Three Video Editing Techniques

CNN is featuring a two-minute video story on American Apparel, an up-and-coming clothing brand, which has increased profits despite a recession. The story features three components of video editing that we are learning in our MCOM class.

Matched Action: Surprisingly, I had to watch seven videos before I found matched action, but two instances stick out in this story. First, a wide shot shows a cashier at the register. Then a tight shot shows her hands as she takes a credit card and counts money. Second, a wide shot shows a seamstress at her work station. Then a tight shot shows her hands guiding fabric into a sewing machine.

Movement: The short report focuses on CEO, Dov Charney, "a man with so much energy it's hard to keep him still, even for an interview," reporter Jason Carroll says. This vibe is captured in movement. Even the actualities--which have the potential to be boring--build momentum because Carroll interviews Charney while walking. Other content, such as money counting and sewing machine, is fast-paced.


Mood: Three factors help create a specific mood. First the editor has mixed in hip-hop music. Second, most shots are only two to five seconds long. Third, the camera tends to pan quickly across subject in directions that change from left-right to up-down. When these techniques combine with animated subject matter, the result is a fun and upbeat story that is easy to watch.