The Art of Craft in Video Production – Part IIII | Spin Creative
The Power of Craft in Video Production – Part IIII
Oct 2012 14

In the previous Spin blog post (“The Power of Craft in Video Production – Part III”), we explored how craft can elevate the script and production. In this last of our four-part discussion of craft, we will address a few more production considerations and some thoughts on postproduction.

  • Talent. Sometimes a client will tell us that Sid on the loading dock has a great voice and should narrate their program. Or Sarah in accounting is taking acting lessons. Most of the time, Sid and Melissa should keep their day jobs. Unless they are being interviewed about what they do, craft requires the use of professional talent.
  • Camera movement. Video and film captures movement. That’s why you’re not just handing out brochures. Sometimes the movement also includes the camera. A fluid, traveling shot with the camera on a dolly or a steadicam can gracefully draw the viewer into the scene for greater impact.
  • Graphics. The artful use of type and graphics can enhance almost any program. But don’t let the graphics overwhelm or distract from the message. Tasteful yet creative is important. Type styles can become dated quickly so try not to choose an overly trendy font or treatment if the video will have a long shelf life. However, if it’s a short run commercial, the trendier the better.
  • Fix it in Post. The cost of video production rises as the production moves towards completion. Postproduction – the step where the footage is organized, narration recorded, music composed and edited – is not the place to solve problems which occurred during the shoot. It makes no sense to make major changes during the most expensive phase of the process.
  • You Tube. The emergence of YouTube has changed the way viewers watch video and with it, their expectation of quality. In some cases, clients actually want shaky, blurry images because they think it adds authenticity. However, we believe that quality will improve across the board as small hand-held devices improve in quality and that craft will continue to set a high standard.

If you would like to work with one the the best video production companies on the west coast, shoot us an email at or call 206.686.1090. Our production offices and edit suites are in Seattle but we travel all over the world for our clients.