Indermaur Media, inc.
Visual Narrative
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Indermaur Media - Visual Narrative Blog by Scott Indermaur

Informational blog about techniques, ideas,industry trends, clients and projects of Indermaur Media. Written by Scott Indermaur, professional corporate photographer.

Posts in Photography
Bostitch Office National Multimedia Campaign

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My client, Bostitch Office, wanted to develop a multimedia campaign to showcase their new product, creating videos for use in social media ads, point-of-purchase displays, and installation instructional videos, and photography for packaging and advertising, as well as for trade show collateral.

We began with meetings to outline concepts for their multiple visual needs. Shooting the video and photography during a three-day multimedia assignment allowed us consistency with the actors, location, and style. It streamlined the visual process to save on the client’s budget because we would be able to run photography and video concurrently. During this phase, we created a video storyboard, a photography shot list and produced a detailed schedule to capture the ideas for their photography and video needs efficiently.

In phase two, scouting for locations, we visited locations throughout Rhode Island and Southeastern Massachusetts. We found a perfect site in Boston for our video production and as a Boston advertising photographer. I also added it to our location library for future projects. The Boston location is a very modern looking office with lots of glass doors and large windows with new furniture, and we were able to have full access to it for our three-day multimedia assignment.

Timelapse of a messy desk to organized by Bostitch Office Konnect Workspace + Cable Management System.

The new product is a modern workspace and cable organization system. It includes spaces to organize and store desktop clutter, management of cables, among other ways to keep the desk area efficient and free from clutter.

Now that my team had the assignment tactics approved, and secured the office space, we contacted a few talent agencies for the casting of our three actors.

The client wanted people that would be comfortable in front of the camera, but we also included an employee who knew the product well and could easily set it up for the instructional video.

Moreover, before we began the assignment, the entire office needed to be propped with office supplies and accessories that made the office look as active and productive as a typical busy office. We wanted to be sure to use as many as the client’s office products as possible. A product manager focused explicitly on the setup on their new workspace system, which was still a prototype at the time.

Our Multimedia Production Crew
The Indermaur Media Boston multimedia production crew consisted of myself, as production director and photographer; a New England videographer, two multimedia assistants to set up and attend to anything that keeps the set running smoothly, a wardrobe stylist, a makeup artist, and a producer/prop stylist.

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Day one, of production, was primarily focused on product setup and photography. No models were needed. It also gave us the opportunity to watch the limited daylight time and adjust our video schedule for this winter assignment.

The remaining days were a mix of environmental photography and video. We’d set up a scene and video record it, then photograph product close-ups and office overviews for web, packaging and other print use. Then we’d setup and move on to the next scene.

Also on set were four people from the client’s marketing and product development team to manage art direction and set up of the product. They also acted as extras during the video scenes. We typically had 2-3 setups at any given time in different stages of setup to keep the photography and video production flowing.

As always, I want to create a fun, high energy environment as the team comes together for a multi-day assignment. We focus on what’s needed and get straight to work. On video recording days we work non-stop to meet the client’s vision, and having a fully engaged, professional team is the key to our success.

Please take a look at the video and photography outcomes from this exciting assignment, and let me know what you think!

Also, visit our new venture for your company’s social media marketing - Visual Thrive.

Introducing Visual Thrive!
 
iPhone photography
 

Some of the best ideas come to us when we aren’t focused on anything particular – like when we’re in the shower or running…

Indermaur Media is fortunate to be able to work with lots of businesses on their professional photography needs and video introductions. I watch many of them struggle to keep up with the fast-paced demands of maintaining a strong social media presence, often posting unplanned photos and quick captions just to stay top of mind with their customers.

Companies have also shared how employees can be distracted from their job responsibilities when they participate in the company’s social media posting. The lack of consistency in the style of each post lends itself to diminishing the company’s brand with no oversight. Companies also spend hundreds of dollars on social media advertising without a focused goal, and without much insight on their return on investment.

I’ve always been passionate about telling the stories of a business, and I’ve had great experiences producing a wide range of corporate media campaigns. How could I take that knowledge and translate it into a workable formula that would serve the smaller companies?

So one day, I was running in preparation of an upcoming 10K race and thinking about my business – as one does…

How could Indermaur Media provide a visual solution to a business’ social media dilemma at a reasonable price point?

If Indermaur Media could extend its production capabilities and expertise while capturing a visual narrative using the world’s most popular camera, an iPhone, we could maintain a simple and streamlined process aligned with what people are used to seeing on social media. The difference would be, using a professional photographer’s eye and editing experience will develop a strong narrative and deepen the customer’s brand.

Adding strategic research and writing to optimize the posts; and providing analytics each month would show the customer their return on the investment.

And then I came up with the name Visual Thrive.

Visual Thrive combines decades of professional experience to deliver a powerful narrative for your business’ social media presence in a simple format. Visual Thrive takes photographs with professional photographers, writes engaging captions, and schedules content to optimize social media engagement.

While attending a three-month business development class, Goldman Sachs 10,000 Small Businesses, my main objective was to work ON my business and not work IN my business – taking time out to plan for growth, and not spending 24/7 in the daily grind. As part of this objective we needed to create and present a Growth Plan. This was perfect because for over a year I held on to the Visual Thrive idea.

I was able to develop and refine this idea; and introduce Visual Thrive publicly. With a national network of photographers, Visual Thrive is available throughout the United States.

The exceptional combination of high-quality visuals, strategic consistent content, and sound analytics will allow you to focus on what your business needs, while it THRIVES!

 
 
The Day I Realized I Was a Multi-Media Producer

Creating stories with vision….

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It finally hit me. 

About three years ago, I changed the name of my company to Indermaur Media. I had a thriving corporate photography business based in RI (with clients nationwide), that included commercial and editorial photography, but began branching out into other forms of media. By changing the name I wanted to set the course, and the intention, to operate in the fields of photography, video and full production to create even stronger visual narratives for my clients.

Recently, I sat back to take stock. I had created video productions for new clients, my photography work continued, and I had maintained my corporate work; but something was different. I was trying to find the best description of what I do now. New projects were incorporating photos and video, social media projects, and creating original content to deliver the best story possible. I found myself in a position of Directing and Producing more than before, and not even operating a camera.

Indermaur Media is now a Multimedia Production Company

So, I reached out to my daughter, Caitlin Indermaur, who is a Video Producer on the west coast. She has been a muse of mine, and in addition, my assistant before she even graduated from high school. We've collaborated on many projects through her college years and before she moved out west. For all those years, she always has excellent feedback and thoughtful insight. She immediately said, "Dad, You're a Multimedia Producer." 

For me, a Multimedia Producer is responsible for telling stories using video and still photography. I often manage the entire production process: generating and executing ideas, meeting budgets and deadlines, and expanding the team when necessary to accommodate a client's vision. On some projects, I am primarily a still photographer, on others a video camera operator. Then there are times I am simply the lead Producer, managing and directing the team to create a story. So, I had to agree - I am now a Multimedia Producer. 

For myself, and Indermaur Media, new modern "photography" delivers a much richer story when a tool box of skills and an excellent team can come together to execute and deliver the finest visual project possible. I continue to share the nuts and bolts of this transitional process in my Visual Creative Coach business. 

Making Compelling Visuals for Social Media Optimization

I had the pleasure of giving a talk recently as a guest for Newport Interactive Marketers. NIM collaborates to provide their clientele with helpful advice and useful tools to keep their businesses in top shape. The subject of my talk involved making compelling visuals and improving photos and video using social media sites like Instagram or Snapchat. Social media is the perfect bridge between your business and public identities, showing your potential clients recent developments as well as photos that are important to you or your company. Here are a few basic tips I discussed to get the most out of each post:

  • Use the Camera App on your phone rather than Instagram’s camera feature. The amount of data that’s kept by a photograph upload brings much more detail and fidelity to your photos, making them much more impressive than the direct upload from the Instagram app.
  • Take a few pictures per session, especially for group photos. Having a selection give you better odds of shooting a photo or video clip that everyone likes.
  • Have fun with the filters! Some can add a sense of light or can make the shadows deeper, enhancing your original photo exponentially.
  • Make good use of the framing options for photos that won’t normally fit into the square shape of Instagram.
  • Use the power of the timeline to your advantage. Tell an engaging narrative story through your arrangement of pictures through social media.

Telling your brand's narrative story should be simple and fun. Keep taking those photographs and videos and connect with your customers, while making sure you optimize your visuals for social media.

 

Mobile Phone Photography & Its impact on brands
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I was a guest on 1540 AM WADK's Interactive Marketing Insights hosted by Suzanne McDonald. We spoke about mobile phone photography and how it impacts businesses and brands large and small in today's world. Here are a few highlights from the show

I find the biggest challenge of social media today is time, commitment and creativity. With the phone, it can be effortlessly, making an average photo excellent.

I am a big fan of the square image because on Instagram it feeds so nicely through the phone. I find the horizontal and vertical photographs a bit jarring when displayed on a format designed for square images.

Tighter shots are always better for viewing on the phone. For example, when a company promotes a fair booth with a large group of people that are taken head to toe, the image is not very dynamic. Instead, shoot a tighter photograph, possibly at a different angle instead of straight on. Experimenting with angles and getting in tighter may simplify the image, making it more exciting and creative to catch a viewer's eyes.

Consistency is necessary with the same type of filter and color pallet. There are 3-4 filters I prefer because the style ties closely to my brand and allow my photographs to be more aligned with my vision.

Keep your phone photography simple and focused on humanizing your brand. For example, a restaurant should take more than photographs of the food. Take pictures of your staff, or a chef cooking is a beautiful photograph that humanizes your restaurant and allows your customers to connect with the "behind the scenes" activities.

Anticipate taking lots of pictures, and you will still only use less than 10%. Don't hold yourself back. Shoot more than you need. Having an inventory of photographs and then choose the best images that allow you to be more creative and have fun with experimenting with your brand.

The Interactive Marketing Insights radio show includes several other tips from myself and Suzanne McDonald from Angles and Insights. A few days later I was a speaker at NIM (Newport Interactive Marketers) - Get Seen! Video and Visuals: Pro's tips at your fingertips.

I also want to mention this fantastic article, “Finding Your Inner Photographer: Making the Most of Your Camera.” The website, Groom + Style, created a fun and simple piece that is full of excellent tips to become a better photographer with your camera and your smartphone (iPhone or Android).

Why I Create Personal Photography Projects

When I was in college I listened to a professional photographer speak to our class and he mentioned how important it is to work on personal projects. At the time I didn’t understand that comment because everything I photographed felt like a personal project. It was all new to me.

As my career blossomed I deeply experienced a feeling that I needed to create a meaningful personal project. I came up with the project REVEALED. From there I realized how much growth, joy, and accomplishment I get from personal projects. It fires up my passion for photography.

Recently a friend asked me what my next personal project will be about and when I will be working on it. I responded that I had nothing in the works. She then proceeds to tell me she looks forward to my next project because when I dive into one I talk about it with such passion and share that. This was a wonderful reminder that I’m due for another personal project.

PERSONAL PHOTOGRAPHY PROJECTS HELP YOU DISCOVER THE REAL YOU
I typically create personal photography projects to learn more about myself. While it is a creative exercise it also allows me to grow my photography skills, and I learn more about myself within these projects. With REVEALED I was exploring my own spirituality and as my subjects explored their expression of spirituality, their process deepened my own work.

SELF LOVE was another personal photography project where I had the same experience. It became an opportunity to not only explore Self Love personally but to gain a deeper understanding of my subjects.

I feel video and photography Personal Projects are necessary for creatives in this field. And I have already dove into my first 2018 photography personal project. I can’t wait to see what I learn from it creatively and personally.