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I think that a lot of good ideas have been brought up. In particular the length of the production. Unless you have pretty compelling footage, anything over 3 minutes is going to be too long for most people. Having a clear vision of what you want to portray is key, it's ok if a changes a bit during, but you need some sort of vision. Don't dwell too long on any particular scene, keep it snappy, with a feeling of rhythm. It doesn't matter as much what you shoot with, most modern camera's will yield a good result. The set-up and lighting are your key factors. You want the light to be long and mild, early morning or evening is best.
Take your time, these things can't be rushed, most importantly have fun!!!
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