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Video: Process & Purpose

Written by: Abdul Abubakar and Staff

Over Winter 2020, I developed a video to bring more awareness to the Global Innovation and Design (GID) Lab. The 60-second long video provides the viewer with a brief introduction to the GID Lab at the University of Washington Tacoma, identifies who the Lab is for (students, faculty, and community members), and why it is an important space on our campus. The video aims to give viewers a better understanding of what they can accomplish with the GID Lab, in a swift, fun, and enticing way.

GID Lab video story board
Part of the storyboard created for the video.

I started the creative process by making a video production brief that discussed the project background, the motives and intentions behind the video, our target audience (primary, secondary, tertiary), and the tone we wanted to convey (friendly and inviting). I then created a storyboard for the video to outline, organize and visually guide the GID Lab team through the production process. Throughout the creative process of the video, I incorporated elements of design thinking, such as creative ideation, and story-telling, while keeping a human-centered focus.

Here are a few reasons why I chose to make a video and points about how it will enhance exposure for our Lab:

Video helps make a human connection with your viewers. Users have short attention spans, busy schedules, and thousands of other potential distractions. Videos work effectively to grab and keep your user’s attention, while also showing visitors you’re more than another faceless online operation. This pays off in the form of further reach, more credibility, and increased business.

Videos are more memorable than written content. After awhile, our minds ignore words on a subconscious level. While we have a tendency to ignore the written-word, we are more likely to stay engaged in videos. Users remember and respond to videos more often than written content.

I took a detailed and thoughtful approach to this video because I understand how difficult it is to reach an audience with content in today’s impersonal digital world where individuals are craving more connection, personal relationships, and depth. I thought that we could accomplish such user needs with this video because it is one of the best ways to build a connection with our audience and give them a peek into what we are doing at the GID Lab. I hope you enjoy it! Please send me your feedback at globalid@uw.edu.