Top 3 reasons why video is the marketer’s voice today

By Uncategorized

Mankind has gone through a flush of emotions and behaviours. How different has the consumer behaviour turned in barely last three months due to the pandemic?

To answer this, just introspect yourself. Behaviours, habits, routines and plans would have revised for you as well. You might be opting more of online means to make your purchases than physically stepping out, you might be doing more of home chores, you might have found a sweet spot in your home to workout or read, you might be eating at home more than ordering from restaurants, you might be washing your hands often. And a lot more! 

And what connection does any of this have with marketer’s needing video to communicate their brand objectives and messages. Let’s have a look.

#1. You don’t need to sell products to customers anymore!

Let’s again introspect. Say, you’d like to cook brown rice next week. You open the online shopping browser in order to order it. A ton of brands selling brown rice appear. 

Two important processes have already occurred here:

  1. A lot many products and services are available online.
  2. There are an ample of choices to pick from. 

Marketers need not ‘sell’ to their consumers anymore. It’s about how to get the consumer to pick your product out of the kaleidoscopic ocean of choices. For this to happen, consumers need to ‘understand’ your product in an engaging, receptive or entertaining manner. 

A video helps provide for the three thematic objectives required to help consumers understand a product. 74% people said that if they could see the product in action through an explainer video, they will purchase it. (Wyzowl) Based on your brand, you can choose what can serve best: it can be an entertaining live shot video, or an animated video showing the product in action. 

  • Let’s review numbers

97% marketers state that videos can helps customers understand products and services better (hubspot). 

#2. Lucrative consumer hotspots to place a video.

The ‘place’ to place a video is quite lucrative compared to banners/ textually heaped ads. 

Essentially, consumers whose purchasing decision can be influenced via video can be found at a particular place in the web. Landing pages, music apps, within famous gaming portals and shows, etc. All these are ‘hotspots’. People can get tired of reading but an engaging, receptive or entertaining video can influence. Infact, maybe even help de-stress. 

Also, videos keep the consumers on a particular website for longer. This can lead to higher engagement and conversions. 

  • Let’s review numbers 

90% consumers claim that a video can help them with their purchasing decisions. (Social Media Today)

#3. SEO’s fondness with videos. 

An impactful video can make or break campaign. That’s true.

But, it’s important to understand about the back-end dynamics. Using a video for the brand’s various content (say on the website/ link in text message/ social media) can help boost SEO. SEO sees it as high-quality content. Keep in mind that the videos are optimised themselves to begin with. The video’s storyline and video production does matter. But don’t leave out of a strong meta data description, catchy titles and adding in all the possibly used keywords.

  • Let’s review numbers 

By 2021, 80% of online traffic will have video. (Cisco)

By adopting storytelling, right video type for your brand’s objectives (explainer, live action, motion graphics, live shot, 2D/3D animation, livestream, etc) and the right media mediums to place a video, you can connect to your consumers and wilfully hold their attention as they’re genuinely interested. At Twisted frame, we’ve constantly been producing videos to get out versatile messages of multiple brands to their ‘newly shaped’ consumers in the COVID era. 

Do you want to educate, reinforce or entertain your ‘audiences with revised consumer patterns’? Let’s have a chat as to how your business can leverage from the different video types through our Toronto video production and motion graphic services. Reach out for a free chat at (416) 619-1116.

Corporate Video Production Stories: Breaking The Norm

By Video Production

Top stories this week setting the script for the next decade

Toronto has been welcoming light rain showers. Personally, my idea of sipping tea almost always enhances during rains. However, this time as we sipped some mint tea at Twisted Frame Toronto, we were struck by the next big question: corporate video communications for the upcoming decade. It wasnt the strong mint! It was all these value based video stories and the strategy behind each a decade long video-centric strategy. 

Video communication has definitely passed the test of keeping connectivity ongoing even in a time of crisis. But, it has also made a lot of businesses realise that if leveraged correctly, it can hold immense opportunity in the coming decade. A huge percentage of their staff can operate from home   saving office space leases, direct correlation of cutting down travel time and increased productivity, cutting environmental pollution amongst many other insights. 

With the rapid shift of riding the digital bull, businesses are not only responding to COVID-19 but gearing up for the next decade of business.  Video solutions are being leveraged today, more than ever before.  

Here are soaring corporate video production stories from the last week each highlighting the next decade-long video-focussed strategy. 

Wheres my video shopping bag?

Video is styling up to become the shoppers eye. Poshmark, where people can buy/sell clothing (new or used), is clearly enticing consumers shopping carts and optimising resellers. Theyve introduced a new video shopping tool titled Posh stories

Users post vertical videos to their profile in a slideshow which holds a shelf life of 48 hours. One can add in cool add-ons like custom text, resale listing links, tags and more. 

Clothing firms as well as costume stylists are also hiring professional video editing services to create as stylistic a video to grab eyeballs. Fun motion graphics are being inserted in. 

The future of shopping for clothing is being reshaped by giving sellers the opportunity to share more dynamic listings with their followers. And in an environment where heading to shopping malls, crowded market isnt feasible; shoppers are already getting a better idea of how any clothing/accessory piece can fit or look on them. 

Video centric car showrooms 

Automobile companies have already begun to leverage video production services in the core segment of interactive VR and walkthrough videos. 

Mercedes Benz, with its recent campaign wherein people can see a 360-degree interior view of the GLB SUV, has marked the vision for the automobile industry. 

This campaign may just make viewers view the car, but not necessarily purchase this beauty right away in the next few months. But what about after that? Once economic activity and payment rolls picks up; virtual showrooms can be the next big mode to purchase cars and bikes. 

Videos Within Virtual Clinics

The healthcare industry has welcomed video to reach out to patients as well as staff. By now, we all must have received notifications from several medical and healthcare clinics which have begun online video consultations from doctors. Patients are being treated via video links. 

Video visits are definitely new and challenging. Do you remember how doctors would sometimes draw and show us certain medical issues? Over a screen, this can be a little challenging and the experience isnt the same.  However, pre-made video content is in fact turning out be more informative and educative. Content such as in-depth medical video explainers on causes, symptoms and treatment modules. Within video conferences with patients, doctors are using a lot of medical educational and animation video content via share-screen

Training videos are nurturing new skills within the healthcare staff network. Healthcare training videos are helping paddle back-end data, patient histories and teach how to operate in an entirely new e-communication workflow management model.

Virtual classrooms 

The education industry has taken up the new assignment of setting up virtual classrooms. Web-based tests, online tutoring, pre-recorded video classes for the kids who happen to miss the session; educators have begun trying out video classes. 

Educators are trying to keep attention intact over screens by making fun, music-based video content to explain lessons. Kids seem to be liking the new and colourful ways of learning. As a result, an overall increase in video minutes has been observed within these virtual classrooms.

Video delivered at an Off Shelf Life

Video content definitely comes with a big return on investment: its always on the shelf. The pandemic has set the stage for revamped operations – not just for the upcoming months but the upcoming decade.

Production houses and agencies have reshaped video production modalities right from shooting remotely, cutting best edits from existing footages of past many years, using motion graphics and animation to create new footage, directors directing their talent via video conferencing to cameras housing remote capabilities. 

The reshaped video strategies must focus on:

Not using the same performance strategy to monitor your new video ad as you did in December 2019. 

– Monitor the new branded searches from audiences. 

– Remarket earlier video footage with new edit styles.

– And above all, let the video ad tell how youre there to help. 

The next big question is how to support all this soaring video communication?  The ability for portals to embed, program and support video functions. Well chalk out insights and share some of our ideas over our next cup of mint tea. 

Meanwhile, wed love to hear how youve been incorporating video communications for your business and target audience. Reach out for a free chat at [(416) 619-1116/info@twistedframe.ca], and lets explore as to how you can communicate with your target audience through our Toronto video production and motion graphic services.

video production Toronto

3 lessons learnt the hard way in digital video marketing – COVID Times Centric

By Video Production

It certainly is a new dawn. Digital agencies are not only developing upon their existing strategies to turn more effective, but are also keeping the learning ongoing – at a pace like never before. It can seem appalling to even participate in this new world order with day-to-day changing scenarios, quickly changing technologies and shifting modalities to pull through the pandemic. However, its more about holding a willing attitude to learn daily. 

Some of the important lessons are learnt from trial and error. And for this very reason, we thought of saving up some time of our friends in Toronto and share gathered insights with regard to digital video marketing. 

 

  • “Focus on the message in your video, rather than the platform it will be published on.”

 

Over 500 million hours and counting of video are watched on YouTube every day. And yet, 64% of marketers see video as the most difficult content to create. Now heres a small chat to have with-your-thoughts. Introspect and review on the below lines.

You must have already spent years making campaigns and deciding which one platform to promote more than the other. Do we go 16:9 or 1:1? Do we allocate more for Instagram or Facebook sponsored posts? 

Think deeply. The overall learning has taken place on the engagement strategies front again and again. You must have masterd the platform-play by now. Kudos! 

But, think deeply again. Laser-focussing on platform is not even the strategy. Thats more of the medium. Your content and ultimate message to communicate is the real deal of the strategy. The message ranks higher than medium.

What should your message be in trying times? 

  • Can your video story communicate as to how you can address their essential needs at such a time? 

And no, you dont have to be an essential brand for that. Your décor items can help better the home-design, and contribute to the new work-from home atmosphere. Your lollipops can uplift low moods arising from being restricted to head to the parks. 

  • Show that you care about your consumers problems. Try to solve their problems. 

For instance, if your brand is a dish-washing liquid. Your brand understands the difficulties involved in multitasking amongst home-chores, work duties, kids and families. Your dishwashing liquid understands this very multitasking pain point. As a result, the technology used within helps remove stains faster. This can help one getting done with the dishes quicker and leave sometime for oneself to relax. Identify what features of your brand truly care for your customer. 

As far as laser-focussing your major efforts are concerned, glitz and glam are bygones. Your message matters majorly. 

 

  • “You don’t know what exactly will convince your audience to make a purchase.”

 

83% of marketers think video is becoming more and more important.

But get this ingrained you cannot predict what can convince your audience to make the purchase. You never could, and never can unless you decide to put someone on gunpoint. The billions of changing, evolving and existing thoughts within each individual can only influence him/her to buy the product.

Now, that youve understood this. You will not be afraid to focus more on the digital video making process more than the marketing aim. The aim is always to sell. Done.

Be fearless to focus more on the digital video making process. Here are a few questions which you can ask yourself. 

  • Is interactive video production required to connect remotely? 
  • Will a portion of the audiences watch this video on mute? If yes, explore working with animators and graphic artist in order to use motion graphics/ text play to highlight your Call-To-Action.
  • Do we need to choreograph a catchy step to communicate the message of washing hands for 20 seconds? Loop in experienced music composer to compose the track and lyrical message. 

 

  • Discover the ‘power of design’

 

A successful campaign puts its audience before its own brand. So, hacks arent striking human chords. Hiring good design is crucial. 

Akin to how a billboard or pamphlet with good design can easily convey the message and connect to its audience, the same logic works for video as well. The sincerity of the script needs to remain intact. It cannot be overdone to come across as gaudy or tacky. The end communication/ CTA needs to be easy to navigate and click. Ditching half-baked pitches and scripts is necessary to connect with your audiences. Production studios and talent who know their craft will not only make your video, but also retain audiences.

As an ever-evolving digital marketeer in the COVID-era, youll definitely strike a chord with your newly transformed consumer with new needs and roles. 

Lets highlight a few key points before the wrap-up: 

  • Think of your audience first.
  • Ensure your digital video story holds value for your audience.
  • Sell how you can help to solve their worries, instead of simply selling your brand upfront. 
  • Invest time, creativity and the right talent pool to create any digital video. 

At Twisted frame, weve constantly been implementing and adapting to the new voice of video. Lets have a chat as to how your business can communicate with your target audience through our Toronto video production and motion graphic services. 

healthcare video

Top #3 healthcare video production options in the COVID era

By Healthcare Marketing Video

Globally, one sector that undoubtedly needs great attention is healthcare. The policy makers have already enlisted roadmaps – right from policies and investment geared to ensure healthcare coverage to marginalised sections, health-related sustainable development goals by WHO, increasing occupancy within hospitals, to heightened technology and training facilities for healthcare professionals.

One of the backbones that requires equal attention is digital healthcare. With consumers flocking to seek online consultations, medical departments communicating via online means, pharmacy orders being taken via apps, chiropractors putting out videos on healthy seating patterns within homes; video is one of the backbones to support objectives of the healthcare industry in the coming quarter.

And while most will wonder as to how does corporate video production occur with social distancing guidelines? 

Lets have a look at the top #3 healthcare corporate video production options (all being safe and sound) in the COVID era. 

  • Creative Virtual Production for Pharma Companies/ Clinics

Augmenting a storyline is seamlessly possible by putting together a series of technique so that our physical world can meet the digital world. 

What we exactly do is that we create virtual sets. Using pre-rooted VFX techniques of pre-visualisation, LED walls, lighting, real time compositing; we film things that are almost impractical to film nowadays. 

Say, you need to make a video to showcase your upcoming medical lab/ test facility in Ottawa. Or, youre a pharmaceutical company and want to make a medical video with a storyline about how a vitamin can help boost immunity. And our animator and VFX team is based in Toronto. Its absolutely doable. We will obtain clean plates (essentially clean photos). Now, these will be composited to create stories. We can showcase people walking inside a clinic to get themselves tested, by obtaining clean plates of the clinic. We can showcase how a girls immunity improves by placing her against a green screen in her home. Later on, embed graphics to showcase how the vitamins work on her body. The mundane can be turned into activity, objects can be inserted in/ edited out all from the animators home. 

  • Motion Graphics & Animations for Biomedical Communications 

Motion graphics and animation can take a myriad of styles and pace. Using visualisation, illustrations, icons, textual topics made to work at the right pace crispness and content value can be delivered. Through motion graphics and video animation, life can be breathed into the video from the safety of homes.

Motion graphics and animation can prove valuable for the below 3 segments

    • Doctors
    • Healthcare staff / pharmacies
  • Citizens

We need to understand that in trying times, doctors have to rush when needed. We need to respect their time. Video is the quickest way to show them recent developments in their field –  be it a nutritionist, surgeon, GP or a dentist. The important point to note is that the video must not sway in a sing-song fashion. Keep it to the point! For instance, a supplier is introducing a new equipment to ease problems of dentists. State the current problem statement in hand. State how the equipment is solving the problem. State required features, terms and costs.

With a digitally-driven capsule being injected into almost each department, the healthcare staff too needs to learn new digital ways in a short period of time – right from managing backend, patient histories, online consultations, tracking treatment plans to acquiring medicines – all via online modalities. 

And for citizens like us, its valid as to why a lot of people are feeling hesitant using self-triaging tools. We are very new to using chatboxes to address mental health, especially in uncertain times. Crisp communication and visually engaging explainer motion graphic video can work wonders to ease hesitations and doubts about the digital medium.

  • Medical Training Videos for Medical Students/ Healthcare Staff

Medical institutes are investing heavily in 360 degree videos and VR to support their students medical education. Literature alone, in the absence of practicals, can fall short to communicate modules. Giving a deeper understanding of human anatomy (say, how tissues repair), how to go about incisions, root canals; this technology is bringing great value until students wait to work on practicals. Studies have shown as to how such medical training videos enhance learning by better grades and higher interest in learning. 

The J and K Virtual Reality Centre at Western University of Health Sciences in California and at the University of Nebraska have already opted for imparting these video-inclined learning modes.

Its good to know that the supply of visually appealing video that is high on crisp communication isnt affected. In fact, its necessary now more than ever before. At Twisted Frame Toronto, weve been executing ample of videos for the healthcare sector. Check them out here

Wed be glad to contribute to any healthcare video or motion graphic video requirements that you may have to implement any of the above objectives. 

Corporate Video Production

Corporate Video Production Spreading Body Positive Stories

By Video Production

Snackable video content establishing self-love in times of COVID

Until not a long time ago, social media had unintentionally gained the reputation of being the ‘hotspot’ that broadcasts absolutely unrealistic body ideals and standards. A negatively-charged hotspot which begins by causing body distress and escalates to mental distress amongst the ones who don’t achieve that ideal. Filling up oneself with feelings of void, self-criticism, fear to face people and slash spirit and self-esteem. 

We all may have experienced this at some point. In fact, while we were filming a positivity-inclined video for Trissa, lot of people shared their weight struggles and in doing so, experienced the self-confidence within themselves. The mental struggles to combat what ‘people think of you’ are disheartening to say the least. A few didn’t even feel like attending social gatherings or getting pictures clicked on birthdays as they couldn’t gather the courage to do so. However, coming before a camera and speaking in itself made a lot of them finally see the amazing person they are! And believe in themselves once again. 

Lockdown Love 

For a long time, there have been attempts to promote body positivity and self-love. Somehow, these attempts are finally bringing visible and noteworthy results during a lockdown. The mental health awareness week is something we need to pledge daily- each week in our lives. 

The period of lockdown has kept a lot of people not just away from grooming salons, but also from setting idealistic, unrealistic standards. We’re noticing how the digital media is in fact finally promoting being absolutely okay with who you are. Messy hair, no makeup and so on; it’s all fine as long as you feel mentally healthy and great about yourself! Self-love is absolutely cardinal everyday, especially during a pandemic. 

Let’s check out the snackable video content that go beyond swanky edit styles. These are videos crafted to empower lifestyles and bring sunshine and positivity for all – Any shape. Any Size. 

  • I don’t care what you think about me! 

The lockdown has literally made people not care about ‘idealistic’ standards _ who cares if you’re the boss and in your pyjamas! No one really. Him? The least of all! Instagram influencers are captivating this mindset to spread body positivity. 

While some are making Instagram videos ‘What strangers say about me’ wherein they are gathering all the hateful comments received across the past years from their feeds. Confronting these comments on video, and turning it around by responding through positive and funny ways. @ChessieKingg did make us smile! 

Some like @supaarwoman are laughing on themselves by making videos lying down ‘Is this a position to shoot a video for an influencer?’ ‘Now, even I don’t care’. 

The communication of these videos is clear. ‘Mah body. Mah rules’. The mental toil caused by society isn’t worth it. 

  • Multiple skills in my superhero kitty 

TikTok has been lately filled with honest traits of personalities, women and men both, sharing the idea that they’re more than their bodily shapes: demanding jobs, managing kids, doing dishes, cooking and the to-do list is endless. It’s okay to wake upto greasy hair, or a pimple – you’re still a superhero! 

A lot of us can relate to how it is to meet job demands, bring up kids, manage families – and realise that we are the exact definition of a ‘superhero’. 

A stream of beautiful images from their day chores and work-from home time; fast paced editing with apt music holds more impact than you think. It’s inspiration served in a video – for everyone who isn’t feeling too great.

  • The honesty to love myself

Mental healthcare always requires a huge element of ‘you’. Empowering oneself to choose themselves. Being kind to yourself, and loving yourself first is cardinal. Only then, can you extend this love to others around you. 

Mental health trainers, holistic wellness coaches and counsellors are putting out video content on their Instagram to empower people at a time when it’s absolutely normal to feel lonely and alone. Choosing ourselves is essential. We can treat ourselves by baking a cake! We need not wait for someone else’s birthday. 

As a brand, what to include in my video to spread self-love?

Successful brands are the ones who do contribute to society at a time like this. Brands can move towards establishing a culture of love and satisfaction. If done the right way, everyone feels good- literally. Make sure your marketing strategy is doing its bit_ be it a tiny step_ in moving towards overcoming challenges for people. 

The reshaped video strategies must focus on:

– ‘Not using the same performance strategy to monitor your new video as you did in December 2019. 

– Monitor whats causing your audiences to feel low today. Is it mental distress? Is it how they feel about themselves? Is it a lot of chores? 

Remarket earlier video footage with new edit styles. 

– And above all, let the video tell how you’re there to help. Say, you’re a pastry brand, you can post a video of how it’s important to treat yourself: cook up a pastry with basic ingredients in your fridge. Now, you make ask ‘Why should I give my audiences the skill to make their own pastry. Who will come to me then?’ If this is your thought process, then you’ve already lost your existing audience as well. The idea is that if you can uplift their moods or help them in any way now, they will remember you and come back to you when normalcy is retained. Don’t you eagerly wait for your mum to cook that exquisite turkey delicacy, even though you’ve tried cooking it couple of times by yourself.

It’s pleasing to see that a lot of brands are moving towards kindness and love. Spreading the idea to practice self-love is a lifestyle, and not just to be retained across a week or pandemic. 

If you too want to explore video options for your brand to spread the love; feel free to reach out to Twisted Frame Toronto for our video production and motion graphic services. Let’s have a free chat

Video Editing Services

The Next Big Thing in Video Editing is AR/VR

By Video Production

Twisted Frame is always looking for the next big thing in video production in Toronto. We keep up on all the techniques and technology that will fulfill our clients’ needs and make sure that their video production projects are completed on time and under budget. 

Video editing is an important and often underestimated part of that.  Good editing is the beating heart of successful video production. Scripting, performance, recordings; they’re all raw material, and it’s the editor that stitches them together into a viable product. 

(Our founder and president, Onur Arslan, comes from the editing world. He uses that knowledge every day when working with clients to produce their projects.)

The next big thing in media is virtual reality and augmented reality (VR/AR). Skilled video producers are working hard to learn about editing this video. Today, we wanted to discuss a little bit about the VR editing process. It’s a bit different, but familiar at the same time!

It Looks Like a Map!

So you probably know that, to record the footage for VR, you’ll need a special camera: one that can record dual 180-degree or 360 degree video. You probably also know that video editing is done using special “non-linear” tools. You’ve probably used consumer-level tools like like Apple iMovie to make short clips, and you may know people who use professional tools like Adobe Premier Pro, Apple’s Final Cut, or Avid Media Composer. 

Will the two work together, though? Yes, with a bit of work.

When you dump a 360 degree video from your camera to your computer, it’ll look really weird!  If you open it in a standard video player, you’ll end up with one of three possibilities:

  • Fisheye, where the camera’s in the centre of the image and wraps the image around it like a big sphere or bubble;
  • Dual Fisheye, where a dual-180 camera (two 180-degree cameras instead of one 360-degree camera) produces two of these fisheyes; and
  • Equirectangular, which flattens out a 360 degree image into a flat one, just like a map flattens out the earth. 

‘Equirectacular” is the format that you’ll likely see while importing or editing the video, but it can take a little while to get used to! Here’s an example of what it might look like. 

(to left is suggested royalty-free image for insert, but if you have something you see as more suitable, insert it, or remove it if you prefer. —Craig)

Editing Remains Familar

Once you get used to the flattened image, though, it’s much like editing other videos. You start a project in an professional editor like Premiere Pro, Avid or Final Cut Pro—which can handle 3D videos—import video, trim clips and move them around, cut between them, add sound tracks, everything you’d expect for video editing. Professional tools can work with 360 degree images, 

But with 3D, it’s a bit different. Once you’ve prepared the video for editing, you’ll be able to move the point of view up and down, left and right, looking at the clip from all different directions. Some directors will use the 3D video to create a traditional video; VR video directors will want to keep it as 3D, adding text, animations, and transitions to make it more immersive. 

A lot of techniques are very similar, like colour grading, adding soundtracks, cutting and the like. They’ll be using somewhat different tools to fix images, though…and if it’s stereoscopic, an editor may be switching back and forth from one eye or another…or even checking out what it’ll look like using anaglyph (red/blue) glasses. 

Professionals Working on the Next Big Thing.

So as it turns out, the next big thing in video editing, VR, is still video editing! An editor that’s skilled with professional tools will need to spend some time learning how 360/VR video is technically different, but they’ll still be able to apply their professional expertise to the project.

At Twisted Frame, professional expertise is the cornerstone of our business. Our professional video editors know how to handle VR video, and can apply it to your projects. When the next big thing in video editing comes along, you can rest assured that we’ll be right on top of that, too. 

Reach out by clicking, or calling us at (416) 619-1116, to start your free consultation, and we’ll  make sure that you’re ready for the next big thing. 

Healthcare Video Production Toronto

When Medical Jargon makes sense: Toronto Video Production for Healthcare

By Healthcare Marketing Video

“Code blue! We need 50 ccs of adrenaline, stat! I’ve got the paddles…clear!”

Anybody who’s in the medical field knows that there’s a LOT of jargon involved. In fact, anybody who’s ever even watched a medical drama probably recognizes these kinds of phrases being shouted by a doctor to a nurse in front of a camera on some Hollywood soundstage.

(Which is a bit ironic, as the medical profession moved away from using cubic centimeters, or “ccs”, as an injection measurement years ago.)

Jargon in a medical drama is fun, but is it appropriate for a medical video production, or isn’t it? Here at Twisted Frame, we’ve got a lot of experience in Toronto video production for healthcare clients. We’ve had to grapple with the question of whether to use jargon in our productions. The answer? “It depends…”

What is “jargon”? Why use jargon?

The word gets thrown around a lot, but what exactly is “jargon”? Well, in a situation like a medical video production, it’s really just the words and language used by medical specialists like doctors and nurses. It’s not limited to medicine: academics use jargon to describe concepts, engineers and physicists use jargon to describe motions and forces and the like, and everybody knows how much soldiers use jargon. It’s everywhere.

Thing is, jargon is actually incredibly useful. There’s usually a way to use simple, commonplace words to describe complex or difficult concepts, but specialists often want to communicate ideas as quickly and efficiently as possible to other specialists. By using specialized language, “jargon”, they can do that. The right jargon can convey an entire paragraph’s worth of information in a single sentence. It’s really impressive!

Saying “code blue” may mean nothing to a hospital visitor, but the doctors, nurses and other medical professionals will know that a medical emergency is happening. Saying “clear” may be confusing to an onlooker, but professionals will know that it means “we’re using a defibrillator, get clear so that you don’t get shocked too.” In a medical emergency, seconds are precious, so the language has to be as efficient as possible.

Jargon in medical video production

So, then, is there a place for jargon in medical video production? As usual, it all comes down to the intended audience.

If the video is aimed at promoting or explaining a pharmaceutical, medical device, or medical service to a general audience, it’s best to steer clear of jargon as much as possible. The audience may be familiar with it, but we can’t assume they will be. Instead, we’ll often use computer-generated graphics or animations to convey what the audience needs to know and wants to learn. It might be slightly simplified, but as long as they know what they need to know, they’ll be satisfied.

(And, hey, we’ll make sure it looks great. We know there’s a lot of competition for general audiences’ attention.)

If it’s for a professional audience, though, we’ll use a professional’s language. If we’re producing an instructional video on how to use a particular medical device aimed at medical practitioners, we’ll quickly and efficiently describe exactly what they need to know, using precise animations and computer graphics to support where needed.

It won’t be any flashier than it needs to be, because a professional isn’t looking for flashy. They’re busy, and sometimes every minute counts. So, for these medical video productions, we focus on efficiency.

Reach out about Toronto medical video production

At Twisted Frame, we know that there’s a lot more that goes into video production than the choice of whether or not to use jargon. But it is an important detail, and we always focus on the details.

So when you’re ready to explore how we can help you with Toronto video production for healthcare, or other corporate video productions, read out for a free conversation at [phone number] or at our contact page here. Rest assured, there won’t be any unnecessary jargon!

Get to the point! Medical Video Production Toronto

By Medical Animation

Twisted Frame, one of the leading companies for medical video production in Toronto, has learned a lot of lessons about our business over the years. Last time, we talked about the importance of considering who you’re speaking to: that different audiences are looking for different things.

Today, we want to share another lesson we’ve learned: get to the point!

The value of being direct

One of the great things about being in Toronto is energy. Whether we’re focusing on Toronto video production for healthcare, or on our other clients, we feel that rush all the time. People in this city are busy. That’s helped teach us the importance of what busy people need: and what busy people need is more time to do what they need to do.

There are only 24 hours in a day, though. So if we want to help people get more time, we can’t give them time. What we can do, though, is not take away any more time than we need to. A minute saved is a minute earned, and those minutes add up to hours, days, and weeks over the long term. That’s a valuable gift for any busy Torontonian.

That guides how we look at Toronto medical video production. We don’t want to create bloated videos that mostly exist to put onto a showreel. We’re proud of our showreel, but we want to create videos that get to the point: that do the job that they’re supposed to do, that the intended audience needs and wants them to do. We create material that conveys the messages that they’re looking for, in the best way possible.

Different needs mean different “points”

Different audiences will be looking for different things, though. Part of the reason a video can be bloated is that it’s trying to be all things to all people. Like we said before, you have to consider the audience, and a big part of that is so that you are conveying what that specific audience needs you to convey.

Here’s a case in point. Let’s say you’ve got a pharmaceutical product. Doctors are usually going to be focused on a very simple question: what does it do, and (in most cases) how does it differ from other solutions on the market. They need to know those things so that they know where it’s appropriate to prescribe it, and where it isn’t appropriate to prescribe it. A video aimed at informing doctors will want to focus on those questions, speaking efficiently in the language of the profession.

Now consider a patient. Patients aren’t going to be prescribing their own pharmaceuticals. They don’t need to know how the pharmaceutical compares to others, and that may well fall afoul of medical advertising laws and guidelines. Instead, they just want to know “how will this help me, are there side effects to watch out for, and how do I use it?” Heavy promotion isn’t relevant to them, and you definitely don’t want to use medical jargon, since they’ll waste their time trying to understand what you said. Just be clear and concise, using animations, computer graphics, and other visuals as needed to illustrate your points.

To-the-point medical video production

Twisted Frame knows that you’re just as busy as our Toronto medical video production clients. You need professionals that get the job done quickly, get it done well, and don’t waste your time. So get in touch at [phone number] or by using our contact form for a free consultation. Rest assured: we’ll get to the point!

Corporate Video Production

By Corporate Animation

Twisted Frame has been in the corporate video production business in Toronto for over ten years now, and we’ve learned a thing or two about the business. One big part of the business that never changes…is that it’s always changing.

Twenty years ago, video production could involve producing bulky analog video cassette cameras. Do you remember VHS “generation loss “? Are tapes getting eaten by a VCR? The sheer bulk of thousands of video cassettes? We sure do!

Even as production shifted to digital, the question of distribution remained. Ten to fifteen years ago, you’d have had to decide: Should the video be sent on a DVD disc? A Blu-Ray? Flash memory sticks? What about hard drives? Hollywood movies switched from being sent on film to being sent on enormous magnetic hard drives, just like you’d see on a computer. A disc was cheaper, but high-quality video requires a lot of space.

Sure, a hard drive is bulky to transport, but it may be necessary for the video to look its best!

But, again, production and distribution tools changed. Digital video cameras became smaller and lighter, even as smartphone cameras became more and more capable. Editing that used to require bulky editing suites could now be done on a high-end laptop.

Distribution changed as well. Clients could rely on broadband access for most of their audience, and omnipresent digital platforms like Vimeo and YouTube for corporate video distribution. That may make distribution easier, but it also changed audience habits. Professionals may sit through a long video, but would consumers? There’s a lot of material out there, and everybody is deluged with information. If a video isn’t engaging, it’ll just get ignored.

Our window to Internet content changed as well. Corporate video production couldn’t take a full-sized television or computer monitor for granted. Many clients discovered that their videos would be viewed mostly through small phone or tablet screens.

That affected everything from production to distribution. The small text could easily be missed, and many videos would get watched using a phones vertical “portrait” mode. Resolution might be an issue too, especially in the developing world. Web-based hosting and distribution would slowly give way to apps, which reinforced the importance of platforms like YouTube and Vimeo.

That’s a lot of change, and that’s not even getting into the rise of virtual and augmented reality!

That’s also why Twisted Frame focuses so much on keeping abreast of technological and social change in video production and video distribution. When we’re working with clients (just like you!) on corporate video production both here in Toronto and around the world, we bring out your brand’s unique narrative and then work with you to determine exactly how it should be presented and distributed.

Maybe it’s a traditional corporate video production using physical distribution.

Maybe it’s a consumer-focused video that’s going on your YouTube channel or being embedded in your social media feeds.

Or, maybe, it’s a 360-degree virtual reality/augmented reality presentation delivered over gigabit fiber.

No matter what you choose, Twisted Frame will work with you to make your corporate video production achieve your company’s goals. No matter how traditional or cutting-edge it is, our production experts will be able to help with your corporate video production.

To learn more about what we do, check out our portfolio and a few of our corporate videos, like our videos for RBC and for Metrolinx. Reach out to us at our contact page or by phone at (416) 619-1116. Come see how Twisted Frame can make your corporate video production the best it can be.

The Growth of Medical Animation in Toronto

By Medical Animation

Medical animators used to once create diagrams in textbooks but now in the 21st century, the movement has shifted. They are breaking barriers by creating training videos, interactive apps, 3D animations, educational online games and various medical technologies used by patients, medical professionals and students.

According to a North American survey, Toronto is the base and has more medical animators than any other city on the continent although Montreal and Chicago come close. The chair of the University of Toronto’s biomedical communications program explained that this rise is a result of the prominence of human resources and the training available in Toronto. Additionally, Toronto is the lone place in Canada to study medical illustration at the graduate level, where the University of Toronto is one of the four universities in North America to teach it.

Medical illustration is favoured as it is visually appealing and is a wonderful combination of graphic design and healthcare. It is an interesting way for people to understand medicine in a simple and interactive way. Moreover, as technology continues to develop further, medical illustrators are using new and advanced technology; for example, flash programming, layout applications and animation software. Therefore, it is easier and faster to create high quality healthcare animation.

                                    Image Source: https://technobleak.com/medical-animation-market-size-growth-rate-by-product-forecast-2026/

As opposed to before, the demand of medical illustrators has increased where jobs are available in all work sectors and is distributed geographically. This ranges from multimedia organizations, virtual companies, healthcare marketing, scientific research and medical institutions. One important project created by a team of medical illustrators helped surgeons have a better visualization of the complexities of one patient’s body prior to giving birth to twins. It helped them plan the surgery in advance without any fatalities or mistakes on how to separate conjoined twins. Much to people’s surprise, they also work nine-to-five working days with approximately 40 –hour weeks and sometimes with benefit packages. Salaries for medical animators range from $62,000 up to $100, 000 per year and the perk of having this career is that you can control your hours; either working full or part-time, being a freelancer or even starting your own company. This allows for a flexible schedule where you control the hours of your work day, especially now when people have various commitments and busier daily lives. It is a great career option for people that have a talent in art but an interest in science.

Medical animation has become prevalent throughout science and even e-learning has also become much more in demand. Further, it is a huge area for growth where it is no longer exclusively just for medical processionals to utilize for patient information but the general public as well for e-learning. It has reinvented scientific illustration from the traditional tools of pen and paper to a mouse, computer and software programming.

 

 

Virtual Reality Technology Making Medical Training Videos Possible

By Medical Animation

One of the issues faced by medical students is not having enough practical training and feeling confident to start working on real patients. Even during a medical student’s practicals or a first surgery after becoming a surgeon, it creates fear for the patient that they are in uncertain hands and especially for the doctor that a mistake could lead to death. As a result of the advancement in technology, it has helped to alleviate this issue through virtual reality in medical training videos. Therefore, allowing doctors to make mistakes and practice without any consequences.

This medical training video entails a virtual reality headset and a computer-generated patient. This allows for interaction between the medical student and a virtual patient, as well as an effective learning resource. Moreover, virtual reality medical training videos provide professionals and student with skills and further techniques to enhance medical care.

Medical institutes have invested millions of dollars into this technology such as the J and K Virtual Reality Centre at Western University of Health Sciences in California and at the University of Nebraska. The centre at Western University stated that the virtual reality medical training videos resulted in increased scores on exams, better understanding of human anatomy and a higher interest in learning and engagement with the students. This technology allows for students to see structures inside by moving through layers of tissue, organs and wounds that can be enlarged for a detailed view. Rather than being concerned about preserving a cadaver and waiting on receiving a number of bodies for medical training dissections, the virtual reality tables avoid these issues.

Extending the use of technology, Dr. Shafi Ahmed used Google Glass technology to perform surgical training for 14,000 surgeons over 100 countries virtually. He displayed the removal of a cancerous tumor through 360 degree virtual reality. Dr. Ahmed combined healthcare and technology to expand learning globally, by using a virtual reality training video via video conferencing. Combining the two has increased accessibility to learning and sharing knowledge through an online platform.

Moreover, medical training videos can be used for a greater good. Dr. Ahmed collaborated with medical schools to share even more knowledge through video conferencing to doctors in remote areas. From a financial perspective, using virtual reality technology allows to reduce the cost of purchasing real cadavers in these areas that do not have abundant resources. Another benefit is that it reduces the time of travel for the trainees and the doctor providing the training. VC Daily established that video conferencing would let a doctor in training visit approximately ten hospitals in one day.

The advancement of technology using medical training videos creates a number of benefits. It won’t be long before virtual reality and video conferencing becomes a frequent method of learning and training.

Grease The Musical: Multiple Award Winning Animated Video

By Video Production

Grease Then & Now

There is never anything more exciting and brings back memories from the past like the return of the very popular musical from the 1970’s, Grease. Growing up with it and now having it return in the 21st century, allows fans that had seen the original reminisce about the past and let millennials see why this musical was so special.

In 1971, when Jim Jacobs and Warren Casey wrote the script for Grease, they never imagined how popular it would become and the amount of people that would be in admiration of it. The musical then went on to being adapted to film production in 2017 where thousands of ecstatic audiences came together to watch the performance. The music and dancing was iconic and has left such an ever-lasting impact on the audience, that it is being restored and presented right here in Toronto. It was shown at an important and historical landmark in Toronto at the Winter Garden Theatre.

Twisted Frame & Grease Collaboration

In the spring of 2017, Twisted Frame was invited to pitch a proposal to produce a promotional piece for Grease. As we have worked on many video production projects in Toronto and our expertise is in animation and motion graphics, we enthusiastically worked on a video that promoted the musical in a different style to attract the audience. Once the promotional video was approved and we were granted the project, the creative team worked diligently to design a video production that encompassed all the best aspects of Grease, while creating a feel of curiosity and excitement for the audience. Using video animation was important to us to include in this video to entice our Toronto audience. The animations were of high quality, colourful and brought back the atmosphere of theatre in the 20th century. It even included original sound effects that complimented the evening setting of dim lights and a pop of colour throughout the video.

The Making of the Grease Promo Video

Of course this animated promo would not be a proper representation of Grease if it did not include the classic 1950 red Ford car. Our designers at Twisted Frame worked on designing the 3D model of the car. It was important while executing this video production that the design created had vibrant colours, complimented the background music and the famous Grease car was the centre of attraction. After the design was completed and the storyboard was approved, it was animated. The production team at Twisted Frame’s main goal was to have the car driven in Downtown, Toronto to display the outstanding view of the city while enticing the audience with a theme of Grease coming to Toronto. Throughout the video production, you will recognize many renowned Toronto locations such as, the theatre, Lakeview Restaurant, the CN Tower and many skyscrapers that really makes one get a sense of the Downtown, Toronto vibe. Additionally, Grease is incorporated throughout the video not only with the 1950 Ford, but through a shadow in the road saying “Greased Lightnin,” billboards, a “Grease is the Word” sign at the side of a building and posters of the main cast. It even includes written lyrics of the two most popular songs from Grease, “You’re the One I Want” and “Summer Nights.”

The Importance of Animation & the Quality of Work by Twisted Frame

With technology advancing and animation currently more prominent, it makes video production more appealing to the audience with the use of bright colours, realistic animation and visually-appealing effects. Despite the limited budget, Twisted Frame did not want to sacrifice the quality and excellence of this project. On the contrary, they wanted to create a piece that would portray their enthusiasm and commitment behind it. As a result, our hard work was recognized and appreciated when we won awards for this video production from the Davey awards, Vega awards and Marcom awards. Our talented art team’s effort and creativity helped not only to make this design lively, but also displayed the beauty of Toronto from a different perspective that in turn, brought a unique presentation to musical promotions.

 

Here’s the link to the video:

 

Enjoy the class! 🙂

 

Artificial Intelligence- The Future of Animation

By Healthcare Animation

The recent phenomena that has sparked interest in everyone is artificial intelligence (AI), referring to a part of computer science where intelligent machines do the work rather than humans. AI is already used for learning, problem solving and speech recognition. This advanced technology mimics the human brain and can perform the same tasks on its own.

 

AI has become useful in many businesses as it cuts down tedious and long tasks that humans do. For instance, it is beneficial in the advertising industry, where machine learning abilities can filter through audience data and help create better campaign decisions based off of a reliable, mathematical formula. AI has also positively impacted animation and motion graphics, where it is further developing the heights to which animations can be created. Moreover, it makes the job of an animator or designer much easier now as opposed to before. They input instructions into an automated engine and the software interprets which variables are required to make the animation move.

 

Disney is known for using AI to generate storyboard animations just from scripts by using words such as “turn right” and having the animated character turn in that direction. However, it is important to note that this process is not as easy as described and requires a lot of work prior to it being able to work successfully. The Disney team explains that translating text to animation using AI is not as straightforward because certain sentences that are inputted and output animations, do not have a fixed structure. Therefore, the team had to build a neural network of different components such as a script-parsing modules that would automatically isolate relevant text from the scene and include it in the screenplay. It also included a universal language that processes complex sentences by using a set of linguistic rules that would extract information, put it into a simplified sentence and have it portrayed as an action.

 

Other fields in which animation and AI are being used together, for the betterment of society, is to create smarter cancer treatments and self-driving technology. Researchers at the University of Toronto and the University of Massachusetts Amherst, use deep learning algorithms to obtain large amounts of data to translate it into artificial intelligence. They have even applied the algorithms to software to introduce it into the animation and gaming industry.


Image Source: https://www.itchronicles.com/automation/artificial-intelligence-future-hold/

Artificial intelligence definitely needs to be further developed but holds great potential for being the future of animation. Three ways that created an acceptance of artificial intelligence and has caused everyone to be so intrigued are:

  1.  Access to cheaper graphing processing units (GPU’s) – This has created a higher standard for better graphics in video games. As GPU’s were in demand, they became mass-produced and very common resulting in the prices decreasing, making it affordable. AI software requires a lot of processors running at the same time, which works perfectly to cluster GPU’s together to fill AI software since it is affordable and accessible.
  2. Big data- For AI to exist and continue to do so well, it needed a lot of memory space and education in which it could study a topic and perform the task it is being asked, much like the human brain, except at a much faster speed.
  3. Algorithms- For AI to react quickly, neuronets need to be stacked into layers. For example to recognize a face, neuronets first need to recognize facial features, then build many different layers before it could understand the face.

AI can improve our lives in more ways than one can imagine and as it continues breaking boundaries, especially in the field of animation and motion graphics, it foreshadows a lot of growth and long-term usage.

Important Healthcare Video Marketing Strategies to Connect with Consumers

By Healthcare Marketing Video

Promoting healthcare through video marketing has become prevalent now more than ever. More importantly, it serves a purpose of reminding and teaching the public how important medical visits, self-care and detecting symptoms early on, before it leads to severe health issues. Healthcare production companies, such as Twisted Frame, offers video production services to reach out to a target audience through interactive animations and high-quality editing and video services. A Forbes article, Seven Key HealthCare Marketing Tips to Impact and Alter Consumer Behaviors, identifies the importance of how healthcare marketing has to firstly appeal to the emotional side of the audience so they are able to relate and connect with the content to be able to engage better. The seven strategies that impact consumer behavior when responding to healthcare marketing are:

Helathcare video marketingImage Source: https://www.emagine.com/getting-started-with-healthcare-video-marketing/

  1. Forming an emotional connection- Healthcare marketing videos specifically, need to be empathetic and genuine to connect with an audience. They need to make sure they see a purpose and change arising from the content. For instance, Twisted Frame took upon a project with Trissa where they created a series of videos portraying the effectiveness of this weight loss program. However, unlike typical weight loss videos that show before and after images, this one included interviews from patients that was a part of Trissa’s procedure. Seeing video content as opposed to a picture created a human factor and emotional connection with the audience by showing results and inspiring others.
  2.  Engaging the community- By creating a community, helps the audience feel like they are not isolated and brings people forward to take action towards improving healthcare. Moreover, marketing that makes a community feel involved and is personal, sparks a conversation among them. Forbes relayed that social media was chosen as one of the top strategies used by healthcare leaders and production companies to communicate with their consumers.
  3.  Create trust and transparency- When a video production company is transparent and honest, the audience tends to relate more and be in support of the content. The audience is now smarter and will voice their opinion if they do not agree with content or if it does not seem authentic to them. Twisted Frame creates healthcare marketing videos that are true to the company and audience by displaying what the company stands for and using the best quality animation.
  4.  Invest in mobile technology- With technology so prominent and accessible, before going to a doctor, people Google their symptoms or read other people’s blogs to see if they are struggling with similar illnesses. Virtual care gives people the control and independence to take care of their own health which reassures them as well. By investing in mobile technology, allows people to talk about healthcare and receive help across borders without having to travel.
  5.  Accessibility and affordability- Often companies use huge budgets and do not allocate it to the right parts of the entire healthcare marketing process. For example, Twisted Frame worked on a promotional animated video to introduce the famous musical, Grease in Toronto. While there was a certain budget for this video, the production company managed to stay within the given budget without compromising the quality and effects in the video. It is important for healthcare marketing companies to be accessible and affordable for their clients and to stay competitive.
  6.  Involvement with Corporate Social Responsibility (CSR)- A quick and promising way to make a connection with a consumer is through investing in a cause that creates a social impact either in the community or on the planet. Consumers feel better about buying into a brand when they know that the company is giving back as well. Incorporating the CSR into the companies’ marketing strategy brings attention to ways people can make a difference which attracts a larger audience.
  7.  Empower consumers- Now especially, consumers like to be independent and take control over their health. When combining social media, technology and people researching symptoms of their own health, it only makes sense for people to be drawn towards healthcare video marketing.
Video Editing Services

The Next Big Thing in Video Editing is AR/VR

By Video Production

Twisted Frame is always looking for the next big thing in video production in Toronto. We keep up on all the techniques and technology that will fulfill our clients’ needs and make sure that their video production projects are completed on time and under budget. 

Video editing is an important and often underestimated part of that.  Good editing is the beating heart of successful video production. Scripting, performance, recordings; they’re all raw material, and it’s the editor that stitches them together into a viable product. 

(Our founder and president, Onur Arslan, comes from the editing world. He uses that knowledge every day when working with clients to produce their projects.)

The next big thing in media is virtual reality and augmented reality (VR/AR). Skilled video producers are working hard to learn about editing this video. Today, we wanted to discuss a little bit about the VR editing process. It’s a bit different, but familiar at the same time!

It Looks Like a Map!

So you probably know that, to record the footage for VR, you’ll need a special camera: one that can record dual 180-degree or 360 degree video. You probably also know that video editing is done using special “non-linear” tools. You’ve probably used consumer-level tools like like Apple iMovie to make short clips, and you may know people who use professional tools like Adobe Premier Pro, Apple’s Final Cut, or Avid Media Composer. 

Will the two work together, though? Yes, with a bit of work.

When you dump a 360 degree video from your camera to your computer, it’ll look really weird!  If you open it in a standard video player, you’ll end up with one of three possibilities:

  • Fisheye, where the camera’s in the centre of the image and wraps the image around it like a big sphere or bubble;
  • Dual Fisheye, where a dual-180 camera (two 180-degree cameras instead of one 360-degree camera) produces two of these fisheyes; and
  • Equirectangular, which flattens out a 360 degree image into a flat one, just like a map flattens out the earth. 

‘Equirectacular” is the format that you’ll likely see while importing or editing the video, but it can take a little while to get used to! Here’s an example of what it might look like. 

(to left is suggested royalty-free image for insert, but if you have something you see as more suitable, insert it, or remove it if you prefer. —Craig)

Editing Remains Familar

Once you get used to the flattened image, though, it’s much like editing other videos. You start a project in an professional editor like Premiere Pro, Avid or Final Cut Pro—which can handle 3D videos—import video, trim clips and move them around, cut between them, add sound tracks, everything you’d expect for video editing. Professional tools can work with 360 degree images, 

But with 3D, it’s a bit different. Once you’ve prepared the video for editing, you’ll be able to move the point of view up and down, left and right, looking at the clip from all different directions. Some directors will use the 3D video to create a traditional video; VR video directors will want to keep it as 3D, adding text, animations, and transitions to make it more immersive. 

A lot of techniques are very similar, like colour grading, adding soundtracks, cutting and the like. They’ll be using somewhat different tools to fix images, though…and if it’s stereoscopic, an editor may be switching back and forth from one eye or another…or even checking out what it’ll look like using anaglyph (red/blue) glasses. 

Professionals Working on the Next Big Thing.

So as it turns out, the next big thing in video editing, VR, is still video editing! An editor that’s skilled with professional tools will need to spend some time learning how 360/VR video is technically different, but they’ll still be able to apply their professional expertise to the project.

At Twisted Frame, professional expertise is the cornerstone of our business. Our professional video editors know how to handle VR video, and can apply it to your projects. When the next big thing in video editing comes along, you can rest assured that we’ll be right on top of that, too. 

Reach out by clicking, or calling us at (416) 619-1116, to start your free consultation, and we’ll  make sure that you’re ready for the next big thing. 

Healthcare Video Production Toronto

When Medical Jargon makes sense: Toronto Video Production for Healthcare

By Healthcare Marketing Video

“Code blue! We need 50 ccs of adrenaline, stat! I’ve got the paddles…clear!”

Anybody who’s in the medical field knows that there’s a LOT of jargon involved. In fact, anybody who’s ever even watched a medical drama probably recognizes these kinds of phrases being shouted by a doctor to a nurse in front of a camera on some Hollywood soundstage.

(Which is a bit ironic, as the medical profession moved away from using cubic centimeters, or “ccs”, as an injection measurement years ago.)

Jargon in a medical drama is fun, but is it appropriate for a medical video production, or isn’t it? Here at Twisted Frame, we’ve got a lot of experience in Toronto video production for healthcare clients. We’ve had to grapple with the question of whether to use jargon in our productions. The answer? “It depends…”

What is “jargon”? Why use jargon?

The word gets thrown around a lot, but what exactly is “jargon”? Well, in a situation like a medical video production, it’s really just the words and language used by medical specialists like doctors and nurses. It’s not limited to medicine: academics use jargon to describe concepts, engineers and physicists use jargon to describe motions and forces and the like, and everybody knows how much soldiers use jargon. It’s everywhere.

Thing is, jargon is actually incredibly useful. There’s usually a way to use simple, commonplace words to describe complex or difficult concepts, but specialists often want to communicate ideas as quickly and efficiently as possible to other specialists. By using specialized language, “jargon”, they can do that. The right jargon can convey an entire paragraph’s worth of information in a single sentence. It’s really impressive!

Saying “code blue” may mean nothing to a hospital visitor, but the doctors, nurses and other medical professionals will know that a medical emergency is happening. Saying “clear” may be confusing to an onlooker, but professionals will know that it means “we’re using a defibrillator, get clear so that you don’t get shocked too.” In a medical emergency, seconds are precious, so the language has to be as efficient as possible.

Jargon in medical video production

So, then, is there a place for jargon in medical video production? As usual, it all comes down to the intended audience.

If the video is aimed at promoting or explaining a pharmaceutical, medical device, or medical service to a general audience, it’s best to steer clear of jargon as much as possible. The audience may be familiar with it, but we can’t assume they will be. Instead, we’ll often use computer-generated graphics or animations to convey what the audience needs to know and wants to learn. It might be slightly simplified, but as long as they know what they need to know, they’ll be satisfied.

(And, hey, we’ll make sure it looks great. We know there’s a lot of competition for general audiences’ attention.)

If it’s for a professional audience, though, we’ll use a professional’s language. If we’re producing an instructional video on how to use a particular medical device aimed at medical practitioners, we’ll quickly and efficiently describe exactly what they need to know, using precise animations and computer graphics to support where needed.

It won’t be any flashier than it needs to be, because a professional isn’t looking for flashy. They’re busy, and sometimes every minute counts. So, for these medical video productions, we focus on efficiency.

Reach out about Toronto medical video production

At Twisted Frame, we know that there’s a lot more that goes into video production than the choice of whether or not to use jargon. But it is an important detail, and we always focus on the details.

So when you’re ready to explore how we can help you with Toronto video production for healthcare, or other corporate video productions, read out for a free conversation at [phone number] or at our contact page here. Rest assured, there won’t be any unnecessary jargon!

Get to the point! Medical Video Production Toronto

By Medical Animation

Twisted Frame, one of the leading companies for medical video production in Toronto, has learned a lot of lessons about our business over the years. Last time, we talked about the importance of considering who you’re speaking to: that different audiences are looking for different things.

Today, we want to share another lesson we’ve learned: get to the point!

The value of being direct

One of the great things about being in Toronto is energy. Whether we’re focusing on Toronto video production for healthcare, or on our other clients, we feel that rush all the time. People in this city are busy. That’s helped teach us the importance of what busy people need: and what busy people need is more time to do what they need to do.

There are only 24 hours in a day, though. So if we want to help people get more time, we can’t give them time. What we can do, though, is not take away any more time than we need to. A minute saved is a minute earned, and those minutes add up to hours, days, and weeks over the long term. That’s a valuable gift for any busy Torontonian.

That guides how we look at Toronto medical video production. We don’t want to create bloated videos that mostly exist to put onto a showreel. We’re proud of our showreel, but we want to create videos that get to the point: that do the job that they’re supposed to do, that the intended audience needs and wants them to do. We create material that conveys the messages that they’re looking for, in the best way possible.

Different needs mean different “points”

Different audiences will be looking for different things, though. Part of the reason a video can be bloated is that it’s trying to be all things to all people. Like we said before, you have to consider the audience, and a big part of that is so that you are conveying what that specific audience needs you to convey.

Here’s a case in point. Let’s say you’ve got a pharmaceutical product. Doctors are usually going to be focused on a very simple question: what does it do, and (in most cases) how does it differ from other solutions on the market. They need to know those things so that they know where it’s appropriate to prescribe it, and where it isn’t appropriate to prescribe it. A video aimed at informing doctors will want to focus on those questions, speaking efficiently in the language of the profession.

Now consider a patient. Patients aren’t going to be prescribing their own pharmaceuticals. They don’t need to know how the pharmaceutical compares to others, and that may well fall afoul of medical advertising laws and guidelines. Instead, they just want to know “how will this help me, are there side effects to watch out for, and how do I use it?” Heavy promotion isn’t relevant to them, and you definitely don’t want to use medical jargon, since they’ll waste their time trying to understand what you said. Just be clear and concise, using animations, computer graphics, and other visuals as needed to illustrate your points.

To-the-point medical video production

Twisted Frame knows that you’re just as busy as our Toronto medical video production clients. You need professionals that get the job done quickly, get it done well, and don’t waste your time. So get in touch at [phone number] or by using our contact form for a free consultation. Rest assured: we’ll get to the point!

Corporate Video Production

By Corporate Animation

Twisted Frame has been in the corporate video production business in Toronto for over ten years now, and we’ve learned a thing or two about the business. One big part of the business that never changes…is that it’s always changing.

Twenty years ago, video production could involve producing bulky analog video cassette cameras. Do you remember VHS “generation loss “? Are tapes getting eaten by a VCR? The sheer bulk of thousands of video cassettes? We sure do!

Even as production shifted to digital, the question of distribution remained. Ten to fifteen years ago, you’d have had to decide: Should the video be sent on a DVD disc? A Blu-Ray? Flash memory sticks? What about hard drives? Hollywood movies switched from being sent on film to being sent on enormous magnetic hard drives, just like you’d see on a computer. A disc was cheaper, but high-quality video requires a lot of space.

Sure, a hard drive is bulky to transport, but it may be necessary for the video to look its best!

But, again, production and distribution tools changed. Digital video cameras became smaller and lighter, even as smartphone cameras became more and more capable. Editing that used to require bulky editing suites could now be done on a high-end laptop.

Distribution changed as well. Clients could rely on broadband access for most of their audience, and omnipresent digital platforms like Vimeo and YouTube for corporate video distribution. That may make distribution easier, but it also changed audience habits. Professionals may sit through a long video, but would consumers? There’s a lot of material out there, and everybody is deluged with information. If a video isn’t engaging, it’ll just get ignored.

Our window to Internet content changed as well. Corporate video production couldn’t take a full-sized television or computer monitor for granted. Many clients discovered that their videos would be viewed mostly through small phone or tablet screens.

That affected everything from production to distribution. The small text could easily be missed, and many videos would get watched using a phones vertical “portrait” mode. Resolution might be an issue too, especially in the developing world. Web-based hosting and distribution would slowly give way to apps, which reinforced the importance of platforms like YouTube and Vimeo.

That’s a lot of change, and that’s not even getting into the rise of virtual and augmented reality!

That’s also why Twisted Frame focuses so much on keeping abreast of technological and social change in video production and video distribution. When we’re working with clients (just like you!) on corporate video production both here in Toronto and around the world, we bring out your brand’s unique narrative and then work with you to determine exactly how it should be presented and distributed.

Maybe it’s a traditional corporate video production using physical distribution.

Maybe it’s a consumer-focused video that’s going on your YouTube channel or being embedded in your social media feeds.

Or, maybe, it’s a 360-degree virtual reality/augmented reality presentation delivered over gigabit fiber.

No matter what you choose, Twisted Frame will work with you to make your corporate video production achieve your company’s goals. No matter how traditional or cutting-edge it is, our production experts will be able to help with your corporate video production.

To learn more about what we do, check out our portfolio and a few of our corporate videos, like our videos for RBC and for Metrolinx. Reach out to us at our contact page or by phone at (416) 619-1116. Come see how Twisted Frame can make your corporate video production the best it can be.

The Growth of Medical Animation in Toronto

By Medical Animation

Medical animators used to once create diagrams in textbooks but now in the 21st century, the movement has shifted. They are breaking barriers by creating training videos, interactive apps, 3D animations, educational online games and various medical technologies used by patients, medical professionals and students.

According to a North American survey, Toronto is the base and has more medical animators than any other city on the continent although Montreal and Chicago come close. The chair of the University of Toronto’s biomedical communications program explained that this rise is a result of the prominence of human resources and the training available in Toronto. Additionally, Toronto is the lone place in Canada to study medical illustration at the graduate level, where the University of Toronto is one of the four universities in North America to teach it.

Medical illustration is favoured as it is visually appealing and is a wonderful combination of graphic design and healthcare. It is an interesting way for people to understand medicine in a simple and interactive way. Moreover, as technology continues to develop further, medical illustrators are using new and advanced technology; for example, flash programming, layout applications and animation software. Therefore, it is easier and faster to create high quality healthcare animation.

                                    Image Source: https://technobleak.com/medical-animation-market-size-growth-rate-by-product-forecast-2026/

As opposed to before, the demand of medical illustrators has increased where jobs are available in all work sectors and is distributed geographically. This ranges from multimedia organizations, virtual companies, healthcare marketing, scientific research and medical institutions. One important project created by a team of medical illustrators helped surgeons have a better visualization of the complexities of one patient’s body prior to giving birth to twins. It helped them plan the surgery in advance without any fatalities or mistakes on how to separate conjoined twins. Much to people’s surprise, they also work nine-to-five working days with approximately 40 –hour weeks and sometimes with benefit packages. Salaries for medical animators range from $62,000 up to $100, 000 per year and the perk of having this career is that you can control your hours; either working full or part-time, being a freelancer or even starting your own company. This allows for a flexible schedule where you control the hours of your work day, especially now when people have various commitments and busier daily lives. It is a great career option for people that have a talent in art but an interest in science.

Medical animation has become prevalent throughout science and even e-learning has also become much more in demand. Further, it is a huge area for growth where it is no longer exclusively just for medical processionals to utilize for patient information but the general public as well for e-learning. It has reinvented scientific illustration from the traditional tools of pen and paper to a mouse, computer and software programming.

 

 

Virtual Reality Technology Making Medical Training Videos Possible

By Medical Animation

One of the issues faced by medical students is not having enough practical training and feeling confident to start working on real patients. Even during a medical student’s practicals or a first surgery after becoming a surgeon, it creates fear for the patient that they are in uncertain hands and especially for the doctor that a mistake could lead to death. As a result of the advancement in technology, it has helped to alleviate this issue through virtual reality in medical training videos. Therefore, allowing doctors to make mistakes and practice without any consequences.

This medical training video entails a virtual reality headset and a computer-generated patient. This allows for interaction between the medical student and a virtual patient, as well as an effective learning resource. Moreover, virtual reality medical training videos provide professionals and student with skills and further techniques to enhance medical care.

Medical institutes have invested millions of dollars into this technology such as the J and K Virtual Reality Centre at Western University of Health Sciences in California and at the University of Nebraska. The centre at Western University stated that the virtual reality medical training videos resulted in increased scores on exams, better understanding of human anatomy and a higher interest in learning and engagement with the students. This technology allows for students to see structures inside by moving through layers of tissue, organs and wounds that can be enlarged for a detailed view. Rather than being concerned about preserving a cadaver and waiting on receiving a number of bodies for medical training dissections, the virtual reality tables avoid these issues.

Extending the use of technology, Dr. Shafi Ahmed used Google Glass technology to perform surgical training for 14,000 surgeons over 100 countries virtually. He displayed the removal of a cancerous tumor through 360 degree virtual reality. Dr. Ahmed combined healthcare and technology to expand learning globally, by using a virtual reality training video via video conferencing. Combining the two has increased accessibility to learning and sharing knowledge through an online platform.

Moreover, medical training videos can be used for a greater good. Dr. Ahmed collaborated with medical schools to share even more knowledge through video conferencing to doctors in remote areas. From a financial perspective, using virtual reality technology allows to reduce the cost of purchasing real cadavers in these areas that do not have abundant resources. Another benefit is that it reduces the time of travel for the trainees and the doctor providing the training. VC Daily established that video conferencing would let a doctor in training visit approximately ten hospitals in one day.

The advancement of technology using medical training videos creates a number of benefits. It won’t be long before virtual reality and video conferencing becomes a frequent method of learning and training.

Grease The Musical: Multiple Award Winning Animated Video

By Video Production

Grease Then & Now

There is never anything more exciting and brings back memories from the past like the return of the very popular musical from the 1970’s, Grease. Growing up with it and now having it return in the 21st century, allows fans that had seen the original reminisce about the past and let millennials see why this musical was so special.

In 1971, when Jim Jacobs and Warren Casey wrote the script for Grease, they never imagined how popular it would become and the amount of people that would be in admiration of it. The musical then went on to being adapted to film production in 2017 where thousands of ecstatic audiences came together to watch the performance. The music and dancing was iconic and has left such an ever-lasting impact on the audience, that it is being restored and presented right here in Toronto. It was shown at an important and historical landmark in Toronto at the Winter Garden Theatre.

Twisted Frame & Grease Collaboration

In the spring of 2017, Twisted Frame was invited to pitch a proposal to produce a promotional piece for Grease. As we have worked on many video production projects in Toronto and our expertise is in animation and motion graphics, we enthusiastically worked on a video that promoted the musical in a different style to attract the audience. Once the promotional video was approved and we were granted the project, the creative team worked diligently to design a video production that encompassed all the best aspects of Grease, while creating a feel of curiosity and excitement for the audience. Using video animation was important to us to include in this video to entice our Toronto audience. The animations were of high quality, colourful and brought back the atmosphere of theatre in the 20th century. It even included original sound effects that complimented the evening setting of dim lights and a pop of colour throughout the video.

The Making of the Grease Promo Video

Of course this animated promo would not be a proper representation of Grease if it did not include the classic 1950 red Ford car. Our designers at Twisted Frame worked on designing the 3D model of the car. It was important while executing this video production that the design created had vibrant colours, complimented the background music and the famous Grease car was the centre of attraction. After the design was completed and the storyboard was approved, it was animated. The production team at Twisted Frame’s main goal was to have the car driven in Downtown, Toronto to display the outstanding view of the city while enticing the audience with a theme of Grease coming to Toronto. Throughout the video production, you will recognize many renowned Toronto locations such as, the theatre, Lakeview Restaurant, the CN Tower and many skyscrapers that really makes one get a sense of the Downtown, Toronto vibe. Additionally, Grease is incorporated throughout the video not only with the 1950 Ford, but through a shadow in the road saying “Greased Lightnin,” billboards, a “Grease is the Word” sign at the side of a building and posters of the main cast. It even includes written lyrics of the two most popular songs from Grease, “You’re the One I Want” and “Summer Nights.”

The Importance of Animation & the Quality of Work by Twisted Frame

With technology advancing and animation currently more prominent, it makes video production more appealing to the audience with the use of bright colours, realistic animation and visually-appealing effects. Despite the limited budget, Twisted Frame did not want to sacrifice the quality and excellence of this project. On the contrary, they wanted to create a piece that would portray their enthusiasm and commitment behind it. As a result, our hard work was recognized and appreciated when we won awards for this video production from the Davey awards, Vega awards and Marcom awards. Our talented art team’s effort and creativity helped not only to make this design lively, but also displayed the beauty of Toronto from a different perspective that in turn, brought a unique presentation to musical promotions.

 

Here’s the link to the video:

 

Enjoy the class! 🙂

 

Artificial Intelligence- The Future of Animation

By Healthcare Animation

The recent phenomena that has sparked interest in everyone is artificial intelligence (AI), referring to a part of computer science where intelligent machines do the work rather than humans. AI is already used for learning, problem solving and speech recognition. This advanced technology mimics the human brain and can perform the same tasks on its own.

 

AI has become useful in many businesses as it cuts down tedious and long tasks that humans do. For instance, it is beneficial in the advertising industry, where machine learning abilities can filter through audience data and help create better campaign decisions based off of a reliable, mathematical formula. AI has also positively impacted animation and motion graphics, where it is further developing the heights to which animations can be created. Moreover, it makes the job of an animator or designer much easier now as opposed to before. They input instructions into an automated engine and the software interprets which variables are required to make the animation move.

 

Disney is known for using AI to generate storyboard animations just from scripts by using words such as “turn right” and having the animated character turn in that direction. However, it is important to note that this process is not as easy as described and requires a lot of work prior to it being able to work successfully. The Disney team explains that translating text to animation using AI is not as straightforward because certain sentences that are inputted and output animations, do not have a fixed structure. Therefore, the team had to build a neural network of different components such as a script-parsing modules that would automatically isolate relevant text from the scene and include it in the screenplay. It also included a universal language that processes complex sentences by using a set of linguistic rules that would extract information, put it into a simplified sentence and have it portrayed as an action.

 

Other fields in which animation and AI are being used together, for the betterment of society, is to create smarter cancer treatments and self-driving technology. Researchers at the University of Toronto and the University of Massachusetts Amherst, use deep learning algorithms to obtain large amounts of data to translate it into artificial intelligence. They have even applied the algorithms to software to introduce it into the animation and gaming industry.


Image Source: https://www.itchronicles.com/automation/artificial-intelligence-future-hold/

Artificial intelligence definitely needs to be further developed but holds great potential for being the future of animation. Three ways that created an acceptance of artificial intelligence and has caused everyone to be so intrigued are:

  1.  Access to cheaper graphing processing units (GPU’s) – This has created a higher standard for better graphics in video games. As GPU’s were in demand, they became mass-produced and very common resulting in the prices decreasing, making it affordable. AI software requires a lot of processors running at the same time, which works perfectly to cluster GPU’s together to fill AI software since it is affordable and accessible.
  2. Big data- For AI to exist and continue to do so well, it needed a lot of memory space and education in which it could study a topic and perform the task it is being asked, much like the human brain, except at a much faster speed.
  3. Algorithms- For AI to react quickly, neuronets need to be stacked into layers. For example to recognize a face, neuronets first need to recognize facial features, then build many different layers before it could understand the face.

AI can improve our lives in more ways than one can imagine and as it continues breaking boundaries, especially in the field of animation and motion graphics, it foreshadows a lot of growth and long-term usage.

Important Healthcare Video Marketing Strategies to Connect with Consumers

By Healthcare Marketing Video

Promoting healthcare through video marketing has become prevalent now more than ever. More importantly, it serves a purpose of reminding and teaching the public how important medical visits, self-care and detecting symptoms early on, before it leads to severe health issues. Healthcare production companies, such as Twisted Frame, offers video production services to reach out to a target audience through interactive animations and high-quality editing and video services. A Forbes article, Seven Key HealthCare Marketing Tips to Impact and Alter Consumer Behaviors, identifies the importance of how healthcare marketing has to firstly appeal to the emotional side of the audience so they are able to relate and connect with the content to be able to engage better. The seven strategies that impact consumer behavior when responding to healthcare marketing are:

Helathcare video marketingImage Source: https://www.emagine.com/getting-started-with-healthcare-video-marketing/

  1. Forming an emotional connection- Healthcare marketing videos specifically, need to be empathetic and genuine to connect with an audience. They need to make sure they see a purpose and change arising from the content. For instance, Twisted Frame took upon a project with Trissa where they created a series of videos portraying the effectiveness of this weight loss program. However, unlike typical weight loss videos that show before and after images, this one included interviews from patients that was a part of Trissa’s procedure. Seeing video content as opposed to a picture created a human factor and emotional connection with the audience by showing results and inspiring others.
  2.  Engaging the community- By creating a community, helps the audience feel like they are not isolated and brings people forward to take action towards improving healthcare. Moreover, marketing that makes a community feel involved and is personal, sparks a conversation among them. Forbes relayed that social media was chosen as one of the top strategies used by healthcare leaders and production companies to communicate with their consumers.
  3.  Create trust and transparency- When a video production company is transparent and honest, the audience tends to relate more and be in support of the content. The audience is now smarter and will voice their opinion if they do not agree with content or if it does not seem authentic to them. Twisted Frame creates healthcare marketing videos that are true to the company and audience by displaying what the company stands for and using the best quality animation.
  4.  Invest in mobile technology- With technology so prominent and accessible, before going to a doctor, people Google their symptoms or read other people’s blogs to see if they are struggling with similar illnesses. Virtual care gives people the control and independence to take care of their own health which reassures them as well. By investing in mobile technology, allows people to talk about healthcare and receive help across borders without having to travel.
  5.  Accessibility and affordability- Often companies use huge budgets and do not allocate it to the right parts of the entire healthcare marketing process. For example, Twisted Frame worked on a promotional animated video to introduce the famous musical, Grease in Toronto. While there was a certain budget for this video, the production company managed to stay within the given budget without compromising the quality and effects in the video. It is important for healthcare marketing companies to be accessible and affordable for their clients and to stay competitive.
  6.  Involvement with Corporate Social Responsibility (CSR)- A quick and promising way to make a connection with a consumer is through investing in a cause that creates a social impact either in the community or on the planet. Consumers feel better about buying into a brand when they know that the company is giving back as well. Incorporating the CSR into the companies’ marketing strategy brings attention to ways people can make a difference which attracts a larger audience.
  7.  Empower consumers- Now especially, consumers like to be independent and take control over their health. When combining social media, technology and people researching symptoms of their own health, it only makes sense for people to be drawn towards healthcare video marketing.