The audience is to gain an insight into the Phoenix Contact corporation. With this in mind, we use real stories about real people. The audience should feel right in the middle of the proceedings and identify themselves with protagonists and the stories.
Conveying authenticity is always a priority.
The specific use and the interaction of all listed style elements forms the basis of a characteristic visual language with a high recognition factor.
It is the task of the dramaturgy to establish order. The film dramaturgy deals with the structure of films and with the sequence of events in the actual film.
The dramaturgy influences the entire film creation process - from the original idea up to the draft concept, from the treatment to the screenplay, and from shooting to post production.
All films have a clear beginning, a precise middle, and a defined conclusion (three acts):
The beginning (exposition) establishes the story. In this part, the following questions are answered: what is the topic? Who is the protagonist? What is the situation? The exposition provides the dramatic impetus that drives the story to its conclusion. There is a plot point at the end of the first act. This is an incident or event that intervenes in the story and steers it on a different path.
The middle section covers the largest part of the film. This section is referred to as confrontation. The basic requirements of the main figure are defined: what will be achieved in the proceedings? What is the objective? At the end of the middle section, there is a further plot point. It turns the story in the direction of its conclusion.
The conclusion resolves the story. The story can only be fully understood if the conclusion is strong. All lines of action are concluded. There are no open endings.
A dramaturgical structure can be defined as: a linear arrangement of incidents, episodes or events that lead to the dramatic conclusion. This structure applies to all films.
The visual language is an essential method of communication for creating visual media. It visualizes the manner and values of Phoenix Contact via the image style and content and is an important distinguishing feature from the competition.
The most important basic feature is to create the most natural, authentic, friendly, and open impression possible that always generates a certain level of tension and new perspectives.
The Phoenix Contact visual language is characterized by authenticity. Situations are created that intend to give the viewer a natural and personal impression of the moment during daily life. The camera is only an observer and the actors act naturally. Obviously posed situations and people should be avoided.
The visual language conveys the globally important and technologically leading position of Phoenix Contact. The motifs convey progress with innovative solutions as well as a brand that stands for trust and credibility.
A natural observation of the proceedings is conveyed by the type of camera work. This documentary style avoids all artificial techniques such as zooming, panning, motion, and steady-cam filming.
The camera is mainly used in the hand or on the shoulder. If a tripod is necessary, for example during interviews, filming is done using an open rotatable head. This ensures that the camera is always easy to move and is neither static nor artificial.
Each scene is filmed from various camera locations with different shot settings.
An overall picture of the scene is created via a combination of shot/reverse shots in the individual shot sizes.
This is achieved by changing the camera location and lens. Details create proximity and emotionality to the persons and objects. Long-shot settings create an overview. Assembling the individual shots creates an emotional scene. The audience are in close proximity and feel involved.
Display detail is often chosen so that the person or object is placed on at least one side. This forms a relation to space, proximity to the point, and creates authenticity.
The camera position should always be at eye level, where possible. This conveys the feeling to the audience of being part of scene - they feel as though they are in the middle of the proceedings.
The acting persons and motifs should be filmed at a rather low angle to the camera axis. Unnatural settings such as extreme profile views, frog, and bird's eye perspectives must be avoided.
Spacial situations are created by foreground, middle distance, and backgrounds.
The image axes are aligned horizontally and vertically parallel or at a right angle to the image edge. That means, keystoning and optical distortion are avoided. This is achieved by a camera position at a distance from the object and the use of telephoto lenses.
The specific use of depth of focus is an important means of story-telling in films. The depth of focus makes it possible to specifically guide the audience to the main motive. The foreground and background are blurred. Selective focusing accentuates the main motive. It resembles human visual behavior and appears more natural.
The recording format for real images is 720p32, which is then converted to 25p during post production. This results in a slow-motion effect that reduces the film to 78 percent of realtime. This filming technique intensifies the moment and gives emotions scope to develop and take effect.
It emphasizes the internal and external action and conveys a stronger feeling of authenticity. The external action refers to the externally perceivable action and the internal action to what is being played back in the consciousness of those persons.
The lighting mood must be as natural as possible. If possible, existing natural daylight and artificial lighting is used. If additional lighting is necessary, it should imitate the natural lighting mood.
Natural light sources illuminate extensively and diffuse. Soft shadows and soft modeling is the result as well as medium to medium-strong contrasts.
A natural lighting mood appears authentic. The Phoenix Contact image world is characterized by friendly and inviting motifs. Openness and optimism are at the forefront. Bright scenes as well as wide areas and plenty of space convey a positive impression. Film locations should be selected accordingly.
Image inserts are used and are an important element of the dramaturgy. Image inserts are stylized scenes with people or groups of people that are obviously interacting with the camera. In this case, the documentary style is deliberately abandoned in order to prove to the audience that the illustrated action is genuine. Image inserts round a film sequence off and form a break in the film. They summarize the emotions within the sequence and enable the audience to briefly reflect upon the section.
The film montage is a contrasting chain of images next to each other that contributes to creating a story in the minds of the audience.
The smallest unit in the film is the shot and the largest is the film itself. A scene is the juxtaposition of shots that drive the film forward. The scene is the discourse of a theme. It is a small film with a beginning, a middle and an end.
A film tells a story with images. Original soundtracks and dialog support the images but do not replace them. Original soundtracks personify the story, while the film itself is carried by the shots.
The attention of the audience is captivated by implementing the film in the most direct way. This is the same for the visual representation and the content. It should be kept to the basics. When editing the shots, this means moving into the scene should not be immediate but moving out should take place as quickly as possible. This gives the audience the opportunity to conclude the story for themselves.
As far as conveying the content is concerned, the only information provided is really necessary for the understanding and development of the story. It is the plan that makes the film. If it transpires that a shot, scene or particular content is not essential to the film, then it should not be included in the film.
Only hard cut should be used when editing the film, sequences, scenes and shots. This supports the juxtaposition of shots. As a general rule, effects should be avoided. They appear unnatural and distract from the content.
As a general rule, desaturated colors should be used. This element of style focuses on the content. Intensive colors or a variety of them distracts the audience from the emotional content and the storyline. A selective range of colors guides the audience to the relevant image content. That means that Phoenix Contact company colors are not desaturated, but are specifically used in a true-color manner.
The Phoenix Contact logo is used at the end of the film. It appears directly and is positioned in the middle of the innovation room for products. The “Inspiring Innovations” claim follows in the same way after a brief delay.