Time-lapsed footage has become increasingly popular in the vastly growing technological environment we know as planet earth. Its cinematic effect (if done correctly) is a beautifully dramatic and effective way of representing the wonders of time. It holds many benefits, and a definite opportunity to flourish in the marketing world because of its grasping outcome.
How it works:
To explain what a time-lapse is, (in case knowledge of the method is completely new to you); an image is taken of an environment every however many seconds (The amount depending on how much movement there is to capture.) The images are then made to flow 25 frames/second like a normal video would be, leaving you with a compact, sped-up video of what you were capturing.
When doing this, what you’re planning on capturing is a large part of whether it’s successful or not. So if you’re planning on having it incorporated in footage you want to have captured for your business first acknowledge the following steps:
- The photographer must be experienced, so that the lighting is captured efficiently.
- The subject must be clear and isolated to an extent so that this enhances its clarity.
- If there is too much movement taking place within the shot it will look too busy.
It’s a brilliant way to show:
- A lengthy development
- Anything that can involve an artistic approach
- A busy fast-paced environment within an area
- Creation
- Transformation
- Consistency
- Solidity
To try pin out the core of its dramatic fury, it probably lies in our inability to notice change as effectively when the time it takes while passing our perception is gradual. When our brain perceives the changes at a faster pace it’s easier to appreciate what’s happening in front of us. It’s more aesthetically stimulating. This of course implies as an image overall, meaning, the actual subject itself doesn’t necessarily have to be moving. It all depends on what effect one wants it to portray.
Picture this:
Example 1:
Your company distributes concrete. You are looking to shoot a video that captures the work environment of your company for online marketing footage. A high angle shot is then placed and it very slowly pivots around a central point. This captures an overall footage of all the workers doing their jobs, moving in and out of the area, transporting things, importing things, working machines. Basically one is left with a rapid, system-like movement of efficient-looking progress. What it says, is that “There is work being done here, and it’s being done well and fast”. The same can be done in an office environment, a construction site, or any other area that goes through a sense of creation, development, or transformation. What better way would there be to portray it?
Example 2:
Let’s use a new model of some or other 4x4 vehicle as an example. It’s been placed on a hill located in a rough, rocky desert-like area. (The camera placed in a low angle shot making the car seem superior). The colour of the light, the sun, the clouds, and everything behind it has been captured throughout the duration of a day (from sunrise to sunset) and is time lapsed. This leaves the Jeep in a state of what seems like utter strength and consistency, solidity in the environment it was designed to be in, despite the constant change the terrain goes through. This can be done with any immobile area, product and so on. One must just be able to determine what you want being said with the footage.
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