Parc Entertainment - A Video Production Company

In the Birmingham film & video production market you can find several independent professionals working away at their craft, creating a wide variety of content - wedding videos, promotional videos, short films, etc. Often they work alone, or at smaller production houses, because of the affordability of production equipment and editing software. This means that one individual sometimes must take on several responsibilities - writer, producer, director, DP, and editor. Some people prefer working solo, but the production industry is all about creative collaboration. Improving the quality of your work is often the result of someone else critiquing you and challenging you to try new things. So, on your next video project, let me encourage you to bring someone else on board who has a stake in the final product. You might shoot while the other person edits. You might like to edit, so let your colleague shoot. The point is to create an atmosphere where different creative voices are allowed to voice their opinions. Here are some things to keep in mind:

• Find someone with whom you feel free to voice your opinion, but one who ultimately has a different approach than your own.
• Recognize the differences you have with your colleague and use that to your advantage. An editor I like to work with has a very strong sense of story and structure. He’s extremely talented at seeing the entire arc from the raw footage as it comes in. Me? I like to insert the artistic flourishes in the final edit; the little details picked up in the b-roll that really add a nice element to the finished product.
• Remember that you both want what’s best for the project. If you work with someone who has a different style and/or philosophy, you will disagree from time to time, but realize that you both share the same goal.
• It’s give-and-take. Don’t be stubborn. Be willing to concede to your colleague when he/she is right about a particular segment of the video. For example, for one recent video project, I had a vision for how I wanted a certain portion edited. I shot footage that could only be used for this one purpose . However, when I saw the first cut with my editor, that segment wasn’t in the video. We discussed my vision and I fought to have that section in the final video, but in watching the entire video in context I soon realized that he was right. My scene just didn’t work like I wanted it to.

It can be difficult to hear someone else critique our work. That’s why it’s so tempting to go it alone and do everything yourself. But that approach will ultimately hinder you from taking your craft to the next level.

Clients come in all shapes and sizes. For some of our video projects, we simply shoot and then turn over all raw footage to the client so they can edit it themselves. Some businesses we work with have their own in-house marketing team. They create the concept, write the script, and hire us to produce the final piece. Other clients will lean on our expertise to conceptualize, write, shoot, and edit their marketing videos. Every client is different. They have different needs, different expectations, different ideas, and different ways of doing things. Your job as a video producer/director is to listen to their needs, respect their opinions, and advise them when they need guidance throughout the production process.

A friend of mine recently sent me an email asking for my advice on a particular situation. She is currently working on a video and her client has some great ideas, but there is one problem: the client is trying to put too much into the video.

I’ve been in creative meetings when the client throws a lot of information at me. But that’s not a bad thing. When you first get started on conceptualizing and writing a video, you want as much information as possible. The biggest challenge comes when you have to narrow your focus and sculpt that information into usable material for the final script. If you’re having trouble convincing your client to reduce the amount of info that he/she wants in the video, here’s some advice:

1. Listen and Take Notes - during those creative meetings, pay attention to everything they say and take notes as you go. The act of physically writing down your client’s ideas tells them that you value their input. By engaging them in this way, you will earn their respect and trust and they will be more receptive to your creative suggestions.
2. After getting all the information, it’s time to trim the fat. Ask your client a few follow-up questions. These questions will encourage your client to narrow his or her focus and concentrate on those elements of their business that are most important: a) How do you want the public to perceive you?
   b) Using one sentence, how would you describe your company’s identity/mission?
   c) What is your mission statement?
   d) What are three key selling points for your business?
   e) What objections do people have when it comes to making a purchase? i.e. what prevents them from buying from you?
3. Explain the process - As politely as you can, explain the process of creating a video. Emphasize the importance of creating a video with a strong, central theme and a simple message. Bombarding the viewer with too much information will only confuse the audience and will result in more questions being asked than being answered.
4. Make Comparisons - Show the client samples from your reel and walk them through the case study of each project. Show them through these videos how a simple approach is usually the best approach. You might also ask your client to think of their favorite commercials or favorite long-format videos. Walk through those videos and ask your client, “What makes these videos so memorable? Why do you like them? Why are they successful?” Usually, it’s because the director boiled everything down to a simple concept that an audience could easily digest.

And remind your client of that adage, “The simplest solution is the best solution.”

We all take pride in the work we do, but our self-confidence can be shaken in a heartbeat when someone responds negatively to a project that we’ve devoted so much time and attention to. The creative world is a subjective one. Someone might look at a video and deem it a masterpiece. Someone else might look at the same video and ridicule it. Criticism hurts, but its affect on our future work can be either positive or negative, depending on how we respond.

• Some clients will always be deconstructive. There might be some clients out there who will never be happy, regardless of what you present to them. If you find that a client is constantly tearing your work apart, without offering any suggestions for improvement, it might be time to end the relationship. Perhaps there is a personality conflict. Perhaps your style doesn’t mesh with their vision. Whatever the reason, it might be time to refer them to someone else.
• Criticism can help you improve. Some clients genuinely want to offer up their opinions to help you create the best work possible. Early in my career I had a client that took a chance on me. He saw my potential and hired me. I was excited to work on the project, but when I submitted a rough cut, I received a call from my client who said he hated it. I instantly felt sick to my stomach. The following weeks were difficult for me as I tried re-cut after re-cut. He responded to each version with a long list of changes. Although the project was frustrating and stressful, I can confidently say that the client helped me improve the quality of my work. Today, my clients are incredibly pleased with the videos I deliver.

Receiving criticism is never fun, regardless of the spirit in which it is given. But we need to use criticism in a positive way. Let it motivate you to view your own work from a different perspective. Let it encourage you to try new things. Let it challenge you to better yourself.

The biggest challenge in writing the script for a sales or promotional video is not knowing what to include, but knowing what to leave out. I’m wrapping up work this week on a script for a 90-second sales video and so this particular topic has been on my mind.

The initial creative session with the client involves a lot of fact-finding. This may include tours of their facility and interviews with key personnel. It also includes sorting through a ton of  information. Usually the client will have brochures, articles, statistics, research results, etc. all pertaining to their particular product. They will also have ideas regarding what they want to say in the video and how they want to say it.

The problem is that there’s no time to include every statistic and little-known-fact into your final video - even if the running time is upwards of 10 minutes. It’s the job of the writer and the director to sit down with the client and trim everything down into simple concepts. This is why it’s so vitally important that you find out who will ultimately see the finished video. Writers and directors have to speak to the audience. Different demographics respond differently to certain keywords and images.

Basically the script must do the following:

• Identify the viewer’s problem
• Empathize with that problem
• Show why the product is the best solution to that problem
• Alleviate the fear that prevents the customer from buying the product

The client for this 90-second script I’ve been working on has a great product, and they have an abundance of supporting information. But understanding who would eventually see this video helped me tremendously when I had to decide what material to include and what to omit. Do the research. Absorb the information. Then simplify everything into key points that will motivate the viewer to act.

Video is an artistic medium, meaning that the final product is always influenced by a certain interpretation and aesthetic approach. Give four directors the same subject and tell them to create a promotional video on that subject, and invariably you will receive four very different videos.

This means that a budget for any one video can run from one extreme to the other. The final cost always depends on several factors. That’s why it’s very difficult to nail down an accurate bid, simply based on the question, “How much do you charge for a commercial?” Video production is something different from an item you find on the grocery store shelf. Every commercial or promotional video can’t always be packaged and priced with a nice, neat little label. Businesses are different. People are different. Therefore, directors that strive to give clients unique content that speaks directly to their audience will want to sit down with you for a creative consultation.

I always try to meet with a potential client face to face to gather information for a particular video project. In that initial consultation, I like to find out the following:

• Basic information on the company; history, products, services
• Main selling points that make this company different from their competitors
• Values the company holds
• Perceptions about the company (both internally and externally)
• Marketing goals that the company has for themselves (more specifically, what do they want this video to achieve?)
• Information on current customers (why do they buy from this company?)
• Their target market
• Problems that this marketing effort will help solve
• The reasons why they contacted me
• The role they want me to play in this project
• Ideas they have for a video (both in terms of content and aesthetics)

These items are incredibly important to me as I move into any video production, because it helps in developing a concept and a script that will be most effective to the client. I want the client to know that what interests me most is helping them gain greater public exposure and increased profitability.

Money, money, money. This is the one thing that most potential clients are concerned about when deciding whether or not to push forward with a marketing campaign. If you work in video production, web design, graphic design… well, just about any creative field, it can be frustrating when clients want more for less money. Somewhere along the way the true value of what we provide hasn’t been communicated. Maybe the fault lies not with the client, but with ourselves.

Let me explain. In a post last year I discussed the importance of knowing what you’re worth. As a freelancer and small business owner you need to be confident in the quality of your work and the value of your time. Your rates should reflect this view. However, during leaner times we sometimes find ourselves desperate to land the next job. And what do we do? We “low-ball” our bids in an effort to beat out our competitors. Over time, this approach has two effects.

• The marketplace is cheapened.
• The bar is lowered for everyone, creating a new price standard by which all other creative services are gauged.

Before you bid on a job, you have to decide what your ultimate goal is. If you simply want the job, so you can get something on your reel or in your portfolio, then you will probably try to undercut the competition. Keep in mind that if you cut your rates just to land the job, the client will expect more of the same from you down the road. They will continue to up the work load while trying to talk you down on price.

The alternative strategy is to let the quality of your work speak for itself. Communicate the value of what you will deliver. Tell your client that you want to provide them with the most competitive product, not a quick fix. Reinforce the idea that compromises both financial and creatively will ultimately compromise the end product. And if the client continues to balk at your bid, don’t be afraid to walk away. If the client’s entire focus is on money, then the relationship might not be a good fit for you.

A majority of my first post on acting for the camera dealt with preparations the actor makes in order to find work. For the purposes of today’s post, imagine that you’ve landed the role. What do directors and producers expect of you throughout the production process?

1. A Strong Work Ethic - Whether you are getting paid for your time or you are donating your talents for the experience, you need to demonstrate an eagerness for the project. This includes: a) Arriving on time for all rehearsals and shooting dates, b) Memorizing your lines, c) Remaining courteous to everyone involved, d) Being mature and professional. We’ve all seen those “behind-the-scenes” documentaries of actors joking around on set. There’s certainly a place for that, but don’t let it hinder the process of filmmaking.
2. A Willingness to Listen - When the director critiques your performance, don’t get defensive. Listen and acknowledge that direction. Don’t make excuses. Don’t tell the director why he/she is wrong. Effective communication begins with listening.
3. A Willingness to Collaborate - As a director, I enjoy getting input from my actors. I expect them to come to the project with their own ideas and suggestions. I realize that not every idea fits with my vision, but I also know that some suggestions will make the film better. I welcome that creative collaboration. As an actor, you need to study the material. Be prepared to offer your opinions. It shows the director that you care about making the best film possible.

The process of filmmaking is extremely demanding, yet extremely rewarding. Being professional, courteous, and hard-working will go a long way toward landing you that next acting job.

I was recently approached by a potential client with a question, “I’m interested in putting together a 6-8 part educational DVD series. How much will that cost?” On another occassion I received a call from an individual who simply asked, “I want to do a video. How much will that cost?”

If your company puts you in charge of working with a production company to produce a marketing/promotional video, it’s important to understand the budgeting process. There are several factors involved in bidding a job, and there are some questions that you need to ask yourself before picking up the phone to call a video production company. The more specific you are, the more accurate the bid will be. Let’s use the example of the 6-8 part educational DVD series to understand some of the factors involved in bidding a video. Here are some variables that need to be addressed:

• How long will each of these videos be?
• What’s the desired format? Do you need single/multiple camera coverage of a live lecture? Do you need a single/multiple camera coverage of a round-table discussion? Will you require any dramatic re-enactments? on-camera interviews? fictional narratives to illustrate a point?
• Will you need HD or SD?
• Will you need the production company to conceptualize and script the series, or will you provide the materials?
• Will the series require a professional voice-over talent, or will the educator drive the series?
• Will you want to shoot on location? Where? A classroom? Auditorium? Will the location be interior or exterior?
• Will the videos require any motion animation or heavy graphics? If so, how much?
• Will the DVDs need to be replicated and packaged with graphic art? If so, will you need one color, two colors, four colors?

The answer to each of these questions will affect the budget of the entire production. They dictate how much crew will be needed on set, how much and what type of gear will be needed, whether actors need to be hired, whether sets need to be built, whether location fees need to be paid, etc.

I understand that sometimes you might not know the answers to these questions, but don’t panic. Talk to potential production companies and allow them to help you narrow your focus. Then you can be assured that you will receive a more accurate bid.