The good, the bad and the ugly of crowd sourced video production. This blog concerns itself with freelance video creation and how it is changing the advertising world. The established advertising agencies call us…consumer generated content. In the evening at the watering hole, they call us their worst nightmare.
My name is Jared Cicon, (pronounced: sigh-sin). I’m a married father of four children, I live in a quiet suburb about 20 minutes east of Los Angeles. In 2004, I was given my first computer (by my sister-in-law Pia) to help me finish some Junior College homework. By the Spring of 2006 I’d transitioned from a 17 career as a freelance wedding photographer into a full time commercial video production career. Since then I’ve produced several local, regional and national (TV) and internet video commercials.
With each passing day/year, free-lance creatives gain increased access to midlevel and major brands, providing opportunity to get their work viewed, purchased and utilized on the national branding stage. These opportunities come in the form of crowd-sourcing portals like PopTent, Tongal, Zooppa, MOFILM, and others. These sites offer branding assignments, (kind of like an open casting call for actors), where we freelance producers are given the chance to wow the brand.
Never before in the history of professional advertising has such access been available, bringing with it legitimate opportunities to create content for brands. Besides trying to build my own career as the Video Contest King, I’d like to help you become the best creative/producer you can be. My regualar current production calendar consists of about 50% of speculative (contest) work. Here in the new millennium of advertising it is an awesome Wild West of creative ideas. Technology has made the tools of creation accessible to just about anyone with the desire to learn them and what has resulted is a base war of ideas. May the best (wo)man remain standing.
If you like, subscribe to the blog. When the opportunity presents itself, leave a comment. Hey, it’s free. Or, you may email me with questions about my services as a production consultant. I’d like to know what project you’re working on and if you’d like some detailed feedback/advice, the Video Contest King is poised and ready to be your production partner.
Cheers and Good luck,
Jared Cicon (aka The Video Contest King)
#4628
I am glad to share your opinion about my Doritos spot.
Thanks
Hey Solo Jang,
PRO:You get good marks in the following.
1. Casting (acting was great)
2. Lighting (very aesthetically pleasing)
3. Photography was very cinematic, good work.
4. Location scouting (backgrounds were very pleasing on the eye)
CON: These are the things that will probably sink you.
1. Your music bed disqualifies you, since you were only supposed to use things supplied in the Directors Toolbox.
2. There is no ‘grab your stomach’ laughter here. Same reason why none of my spots qualified for the ‘best of’.
3. Writing. The story is predictable and not worthy of the $70,000.00 per second cost to broadcast during the Big Game. This also was a :15 story spread out over the :30 format.
You got skills Solo, but you have to pay attention to the other production deficits. namely the writing/script.
The VCK
Hey Carolin,
Could you do me a favor and find the three or four digit doritos video numbers in stead of these YouTube links?
The VCK
Please check out our commercial video. We are trying to start a new Doritos catch phrase.
video # 3138
Hey Van Klimetz,
Hope you don’t hate me but I am going to be direct and to the point.
1. The Boss was a very weak performance. You need to cast real actors if you want a breathing chance at producing a SuperBowl spot.
2. Your ‘catch phrase’ is not a phrase at all. It is a single word. A word that if said it to any of my acquaintances, probably wouldn’t be adopted as the new hip slang.
3. The ‘stained fingers’ aspect is a bad branding message. You may have seen other producers create similar content and mistakenly deduced that Doritos would like to focus on that particular downside of their product. You were wrong. It is just flat out bad branding.
4. This was a :15 commercial stretched over the :30 format. Neither was the story strong enough or long enough.
Listen Van, I am reviewing these spots in accordance with the quality that is expected of SuperBowl content. That bar is even higher than normal national quality (which is insanely high in and of itself). You are not alone in missing the mark. My own spots didn’t even make the ‘best of’ list. Don’t feel bad.
The VCK
Jared,
here are my spots:
4356
1335
3253
3003
Hey carolin,
Sorry I am just now getting to your spots. They sort of got lost in the mix here on the ‘About’ page.
I am going to be general in my critique since all four of your spots seem to have the same issues.
1. It is apparent you have good actors available to you. In most of the spots, the people ‘look’ great and can act very well.
2. Your major problem with all of your spots is the writing. There is in some cases (#1335) no story, and/or a very weak story that definitely is not SuperBowl worthy. Before you start production on anything, a script needs to be worthy of the effort you are about to undertake. There were no SuperBowl worthy stories here.
3. You need to pair up with someone who has writing skills. You should also look into getting a directing talent too, as a lot of your blocking was suspect.
Take advantage of this Dorito contest and my blog reviews to watch videos and then see how they were critiqued. Take a look at the ‘best of’ videos and make notes on the ones you liked, and ‘why you liked them’.
You have your homework cut out for you Carolin, but as I said before, your ability to draw acting talent is envied I am sure, by many a creative in the Doritos contest. Now you need to being all of the other production values up to par.
The VCK
Heres our entry http://www.crashthesuperbowl.com/#/video/3956
Hello, I submitted my commercial the last minute, so i imagine you never saw it. I came up with a campaign called Speak Doritos. Here’s the 2 spots…let me know if it makes your list:
(karate)
http://www.crashthesuperbowl.com/#/video/2242
(sexy)
http://www.crashthesuperbowl.com/#/video/2247
Hey Jared,
I’ve really gleaned a lot from your blog and appreciate the time you’ve put into covering the Doritos contest. I entered a spot this year but for some reason the TV icon on the site is blank so not many people have viewed my spot or posted feedback. If you’re not completely burnt out at this point I’d love to hear your thoughts.
It’s number 4344 .
Thanks!
couchfort
Hey Jar0d, I just took some time today to read more of your site. Its very informative, great job btw. I’ve been working in casting these past 5 years, however, i’ve always had a desire to get into advertising and find myself writing commercials a lot, so your site is great inspiration for me. Anyway, I’m just curious to see if you’ve had a chance to view my submissions for the CTSB contest? numbers 2242 and 2247. the sexy one uses free music from garageband, but in reading your site i’m seeing that might disqualify it. The karate version, does not, so i’m keeping my fingers crossed.
sorry, about the last misspelling of your name, Jared!
Hi Jared,
I put 2 videos in the Wonderful Pistachios Honorable Mentions Lists. Now I’ve put 1 video up on the Nikon Festivals Top 50 list. Love to hear what you have to say about it. Please check it out and leave a rating and comments on the Nikon page. Encourage others to do so if you think it deserves it. Much appreciated!
http://www.nikonfestival.com/blog/2009/12/15/my-dreams-my-day-lucidly-told-through-the-photographic-eye-and-a-nikon-d90/
Thanks,
mightymattp
Hey mightymattp,
I just went over to the Nikon site and watched your short. It was a very ‘short’ 2+ minutes, which is a large compliment. I liked pretty much every image that came across the screen except for one. I didn’t like (and watched it 4 times to make sure it wasn’t my eyes playing tricks on me) that the caterpillar was out of focus. Yeah I know it might have been a ‘creative’ decision on your part but it just looks like a mistake. Because all of the other visuals are stellar, I would give serious consideration to removing it and replacing it with something else you surely shot that day. If not, then just extend the shots before and after it. I don’t know why but the hole in the tree reminded me of ‘The Elephant Man’….strange.
Got a question. Did you rent a crane just for the one shot of you exiting your home on your bike or did you just use a tripod on a very high elevation? If so, bravo, because the shot was excellent and provided the kind of intellectual contrast that strengthens this type of work. also appreciate that you didn’t go on to use the technique 20 more times either. That you didn’t keep your horizon level towards the end of the clip doesn’t hurt you here, but is something you should pay attention to, because it could be critical in a different application. Excellent.
Your sound design has weaknesses. Over all, your entire mix is about 10db too light. You need a stronger signal (compression scheme).
Your SFX need to be enhanced. When his feet come down, I wanted to hear it. When the egg sizzled in the pan, I wanted to hear it. I wanted to ‘hear’ the lace action. You should have foleyed these things in instead of relying on the live action audio capture.
Overall this is a very impressive piece that amazingly enough has room to become even better if you can fight the natural urge most artists have to be ‘done’.
Here’s the deal Matt. I cannot use my blog to promote mightymattp’s videos in an overt sort of way. I can simply review them like I did here and any readers who read my view have a choice based on that review wether or not they want to check out your work. I think that’s fair.
If you would like to cut and paste your comment here and put it over in the comments section of my most recent blog (or the WP one), it will get more traffic. I then too will cut and paste the reveiw I just gave as a response.
In this way you will get more peers to check out your work. good luck in the contest. Either way you should be proud to add this effort to your reel.
The VCK
Thank so much for taking the time to watch my video and critique it. All of your input is very accurate and I appreciate it.
The crane is home built from plans I bought at (dvcamerarigs.com). I don’t use it very often but I wanted to show as many filmmaking possibilities as I could with a relatively cheap, light weight HD camera with exchangeable lenses. This includes the macro work and squirmy worms are tough to keep in focus.
Yes, I would love to redo the sound design and the levels are low – they were fine in FCP but up on the site they lost a lot of dBs. I had no way of resubmitting. Your suggestions for folly should have been followed.
Thanks!!!
Hey Jared,
I’m wondering in your contest adventures if you’ve participated in anything hosted by talenthouse.com.
I did a video for their recent ila Dusk contest and only after delivering the video did the site inform the contestants that voters have to text their votes and are charged a $1 fee per text.
Are you familiar with this approach. Seems a bit unfair that they are both getting creative for a nominal sum, as well as making money off the poor friends and family goaded into voting for the projects.
Thanks
Hey Suspicious,
I made an inquiry to TalentHouse, and this is their response.
COPY:
Hello Jared,
Currently, we host two different types of creative projects (Creative Invites) on Talenthouse.
The type that you are inquiring about, we call these a “premium” project. The Premium projects are usually hosted by an artist or a brand, who provides a monetary amount, a pool of money (in some cases upwards of $20,000 USD). These do have a $0.99 USD charge via an SMS voting service, and with these Premium projects, all of the participating artists have a chance to be compensated based on the percentage of total votes, you as the artist receives. For example, if your submission receives 10% of the total votes, then you as the participating artist would receive 10% of the total money pool (if the Money pool is worth $20,000 USD, you would receive $2,000 USD). The voting costs do not increase, they stay at the same rate, outside of your regular carrier charges, if any.
The other type of creative invite we launch on our site, has a regular SMS voting function; there is no charge involved outside of your regular carrier charges, if any.
I hope this answers your questions, and if you have any further questions, please feel free to contact me here.
All the best to you,
END OF COPY:
Let me know if you knew about this (was included in the terms) before signing up to the contest.
The VCK
No – unfortunately I didn’t see any mention of the contest being decided by paying voters. Buzzkill.
Dear Jared,
Just found your blog! Hope you get this message. I just started last year with video contests (smaller ones) and won a few.
How do you feel about contests that are run mostly by voting, then finalsits, and voting again WHEN the rules say (all entries are considered the property of the BRAND).
I wrote a great jingle for one, and I’m afraid to enter it now. What if I lose (very little friends who’d take time to vote) then they get the commercial for free? or even just the jingle?
Thanks if you get a chance to enter. Love your videos!!!!
Misha
Hi Misha,
Thanks for the judos on my videos.
I wouldn’t worry about the intellectual property (IP) issue. If you have never been paid a dime from the brand, I really doubt a court would side with them in the scenario where they used your content for profit and failed to compensate you. Additionally, if you never signed a likeness release they would be liable to broadcast your talent without permission, IP aside.
Overall though, you are right to be suspicious about contests that are based solely on a social media promotion. If the brand is not choosing the finalists themselves, chances are they really don’t care about the content in the first place.
The VCK.
What are your thoughts on the finalists of the CheapTickets.com contest? The 6 finalists were chosen by a panel of industry experts, including the Chief Creative Officer of BBDO North America.
To be frank, I was very surprised at most of their selections. According to the press release, it seems that they received only a hundred or so entries, so it is not as if they were overwhelmed with choices.
My entry is now posted on YouTube at http://www.youtube.com/watch?v=iN8l_229GJI
I’d love to hear what you and or other members of the VCK community think.
Hi Jared,
I’m sure you get many requests – but if you have a chance would you mind posting on my human rights organization’s video contest? If you have any additional questions, feel free to ask me – I’m the contest producer. Thank you and have a good holiday,
-Crissy Spivey
Breathrough
——
Human rights org, Breakthrough, has launched the I AM THIS LAND video contest (www.iamthisland.org). From now until January 7th, 2011, we are calling on people to make a video on diversity using the phrase “I am this land,” and enter to win a grand prize of $2,500, a 1-Day SPIN magazine internship, Broadway tickets and more. In 2010, we watched all the things that happened in 2010: From anti-immigrant actions and racial profiling to bullying and homophobia; from fear mongering to the extreme, divisive rhetoric of the mid-term elections: it’s time for a do over. We believe that in the new year many people are ready to live in a country that is open-minded and celebrates differences.
As part of the project, we are also happy to announce that stars like Michael Urie, from Ugly Betty, and Sharon Jones from Sharon Jones and the Dap Kings, have lent their support for the cause and the contest.
And for those that are unable to make a video, we still want your participation. Follow @breakthrough, with the hashtag #iamthisland and tell us who or what symbolizes diversity to you. All entries are entered to win a DJ Hero by Activision.
If you have any questions on I AM THIS LAND, please email Crissy Spivey at crissy@breakthrough.tv.
Hello Jared
I am enjoying reading your site. A friend of mine recommended it to me after telling me about video contests, which I have always been pretty down about.
I’m still trying to figure out what kind of people actually enter these contests. What kind of people actually have time to sit down and write/shoot/and edit a piece when there is no set budget/
Are all these people owners of boutique studios? Ones that may be a bit slow due to the economy and actually have time.
I’m just trying to figure out if this is something I even stand a chance at. A friend suggested that I give these contests a try, but I couldn’t figure how people were actually paying actors etc.
Thanks
Poptent staff has claimed that their employees/affiliates do not submit videos to the contests/assignments and yet they have at least two affiliates that actively advertise Poptent on their websites that have not only submitted videos to Poptent but have won!
Dan Lamoureux owns the contest website/blog: http://videocontestnews.com/
You can see that he advertises for Poptent and is an affiliate of Poptent being paid to promote Poptent.
Here is his Poptent profile: http://www.poptent.net/user/DLamoureux
You can see that he has submitted 23 videos to Poptent assignments and has won 3 cash awards from brands and a cash award from Poptent.
Jared Cicon owns the website/blog: http://videocontestking.wordpress.com/ab …
You can see that he also is an affiliate of Poptent and actively advertises for poptent for which he is paid and he has submitted 14 videos to Poptent assignments and has 3 brand purchases.
So, it is obvious that Poptent is allowing employees/affiliates to submit videos and these people are paid by Poptent to advertise for Poptent which seems to compromise the integrity of Poptent and these submissions.
Shouldn’t these members be ineligible to submit to Poptent since they are paid to advertise for Poptent ?
I think so!
Copy saved for legal purposes
Hi Mr. Cicon,
My friend and I entered the contest for the first time and we are always looking for advice. We entered three (3) submissions, but when we found out that a taser is considered a weapon (although the law in NM says no), we then edited those three to be (non-violent NV) to be safe. So we have a total of six submissions and each one truly has a different final 15 seconds.
Here is the link to the original one:
http://www.crashthesuperbowl.com/#/gallery/?video=13336
Here is the link to one that got the most laughs from people before we submitted:
http://www.crashthesuperbowl.com/#/gallery/?video=13438
I would have put all six, but didn’t want to overwhelm you. If you could view all six, (title search T- Taze the Flavor) that would be appreciated.
BTW, I personally like the family-centric spot best.
Hello, here’s my entry http://www.crashthesuperbowl.com/#/gallery/?video=16590
Hey Andy, post your video on the blog post appropriated for ‘ratings’, not here on the ‘About’ page.