I like to frame a wide angle shot that include the sign in a corner of the video. Then I zoom all the way into the sign. I roll for about 5 seconds, then slowly zoom out and pan. It takes some practice to get it fluid, but once you master the technique you can use it over and over. Lighting, Lighting, Lighting The better the lighting of your original footage, the better the digital video will look.
Lighting is what separates amateur video from professional productions.
Once you learn how to master the intricacies of lighting, your videos will look professional, and your digital effects will be even more incredible. While we are on the subject of lighting, try to avoid back-lighting whenever possible. If you shoot people in doors against and open window, your camera will automatically compensate for the bright light outside. The result is that you get silhouettes instead of faces. I recommend always having a small fill light handy 10-25 watts.