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How Much did that video Cost? By Jan Keck, Cinematographer

“How much does a video cost?” is the most common question we get. So, viagra 40mg we’ve asked video creators to identify a video they like & let us know what they thought it would cost to produce. The only catch: IT’S NOT THEIR VIDEO (so all posts are merely an estimate by each video creator on what they thought a similar video might cost). Enjoy the series!  

So, viagra 100mg how much did that video cost?

“Finger Cleaner” is an ad that everyone at BIG3 Video Agency had a chuckle over – and stuck with us to this day.  The story is delightfully strange: the new guy at the mechanic shop is eating Doritos with a couple of co-workers.

Instead of cleaning the savory dusting off of his own fingers, his senior co-worker tells him to stick it in the industrial looking hole beside him, as that is “only for Doritos”. The hole looks menacing, leading the mind to wonder – is this going to go for shock value? Is the man’s finger going to be ripped off? Is it going to get stuck? Where does the hole lead? And then we find out. And then we laugh.

The timing was just right – not too long as to become stale, not so quick that it loses people. The actor’s commitment really holds attention, raises tension, and pays off huge. Special nod goes to the one shot you almost miss, where the senior worker feeds his sidekick like an animal, accented with a large crunch (as if things weren’t weird enough). The simple camera shots move quickly, and look great.

As part of the Doritos “Crash the Superbowl” competition for the 2014 Superbowl, the ad sat alongside other competitors – and although in the end the spot was not chosen, we still love it all the same.

But how much did it cost?

Since this was shot on spec, the team probably didn’t have a lot of money going into the project. The name of the game is getting anything for free that you can. That being said, this looks fairly professional, so lets assume that even going out of pocket, this production company has some money to play around with. It could have had potential to go viral even without the Doritos name behind it, so the company probably saw it as a win-win. For the sake of the argument to find out how much this video cost, let’s assume everyone involved was paid an average industry rate.

LOCATIONS

As far as production itself, everything could have been shot in one day.

Assuming that they used two locations – the mechanic shop and the office  – they could get by spending about $1000 on location. It could have been less if there was a useable office in the garage, as is sometimes the case.

ACTORS

We counted four actors – and assuming the shoot was ACTRA (Canada’s version of SAG) – those performers would be costing close to $2,800. If it was non-union, as spec commercials tend to be, it could have cost as little as $800.

CREW

According to the credits on their website they had a crew of around 16 people, which are: Director, Casting Director, 1st AD, DOP, Art Director, Camera Assist

Gaffer, Best Boy, Grip, Sound Recordist, Standby Props, Makeup Artist, Art Assist / Runner, Model Maker, Colour Grading, Online Editor. My ballpark would be $7k for the whole crew for the one production day.

EQUIPMENT

This is a difficult category as I assume they shot the video with gear that they already own. If they had rented a RED camera including lenses, camera support, dolly and sound and lighting kit, it could be around $3,500. They probably also used a lot of the existing lighting in the garage as you can see some of the neon-tubes in the background and just added some KinoFlos to better light the actors.

OTHER

Doritos provided contestants with a tool-kit, with pre-approved music and animation, so those aspects would not be factored in.

Props budget would be fairly low, if you could dress the office using items from the location. The “wall hole” prop would run you $50 for the drywall and white paint. For costumes, you could try your luck at a thrift shop, and if you don’t get lucky, pick up a couple of mechanic garbs from any surplus store for $30 each.

MARKETING

As an agency that does both production and marketing for online content, we at BIG3 Video Agency would definitely want to throw in an added push. The aim would be to get this in front of the right people, with a call to action to vote in the ongoing SuperBowl ad contest.

The creators were smart in creating a dedicated website, where they ask people to vote once per day on all their devices, and of course leveraging social media on Facebook, Twitter and also Reddit to drive people to vote for them.

The organic views turned out to be huge, but it wouldn’t hurt to get the ball rolling with a targeted 1 month Facebook or YouTube advertising campaign when they uploaded the video. Since the demographic is young and social, these are the best places to get them to check out the video and of course vote for them in the contest. We would have spent maybe $1000 on a campaign targeting young guys. 

RESULTS

Looking at their impressive social stats it was a pretty close call in the competition. Although their video made it into the final round they just came in short of winning the competition.  

Views: 4,106,254

FB Likes: 44.2K

FB Shares: 51.4K

FB comments: 34.3K

YT Likes: 10.5K

YT comments: 945

Tweets: 3,415

Reddit Votes: 4,787

With results like this it was no surprise that the filmmakers ended up getting signed on for a web series on ABC, backed by Doritos after the Superbowl.

SUMMARY

In summation – this is pretty close to the work we do here at BIG3 – fun, funny, and fairly easy to shoot. The demographic is already primed for weird, funny things online, as they search for them daily (as do we). It’s an easy sell.

The production team could have made huge profit off of the prize money if they had won, so they probably invested a lot of their free time to produce and promote the video. We estimate they probably spent around $2,500 for the video if they got people to volunteer their time and use mostly owned equipment, but had they produced this spot as a web commercial for Doritos it could have cost around $15,500 plus a markup, (which, for a Superbowl spot, could be very high.)

For Dorito’s, the huge prize money they would be forking over would only be a ¼ of what they are actually paying to get the 30sec spot on air during the 2014 Superbowl – a cool $4 million (on average). On top of that they got several spots that earned a ton of impressions online. The whole thing is a win/win!

Jan Keck is the cinematographer at Big3 Video Agency. Learn more about them here, here & here :-) 

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