Want to create better videos that connect? The key isn’t just in fancy equipment—composition plays a huge role in making your video content look professional and intentional. Whether you're shooting content for a sustainability campaign, an eco-friendly product launch, or a heartfelt charity initiative, thoughtful composition can transform your storytelling.
Here are simple, practical tips to elevate your video marketing without breaking the bank.
Sometimes less is more. Don’t clutter your frame with too many competing elements. Focus on capturing authentic moments that highlight your message.
Questions to Ask Before Filming:
Is the subject clear and visually engaging?
Does the composition guide the viewer's eye naturally?
Am I telling a visual story, not just capturing random footage?
Leading lines are visual elements (like paths, fences, or even rows of products) that guide the viewer's eyes toward the subject. This subtle technique can help structure your shots and make them more dynamic.
Tip: Look for natural leading lines at your location. It might be the path through an eco-forest, rows of garden beds on a sustainable farm, or shelves filled with handmade products at your ethical business.
Why it Works: Leading lines help the audience focus on what’s important and keep them visually engaged.
One of the best ways to improve your composition is to analyze content that inspires you. Whether it’s a short Instagram reel from a sustainable fashion brand, a heartfelt charity documentary, or an artistic nature film—pay attention to how shots are composed.
What to Look For:
How are subjects framed?
Are there leading lines or layers creating depth?
How is light being used to enhance the mood?
You’ll start to develop an eye for what works and how to replicate it.
Framing involves using elements in your environment to create a visual “frame” around your subject. This technique draws attention to the subject while adding depth and context.
Ideas:
Film through a window frame for an intimate feel.
Use hanging plants or signage to naturally frame a person or product.
Even shadows or contrasting colors can act as creative frames.
Why It Works: Framing makes your videos feel intentional and visually compelling.
The rule of thirds suggests dividing your frame into nine equal sections by drawing two horizontal and two vertical lines. Positioning your subject on one of these lines (rather than dead center) often creates a stronger, more balanced composition.
How to Use It:
If you're showcasing a changemaker from your organisation, try positioning them to one side, with a beautiful sustainable backdrop filling the other part of the frame.
Pro Tip: Breaking the rule works too! If symmetry or centered shots capture your brand's message better, go for it.
Flat, one-dimensional videos can feel dull and uninspired. By adding layers—foreground, middle ground, and background—you make your shots more engaging and immersive.
How to Add Depth:
Include natural elements like flowers, trees, or props in the foreground.
Position your subject in the mid-ground and use an eye-catching landscape in the background.
Overlapping elements help create the perception of distance.
Example: If you’re filming at an eco-retreat, show a tranquil garden scene with herbs in the foreground, a person meditating in the mid-ground, and a forest backdrop.
Framing involves using elements in your environment to create a visual “frame” around your subject. This technique draws attention to the subject while adding depth and context.
Ideas:
Film through a window frame for an intimate feel.
Use hanging plants or signage to naturally frame a person or product.
Even shadows or contrasting colors can act as creative frames.
Why It Works: Framing makes your videos feel intentional and visually compelling.
For purpose-led brands and charities, video is a way to share your mission, values, and impact. Thoughtful composition helps you create visuals that feel polished and intentional—without needing expensive gear.
So next time you grab your camera, remember these tips. Whether you're showcasing your eco-friendly products, highlighting a community project, or inviting viewers to your latest event, good composition will help your message shine.
Happy filming!