Creating a Connection: How Artful Videos are Changing the Marketing Landscape of the Horse Industry
Photo courtesy of Superlative Equine.
By: Brittany Bevis
Early morning sunlight glints off the dapples of a speckled roan. Leggy foals lope in slow motion across a pasture at sunset. A young girl smiles as her beloved equine partner nuzzles her cheek. These moments, all set to poignant music that builds with each frame and culminates in an epic crescendo, result in feelings of excitement, happiness, or even a few tears.
Much like a beautiful photograph, videos evoke a powerful emotional connection- love, peace, anticipation, power, promise. However, an artfully crafted video does what a photo cannot. In moving form, the best videographers combine visual and auditory senses to convey a complex idea in a few simple frames. If a picture is worth a thousand words, a video is a novel.
The use of video is certainly nothing new in the horse industry; but, what we’re talking about isn’t a simple sale video on Facebook. What’s gaining in popularity over the past few years is an inspired take on the bespoke video with a modern sensibility, innovative technique, and beautiful imagery.
The Equine Chronicle reached out to two of the best in the biz to find out how a new wave of video promotion is changing the marketing landscape of the horse industry.
Our Experts
Elizabeth Combs of The Whistler & The Well
Elizabeth Combs, formerly Borders, has competed at AQHA events for over two decades and has won numerous World and Reserve World Championships. She currently competes under the guidance of Kelly McDowall in Colorado with her red roan, VS Costar. She runs her own business with her husband and partner, Jonathan, and close friend, Rachel Nichols. They specialize in branding and content creation and thoroughly enjoy combining their love of horses with photography and videography for a handful of clients.
Brenna Weaver of Superlative Equine
Brenna has been riding horses since she could walk. She went to college for film and graduated early with a Bachelors of Fine Arts in Digital Filmmaking and Video Production. Her clientele ranges from little girls, who just love their horses, to top breeders, trainers, supplement companies, and tack businesses. Her video production services have been garnered by Highpoint Performance Horses, Gumz Farms, Schroeder Ranch, O3AnimalHealth, Total Saddle Fit, Hot Ones Only, VS Code Red, VS Flatline, Blazing Hot, Gone Viral, Certainly A Vision, No Doubt Im Lazy, and Its A Southern Thing, as well as two Olympic Bronze Medalists that represented the USA in Dressage at the 2016 Rio Olympics.
Creating a Connection
Elizabeth has always wanted to bring video content creation into the equestrian realm, and she received the chance in 2016 when Doug Huls called, needing a video to promote the Arizona Sun Circuit. “He needed the video in a week,” she says. “It was a tight timeline, yes, but we just looked at what we had – a dreamy, beefcake roan, a ridiculously cool jacket from April Salisbury, and an hour at our fingertips. So, we simply shot the pieces of Sun Circuit that really resonated with my heart – outdoor moments in the sun with your horse. We really focused on connecting moments of horse and rider. Those moments are what can draw out emotion, and I have a feeling that they’re what make my mom cry every time she watches our videos.”
Arizona Sun Circuit | 2016 Promo from The Whistler & The Well on Vimeo.
“I’m really excited about the work that we’ve been able to bring to the table across all platforms. What’s most important, to me, is that it doesn’t just fall in line with traditional approaches. Our videos have been a great example of Jonathan’s film gifts. Put that together with some art direction from a horse person’s eyes (mine), and we have a really uncommon combination that’s continued to make lovely videos.”
Brenna also understands the importance of creating a emotional connection with her viewers and that affects every part of her filming process. “I think the most important thing is your motive when you put that video together,” she says. “It’s not just about pretty shots. You have to care about presenting that horse and rider to the best of your ability and in the most effective way possible. Your shots matter. Your editing matters even more. But, your passion for creating films that matter to your audience is the first thing they notice when they hit play. That’s what makes the lasting impression.”
Brenna took this knowledge to heart when she had an idea to take a break from the typical stallion promo video to embark on a new journey- shooting individual horse and rider teams. Her video of Raygan Follis and Mr Cool Zippo for the 2018 APHA Youth World Show entitled “The Best Kind of Love” was something new and innovative and spread across social media like wildfire.
“I had this idea, probably three or so years ago, about doing videos of girls and their horses, to give people an inside look into these very special relationships,” she says. “There are very few things that make stronger, more powerful women than being granted the opportunity, as a girl, to work with horses. I texted Raygan’s mom and asked how she’d feel about shooting some video while we did pictures. She loved the idea. I knew I got some good shots; but, when I saw exactly what we got, I was absolutely blown away at how wholesome and beautiful it was. It started out as more of an experimental thing; but, as the cuts came together, it turned into a portrait of what every girl feels when she tacks up – pure, uninhibited joy, and devotion for the animal itself, which is the core of this entire industry. People who have never met Raygan and Bear cried. I cried. We all cried.”
Since the video was posted online, Brenna has been asked by other riders to have their own videos done in a similar fashion, and it’s an avenue she hopes to explore from both a marketing and keepsake perspective. “Wouldn’t it be amazing, long after your special horse has passed on, to have this precious piece of art that so eloquently and accurately encompasses and preserves your entire relationship with that horse?”
Elizabeth created a similar style video with AQHA youth, Natalia DeVencenty, and Chex Is The Choice, entitled “A Moment In The Show Ring.” Close up shots of Natalia tacking up her horse with cutaways to slow motion spans of Chex’s fancy footwork sought to give an inside look at what goes into preparing to compete- all within a 60-second timeframe.
Natalia | 2016 Promo from The Whistler & The Well on Vimeo.
Expanding Opportunities
Brenna sees this form of video production really taking off in the commercial side of the horse industry as well. “Companies selling products are catching onto the idea that quality video actually pays. I’ve tried to pave this idea forward with the companies that I work with and present their products in a way that’s appealing from visual, audio, and emotional standpoints. This is a good thing; because, as video continues to improve in the commercial end of things, I think it will trickle into other areas that need it very much.”
“All facets of this industry can benefit in some way from quality productions. Whether they are individual horses and riders, farms, or shows, everyone has something to gain by putting out beautiful videos. Video is the absolute best way to showcase our horses and their abilities. It can give everyone a real taste of what they’re like.”
One of Elizabeth’s more commercial videos illustrates a slightly different style, with interview voiceover, and features the Hobby Horse Clothing Company with Suzi Vlietstra and Kristin Titov. “It was a treat, and it was really special to put our spin on a commercial type video. It was the perfect fit as Kristin was really passionate about making a video that was real. She didn’t want the video to be a “Hey, buy this,” but “We simply want to invite you into our journey.” This was such a fun project as Hobby Horse made the first real show clothes I ever competed in as a little girl.”
Hobby Horse | 2017 Promo from The Whistler & The Well on Vimeo.
For both commercial and personal videos, Brenna shoots in a field production, docu-style format and typically doesn’t utilize a film script. If she’s interviewing someone, like in her video with Blazing Hot and Joan Schroeder, she prefers to have spontaneity that helps to bring out real emotions. “Sometimes, just letting people talk is the best format. My questions for Joan were more guidelines than anything, and she ran with it. I let her and Blaze’s story drive and mold the piece in the edit.”
Blazing Hot: “The Ride of a Lifetime” from Superlative Equine on Vimeo.
“It was the same with NRHA Hall of Famer, Doug Millholland, when we interviewed him for the Greyt Whiz film. His wisdom and understanding of the horses really showed through in the way he told that horse’s story, and that’s what drove that film. I usually let what I shoot guide me in the edit. The horses and their teams tell their stories better than I ever could on my own.”
Greyt Whiz: 2002 Stallion by Topsail Whiz from Superlative Equine on Vimeo.
Brenna is very excited about a project she’s embarking on this year that will feature the 3-year-old, APHA stallion, Chocolate Never Lies, that she co-owns with her mother. “We’re planning to do things with his marketing this year that no one else has ever done. We plan to give people the most in-depth and comprehensive look at a stallion that we can possibly give. Sometimes, especially with stallions, I may have an idea of what I think it’s going to look and sound like. Then, when I meet him, the whole thing changes completely. He may need something bolder or more refined, more dramatic or less dramatic, or maybe shots from a different angle than I imagined. It all depends on what the horses tell me they need.”
It Takes Time to Create Art
How long does it take to create these cinematography masterpieces that can last anywhere from 60 seconds to three minutes? For Brenna, from shooting to finished product, it can take between two weeks to several months, depending on the length of the project, how much additional material is needed (such as win photos, show videos, etc.), and how quickly the client wants to release.
Elizabeth’s approach depends on the client. “Every video is different for us. Stallion videos, rider/horse, and commercial videos all have a different technical approach based on the end goal. What’s the message? What’s the client’s end goal? How is it being engaged? On a big screen, on social media, at the stall front? All of these questions are very important. We have about 1-2 days of pre-production, and we typically shoot the video within 2-4 hours with a scouting session prior to determine spots and angles at the location. It’s important to establish the length of the edit before you ever begin filming. Having storyboards, prompts (if an interview is involved), and a shot list is key to using your shoot time efficiently.”
Photo courtesy of Superlative Equine.
Social Media Influence
Where do the majority of these videos end up? Facebook, YouTube, Vimeo, and even television are popular choices. Because marketing has become so much more competitive, thanks to these technologies, Brenna sees the use of this type of video only expanding in the years to come. “I’m really starting to see more people trying to add professional polish to what they’re putting out there, which is certainly a positive thing,” she says. “What we have to remember is that video is the most powerful of all visual media, statistically speaking. 87% of online marketers now use video content to promote their products and services. One third of online activity is now spent watching videos, and marketers who use video grow revenue 49% faster than non-video users. Sixty-four percent of consumers make a purchase after watching branded social videos, and social video generates 1,200% more shares than text and images combined. When you look at the numbers, it makes no sense NOT to be putting out video content to promote what you have to offer, and quality content sells faster and for higher prices.”
Elizabeth agrees, expanding on the influence of social media as well as constantly improving technologies that are available to the masses. “Social media is a huge component to why video is such valuable content now. iPhones can actually create wicked, beautiful videos, and we’re even shooting on camera bodies that can cross over between photography and video. But, I think what makes the end product exceptional are the hands and minds that put it to life. It takes a certain degree of vision to manage all of the components before, during, and after the shoot. I think it’s beautiful to see moving imagery in addition to static images in print.”
“I think video is a great asset to anyone. If you have a goal in mind for yourself or your business, whether it’s becoming a more recognized name or having more people attend your show circuit, video can be a great way to engage people. I would just encourage each individual that pursues video to stay true to who the client is and to be original. That will only strengthen the industry’s aesthetic as a whole, and that’s something I’m really passionate about.”
Photo courtesy of Superlative Equine.
Check out more videos from Elizabeth and Brenna at the links below.
The Whistler & The Well:
Superlative Equine:
Equine Omega Complete- Kasey Perry-Glass- 2016 Olympic Bronze Medalist- Dressage
Equine Omega Complete- Dressage Professional Juan Matute
