What 'Making a Murderer' teaches us about video content (and ourselves) *SPOILER FREE*
1. Emotion Breeds Action
Personal opinions on Steven Avery’s probability of guilt notwithstanding for a moment, after watching this series I would bet that everyone not only felt an emotion, but also took action - be it sympathy, anger, appreciation, outrage - expressed vocally on Facebook (or other SM platforms), through dinner conversation or even simply telling a friend that they MUST WATCH this show.
The beautiful manner in which the Making a Murderer narrative was presented, created organic, exponential growth and exposure for the series, Netflix and the filmmakers. It feels a bit dirty to sensationalize such a tragic and extraordinary set of family circumstances, but if examining MAM from the perspective of converting an audience, the production team hits a home run - we care deeply about the characters, for better or worse, and simply can't look away and not discuss our feelings.
2. It's Worth Taking the Time
MAM took 10 years to produce - 10 years pouring over emerging details, capturing new footage, analyzing and re-analyzing the facts in order to portray, as the filmmakers Dimos and Ricciardi will tell you, the story in the most honest, bi-partisan manner possible. Given the profile this case received in the US media, the filmmakers would be doing themselves (and the story) a dis-service by angling too far left or right, for fear of any doubt cast on the authenticity of the narrative. The beauty of this series' approach is that it's fact based, we get to see the police tapes, hear authentic recordings and review transcripts, allowing us to pass our own judgement. While new details have emerged about certain facts that were left out of the documentary, upon review, don't feel they affect the authenticity of the narrative. No doubt Dimos and Ricciardi infused, at least in part, their own opinions about the facts, but by enlarge, took the time to get it right, whatever “it” meant to them. You don’t fall into good story, you manufacture it, piece by piece. Ask any experienced video producer, and they will tell you that the key to successful video content is planning - a majority of the work goes into a project before record is pressed for the first time. While a documentary's story arc does inherently subscribe to the "shoot now, piece together what you get" formula, the process by which the data is collected, organized and acted upon is incredibly methodical in nature.
For additional info on the filmmaking process, read an in depth interview with the filmmakers HERE.
3. Sexy Packaging Sells
In examining the disparities between the project itself, and its packaging - it's clear Netflix helped finance the latter stages of the series to help finesse the project for market (and even if they didn't its worth examining). So, what is content packaging? It’s everything that surrounds the story and gives it production value and substance, in the case of MAM, everything from the opening credits, the cinematic b-roll and aerial visuals. Check out the trailer and compare it to the rest of the series production value, it's far sexier and feels a bit more "fit for market" than it would if the trailer was presented doc style (interview/broll).
What can you do now to better package your content. Like the trailer does for MAM, start with creating a custom thumbnail for your video, a teaser for what your viewers can expect. Use the video thumbnail real estate to communicate for more than the traditional "still frame" that most use. Add text, a call to action or custom artwork to the thumb - what your thumbnail looks like will largely dictate wether the viewer clicks play. Another thing you can do to better package your content is writing a video description. Add whatever context or narrative you want to the video by describing your process, how you felt when you made the video, or if its product driven, how the product will fit into your market segment. All the drone videos on my vimeo page include a description of what is being depicted, how I felt when i was capturing the footage and/or what type of inspiration the video has provided me personally and professionally. Granted the text should be customized to your target audience, and doing so effectively will create a stronger bond between content creator and audience.
4. Drones Are Good
Beyond the storytelling, one of my favourite pieces to this series is the drone work. Elegantly and seamlessly woven into MAM, the drone work plays a critical role in how we digest and perceive the narrative. Listed below are 4 ways in which drones improve the quality of your viewing experience:
A) Lets the Story, and Viewer, Breathe
Often inserted strategically after suspenseful moments, drone shots give the audience reprieve from their nail biting and quickly beating hearts. A moment to digest what they have just seen and decide how it makes them feel, a moment to let the facts and realities of the situation sink in.
B) Geographic Context
While a bit more of a universal dronism, aerials cameras are simply the best tool for creating establishing shots, we get to share in all the geographic details of the area, sometimes kilometers wide, instead of being married to what a terrestrial wide angle lens can capture. Given an aerial perspective of how big the Avery junkyard is, gives us pause, to consider how easily it would be to 'tuck a murder away in a corner'. The drone shots also brought us to each geographic location in the series, from the junk yard, to Manitowoc county, its surrounding areas and neighboaring municipalities. Angles and perspectives traditionally too expensive for the average documentary filmmaker, are now critical storytelling tools.
C) A Different Angle, Figuratively and Literally
Although a bit more metaphoric in nature, an inherent tenet of good storytelling, is giving the viewer perspective. With every drone shot, came a pause, a beat, a moment for us to reflect on the area that we were currently situated. I believe, if only for a brief moment, that the drone work makes us consider what we have just viewed, but more holistically. The sweeping aerials make us step back and re-evaluate, give us reason to pause and question the context within which we have just witnessed something
D) Feelings and Symbolism
The drone gives us access to visuals that are by design, emotive. Take the water tower for example, simply the sight of it represents so many feelings. Ones of community, a false sense of security, anger and for some, pride. Surely the same water tower could have been filmed from the ground, but in doing so, would bake in an inherently different perspective. In addition to the heights drones can reach, their stability and agility sweep us in and out of moments, making us feel all the feels.
