“INSTAPP” THE MOVIE

A case study on the corporate film about the automatic passenger counting (APC) test - or iNStApp - at NS.

ANY REQUIREMENTS?

Yes, the film should be no more than 5 minutes long

and be bilingual: Dutch and English.

WHAT IS IT ABOUT?

The film should address the background and possibilities of the project with APC, how the

IT-chain works, and the results of the test, including passenger

feedback.

WHO’S WATCHING?

The film needs to be accessible, for it is aimed at management,

other train companies, thirdparties and the general public.

It is not specifically aimedtowards technicians.

WHAT DOES IT LOOK LIKE?

The film needs to inform and show the possibilities of

APC. Use a style and tone that fits this goal

and project.

CreativeBrief

PRE-PRODUCTION

-Project discovery

-Script

-Preparations for production

POST-PRODUCTION

-Editing

-Delivery

PRODUCTION

-Filming

-Voice over

-Animation

-Music

Workflow

PRE-PRODUCTION

Project discovery

Initial meeting between Contour Media and NS to discuss the project. Any relevant information was given to Contour Media to learn about the project.

Script

From the information of the project discovery stage Contour Media developed an initial script. This entailed setting up a structure for the film, writing a voice over, thinking of appropriate video footage, which interviews are interesting to shoot and if animation is required. The script went back and forth between NS and Contour Media several times until both parties were satisfied with the final draft.

Based upon the script, preparations for the production stage were made. This included selecting whom to interview and where, organizing dates to shoot and arranging permits for filming (such as on trains and platforms). Much of this was done in collaboration with NS.

Preparations for production

PRODUCTION

Filming

Recording all the required audio-visual material from the script. This included filming the installation of the APC system, filming the system ‘in action’ on trains, the app on smartphones, the LED screen at Den Bosch station, the interviews and other more generic material such as moving trains and boarding passengers.

Voice overContour Media provided several options for voices for NS to choose from. After selecting a voice the script was recorded.

The music was specially composed for the film. Although mentioned here in the production stage, it was created at the very end, after the film was completely edited.Music

Several parts in the script were animations. Contour Media collaborated with an animator to create these animations.

Animation

POST-PRODUCTION

Editing

After filming concluded Contour Media started editing the film. The voice over was recorded and the images were edited accordingly. After NS had a look at the first cut their feedback was processed in the second version, and a final draft was quickly realized. After the final cut was approved the music was composed and placed on the film, which then was again approved by NS.

DeliveryOnce the entire film was approved by NS it was delivered for final use. The film was delivered in a format that could be played on a tablet (iPad) so that it was convenient for them to show others. Whenever in a later stage a different version was required (for screening or anything else) this was also delivered by Contour Media.

“The film answers a need that presentations and text cannot accomplish on their own. In a short amount of time it paints a clear picture for the viewer of how the project works. Within 5 minutes the spectator is up-to-speed.”

Jasper van Zanten

Business Consultant

Social MediaThe film was placed on the

official YouTube account of NS where it’s been viewed over

13,000 times. The film was also shared on Twitter and LinkedIn.

B2B communications The film was used in meetings and e-mails between NS and

other parties to quickly explain the project.

Corporate communications

The film was used on employee profiles on the official NS website

to indicate projects they were working on.

Fairs & conferences

The film was shown at many fairs and conferences that NS attended, at home and

abroad.

Use of the film

“We were surprised by the many ways in which we have been able to use the film. Even months after finishing the film it is still being regularly used in presentations and to instruct colleagues about the project.”

Jantina Woudstra

Programme Manager iNStApp

TV showThe iNStApp project was

nominated for a Rotterdam Design Award, about which the

TV show Art Hour dedicated some screen time, making use of footage Contour Media had shot

for the film.

Second filmA second film for internal

use at NS was made focusingon the LED screen at Den Bosch station. Material from the first film

that had not been used was incorporated in this film.

Training videoDuring the next stages of the project with Automatic

Passenger Counting material of the original film is reused for

various other ends, such as a training video.

Museum exhibitThe Museum Boijmans of

Beuningen had an exhibition of the nominees for the

Rotterdam Design Award, featuring material of the film.

Use of film clips outside

of the iNStApp film

Considering making a film for your organization? Or would you simply like some more

information about this project and Contour Media?

Feel free to contact us at

info@contourmedia.nl

or visit our website at

www.contourmedia.nl