Films and documentaries usually begin with a montage to establish the setting for the story. The narrative’s pace is set using a combination of music, sights, sounds and interesting angles.
The easiest way to let the audience know where you are is by showing them landmarks: the Statue of Liberty, the Eiffel Tower, the Taj Mahal, the Leaning Tower of Pisa, the Great Wall of China. These are just a few landmarks that clue in the viewer to your exact location.
But is it always right to use them in your marketing video? Landmarks can be tricky. They are popular because they possess something innately unique to begin with, but their over-usage in movies, postcards, or marketing messages related to their cities makes them a bit tired.
Deciding on Using Landmarks for your Marketing Video
On the one end, a positive aspect of landmarks is their ability to convey your message—fast.
The downside is that several other videos feature the same exact landmarks trying to capitalize on their “cool” factor.
So, you have an important question to answer: is the presence of a landmark going to impact your brand video in a positive way? Or will its appeal be lost on your audience?
The answer is simple—you need to know what your audience will enjoy.
If the person watching is going to have a positive reaction, definitely include the landmark. But if you aren’t sure, there are other ways to address this problem using a local video production crew.
Establishing Location without Using Landmarks
Often times, it is not necessary to show a major landmark in order to give your audience your location. Sometimes, it’s better to use sweeping drone footage shots to create a feeling of grandeur. But be careful, many cities around the world have rules against using drones in marked off areas.
You may also show people, public transport systems, roads and architecture to give your audience a feel for where they might be.
Using Landmarks Differently
But if you feel like it would be a missed opportunity to not have a landmark included in your video, there is an alternate way—hire an expert video crew. An experienced video production team in New York City, for example, will have shot the Statue of Liberty, Times Square, Fifth Avenue, Central Park or the World’s Fair Globe in Queens in multiple ways. Work with them to establish these landmarks in a way that is aligned to your brand and shot differently.
In addition, new perspectives on a landmark can be captured by changing the angles, approaching the landmarks during different times of day, and shooting under varying weather patterns.