Capturing the present and the past with Ancestry.com interstitials
As a promotional tool, Ancestry.com required a series of four-minute interstitials for use on their website, and for screening on the History Channel.
The purpose was to showcase the fascinating stories of the people whose lives had been traced, and the enjoyment gained by those who’d done the research.
When it came to choosing a producer for the project, the History Channel recommended Anvil Media’s Creative Director Michael Neil-Smith. Michael had extensive experience in producing programs for the History Channel including the series Australian Icon Towns, which unearthed the history of many of Australia’s most interesting places.
Michael began by reviewing stories submitted by members of Ancestry.com. “There are particular things we look for that we know make good television,” said Michael. “For each of the stories we chose to tell in the interstitial, there was something visual we could show that connected with the person whose story was being told.”
For Kandace Lindeberg, this was the Union Jack her great grandfather had stolen during World War I. For Jenny Cowen, it was the theatre her relative had performed in, and for Adam Moroney, it was the cenotaph that commemorated his great uncle.
Michael said one of the creative challenges to overcome was in condensing a multigenerational story into four minutes. “We drew on our skills in choosing and editing content that works well in video and keeps the viewer engaged. We also coached each participant so that they felt natural and at ease in front of the camera.”
The interstitials Michael and the Anvil Media team developed now screen frequently on the History Channel and are featured on the History Channel’s home page as well as on Ancestry.com’s website.
“For this project, we conceived the best approach to use, wrote the script, selected the music, and arranged locations and filming,” said Michael. “The animated graphics of the leaves and branches were also created in-house by our graphics editor.”
Interstitials are useful promotional tools for a range of settings including online presentations, at events and on television.
“When we create interstitials, we draw on Anvil Media’s considerable skills in making promotional videos and documentaries,” said Michael. “Interstitials allow organisations to package information about their products or services in a way that’s highly absorbing for viewers, and the branding can be quite subtle if that’s what’s required.”
