Video Production: Pacing and Tone

When we receive a brief from a client, and once we understand their intended message, we then decide on the overall feel of the video. Are we creating a high-speed, action-packed, stimulating, thrill-ride? Are we delivering sensitive content? Do we want to elicit emotion? What kind?

There are many different cinematic tools we use as professional video content creators to contribute to the vibe of a video. Video pacing is just one of these. Pacing is central to creating tone and emotional response. While it goes somewhat unnoticed by the viewer, like a movie score, pacing tells us how to feel about what we’re seeing on-screen. It can help build suspense, create excitement and determine our emotional response.

It can also represent your brand or product. We created this this promotional video for Hop It, a hop on/hop off bus service exploring different routes around the Yarra Valley & Mornington Peninsula.

 

The video has a languorous, relaxed tone in line with the actual experience of cruising around award-winning wine regions sampling local produce.

The general rule is that faster-paced videos create a feeling of intensity and energy like this one for Orbitkey.

While slower-paced videos can feel more relaxed and even dreamy like this one of a beautiful bride soaking up the sun’s rays.

However, there can be exceptions to this. While the pace and tone of these examples are mostly consistent throughout, we may decide stylistically to intersect fast and slow segments in your video to communicate something else entirely.

Case in point, this 60-second video we recently created for Flip Out, an indoor trampoline and adventure park.

The central feeling of the park is energy so we communicated this to viewers by creating a high-impact, stimulating video with shots of varying speed. You may not necessarily associate trampolining with slow motion shots, but incorporating these allowed us to slow down the action enough to really showcase what the park allows the everyday kid to experience. Also, if your shot contains a lot of detail or captures something that’s happening very quickly, it makes sense to leave this on-screen for longer so that your viewer has time to absorb it, to linger and savour every detail.

There’s no such thing as the ‘right pace’ for a video. It’s initially set by the brief, developed further while it is being shot and then brought together in the edit. If the pace doesn’t feel right after the first edit, it can be adjusted in ways that completely change the experience for the viewer.

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