Western Australia Tourism has released its new marketing campaign, including videos that are firmly within the lens-flare hipster video canon.
It is a well known fact that more than 80% of all videos on the video sharing service Vimeo are lens-flare hipster videos, and the look is relatively easy to achieve. Just use one or more of the below:
- The eponymous lens-flare – achieved by filming into the sun, or during post-production
- Washed out colours – reduce saturation on the video to give it a dreamy, slightly retro look
- Add dreamy, ethereal music. Consider using anything that describes itself as “dream pop”
- Hand held point of view shots – make sure you have some image stabilisation technology in play – you don’t actually want the footage to look hand held
- Show some skin, but in a cool, sexy way. Don’t just film a buxom bikini clad tourist on a lilo – make it arty
- Render the video into a wide-screen format that would only fill the movie theater screen, ensuring that anyone watching the video sees the “letter-box” borders, implying that if the video was long enough, it would be at Sundance.
I think that Western Australia Tourism have used this approach well. I’m ready to pack my leather backpack, ironic sandals, nautical t-shirt and boutique rum and get over to Perth. I’ll use my wife’s iPhone to replicate the video too.
I think that these videos go the extra mile in terms of the hipster romance element. These beautiful young people don’t kiss – they nuzzle.