Creative process

Stop for a minute and think of a recent movie that really impacted you. Chances are it wasn’t because of the special effects, or the 4k cameras. It most likely was because of the story.

Now I know what you are saying, “I’m not creating a Hollywood film, I need a product sales video to show the features and benefits of my shiny new widget. It’s not about some emotional story.” And you are right, mostly! There are tried-and-true storytelling techniques that we can use in almost any story.

If you’re a business you are probably contacting us to create a video to help solve a specific business challenge. In storytelling, that’s the conflict. Then we need to demonstrate how your product solves their problem. That’s the resolution. There are additional plot points in the story along the way, but those are basics. As we lead the audience through the conflict/resolution process, our goal is to build trust in your product or service. That trust is the emotional response that will help compel the audience to learn more, purchase, etc.

Step 1 –  Listen, learn and understand

The first step in every project is to learn about your organization and what you want the video to accomplish. What business challenge are you facing? What do you want the audience to do, think or feel at the 31st second? It all comes down to the purpose of the video and defining the objective.

Step 2 – Begin with the end in mind

Once we know the purpose and objective of the video project, we develop a plan that is results-oriented. Whenever possible, we develop a clear storyline that is designed to keep your audience engaged. We also create a shot list of all the visuals needed to support the story. This planning allows us to film exactly what we need, avoid the dreaded “figure it out in post”, and overall deliver a video that matches up with the initial purpose.

Step 3 – Execute the plan

With all the planning complete, it’s time to start production. We provide all the crew and equipment necessary to film the story. The types of cameras, lighting, and audio are selected based on the pre-production plan.During filming, there are new creative opportunities. This could include an interview that wasn’t originally planned, changing locations or filming b-roll that wasn’t previously available. When this happens we go back to our keywords and ask, is this in-line with the purpose of the video? Does it move the story forward? If the answer is yes, then we go for it.

Step 4 – Fine-tune the video

After the filming is complete, it’s time to pull it all together in the edit suite. Our editors meticulously review all the video footage and build the story based on the initial storyline. During editing, there are always opportunities to fine-tune the video to be even more effective. When this comes up we collaborate on what changes can be made and discuss how it makes the video better.