striving for perfection can often makes them about as exciting as watching paint dry. The secret sauce is owning your mistakes. Trip over a line, spill your coffee, walk straight into a lamp, whatever it is, keep it in. People don’t connect with flawless robots; they connect with humans who can laugh at themselves, make a mess, and still get back up smiling. Perfection is boring. Cock-ups are magic.
Producing music videos during the Covid pandemic was a bit like cooking with half the ingredients missing—you had to get creative, or go hungry. I ended up doing it three times, and with each attempt the projects got braver, stranger, and more ambitious. This one, though? This might just be my favourite. Not only because of the final result, but because of the inspiration (and a few happy accidents) that shaped it.