Shoot once, cut multiple times
There you have it. Video production is nothing like carpentry.
Both benefit from the skill and experience of the person doing the cutting. However, you get just one shot cutting the board right. On the other hand, if you have planned correctly, the return on investment with video begins in the edit suite where the cuts can be endless.
Right about now, you probably have had enough with this strained metaphor, so here’s an example. We shot the VideoBankerITM video for PeoplesBank with the end in mind and that was multiple edit possibilities. When Darcy jumped into the edit suite, that’s in fact what we created. Video for POS, digital marketing, and television. All of these versions were different and considered not only the requirements of the platform that they would run on but also the relevance and engagement needs of the various audiences that would consume them through those different platforms.
Here are a few ingredients of our secret sauce. The most obvious focus of video production is on the visual. Sometimes the sound strategy is underplayed which is unfortunate because, well people can hear too. Critical across the board, and most often missed is the graphic and captioning strategy. In a digital environment, more often than not, video content is consumed with the sound off. For this project, John designed the graphics to be positioned in such a way that they would not interfere with captioning. In case you missed that, use captioning when you disseminate digital video because almost all users have the sound off.
GCAi production management considerations: Actors, vehicles, locations and traffic noise, weather/sunlight, lighting, sound, screen capture (video banker), diversity of actors, and preparation.
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