The Deliverable
About the Project
Even small businesses want to have high-quality video content, but it can get costly very quickly. EPX is a pioneering company that was working to reposition themselves in the industry from only being electricians to being “smart home” electricians. William Agundes, the owner, found a local videographer to shoot his video content while his technicians installed a smart panel. Then he hired me for technical script writing, voice acting, and video editing. I even worked on his brand positioning, his website, and marketing materials for him.
The Theories & Solution
Rhetorical Theory: I used my voice strategically to engage and persuade the audience, creating a connection through tone and ethos. By adding “confidence” to my voice, I conveyed authority and trustworthiness, which helped align with the brand’s intend to be positioned as an industry leader in smart home technology.
User-Centered Design (UCD): I tailored my script to quickly allow the audience to self-identify as home owners and added the psychographic concern of an out-dated home or FOMA – fear of missing out – on the latest technology for their home.
Reducing Cognitive Load: By strategically pausing the narration during key moments of footage, I intentionally gave the viewer’s brain a break. This allows them to focus their attention on processing the visual information without the additional burden of simultaneously processing auditory input.
The Process
The tone would be straightforward, carried with authority, yet still approachable. In the video script I need to move the consumer’s level of awareness that this product even exists, because it’s rather new to the market. Since I was not on scene to help the video crew with storyboarding the project, I had to play catch up and work with the existing video footage they provided. I crafted the technical script using UCD and Reducing Cognitive Load theory. I chose music with a “techie” upbeat tone, and added the animation of the “b roll” individual using the cell phone to manage the panel. The endscreen was a simple addition as well.
