Behind the scenes: video & audio production
The world of advertising production has changed dramatically since the days of MadMen (or, let’s get real, even in the last 10 years). There was a time when only clients withdeep pockets had access to high-end production, but recent advances in technology havehelped our industry to make quality creative available to a larger market.
Here are a few examples: a professional video editing suite used to cost upwardsof $200,000. Now you can now get a basic suite for less than $10,000. You want asymphony for the score for your newest project? Don’t call Randy Newman when asynthesizer can provide world-class samples from the Vienna Symphony for $1,200. Andone can’t forget the digital video vs. film revolution; we’re talking savings of tens ofthousands of dollars on a single project.
This is especially important in the current economic climate. Businesses aren’t recordingthe profits they used to, clients aren’t spending the dollars, and agencies and productioncompanies are being asked to produce the same quality work with significantly smallerbudgets.
In many ways, technology has made it possible to do more with less. What’s more, ithas opened the door for more creative people with big ideas to get in the game. But eventhough the tools are now more accessible, and you can get a Hollywood look withouta Hollywood budget; it takes more than a fine arts degree and a MacBook to impress acreative director and make a client happy. Successful advertising production still comesdown to the ability to really listen to a client’s needs, elevate ideas to the next level, andexecute a project on time, on budget and with panache.
So how do you make this happen?
Clearly understand your objectives, terms and target audience. Only then can you addressthe input of stakeholders. Armed with a properly vetted RFP, a good producer will beable to coordinate the details, gather the elements and provide a roadmap for execution.
Find a production team that gels with your personality, and with the client!
Try and get all your cooks in the same kitchen at the same time. This makes everyone’slife easier moving forward with execution. Revisiting a subject because not everystakeholder gave their input can delay the process and result in unforeseen budgetincreases.
Pre-production is crucial. A solid pre-production meeting (or five) to get all parties on thesame page will prevent delay and increased budgets.
Bring the director/producer in on the creative meetings. Be open to the insights of yourproduction team. Share with them the larger picture and you’ll get just what you had
envisioned in the finished product.