Trailer Made: How Video and Motion Content Powers a Production’s Buzz

What makes a trailer/motion graphic effective for a live show or touring production?

For theatre, tribute acts, concerts, and immersive experiences, the most effective trailers drive ticket sales and build awareness by getting as close as possible to how the show actually feels. That means using dynamic pacing and motion design that mirrors the energy of the piece - whether that’s fast, snappy cuts and text synced to music beats, or a slower, more atmospheric tone when needed. Clean text animation, synced rhythmically with the soundtrack, is a great way to keep viewers engaged. When possible, well-placed footage and animated graphics help reinforce the style and tone of the show, making everything feel cohesive and compelling.

 

 

How do you transform raw footage into a sleek video? 

I start by organizing the footage and music tracks, then watch and listen through everything to get a feel for the material. From there, I begin cutting down and selecting key segments that match the tone and rhythm of the show. For high-energy productions, I always aim to build a wave - starting strong, dipping slightly to give the piece some breathing room, then ramping up to a big finish. That arc keeps the viewer engaged and adds depth, rather than hitting them with nonstop intensity.

I typically design from rhythm first, making sure the pacing aligns with the music, while also ensuring layout and legibility of on-screen elements. Crowd shots are especially powerful - without them, a trailer can feel flat. Finally, I polish everything with refined motion graphics, clean sound levelling, colour tweaks, and careful timing between visuals and audio so that every moment feels intentional and sleek.

 

Can you share an example of a trailer you've cut that had a big impact on audience engagement or sales?

One of my favourite projects was a motion graphic for a new show called The Rozzers. It combined live video clips with a custom track and bold motion graphics - a mix I find especially powerful because of how versatile and dynamic it is. We built it in multiple formats, so it could work across all platforms - from Instagram Reels to websites - without losing impact. 

The video featured sharp edits of the band performing, smooth transitions, and strong, punchy text to highlight key selling points. The sound bed was mastered to drive pace and energy, keeping everything tight and emotionally charged. It was short enough to hold attention in today’s fast-paced digital space, but long enough to deliver all the key information.

It’s like hearing the chorus of your favourite song - a quick hit of “wow” that sticks. We’ve had strong feedback on this and similar pieces, with clients noting boosts in engagement and a polished, professional feel that really elevates their marketing.

 

What common mistakes do you see in trailers, and how does the studio help avoid or fix them?

One of the most common mistakes is trailers that are simply too long - sometimes up to five minutes. That might cover every detail of the show, but it kills curiosity. If the viewer feels like they’ve just watched the whole thing in preview form, there’s no reason left to buy a ticket. A good trailer should leave room for wonder - not be a full synopsis.

Another big issue is overuse of animation and graphics. When every text element is flying around the screen with no real purpose, it becomes distracting and dull. Every movement should feel intentional - if it’s not a “wow” moment, it risks falling flat.

In the studio, we always start by understanding the client's brand, ethos, and the essence of their show. We then build a storyboard and edit that reflects those values - highlighting key moments and leaving space for imagination. Structuring the piece with a clear emotional arc (as I mentioned earlier) is essential for keeping the viewer engaged from start to finish.

 

What’s one piece of advice you’d give to clients who want to get the best results from their trailer edit?

Be yourselves, look for strong clips - even if the positioning or lighting isn’t perfect, we can refine a lot in the edit. Most importantly, trust that we're on your side. Every suggestion we make is to help boost your engagement and elevate your show - not take away from it. 

Clear goals and a signed-off brief make a huge difference, along with a clean logo and brand assets we can incorporate. The more we know about your vision and style, the better we can bring it to life.

Also, try not to overpack the trailer. We understand clients often want to include everything, but that can leave nothing to the imagination. And if you have a favourite frame or moment, be open to flexibility - it might not work in the final rhythm of the piece, and we always want the whole trailer to shine, not just one shot.