We’d love to take all the credit for the video that we created with Mill City Cheesemongers but as it turned out the founder was a natural on camera. When Beth walked into the studio, she claimed to have no experience in front of a camera but when the lights went on, she was awesome and her videos reflect that. As awesome as she was, we will take some credit as the StudioWorks model ended up being a perfect fit for her goals.
Mill City Cheesemongers is a brand new retail store in Lowell, MA that not only offers an incredible selection of high-end cheese and specialty foods but also offers cheese classes, private events, catering and sells online. Part of what makes them unique is their incredible passion and knowledge for all things cheese and it turns out there’s a lot to know. That’s where video plays an important role in their business. They’re using video to educate, inspire and grow their audience on social media and ultimately turn that traffic into retail visits and online purchases. It’s a brilliant use of content marketing as cheese lovers literally eat up their content.
Being a new business their budget was small but since they’re selling high-end, specialty products, portraying the right image is important to their brand. With StudioWorks, they are able to create an amazing video series “The monger minute” by taking advantage of our professional-grade gear and team of experts that would otherwise have not been affordable on their budget. A few key capabilities of StudioWorks are used to help Mill City Cheesemongers tell their story with video:
Green Screen – shooting on green screen can be tricky. If the environment isn’t set-up and lit properly and the camera settings aren’t set and tracked appropriately the green screen can’t be easily keyed out. Having a ready-to-use green screen was useful for Mill City Cheesemongers as we can shoot the segments in studio and then set them wherever they choose. The first video was set it in a country-style kitchen but for other segments they might want some variety. We can easily switch from the Swiss Alps to a Wisconsin farm with a few clicks. Best of all we can show them different options during the editing process so they can pick exactly what they like for each segment.
4K Cameras – We’re often asked if 4K is necessary when the videos are shared on Facebook and YouTube and are often viewed on mobile phones or laptops. The use of 4K cameras isn’t so much about broadcasting in 4K as it is about providing options in post-production. For example, the 4K footage allows us to show various zoom levels during the video even though we only captured this particular content with a single camera. In the first video we were able to zoom way in on the rind of the cheese to show texture and we could decide during the editing process where and went we wanted the zoom – 4K cameras with the right camera operator make that possible.
Teleprompters – As mentioned before, the founder turned out to be a star on camera and most of these videos were done in a single take (usually not the case). A lot of that was natural talent and incredible preparation but by offering a staffed teleprompter it makes it much easier to manage the pace and helps the reader to not miss any important points in the moment. While Beth was amazing, she appreciated having her content there on the teleprompter to keep her on point and at the right pace.
Most importantly for Mill City Cheesemongers, we’re able to shoot multiple segments in a single studio session and now that we’ve got a template for their video series created, we can crank out several videos for them quickly. With that model, the subsequent videos end up costing hundreds per video, not thousands, to produce. For companies looking to create a video series like this, the StudioWorks model is perfect and makes this type of video content marketing accessible to companies of all sizes. We look forward to producing more and more videos with Mill City Cheesemongers - and not only because they always let us sample the products after the shoot!