As mentioned in previous Spin blog post (“The Power of Craft in Video Production – Part I”), craft makes a statement about your company. It tells your audience that you care about your image and by extension your products, your customers and your employees. Craft sets you apart. Craft makes a difference. Here are some thoughts about the planning phase of a video project.
- High care. High thought. Great video is not created without great effort. The key word here is “created.” This is not a tangible product that can be mass-produced. Each program is custom made to the specifications of a discerning client. It is storytelling brought to life with words and music. This may sound overblown but we firmly believe that the more passionate the team, the more effective the result.
- Creative Brief. Ideally, a strong creative brief is both creative and brief. It presents the rationale for the project and clearly states the goals and objectives. This is critical because at various points along the way, you will need to determine if a given decision will achieve the stated goal. A good producer will raise a warning if a production decision strays from the stated goal and will get things back on track. Craft works from a clearly defined vision.
- Creative Treatment. Before a word of the script is written, an overall direction and framework for the program must be agreed to. In the creative treatment the elements are defined and decisions made which will determine the plan of action. Most important, the client and the production team must agree. Otherwise you will be going through multiple versions of the budget and the script.
- Script. This is the blueprint for the final product you are all building. The writer should indicate what action is occurring on the screen as well as what going on while we see it. What is the narrator saying? Is there music? Are there special effects or graphics? A good script will drive consensus and guide the way to a successful shoot.
In the next posting we will look at craft in relation to the actual shoot.