Shoot Short Shots? There are No Rules (p. 106)
I often recommend that people shoot short shots. Then I get letters arguing about the rule of shooting short shots, and whether you can ever break it. My answer: There are no rules in creativity.
Examples from the Book
Shot List: The Opera Spot (p. 77)
Shot list are exactly what they sounds like: a list of all the shots you might want in your video.
50 Ways to Shoot One Thing (p. 140)
Changing your filming angle changes the meaning of your video. Play with angles in your video, and everything will look more interesting.
How Viral Videos REALLY Work (p. 189)
Viral videos can be total luck or part of an intentional, well orchestrated push. What you don't want is to have neither.
Shooting in Limbo (p. 127)
Shoot video on a limbo background is easier than you think.
What's Your Intent? (p. 25)
Before you shoot video, brainstorm a list of what you're trying to do. The best thoughts form your intent- your guide to great video.
How to Promote Your Product Using Video (p. 192)
To promote your product using video, you'll want to intrigue a potential customer into learning more. Which means you’ll need a big idea and plenty of entertainment value.
Shoot Video that You Love (p. 26)
The videos are obviously well rehearsed. The shots are carefully planned. Great acting. The real question: why do them? Shoot video...
What in the Hell is Unity? (p. 114)
From "How to Shoot Video That Doesn't Suck", an example of dramatic "unity" — another way to make your video waaaay more watchable.
Genre Mashups: Musical Admissions Video (p. 61)
Videos have genres, although you may not be used to thinking of them that way.
Set the Shot and Hold It: Beyonce (p. 111)
If you watch professionally shot film, you’ll be surprised how often the camera stays still. There's a reason for that.
Short Shots Add Up (p. 106)
Cutting makes us pay attention. Each cut to a new shot forces our brains to figure out what we’re looking at and what it means.