Finding solutions to our clients’ communications challenges is what we love to do.
Many clients ask us about the steps they need to take to ensure an effective, engaging video production that stays on schedule and on budget. There’s no question that a successful collaboration requires some preparation. Here’s what has worked for us, along with some of the questions we’re likely to ask.
Clarify your objectives.
Why are you considering embarking on a video project at all? What do you want to do with it? Teach, inspire, motivate? Build a brand? Perhaps explain your technology? Or simply entertain.
We take a consultative approach. Making a great video that no one needs is a waste of resources. So we try always to keep our eyes, and yours, on the ball.
Define the audience, and the setting.
Who will watch, and where? What makes them tick – what will get under their skin and evoke an emotional response?
How something will be shared can make a big difference in how it will be perceived. So let’s get that part ironed out first.
Take risks with the creative plan.
What do you like; what entertains you? Chances are that’s the right direction for others in your organization too.
Audiences respond to stories that move them. They respond to honesty. Don’t fill up the piece, or the campaign, with lots of data for the sake of checking off a “content box.”
Don’t take risks with the execution.
Bringing a project in on time and on budget takes careful forethought. What could go wrong? How can we test this idea to make sure it works?
There’s only one real insurance policy against catastrophe, and that’s experience. Peak has decades of production and post-production experience, and we use it to match the right approach to the project. That doesn’t necessarily mean spending a lot of money – it means spending it wisely.
One thing to remember is that producing a great video is not a hand-off, it’s a partnership. Make time for your internal review process. Keep asking questions — we don’t mind. And be available for the critical creative decisions. Read the script carefully; come to the shoot; watch the “rough cut” more than once.
Mind the details.
At Peak Productions, we care about doing great work. And we can get a little obsessive about making the best possible piece. But there’s something we care even more about – and that’s satisfied clients. Sometimes one small flaw can derail an otherwise powerful experience. We’ll keep working until everyone’s thrilled.