Wanaka is a place well renowned for its beauty, with its crystal blue lake, mountainous terrain and great slopes. And while stunning promotional imagery for the town is common to see, it’s not as often we get to see a hyper-fast compilation of the township through 4,000 images carefully stitched together by an experienced videographer, here’s Lake Wanaka Tourism’s latest marketing approach.
The tourism company commissioned the talents of Australian-based Belgium videographer, photographer and hyperlapse specialist Mathew Vandeputte to create the hyperlapse film of Lake Wanaka’s landscape.
Lake Wanaka Tourism media and content executive Carla Munro says Vandeputte spent hundreds of hours taking shots in the region to edit into the video, which was released online on Tuesday, and it has already reached over 3,000 views.
The footage features many different faces of Wanaka: from out on the lake, looking down from the sky, looking up at the night sky, the township and other various scenic viewpoints. The dramatic music frames the beautiful imagery and cinematic quality of the footage
The footage follows on from what Munro says was a successful ‘Instameet’, a workshop taught by "social media superstars" coaching on their specialities and passions. According to Lake Wanaka Tourism’s website, these passions were “From timelapse photography to shooting the stars, from capturing that awesome moment, to insider knowledge of the best apps to use.” The workshop ran on 11 and 12 April this year.
Vandeputte says: “In April I attended New Zealand’s biggest ever Instameet in Wanaka where I captured the beauty of the area. I shot 44,028 photos over six days. It’s an absolutely incredible place and I hope my work can show that magic.”
He says he ended up with 1.57 terabytes of data, and the final video edit is the result of editing 97 sequences and a solid few weeks of work.
The video was shot with a Canon 1DX and two 5DMkIII cameras with five lenses (70-200, 17-40, 24-105, 35, 11-16), Manfrotto Carbon Fibre tripods and the Kessler Crane Second Shooter as the motion control device.
The purpose of the video was to inspire people to travel to the region and visual marketing works, Munro says. “People see something amazing online, a video, an image, and are drawn to it.”
Munro says “With attention spans ever shortening in this digital era, a 90-second hyperlapse video is a highly effective way to put the Lake Wanaka region in front of an engaged audience. It leaves an everlasting impression – as does a visit to the Lake Wanaka region.”
According to Lake Wanaka Tourism’s website in 2014 guests nights rose 1.9 percent to 658,520, international guests nights rose 9.7 percent to 384,015, domestic guest nights fell 7.2 percent to 274,506, the average stay was 2.20 nights, the overall occupancy rate rose from 29.4 percent to 31.0 percent, the occupancy rate (excluding holiday parks) was 48.2 percent for the year ended December 2014, accommodation capacity (excluding holiday parks) fell 2.9 percent.
Hyperlapse and timelapse videos have become a bit of a trend in recent years, with them popping up all over Instagram and social media and incresingly being used by businesses to draw attention to their product. Instagram, also has a hyperlapse app.
Burger Burger, is one business which has had a crack at hyperlapse, with the help of Motion Sickness Studio (MSS).
MSS' Sam Stuchbury said earlier its relationship with Burger Burger has grown from being regular pulled pork burger and charred broccoli eaters to full service creatives in charge of website design, video content, social media strategy and a bunch of design and photography.
To promote the launch of the new Newmarket store, it created a brand video and used the hyperlapse technique, which meant taking over 2,000 images and stitching them together to form one short film. He says that has been watched 27,000 times through Facebook video (around 12,000), Facebook video ads, YouTube ads and YouTube video. It also designed promotional material, launch party invitations, feedback cards, posters and even a neon sign for the new branch.
Head of Facebook New Zealand Spencer Bailey says social networks like Facebook continue to be driven by visual storytelling and video.
He says entries in the recent Facebook awards show marketers and agencies are embracing the creative possibilities of these trends for brand building.
“This year emerged as the dominant medium on Facebook. In just one yar, the number of video posts per person on Facebook ha increased 75 percent globally and 94 percent in the US,” he says.
He says Lowe's Home Improvement’s 'Hypermade' campaign, created by BBDO New York, embraced Instagram’s Hyperlapse app. “There was now an easy way to capture high-quality time-lapse video in 15 seconds which BBDO used to show the moments when a consumer has finished their home project and is appreciating the results of their work. To-date, HyperMade is the best performing social media content ever published by Lowe’s.”
And for those of you who were wondering what the difference is between timelapse and hyper lapse video, lapse-creator Geoff Tompkinson gives a good description. He says with a timelapse “the action in a scene is speeded-up and the camera is either static or moving very short distances.”
A hyperlapse on the other hand “enables the camera to be moved over considerable distances,” Tompkinson says. “This movement can occur across relatively uneven terrain, can pass without disturbance through crowded situations, and allows for fully controlled complex motion paths and camera angle changes.”