From our Depsters May 06, 2019
Fixing in post-production – insights into video production
The goal of video production for a brand is always the same: capture the essence of a brand and project it to the world via moving images which reflect the brand value and product. However, there are a lot of misconceptions surrounding video producing and to reach that objective, a lot of work is involved. It’s not about solely sitting around and screaming the word “action” to one person on a set whilst another person stands behind a camera. It doesn’t work like that.
One of the most common phrases a video production team will hear is ‘you’ll fix it in post!’ which means that you will fix an issue during the post-production process. In video production, the aim is to think ahead and make sure that one doesn’t have to fix things in post, since that’s usually expensive, time-consuming and you won’t end up with the same quality.
Many aspects of advertisement revolve around photography and design elements. After a photoshoot, you can easily adjust and edit photos using Photoshop as that program is simply magical. But, when it comes to video production, it’s a different story. You want to avoid editing the footage as much as possible. Thus, to limit the amount of editing required post-shooting, you should discuss everything during a pre-production meeting so that there won’t be any surprises on set.
Way to go
Once a briefing is received from a client, debrief by telling the client what you think the assignment is and how you plan on capturing their vision. During the debrief you need to decide which deliverables are needed: is it video or photography? What ratio does it have? Where will it be posted? Talk out the details. And last but not least, create a realistic schedule that fits the clients demand. So when the client asks for a hundred photos to be delivered in three weeks, you need to break it to them that this is unfeasible. The same goes for the budget. Once the client approves the concept and budget, you can enter the production phase.
Now it’s time to get organised and ponder how to make your plan a reality. This is when you look into location options and hunt for the right cast and crew members. This all takes time as you might need permits to shoot at a certain location. These are small but necessary steps which consume your time leading up to the day of shooting. Now shooting could last one day or a whole week (or even longer). After shooting, comes the post-production phase which is necessary to edit and deliver the final product.
Obviously, you want to deliver high-quality results, but you probably also want to go the extra mile and surprise the client. If you work seamlessly with various departments of your agency, the client and other production companies, this will increase the quality of the work.
Creating a video from A to Z is not easy and fixing all the issues in post-production is not a smart choice. The biggest challenge you may come across is ensuring that all the teams work together and create content which meets if not exceeds the client’s expectations. Being flexible to both the clients’ demands but also the market is crucial. If you can adapt to the current climate and easily absorb new trends, you will become the top dog.