Jordan Berger – Giant Creative

Our Video Production Process: Experience the GIANT Difference!

At Giant Creative, video is what we know and love so we figured, why not share our tried and true method of video production with all of you.

Video is such an important aspect of any marketing campaign with multiple studies showing just how impactful it really is. Not only is video versatile, engaging and entertaining, but it also makes a significant impact on audiences, allowing them to further understand, and remember, your brand and campaign message. If you want to learn more about the power of video check out the blog dedicated to just that.

Despite the fact that each of our clients video projects range in tone, message and stylistic approach we stay true to our video production process that we have honed and perfected over the years. Because as they say “if it ain’t broke, don’t fix it!”

Stage 01: Creative Development

Every video project starts at the grassroots and for us, this means sitting down and asking the big questions.

1. What are the video objectives
2. Who is the target audience
3. How do we best tell the story

By establishing the direction of the video, what we want to accomplish, and who we are targeting, we are able to begin to visualize the stylistic approach we will need to take. Having a clear understanding of the tone of the project prior to filming ensures that the end result will be on brand.


Stage 02: Pre-Production

During this stage of the production process we see the project come to life as we begin to piece the necessary video components together. This stage consists of:

1. Storyboard creation
2. Script writing
3. Planning the shoot

By putting our thoughts down on paper, and seeing how all aspects interact with each other, we are able to visualize the video and make final edits accordingly. This is perhaps one of the most important processes as it is crucial that everything is in order prior to filming. Taking the time beforehand, and not rushing the pre-production process, is guaranteed to save countless time and headaches down the line.


Stage 03: Production

This is where the magic happens! Whether we’re on location or in the studio we finally get to bring our project to life. While some projects require elaborate backdrops and extensive prop and costume planning, others take a more subtle approach by simply focusing on the product or service at hand. Every project is so unique and that’s what makes our jobs so awesome.


Stage 04: Post-Production

Remember how we said pre-production was one of the most important stages? Well, post-production is as important if not more! This is the stage where our talented editors take the raw footage and turn it into something outstanding. This process looks a little different for each project but mainly consists of:

1. Editing footage to create a compelling story
2. Adding in motion graphics, b-roll and music
3. Colour grading
4. Sound design

There’s so much that can be done in post-production and it’s an exciting process seeing the footage all come together to create a final product. This stage is important for establishing the tone and feel of the footage as lighting and sound both play big rolls in evoking emotion.


Stage 05: Delivery

And that’s a wrap! Once post-production is complete it’s time to review our video one final time before sending the completed file off to the client.

Follow us on social media @GIANTCreativeInc to see BTS footage of our shoots and finished client work!

What the Font! The Importance of Typography in Advertising

Font, type, lettering, script, whatever word you chose to use, these sets of glyphs deserve a lot more credit than they are usually given. When we think of graphic design, our minds quickly go to bold imagery, or delicate details but rarely do we consider the role that type plays in creating the overall aesthetic and meaning of a piece. Type is one of the more important yet most widely misrepresented and misunderstood aspects of advertising. Typefaces often get dulled down to two categories, serif and san serif, and are often seen only as a way to convey information. However, the style, sizing, placement, and font itself are all facets that graphic designers do not take lightly and are aspects that play a vital role in the success of design projects and their campaigns.

What is Typography?

Typography put simply is the art of arranging and designing type. There are many different aspects that go into typography including the selection of typefaces, point size, line length, line-spacing (leading), adjustment of space between groups of letters (tracking), and adjustment of space between pairs of letters (kerning). When writing emails or drafting a document, all of these components are usually preset for you, but in the world of graphic design, it’s up to the designer to make these important choices on their own.

Typography is nothing new to graphic designers and advertisers. It has long been used as a way to set the theme or mood of promotional content by drawing attention with specific fonts being used to convey different messages to the reader. Effective typography, combined with the designer’s use of colours, shapes, and images, is what makes for a successful final product.


Let’s Set the Mood with Fonts

Typefaces can be BOLD, timid and everything in between and the expressiveness of simply the lettering itself can be a huge indicator of how your messaging is going to come across. A good designer will know how to use this to their advantage, amplifying the meaning of the words written with how the word actually appears.

“Your choice of typeface is as important as what you do with it”

-Bonnie Siegler, Graphic Designer

Observe the different fonts below and see if you agree with the personality, we believe they are giving off. While some fonts appear stern or serious others can come across as very fun and lighthearted. There’s a font for almost every tone or emotion.



The above are just a few of the endless expressive fonts that can be used to establish mood and tone. It’s easy to see how an advertisement for a rough and tumble tool company would most likely shy away from using elegant fonts such as Edwardian Script, the same way as a prestigious banking firm may not chose to use Comic Sans.


Effective Typography

Choosing fonts that establishing the personality of the text may seem like the most important task when working with typography but there are also some general housekeeping rules that must always be followed if a designer doesn’t want their hard work to go to waste. As advertisements have become more web dominant, designers have had to pay even more attention to typography, as nothing screams poor design louder than typography that is poorly selected when viewed on the web.

Let’s explore some rules when dealing with type.

Keep it simple: Using too many fonts or styles can be confusing for viewers and takes away from the overall design of the piece. Sticking with a minimal number of fonts establishes consistency (see next point) and creates a more visually pleasing composition.

Keep it consistent: Consistency is key when it comes to typography. Type can be a really strong way to establish a brand and companies can use this to their advantage when establishing a cohesive brand identity. By keeping fonts consistent across company promotional ventures, audiences are able to create connections between fonts, advertisements, and companies.

Visibility: This is very important on the web. Text is meant to be read and if the sizing is too small or the background makes it illegible, the entire design will suffer. Working with text and imagery together can be tricky and layering the two can create visibility issues. Because of this, it is of the utmost importance that designers always keep the sizing, colour, and contrast of text at the forefront of their minds.

Poor Contrast                                                                                   Proper Contrast


Hierarchy: By using varying sizes of text, viewers are able to distinguish between the most important aspects of your design and those which they should digest at a second glance. This also allows hurried viewers to pick out the most important parts of your ad and retain information even if they do not view all the details.


As we can see, typography plays a vital role in the advertising world and for designers, this doesn’t come without its challenges. There are many different approaches that can be taken in regard to type but it goes without saying that almost all advertisements require some use of this seemingly simple yet deeply tricky medium of expression. From announcements to calls to action to company slogans, typography and its importance should not go unnoticed. So, next time you see your favourite ad, or your least favourite for that matter, take a moment and pay extra attention to its typography and see just how significantly its look, feel and approach are impacting the overall design and its effectiveness.


The Power of a Post: What goes into Creating a Successful Social Media Profile

In the last couple of years, we have seen the grip that social media has taken on society. Its presence has become an integral part of everyday life and presents itself as a way for individuals to communicate, stay connected, and share their lives through imagery and text. Although social media started out as a way for individuals to connects, it has, as most things do, turned into a way for businesses to market themselves and connect with consumers on the internet.

From Play to Profit

Sure, it’s easy to aimlessly post personal pictures to your feed and bask in the glory of complimentary comments and likes from your friends and family, but in the marketing world, unknown consumers are much less likely to engage and pay attention to your businesses feed. Social media is filled with companies trying to promote themselves, and for viewers, this can get overwhelming. Not to mention the multiple paid ads that now come up unsolicited on almost every social feed.

So, in this war zone of businesses fighting for viewer attention, what exactly is the key to standing out? Here are some of our tried and true tactics that are sure to boost your company’s engagement, reach, and prominence in the social media sphere.

  1. Sell your Company Values

Every company has a product to sell, but your company values, lifestyle, and story are what make you unique. Studies have shown that millennials base many of their buying habits on just this, with 83% of this demographic stressing the importance of consumer/company value alignment. And they exercise that conviction when choosing a brand to purchase products or services from.

In recent years, people have become more aware of how companies are combating issues such as environmental pressures, animal cruelty, and ethical labour, while more recently individuals have focused highly on shopping locally and supporting small businesses. Companies stances on these issues all create unique selling features that have to do solely with the brand’s values rather than their physical products. These snippets that show who the brand is behind the product itself can become phenomenal selling points that will be wasted should they not be expressed through company social media feeds.


  1. Analyze your Engagement

Social media platforms such as Facebook and Instagram allow you to analyze your engagement like a pro. They give you the tools you need to see what content is working and which, well…isn’t doing so great. By keeping a close eye on your company’s social media analytics, you’ll be able to continually improve your social media strategy in ways that increase your reach and visibility on the web.

It’s actually quite amazing the detail of insight that these apps can give you! With just a click you’re able to see the reach, impressions, profile views, and interactions generated by an individual post as well as gain an overview of your page as a whole by seeing which content has been the most successful and which demographics have interacted and on what level. The more you dig through the analytics the more you will find and the more successful your page will become due to your new tailored approach.


  1. Run a Giveaway

Giveaways are a great way to increase your brand awareness and get consumers excited about your product. Everyone loves free sh*t and will be willing to engage with your company and even promote it on their own social media if it gives them a chance to win. Not only will this bring viewers to your feed, but will also give one lucky winner the chance to experience your fantastic product. If they like it enough to rave to their friends and families about it, you’ve just gained yourself future customers who may have never tried out your product.

Although it does mean giving up some of your inventory out of pocket, the rewards of a giveaway are definitely worth it in the long run.


Practice Makes Perfect

There is no foolproof method for increasing your social media following and company prominence as each company is unique and will need to enlist unique tactics to reach its unique clientele. However, through creative planning, keen attention to detail and analytics, and a strong understanding of what and how you want your product to appear to consumers, creating a successful social media platform is something that can be achieved. It’s unrealistic to expect to gain 1,000 followers overnight, that’s not the nature of social media, but with time, trial and error, and a dedication to what really should be considered a craft, a social media platform that is engaging and profitable is in reach!


The Power of Video

In the world of digital marketing, it’s easy to say that video content is king. More eye-catching, engaging, and responsive, video content stands out among the ad clutter that occupies all corners of the digital realm. Digital marketing has become an increasingly competitive field as the number of businesses promoting themselves on social media and the web continues to rise, and marketers have had to search high and low for the most effective way to get their message across.

The answer is always to produce engaging and captivating video content.

Static is Stale

When scrolling through social media the majority of content we see both on a personal level and a business level is static imagery. These can be stunning photographs, unique and creative graphic designs, or intriguing texts and there’s nothing to say that these aren’t effective ways of marketing a brand. The issue is that there are so many of them. When promoting a company, it is important to remember that individuals have been conditioned to aimlessly scroll and ignore ads at all costs, and when a static image is in front of them this becomes increasingly easier to do. It simply blends in with the rest of the content that is occupying their screen.

Enter Video

This is where video content can shine. It comes down to the simple fact that videos force scrolling users to stop and pay an extra second of attention to the post before engaging with it or discarding it. Static images are easily scan-able and you can expect that users will spend approximately three seconds before moving on, as opposed to the ten seconds that video allows you to hook your audience in.

Not only does video give you a better chance of enticing audiences to engage with your post or advertisement, but it also allows for more information to be conveyed to prospective customers, with 72% of customers admitting to watching video ads to learn more about what a company is offering. Additionally, social media posts that are video-based see 48% more views and generate 1,200% more shares than text and image-based content combined. These numbers speak for themselves.

Video is on the Rise

As Facebook founder Mark Zuckerberg stated, “video is a mega trend” and it will only continue to get more prominent as businesses realize the leg up it can give them in the digital marketplace. In fact, some platforms such as Facebook have gone as far as to prioritize video ads on their site because the platform itself is advocating for more video-centric content. Not only has video content proven to be more engaging, but now companies are being rewarded with more exposure by media algorithms just by utilizing video in their marketing strategy. Facebook wants the best content on its platform and the high engagement videos bring in provides just this.

TikTok, a site dedicated solely to video content, is an example of just how powerful video can be. In just over a year the platform has taken off, not only as a social platform for personal use, but as one that can generate real revenue for companies looking to increase their digital presence. TikTok’s fast pace and eye-catching nature appeals to the decreasing attention span of today’s society and gives businesses a place where they can get personalized, informative, and most importantly digestible information about products and services out to potential customers. Want to learn more about this powerhouse of a social platform? Check out our blog How TikTok is Changing the Digital Marketing Landscape here.

No Signs of Slowing Down

With new media trends emerging at an almost constant rate it’s impossible to predict the future of digital marketing. However, it is quite certain that as competition in the digital sphere increases, companies will need to place an even greater emphasis on video-centric content. Video is the superior tool to use when showing the world what your brand is all about, and creates a space where you can establish more authentic connections with your audience.

In a world filled with ad clutter, video gives brands the best chance to stand out and be recognized in the market, resulting in consumers who are more likely to interact, support, and be loyal to your brand.  Although there is still a time and place for image and text-centric ads, it’s safe to say that video content is the strongest asset for businesses trying to increase their digital presence.