There is a famous quote regarding the formula for genius as being one percent inspiration and ninety nine percent perspiration. When it comes to the genius of creative video production, this recipe may just as well apply, or at least feel like it. There may be late nights, hard work, too many team meetings, or just perceived bad idea after bad. Worse there may be a perceived great idea that is sent back to the proverbial drawing board. Whatever the case is, when it comes to developing great ideas for video production, there are some key best practices that may help lessen the perspiration and increase the inspiration.
Of course, when it comes to any creative process, starting with some basic facts, data, objectives and goals can help to pinpoint where the process should begin. Knowing what the product or service is and how it works or benefits the possible end user will help to dictate what the end message should be and maybe provide inspiration as to how to start the journey. Along with this, understanding who the audience will be may help to determine the type of video used, whether it be animated, action, a montage of stills, use of captions and more. Lastly, knowing the key points of the message to be delivered will fill any gaps and again provide direction to the video’s style, length, visuals and even sound. Creative video production targeting a new food product aimed at children will look and sound very different than one for non profit looking to gain new donors.
The first steps are key, but without a timeline, they quickly become irrelevant. Having a deadline is nearly always the case with any creative process, and video production is no different. Understanding the deliverable in conjunction with a timeline will further drill down into what is possible and what resources are easily and effectively applied. If the video calls for a great package, because copies will be used as marketing tools, but there isn’t time to design and produce a package, other alternatives will be needed. Or is the video calls for animation, and there isn’t an animator on staff, there may be a scramble to learn the skill, find a contract hire, or to find an agency with which to partner.
This takes creative video production best practices to another key point, working with a trusted creative video and full service production partner often not only provides the ideas, but also the needed skills, talent, and equipment needed. Video is quickly becoming a tool not only for sales and marketing, but branding, communications, public relations, and more. As companies and businesses begin to realize the power of this medium, having a trusted agency partner becomes a powerful tool and relationship. Working with a full service production partner often means that there is the opportunity to engage the partner for an entire project, to looking at a la carte work and services needed. This level of service and expertise often reduces the perspiration from ninety nine to one percent while the inspiration flows from one to ninety nine percent.