Deadline: one week. Due to an embargo that was lifting the following week we had a handful of days to plan, shoot, produce, and get approval on a video package. The package would accompany a cool research story that touches on the neurobiology of those who have perfect pitch, or the ability to accurately identify a musical note without any other reference point.
The story’s writer, Beth, came up with a script for a one minute highlight video, which I tweaked and storyboarded. She also scheduled a photo and video shoot with the lead researcher and a UD student rumored to have perfect pitch. I shot them the next day and handed over the storyboard and footage to our digital creative specialist, Paul. I then collected other assets for him and started working on storyboarding a separate interactive Instagram Story with an art director, Jeff. As he produced that, I snipped out some of the footage I captured to show how someone is tested for perfect pitch and produced two versions - one for use on Twitter and a second to go on YouTube as a breakout video to support the main one.
We came right down to the wire, but got everything up within a few hours of the lifting of the embargo, thanks to incredible teamwork throughout. Are there some things we would have done differently if we had a longer timeline? Sure. But we’re pretty proud of what we were able to accomplish in a few days!
Here is the main video that accompanied the story.
This is the breakout video to show the test in progress. We were all holding our breath at the start of it because although we were told the student has perfect pitch, this researcher hadn’t tested him. As you can see, we needn’t had worried, however it was a huge relief when that piece fell in place.
We also used this video on Twitter, where it gained a lot of engagement!
Name that note! See #UDel student David Krall demonstrate perfect pitch and read more on how #UDel neuroscientist Keith Schneider and collaborators found something different in the #brains of those who have it. https://t.co/yQIxp09N80 @udcas @SfNJournals pic.twitter.com/4m4hyGzwo3— UD Research (@UDResearch) February 11, 2019
We took a different approach with the Instagram Story and made it interactive, using Instagram’s tap to advance feature to allow viewers to “test” their ability to identify notes. I hope that this, combined with the clean graphics and interesting stats will engage viewers enough to swipe up to view the story at the end. We’ll see!
Read more about this research on perfect pitch here on UDaily >