Parc Entertainment - A Video Production Company - Birmingham, AL

Since we will soon be launching the new Red Fox Media brand, I updated our demo reel. This reel features our new logo, along with samples of our more recent work. The new Red Fox Media website should go live in a couple of weeks. It’s been a long transition and I’ll be glad when it’s all complete.

In my experiences as a video producer and director, I have learned that clients can fall under two extremes: On one end of the spectrum are clients who are heavily involved in every stage of the process.  On the other end of the spectrum are the clients who take a “hands off” approach. They approve the creative strategy and then let the production company produce the video. Then, they will come back in during the editing process to give notes. And, of course, there are clients who will fall somewhere in the middle.

Ultimately, it’s your responsibility as a producer/director to give the client what they want. You need to recognize their particular work habits and learn to adapt accordingly. But if you are faced with a client who prefers a “hands off” approach it can be difficult to determine if you are on the right track. You could be faced with a big problem if you have already shot all of your footage and invested a lot of time in the edit only to discover that your client didn’t like the way you shot a particular scene. Or they might not like the wording of the script in a particular section. Or they might not like the look of a certain location. However, there are things that both the client and the video director can do to avoid costly re-shoots or extra time in the editing suite.

Directors, don’t ignore the client while on set. If you see that they are standing off by themselves, encourage them to come over and take a look at each shot before you start filming. Ask them if the lighting, framing, blocking, etc. is what they had in mind. Before moving on to another scene, ask the client if there is any other shot that they need before wrapping the gear. Clients, make sure that someone from your team is on location to supervise the shoot. Don’t be afraid to look over the director’s shoulder. Ask questions. Be honest about what you would like to see. Make sure that the footage you are getting is the footage you want. Better to have the footage and not need it, than need it and not have it.

Ultimately, a video production is a collaborative process, so both parties should respect each other and listen to any creative input. The client and the production company both want to produce the best video possible. And that’s some common ground from which to start.

Here are a few production stills from one of our recent commercial shoots. The client is PoshBirmingham.com, a soon-to-be-launched website highlighting some of the best retailers and restaurants in the Birmingham area. We produced :30, :15, and :05 spots that will start airing mid June.

I started this blog in the summer of 2005 as an outlet to express my love of films and filmmaking. It soon evolved into an extension of my production company. However, in the time that I have been posting on this blog, I don’t think I have ever explained why I write and to whom I’m writing. In short, the purpose of this blog is to give you, the reader, some insight into the world of video production and how video can be used to its potential. My target audience consists of three groups:

1. THE VIDEO ENTHUSIAST -For this individual, I write articles that teach some basics about the craft of cinematography, direction, editing, production management, etc. I also post articles pertaining to particular types of cameras and other equipment and offer tips and tricks as to how one can best utilize the tools at his or her disposal. Some of these articles can be more technical in nature.
2. THE VIDEO PROFESSIONAL - This individual earns a living through work in video production, perhaps as freelancer or business owner. For this demographic, I write articles that focus on the day-to-day aspects of being a professional. Subjects may include: how to improve your workflow, how to be more organized, how to prepare for a shoot, how to earn new business, how to market yourself, how to maintain healthy client relations, how to pitch to potential clients, etc.
3. THE CLIENT - The third audience group consists of people who work on the client side of the equation. Over the years I have worked with clients who have had very little experience working with a video production company. I have also worked with clients who are seasoned pros and know exactly what to expect on a video shoot. And I have worked with clients who fall in between both extremes. To this particular audience I write articles to help both the client and the production company maintain a healthy working relationship. I want to help the client understand what it’s like working with a video production company. I want to give them a few creative ideas that they might use as inspiration in their own marketing efforts. I want to help them know how to prepare for a video production, how they can get the most “bang” for their buck, and how the whole process can run smoothly and efficiently.

Sometimes, in the course of writing these articles for each of these groups, I might offer a few tips that are solely based on my experiences. I understand that each individual and each situation is different. So, my advice might not apply to everyone. But that’s okay. Hopefully you can mine some little nugget of information that is applicable to projects that you are working on, and help answer certain questions you may have. I also realize that everyone has their own style when working on a video project and their own unique approach to the process. And that’s okay too. The beauty of working in video is that is a very fluid and collaborative art form. So, when I speak to clients, or video professionals, or video hobbyists, I am not asking that you change your habits. I’m not asking that you adhere to a certain standard. The goal of any advice I may give is simply to help you (the hobbyist, professional, or client) avoid potential problems and create the best video possible. And isn’t that what we’re all striving for? I know that’s what I try to give to each of my clients.

I thought it was important to briefly outline the purpose of this blog, so that all of my readers can get a clearer picture of my motivations. Thanks so much for taking some time out of your day to read my blog and I hope the information contained within can help you improve your craft, your business, and your marketing efforts.

The motivation behind the decision to transition to Red Fox Media came from two sources: First, much of the content we produce is for a client’s website. Since online video is becoming more pervasive and mainstream, more and more clients want to produce a video for their website. So, we believe that expanding our services to include website design and development is a natural move for us. Second, there have been many instances when I have been in a meeting with a client and they have asked if I provide website design services in addition to video. I have been able to pick up a handful of web design projects from these inquiries.

Although the Red Fox brand hasn’t officially launched, we have already built up a good portfolio of web projects. Most recently we soft-launched a website for Wade Sand and Gravel, a company that operates a quarry in Birmingham, Alabama and provides crushed stone to aggregate customers. They approached us because they have never had an Internet presence and were looking to create a practical, informative website for potential customers coming into the Birmingham market for construction projects.

Wade Sand and Gravel owns and operates three companies - Wade Sand and Gravel, Superior Products, and Red Bluff Sand and Gravel. We soft-launched the Wade site to meet with the client’s important bid deadline, with the plan of launching a complete package of Wade company websites at a later date. Eventually, Superior Products and Red Bluff will have their own designated sites, with a landing page that provides links to all three companies.

Before the project even begins, you realize that you are under a tight deadline. The client needs the video to be completed quickly, and you commit. You are confident in your ability to meet your client’s timetable. Unfortunately, you don’t get very far into post-production before realizing that it will be impossible to get the video finished before the deadline. What happens now? Last year I wrote an article entitled, “Deliver What You Promise,” which stressed the importance of fully evaluating the size and scope of a video project before committing. However, this hypothetical situation is different. In this situation, you are already knee-deep in the project and no longer have the option to turn it down. What can you do?

1. Be honest with the client - This item is listed #1 for a reason. It is imperative that you call your client immediately and tell them what’s going on. They will certainly be disappointed that the project isn’t progressing as planned, but your client will respect you much more for being honest than they will if you waited until the very last minute to tell them of the problem. So, keep your client in the loop. Tell them what you’re seeing from your end. Tell them what you’re up against.
2. Find out if the deadline can be pushed - Sometimes a client will pad out the schedule, knowing that certain unforeseen problems could arise. Therefore, if your deadline is the 15th, you might actually have until the 22nd. Talk to your client. Find out when the actual make-or-break point is.
3. Break up the project into smaller, more manageable sizes - This is the moment when you start farming out portions of the project to other editors in your area. Look through your contact list. Examine your network of video professionals. Is there anyone on that list who could help by editing certain portions of the project while you edit other segments?
4. Offer your client a discount on the work - Sometimes you might have to take a hit on your hourly rate in order to maintain a good relationship with your client. So, take responsibility. Face up to the fact that you over-promised and be willing to finish the video at no extra cost to your client. Or, offer them a discount, either on the current project, or a future project (assuming this is a repeat client).

These situations are never easy, and it causes major stress for both you and your client. However, there is always a solution to the problems that seem insurmountable.

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• Beyond Budget and Scope: Managing Client Expectations and Delivering Value (slideshare.net)

The above scene is from Jaws and it takes place right at the moment that Chief Brody gets his first look at the great white shark. It’s then that he realizes that he and his team underestimated just what they are up against. The same problem can occur in any video production. It’s easy to underestimate the scope of your project. What seemed like a simple, straightforward shoot and edit can quickly balloon into something entirely unexpected. The last thing that you, as a video producer, want to do is to go back to your client and say, “We’re going to need a bigger budget.” That’s not a fun conversation. Here’s what needs to happen to ensure that neither you nor your client underestimate the scope of the video project.

1. Everyone (both client and video producer) need to be upfront and honest at the beginning. You as a video producer should never over promise. Be clear on what your capabilities are. And you, the client, should never try to downplay what’s involved in producing the video. If you are working from a script and are not as prepared as you need to be, then you need to tell the video producer, “I’m going to need several takes to get this right.”
2. All decision-makers need to be involved from the very beginning. If the “higher-ups” wait to watch the video after everything has been shot, you may be forced to re-shoot portions of the video if they don’t like what they see. Re-shoots are costly. You as the client can avoid them by making sure that anyone who has to put his/her stamp of approval on the video is present for all important decisions.
3. When it comes to budgeting for post-production, the “less is more” mentality doesn’t work. More is more. In other words, you will always need more money for post-production than you think you do. Many clients (and video producers) underestimate just how much time will be spent editing the video. You may accurately gauge the hours you will spend assembling the edit, but you may neglect to consider time needed for encoding, making approval copies, delivering approval copies, approval meetings, phone calls with the client, making changes to the edit, re-working sections of the script, additional color correction, audio mixing, more encoding, more approval copies, etc. The list can go on and on, so you need to be prepared. Always budget more for post-production.

Video producers and clients need to work together so both parties clearly understand what’s involved in the production of any video. These tips are intended to help you avoid potentially awkward meetings wherein you have to ask for more money, because you simply underestimated what you were up against.

Our free e-newsletter is distributed every first Tuesday of the month. Included in each issue is the “Public Parc,” a forum for discussing different topics pertaining to sales, marketing, video, and social media. Subscribers to the newsletter and readers of the blog are encouraged to get involved in the discussion by posting their comments here. You can also post your thoughts on Twitter, using the hashtag #PublicParc. Here is this month’s Public Parc discussion:

If you were to do a Google search to find a video production company and/or a website design/development company, what search terms would you use?

I’ve been doing some self-evaluation recently in an effort to better define my company and our mission. If you haven’t been keeping up with the latest developments here, we will soon be Red Fox Media. I know, you have questions:

• Has Parc Entertainment been bought out?
• Will Clint be moving on to work for someone else?
• Is this the end?

The answer to all of the above is, “no.” Our business is growing and so we are expanding our services. Therefore, we have decided to change our name, to more accurately reflect the company identity. Here’s a brief synopsis of who and what Red Fox Media is (this will appear on our new website - www.redfoxmediainc.com):

Red Fox Media, formerly Parc Entertainment, is a digital production company in Birmingham, Alabama. As today’s media becomes increasingly integrated and pervasive, clients need dynamic and visually stunning content. That’s where we come in. Through HD video production and website design, we create compelling multimedia solutions that engage, inspire, and entertain. As media and technology continue to evolve, we readily adapt. That’s why we’re relentless. It’s why we hold ourselves to a higher standard. And it’s why we work everyday to provide our clients with visual excellence.

As we work toward the launch of this new brand, I’ve been thinking about our core values.  I’ve compiled them into a list. This list isn’t meant to be all-inclusive, but it will certainly give you an idea of what motivates us throughout every stage of every project:

• We believe in challenging ourselves to create the best content for our clients.
• We believe in having a passion for what we do.
• We believe in creating content that stands apart from the others
• We believe in high-production standards
• We believe in constant improvement.
• We believe in adapting to meet the needs of our clients and the marketplace.
• We believe in greatness, not mediocrity
• We believe in treating everyone with respect
• We believe in prompt, courteous communication with all clients.

What your video production doesn’t know can hurt you. Many people who have little experience working with video production companies usually feel a bit overwhelmed. They understand that they need to produce a video for their company, non-profit, school, etc. but beyond some basic generalities about the project, they aren’t sure what the video production company needs or needs to know. If the entire process is to run smoothly, you need to provide the video production company with some logistical details. A good producer or director will know to ask you these questions, but it’s still a good idea to have this information in-hand when you discuss the project with your video production company. Here are some details that need to be hammered out:

Project Overview

• What/Who the video is for
• The goals/objectives of the video
• The desired length of the video
• Where the final video will be shown (website, public event, seminar, trade show, in-house communication, sales meetings, etc.
• The deadline (Read this post regarding video production deadlines and how to schedule your video project accordingly.)

Technical Details About the Project

• The video format (standard-definition or high-definition)
• If standard definition - widescreen or standard 4:3
• If high-definition - 1080i or 720p?*

Responsibilities

• Script-writing responsibilities (will the video production company be required to conceptualize and write the script, or will your department handle that task?)
• On-camera talent (will the project require professional talent to be provided by the video production company, or will your company provide employees for the video?)
• Voice-over talent (will the production company need to provide this, or do you have someone available that you have used before?)

The Video Shoot (this will help the video production company determine how many shooting days are necessary)

• The amount of material that needs to be shot
• The specific people/places/products/etc. that needs to be shot
• The number of different locations
• The number of people that need to be interviewed
• The amount of archival footage, stock footage, and/or stills that will be needed

On Location Considerations

• Addresses and directions to all locations
• Contact person for each location
• Loading/Unloading zones
• Specific location protocol (security concerns, where to sign in, where the video production company can and cannot go while at the locaton)
• Staging area (an out-of-the-way place at the location where the video production company can store their gear)

I recommend taking the video production company representatives on a tech scout of each location before the shoot, so you can go over these details and clarify any unresolved issues. A good tech scout will catch potential problems before the shoot begins.

Clear, consistent communication between yourself and the video production company will be of enormous benefit when the shoot begins. Take the time to conduct thorough pre-production planning. Provide the video production company with everything they need. Your finished video will be a lot better because of it.

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*Don’t let the higher number - 1080 make you think that it’s better, or has a higher resolution that 720. Both are official high-definition formats. The difference is mainly in how the two formats record an image. The “i” in 1080i stands for “interlaced,” and the “p” in 720p stands for “progressive.” An interlaced image is created by breaking the image you see on your screen into two separate “fields” - upper and lower. Scan lines reproduce the image on the screen by scanning horizontally, top to bottom. On the first pass, the scan lines recreate every even line. On the second pass, the odd lines are recreated. The horizontal lines are interlaced to show you the complete picture. In HD video, there are 1080 horizontal scan lines. A progressive image is created by scanning the entire image in order, all at once, much like a single frame of film.