We put our families to sleep when we talk about our careers, projects, or programs. Yet, we find it fascinating as it serves as a reminder you need a way to brag about your career evolution. We seek to provide the “story” of ourselves through our good works, based on proven principles and best practices of communication.
The following demonstrates our method of transforming the mundane parts of our jibs into an exciting, authentic message. We’ll use the example of a typical video approach, such as for a commercial, a mini-documentary, or a 22 to 44 minute television solution outlined below.
Initiation: The Pitch
During this phase, the team will work with the customer to clearly define their goals, target audience and the video’s application. We outline any do’s and don’ts for communicating with the identified target audience and then put together a project schedule spelling out the process along with client touch points.
- The initial planning meeting will review “the pitch”. This will cover how to capture the vision, positioning, brand, goals, segmentation, theme, purpose, audience, key messages, marketing plan use input, approach (out of box, storyline, direct), mid-level product focus points, big idea (soft, epic, passive). The Pitch meeting is key, as this process can help accelerate any internal client compliance requirements at this time as the process takes into account any agency requirements. This should always kickoff the raw script effort, or at least, should continue to be the prerequisite before a raw script is written to assure the formula, thematic continuity, and balancing objectives is key.
- This step will also capture the role definitions of various production components – narration/voiceover (VO), internal presenters, testimonials, interviewers, various interviewer personas, spoken clips (no video). Consequently, this will help guide a-roll production content versus b-roll and will help engage with Subject Matter Expert and material sourcing.
- Can vary from light support to storyboard to full screenplay
- Collaboratively develop the raw script as support for leads
- Document any script advice
- Develop a production-ready, timed screenplay
- Develop various screenplay style supports such as:
- Case study storytelling
- Scripted, teleprompt news shot style and green screen
- Loose outline interview style and natural shot
- Movie production with multiple sets or on-site sets
- Reality show with on-site capture
Pre-Production: Setting The Logistics
- Schedule of production “shoot” logistics
- Talent or actor Sourcing
- B-roll planning and layout
- Voice over/narrator Selection
- Tailored pre-production process interview guidance
- Screen script including script transitions, footage and sound mapping, and text for titles, captions and credits
- Video plan with full phase lifecycle
- Video schedule with full phase lifecycle
Production: Capturing The Story
Production will leverage a RED Epic Camera Professional High-Definition A-level Movie quality camera. This is the same equipment used in the making of “The Hobbit” for quality comparison. The videographer will have all lighting, sound, and movement equipment made available to him, to assure highest quality level captured.
- Executed production plan
- A-Roll capture for use in public-domain or client proprietary use
Post-Production: Putting The Story Together
The studio uses high-end Apple equipment and software, including Final Cut and After Effects.
- Public-domain short HD video with appropriate voiceover, graphics, slates, credits, bugs/logos, branding, and on-script/message.
- Formats as defined in pre-production
- Three Revision cycle with client on rough, pre-sound engineering and voiceover), and final
- Perform voiceover
- Perform sound engineering
- Outbrief including documented lessons learned
- Can be light support or full distribution service capability
- Metadata for video for publishing online
- Small or Large DVD or BluRay Replication of master copies with variety of packaging (i.e. jewel cases, sleeves, disc labeling, etc.)
- Raw footage can be provided to client in working with client on what exactly will be needed to enable further post-production