A Different Kind of Behind the Scenes Video Content
What is the best sort of BTS to tell your brand’s story?
An introductory guide to the myriad ways to use behind the lens content from your shoot
Behind the scenes films come in loads of different flavours. We have worked on hundreds of shoots for dozens of fashion & beauty clients. One of the reasons we love creating behind the scenes content is that every shoot is different and no two brands want the same thing.
With so many social media channels as well as in-store, online and PR- behind the scenes film content needs to be carefully crafted to have the maximum engagement with customers.
This is a quick run-through of the different types of behind the scenes videos brands use for their digital marketing. Obviously, there is some overlap- some content falls in to multiple categories. As with most things, it is fun to bend the rules- so while these categories can be used as a guide to what sort of content a brand might want, blending them and mixing them up can really work too.
For each of the video types, are examples of BTS films we have created. Get in touch if you want to see more examples of a specific type of our work.
BTS Film for Asus
Shoot Mechanics- Classic BTS
Behind the Scenes video for Shiseido
The classic behind the scenes video. Shot in a documentary style, this type of BTS film covers every aspect of a fashion or beauty shoot, from the hair & makeup, through styling onto the set where the talent is being photographed.
These films create a sneak peek at the hard work and glamour(!) of life on set. The viewer feels closer to the brand when they can see how the magic happens. With an expensive celebrity on set, it is a great way of creating additional assets that can be used across different social media platforms without adding any extra burden to the talent’s time.
The ideal length is between 30 -90 seconds. The longer format makes it more suitable for YouTube and for websites. Cut downs work well on Instagram & TikTok.
This BTS video we made for Shiseido shows the mechanics of the shoot alongside the incredible dancing of Koharu Sugawara.
Creative Films- Did someone say BTS?
Creative films are the ones that don't look like they were shot behind the scenes. Normally they are shot on the back of a beauty or fashion photography shoot.
Creative behind the scenes films are a brilliant way of getting the most stunning original content at a fraction of the cost of a separate film shoot. Time is normally the biggest barrier for a creative film. If the day has been produced with an emphasis on creating a stills photograph campaign, there often isn’t much time between shots to set lights, shot multiple takes, and cover the different angles you need to make a flowing edit.
If this is what the brand wants then it is important that production builds the shoot schedule with this in mind. Working with an experienced behind the scenes director, who is used to shooting fast can help maximise what can be achieved.
More and more agencies & clients try to find a way of balancing the demands of stills & video on a single shoot- after all it really is the best use of time and money.
The Ideal length is up to about a minute. A multi-look fashion film can be cut down really easily for social posts
This film for Adidas x Stella McCartney was shot on set for a stills shoot. Dynamic footage and creative editing helps transform a behind the scenes film into something more beautiful and creative.
BTS Fashion FIlm for Stella McCartney Adidas
Collage- Everything Everywhere All at Once
Fast cuts, bright colours and heaps of energy- social media Behind the Scenes collages can use multiple sources to create a dynamic clip from a shoot. Combining directed more creative video, behind the scenes, self-shot phone footage and still photographs, there really are no boundaries about how this sort of film can cut together.
The most successful collages require several different sources of content. Add on a banging track and you can create a fast Tikok video or Instagram post.
This BTS Collage was made for Revlon to introduce their new models. The edit was made from behind the scenes footage shot over several days in multiple locations, behind the scenes stills and some directed shots.
BTS Social Content for Revlon
Behind the scenes reveal film for Kerastase
BTS Talent Reveal- Who’s that girl?
This is a variation on a classic BTS documentary style video. Brands may want to use a ‘reveal’ film when they are launching a new brand ambassador.
The behind the scenes filmmaker needs to plan the shoot a little more carefully in order to capture the shots that build the suspense of the reveal and create a high impact moment when the talent is finally seen.
The edit is crucial to making this sort of BTS video work. Reveal films can be teased ahead of time with social posts that allude to the reveal.
We made this BTS reveal film for the luxury hair brand Kerastase then they signed up Kate Moss as their new face.
How to BTS Instagram post for Haig
How to… Instructional BTS
These short BTS videos can be anything from how to apply a glamorous party look to your eyes to how to rustle up the perfect Espresso Martini.
The key to engaging ‘how to’ content is speed- either the footage needs to run fast or the shots have to be super short with fast cuts.
‘How to’ BTS videos work brilliantly on Instagram and TikTok where speed is super important and you only have a few seconds to grab the attention of the user.
This ‘How to’ Instagram video with David Beckham was made behind the scenes of a campaign shoot for Haig Whiskey. We created a how suite of content from the shoot, including BTS photographs, Instagram drops and a behind the scenes film.
Celebrity Endorsement- Making it believable
Celebrity product endorsements are super powerful. Customers love hearing what their favourite celebs & influencers feel about the brands they use and represent. For a brand, that has forked out a ton of cash to get just the right talent for their brand, a short piece to camera, a voice-over or just footage of them with the product is really valuable.
One of the important considerations for endorsements is authenticity. If the viewers don’t believe the shot then it can undermine the celeb’s message and trust in the brand. Working with a BTS director who is used to creating this sort of content can really help. Often models or athletes might not be that experienced in delivering lines. An experienced director will be able to make the talent feel at ease and work through the script or Q&A with them.
This Behind the Scenes beauty video features a Kate Moss voice over where she discusses what she loves about Decorte’s super luxurious AQ range.
Product endorsement BTS video for Decorté
Product focused behind the scenes video for Gucci
Product Focused BTS- It’s a bling thing
Sometimes the product is the hero. A great BTS team can shoot beautifully lit still life of the product as well as capture the action. Product shots are often easy to include on a shoot schedule as they can take place away from the main set with separate lighting and set design. The behind the scenes film crew can set up the shot and come back to it during lulls in action on the main set.
Once the still life shot has been set up for the BTS video, it quick and easy to shoot stills of the product too. A value-added bonus.
This product focused behind the scenes fashion film was shot in London for Gucci with the Chinese superstar Li BingBing
There is more to behind the scenes video than just shooting behind the scenes. To create the best most engaging content it is important to plan the final deliverables before you step on set. Get in touch if you want to discuss how we can create the perfect behind the scenes content from your next shoot.