One of the finest "case studies" I've seen

Case studies - showcases of your work in text or video format - can be a tough thing to get right, as anyone in the creative field will know. The primary objective is to, of course, show off your own work so a potential client can rest assured you can do a good job on their brand. But most of them tend to be bland or unmemorable. Now yes, you can say the job of a case study is not to entertain - but I do feel that adding a layer of storytelling and emotion can actually aid the cause. 

So when I came across Defacto Sound's lovely video on mixing a movie in Dolby Atmos, I was absolutely delighted. Not only was it a brilliant and informative video on its own, to me it showed a high benchmark of what a case study video can be.

(Side note - when I say case study in this article, I'm speaking about them in the "work we did" rather than "submitting to advertising awards" context) 

First, some context

I am a big fan of the 20,000 Hertz podcast hosted by Dallas Taylor, the studio's founder. At its core, it's a show about sound - not necessarily music. Those who know me shouldn't be surprised at all that I love it, least of all my wife / co-founder who put me on to it a few years ago. Stories of various sounds, human reactions to music, the history of iconic audio (like the Mario sounds)... It easily became one of my top listens.

So when Dallas said he was starting a YT channel I quickly subscribed. I was not disappointed - I got to see how audio engineers mix the sound at an iconic music venue (The Red Rocks amphi in Colorado). 

The Dolby Atmos video

In a subsequent video, Dallas showed how his own studio mixed the Atmos mix for an upcoming movie, Sketch. Watch it below - it's worth it.

https://www.youtube.com/watch?v=fBxLVTvy1oU

There is so much to love here. For audio nerds, seeing how a movie is actually mixed - and that delicious console - is wonderful. For casual movie fans, it's mind-opening to see how all those sounds actually make it to a theater and what Dolby Atmos actually is. 

And for overthinking marketers there is so much to appreciate. This is, in effect, a case study that showcases Defacto's prowess. It never gets self-congratulatory. If anything, Dallas' endearing vulnerability makes it all the more authentic. The high point of the video is when he nervously watches the final run, as the audio is rendered into the final file. On the surface it might seem like a trivial activity but anyone who's done anything north of exporting a 10 second video on Windows Movie Maker knows how nerve-wracking that can be. I get the heebiejeebies taking a photo edit export on Luminar, I can only imagine what it feels like doing an audio export for a theatrical release movie! It also acts as a fine showcase of partnership - an employee of Dolby itself lands up to help calibrate the speakers.

Finally, the part where both Dallas and the movie's director Seth Worley gush about each other, unsure if each would want to even work with them, is just pure professional respect. It reminded this prog-metal fan of another such relationship - Steven Wilson and Mikael Akerfeldt of Opeth (both of whom hugely respected each other, latter being chuffed when the Porcupine Tree frontman readily agreed to produce their upcoming record, which would go on to become the seminal Blackwater Park). 

What can we learn from this?

I don't know if Dallas made this as a 'case study' video. But it can surely provide direction to those making case studies.

1. First, make it watchable: And this is not just to reach a wider audience. Even the intended audience will connect better if it's done with heart and authenticity. 

2. Show skin in the game: If at all it's possible to capture critical moments, or show any sort of need-to-make-this-work... I think it not just adds drama but comes across as being invested in your client's business.

3. Don't shy away from length: Granted, this video will not be universal viral content. But I reckon its depth is meant to resonate with film creators and audio nerds - and for them, this is gold. Because...

4. Show your process: This was the best part of the video for me. It's so rare to get a glimpse of the behind-the-scenes. No secrets went out, if anything, the credibility only rose. I think people really care about how a product is made, or even parts of a product they never thought too much about. 

Now, to hopefully catch Sketch if it ever makes it to Indian theatres. Please don't tell me I missed it!

PS - if you like music and sound, do check out 20,000 Hertz - it's an excellent show.