Our Team

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Process Manager

Andrzej Dobrowolski

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Business

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Lead Designer

Anna Tomasik

Creative

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## An innovative live-streaming platform to connect brands, content creators and customers

**How do you bridge the gap between brands, video content creators and online shoppers to enhance the selling/buying experience? Live-streaming technology may be the answer. In fact, our client Divid has devised an innovative e-commerce solution for that very purpose. Its app and live-streaming platform enable shoppers to buy products and watch videos in a seamless manner.**

Divid tasked Rhapsody with finding the best visual solution to explain the benefits of its product. The solution needed to show a customer's journey and the interaction between them, brands and content creators. We therefore set out to create videos that would appeal to our client's wide and varied target group while being consistent with the Divid brand identity.

![A picture showing fashion and beauty products on the black background.](https://rhapsody.ams3.digitaloceanspaces.com/78a15119867ac64c5a2d68a735192b73.png)
### Getting to know Divid’s live commerce product
Tapping into a market need for new online shopping solutions, [our client Divid](https://www.rhapsodymedia.com/our-work/divid) has created a unique live-streaming platform to connect brands, content creators and customers. 
1. **Brands** can use the platform to join the influencer marketing space and attract new online shoppers. 
2. **Content creators** can use it to increase viewer engagement, improve their visibility and earn money. 
3. Finally, the platform enables **customers** to explore products or services in real time and make an informed decision about them. 

Divid's technology module includes two products:

- CPA: a **SaaS mobile application** where video bloggers can receive an offer from a brand, then shoot a video or conduct a live stream featuring one or more of the brand’s products. Bloggers invite their audience to Divid’s webpage or mobile application so that they can purchase goods in a few clicks while watching the live stream.

- **Live commerce**: a platform for brands to reach out to content creators with promotional opportunities. Creators can use it to post their own video or live stream to enhance the customer’s experience.

- Divid’s **live-streaming** products improve the online selling/shopping experience and the interactions between its users. However, how do you effectively transmit this message to a broad and diverse audience?

## Creating a video campaign to successfully explain the client’s product

Rhapsody proposed to create videos that describe the client's product offering through storytelling. The videos set out to show the advantages of Divid's live-streaming platform and how it can change the user experience, for example:

**Consumers** stay engaged during a live-streaming showcase without having to leave the video while they shop.

**Video content creators** gain the audience’s engagement and a commission from each sale, plus they have an opportunity to work directly with global brands.

**Brands** gain an innovative, interactive sales channel with high conversions. Plus, they get to sell their products through social networks and content creators without the need for intermediaries.

The videos had to be in formats suitable for use:
- On the client’s website and social media pages,
- In paid social media campaigns,
- In presentations during webinars, conferences, trade fairs, sales calls etc.
We therefore produced longer videos aimed at brands and content creators, and shorter videos for social media.

### Video tells a story that appeals to a diverse target audience

Divid’s product is aimed at brands, content creators and customers in Europe, the UK and Turkey. Rhapsody had to take this broad target audience into account when coming up with a solution. Using video was an obvious choice: it can be an excellent channel to transmit a message to an international audience and provides a wide variety of creative storytelling options. There was another reason for using video: telling the product’s story through dynamical visuals fits perfectly with Divid’s image as a brand that delivers a modern e-commerce solution. 

### What are the benefits of using a video in a creative campaign? 
Controlled **storytelling**. You can methodically set the pace and structure the narrative, making it simple to deliver a focused message. As a result, you’ll provide the audience with an enjoyable experience.

**Visuals**. You can use elements such as colour, data visualisation, kinetic text, animation or live-action to convey your message in a powerful or evocative way.

**Audio**. Music, voiceovers and sound effects can help you communicate tone and emotion. This can help increase your audience's emotional response.

## A comprehensive approach to creative video production

This project required Rhapsody to adopt a holistic approach as we had to handle all the stages of production:

- **Pre-production**, including concepts, scripts, castings and locations setting.
- **Production** – a one-day shoot.
- **Post-production**, including choosing the best footage, editing, preparing an animatic version of the videos, colour grading etc.
Let’s dive deeper into the specific stages.

### The pre-production stage: from the concept and scripts, through to casting and set locations

We started the project by defining our client’s needs. We asked Divid for inspiration, preferences and expectations. This stage required regular communication with the client, often via Slack and calls. We then worked through the information, brainstorming and developing several concepts for a video campaign. Once the client had accepted one of the concepts, Rhapsody’s team got to work to create the moodboards, storyboards and scripts.

![Putting make up on a model in the photo studio.](https://rhapsody.ams3.digitaloceanspaces.com/22749f4c3e86a0f3af86e97a55286c71.png)

### Working on video scripts
A dedicated copywriter created scripts for the videos. They focused on creating stories that would:

- Convey the benefits of Divid's platform.
- Be consistent with the image of the brand, i.e. one that provides an innovative and easy-to-use tool.

To achieve these goals, we created two scripts which presented simplified customer journeys from the perspective of the brand and content creators respectively. The stories showed how a merchant could use our client's technology to increase sales, and how content creators can leverage the platform to gain more subscribers and earn money. In addition to highlighting the benefits of Divid’s platform, we also showed viewers that it is easy and fun to use.

### Organising a one-day shoot

Then, we organised the one-day shoot. Preparations included:
- Casting and hiring two actors via a model agency. The casting took place at Rhapsody’s studio. We took care of all the formalities, such as contracts.
- Hiring a stylist, makeup artist and hairstylist.
- Creating the packshots for the products featured in the videos.
All this work required close cooperation with our client – who participated in the casting and the [video shoot](https://www.rhapsodymedia.com/production/photography) – as well as with the [photography](https://www.rhapsodymedia.com/production/photography) and video team.

### The production stage: shooting a series of videos in one day
We were faced with an important challenge: we had just one day for the shoot. The key to success was to get everything right in the pre-production stage. By preparing in detail and working closely with a team of professionals, we were able to complete the shoot within the allotted time. In one day, we managed to shoot two main videos – one targeting brands and the other content creators – as well as four short videos for social media.

### The post-production stage: crafting outstanding videos
The post-production stage is when the video really comes to life. It is a complex process, but with the right skills and experience, the post-production team will successfully turn raw footage into engaging, cohesive content that delivers the right message. This stage included:

- Going through the footage to choose the best takes. We invited our client to participate in this process.
- Preparing an animatic version before working on the final versions of the videos.
- Working on the animated/motion design parts.
- Making sure all the components of a video – including music, visuals and any copy or speech – were aligned. For Divid, contemporary music with a strong beat served to set the pace and give the videos a dynamic identity.
- Making the final edit with high-resolution frames.
Rhapsody's creative department ensured that the videos felt vibrant and authentic in line with our client’s message.

## An eye-catching video attracts audiences and answers clients' needs

Year after year, video remains a clear winner as the most engaging form of content. When done right, video content serves both the audience and brands. A well-thought-out video is therefore the best possible marketing tool brands can use and is well worth the investment, especially for a launch. 

![A group of people including both agency staff and models standing together in the photo studio .](https://rhapsody.ams3.digitaloceanspaces.com/f504b8981b52e69c38809295b6d581f4.png)

**Divid’s campaign proves it is possible to communicate a lot of information to a highly diverse audience. The trick is to get your message across simply and clearly. This will only work if you find the right angle and a style that appeals to the target groups while being in line with the brand's identity. This is why Rhapsody always examines the needs of the target group first: our findings will be the basis for creating an appealing storyline that we’ll then tell using cutting-edge tools and technology. If you are looking for a reliable partner who will work on your project with a great deal of care and deliver outstanding results, [contact Rhapsody](https://www.rhapsodymedia.com/contact-us).**

End-to-end video production for a live commerce start-up

## Q&A with Marta, Project Manager at Rhapsody

### Marta, as a project manager you are responsible for the smooth-running of projects and you work closely with clients. Can you run us through a typical project?

In general, each project consists of four stages: pre-production, production, finalisation, and evaluation. In my opinion, the very first stage – pre-production – is the most important part because it will influence how we cooperate with the client and set the rhythm for what’s to come.

### In other words, planning comes first. Tell us more.

The key is communication and teamwork. Together it is easier for us to find solutions and propose different options. As a creative agency, we guide our clients through the process in a way that ensures they will be happy with the outcome. 

Clients sometimes don’t know what they want. And that’s okay: after all, that’s why many brands turn to [marketing agencies London](https://www.rhapsodymedia.com/). We’ll put forward our own ideas. We might prepare a wireframe, or we might share some references/moodboards. This allows us to observe the client’s reaction and gather feedback. I often say that working in a creative agency requires empathy; the project manager and designers often have to put themselves in the client’s shoes to come up with the best ideas.

![Project management dashboard](https://rhapsody.ams3.digitaloceanspaces.com/f4edee68ce81ff4348ed560b1b06ae1e.png)

### From a project manager’s standpoint, what are the three must-haves elements for a project to succeed?

Even though creative project management can be a complex process, some ingredients are common to all successful projects. For me, the top three are: 

**Communication**
When communicating with a client, it is good to be as straightforward as possible. It’s important for a project manager to ask questions, write summaries, and take clear notes so that everyone is on the same page. That being said, it’s not just about communication with clients: it’s also important to communicate well within the team. That starts with a great work culture: at Rhapsody, we all trust each other and know a lot about successful cooperation. Plus, it’s alway great to add some more practical measures to the mix. For example, I think an internal communication channel is a must for any project: that way the team has a safe space to share ideas, feedback, or any doubts or concerns. It helps projects run smoothly and allows us to achieve the goals in question as a team. 

**Good planning**
To start, it is important to set goals, determine priorities and also check what resources are or aren’t available. Based on this information, a project manager can then prepare the plan, timeline, and cost estimates. I also always bear in mind that changes may occur at any moment so I try to remain flexible. 

**Having a brief**
A good brief makes all the difference. The briefing stage helps the team to understand the client’s needs. What is the project about? What needs to be done? What do we as a creative agency need from the client before we get started? Having this information allows us to move forward in the right direction.

### Let’s zero in on the briefing stage you just mentioned. Can you expand a little?
Each project is different. Sometimes clients supply us with their own brief; sometimes we provide them with a pre-prepared brief template. Either way, we’ll organise at least one meeting with the client so that we can go through the brief together.

### What’s the secret to writing a good brief?

For me, the most important elements of the brief are:

- **A description of the project** and its goal – We ask the client to describe the project in their own words. What do they expect from us? What is the goal and the purpose? Who is the target of the project? 
- **References** – It is always great when the client provides references or inspiration. It helps us to understand what the client likes or doesn’t like. That then helps us with research and brainstorming.
- **Content** – If the client already has assets that we can use for the project, it is good if we receive them as soon as possible. It will help us to estimate time and costs properly. Sometimes clients don’t have any content yet. That’s no reason to panic: we will simply establish what they are planning to provide, and how much we need to factor into the production stage. 
- **Specifications** and technical details – As a project manager, I will need different types of details depending on whether the project is a website, a video or a campaign. Think dimensions, brand guidelines, or information regarding the platforms or tools where the project will be shared or used, etc. 
- **Deadlines, budget, and communication** – The client should always set a deadline, outline the budget, and provide a point of contact for their team. We also set up a communication platform so that we can easily move forward with the work. 

**To sum up, a client can never share too much information: the more information we have, the better.**

Would you like to know more about our projects? Please don’t hesitate to [contact us.](https://www.rhapsodymedia.com/contact-us)

Brand projects: key tactics that drive success

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Project Manager

Marta Plichta

Divid Case Study - video production

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Can anyone – regardless of their age and possible disability – easily read the information or make a purchase on your company website? 

When you designed the site, did you think about using a readable font and colour contrast? 

Does the site’s design allow users to navigate it without the overall experience being impacted by their network bandwidth or a disability? 

If you want a wide variety of users to connect with your brand, you need to think about **making your platforms accessible**. In this article, we explore how to go about **web accessibility** and which aspects to pay particular attention to.

## Why digital accessibility is crucial for brands and how Rhapsody can help to enhance a site’s web accessibility

In a world where information and products are just a click away, brands need to make [web accessibility](https://www.rhapsodymedia.com/technology/accessi-be-partner) the norm in order to reach as many people as possible. A well-designed and attractive digital platform increases a company’s credibility, helps create brand awareness, generates more leads and **increases sales**. Website accessibility features are a must for any brand that wishes to grow.

But what does a “**well-designed website**” really mean? Simply put, it is a website that is user-friendly and that provides easy access to information while being adapted to the character, skills and goals of a user. 

This means that, when designing a site, we need to think about different kinds of internet users.

## What is digital accessibility and why do leading brands care about making their websites accessible? 

Web accessibility means that people with physical or mental disabilities, limited technological capabilities or who are from different cultural backgrounds can use websites and digital tools to their full extent. 

In other words: 

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anyone with access to the internet needs to be able to understand, navigate and interact with the website or application and also benefit from the information and functionalities of the platform.
```

Websites are the digital face of many businesses and organisations, providing essential information and useful tools for their users. It is therefore vital that brands take [web accessibility](https://www.rhapsodymedia.com/technology/accessi-be-partner) into consideration so that all users may experience the full potential of a website and other digital tools.

According to new the [European Accessibility Act](https://ec.europa.eu/social/main.jsp?catId=1202&intPageId=5581&langId=en), an **accessibility law** which will take effect on 28 June 2025, the user’s age, physical limitations or technological knowledge cannot be factors which exclude them from using a service. 

From this date onwards, many companies in the EU will have to ensure that any newly marketed products and services from the list below are fully accessible, without any **accessibility issues**.

**Example products:**
* Computers and operating systems
* Smartphones and other communication devices
* TV equipment related to digital television services
* ATMs and payment terminals (e.g. card payment machines in supermarkets)
* E-readers
* Ticketing and check-in machines

**Example services:**
* Phone services
* Banking services
* E-commerce
* Websites, mobile services, electronic tickets and all sources of information for air, bus, rail and waterborne transport services
* E-books
* Access to audio-visual media services (AVMS)
* Calls to the European emergency number 112

### Millions of people around the world need full access to digital platforms

Even though accessibility has been widely discussed, many websites and e-commerce platforms are still failing to comply with accessibility standards. This can result in complaints or other negative consequences for the brand or publisher.

It’s important to bear in mind that digital exclusion does not only affect people with physical disabilities but also those with situational disabilities and socio-economic restrictions (which might impact their bandwidth and internet speed, for example). When [developing websites](https://www.rhapsodymedia.com/development/web-development), we need to be mindful of this fact and design digital platforms that work equally effectively for all users.

More and more people are using the internet in their later years and the proportion of older internet users will continue to grow as today’s users age. Giving these users the option to select larger fonts, boost the contrast or simplify navigation is crucial to ensure they enjoy the content to its fullest.

The number of people with disabilities is also expected to increase significantly in the coming decades, which will invariably result in more guidelines, regulations and enforcements relating to **website accessibility**. When weighing up whether to invest in web accessibility or not, it is worth considering these figures:

- 15% of the world’s population, i.e. about a billion people, have a disability certificate (source: [WHO](https://www.who.int/teams/noncommunicable-diseases/sensory-functions-disability-and-rehabilitation/world-report-on-disability)). 
- Around 87 million people in the European Union are affected by disability (source: [European Commission](https://ec.europa.eu/social/main.jsp?catId=1137)).
- In the USA, 59.6% of the population with a disability status live in a household with internet access (source: [statista.com](https://www.statista.com/statistics/368609/us-online-access-householder-disability-status/)).
- In 2016, almost 1/5 of the EU population (19,2%) was over 65 years old – and this number is still growing (source: [Eurostat](https://ec.europa.eu/eurostat/cache/infographs/elderly/index.html)).


![Accessibility in Web Design_ Images.png](https://rhapsody.ams3.digitaloceanspaces.com/52fc76ce0f8274e096402bd21f2b2773.png)

### Learn about the essential components of web accessibility and the most common mistakes
Ensuring that your website is fully accessible can be hugely beneficial to your brand. Benefits include the following:

- It means brands meet national, regional and international legal requirements.
- It can strengthen a brand’s image as a company that is genuinely committed to corporate social responsibility (CSR).
- It can help position a company as a pacesetter with a vast market reach.
- It allows brands to be well-prepared for success in today’s and tomorrow’s world.

## Where should you begin if you want to create digital products and platforms that are accessible to every internet user?
The Web Content Accessibility Guidelines (WCAG) are a good place to start. This act lays out a set of standards for testing accessibility and explains the main principles, which are known as POUR:
- **Perceivable** – the information on a webpage and the interface elements must be presented in such a way that the user can perceive them with their senses. Everything should be visible and detectable.
- **Operable** – interactive interface elements such as controls, buttons and other navigation components should be operable.
- **Understandable** – the technology and the way content is presented should be consistent with design and usage patterns.
- **Robust** – the site should provide a seamless experience throughout, regardless of the technology used to access it (including assistive devices).

WCAG discusses in detail the types of disabilities that web accessibility should address, including but not limited to:

- visual impairments,
- mobility difficulties,
- hearing impairments,
- photosensitive epilepsy,
- cognitive and intellectual disabilities.

### Assessing digital accessibility requires knowledge and the appropriate tools
According to the WCAG, the most common mistakes that make a site less accessible are:

- low contrast elements,
- missing alternative text,
- empty links,
- missing form labels,
- empty buttons,
- missing document language.

However, these are just some of the issues that can make a site less accessible to people with disabilities and limitations. Therefore, a thorough accessibility assessment requires knowledge (for example **mobile accessibility** or **video accessibility** knowledge), relevant digital tools and time. 

## Examples of accessibility: Check out our tips for optimising the accessibility of your website

You will find detailed instructions on how to adapt websites for disabled users in the WCAG guide. Below we have listed the six elements that we think are the most important. These elements are, among others, part of Rhapsody’s Accessibility Checklist Template.

**1. Colour and contrast are important for page readability**
Having good contrast levels is an accessibility prerequisite: this ensures that everybody can read the content easily. The higher the contrast, the easier it is to distinguish the objects, images or text in the foreground from those in the background. The proper use of colours can also help and it is preferable to use contrasting colours that are at opposite ends of the saturation scale, e.g. black text on a white background, or yellow letters on a black background. Fo that you might also use a **pdf accessibility checker**.

**2. Each element on a page can have a significant impact on accessibility**
To meet the right accessibility settings and standards, it’s important to pay attention to nuances such as line height and letter spacing. The line height should be at least 1.5 times the font size and the letter spacing should be at least 0.12 times the font size. Avoid including text (other than a logo) in images. Check if the text is still readable when enlarged, e.g. to 200%.

**3. Disability-friendly hyperlinks**
Use concise, descriptive link text rather than using a URL so that users can scan the text to then quickly determine whether they want to click on the link in question. 

**4. Pop-ups limit access for people with vision impairment**
Popular pop-ups, such as a survey window, can disorient low-vision users. New windows distract users from what they are currently reading or doing.

**5. Short and descriptive: alternative text is an essential component of an image**
Remember to add alternative text (alt text) to images and aria labels to buttons, charts, hotspots, clickable navigation, graphs, illustrations and other important visual elements. Alternative text is useful to people with visual impairments: screen readers and other assistive technologies read the alt text aloud as a means to summarise the visual information seen in an image.

**6. An intuitive navigation system allows users to navigate the site with efficiency**
When designing navigation, consider how users interact with a site’s structure including its hierarchical menus, search fields and site maps. 

## Accessibility testing – reach customers with disabilities, starting with a free accessibility audits

What is accessibility testing? 

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Accessibility testing it's the process of evaluating a website or application to determine how usable it is for people with disabilities.
```

If you’re unsure whether your website is accessible to customers with different types of disabilities, and if you're meeting the right accessibility policy, we’re here to help. Take advantage of our free **web accessibility audit** with **accessibility consultant** and start changing your online platform now.

Using our Accessibility Checklist Template, we will analyse your website and provide you with a report of your accessibility results. In this way, we help brands like yours identify the barriers that may be limiting their reach. We also run an **automated accessibility testing** for our clients. 

The website accessibility audit report is the first step in improving accessibility. This crucial foundation will enable you to then adapt the content and technology of your website, so that it is accessible to all users.

## Free, no-obligation accessibility audit
Rhapsody, a [digital, accessibility agency](https://www.rhapsodymedia.com/), is adopting to ensure digital accessibility for customers. Do you need to assess the **accessibility in UX design** of your website or app? Contact our digital team and schedule a free **website accessibility audit**.

_[Get in touch](https://www.rhapsodymedia.com/contact-us) with our experts and make your brand more accessible._

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