This presentation, by Clint Till of Red Fox Media (http://www.redfoxmediainc.com), was delivered to a Public Relations practicum class at Samford University. The presentation covers some general topics pertaining to the craft and business of video production; i.e. Creative Philosophies, Creative Conceptualization, Client Relations, Common Mistakes to Avoid, The Process of Video Production From Start to Finish, and Recommended Resources.
ART & STORY: THE VIDEOPRODUCTION PROCESS BY CLINT TILL
DOVE• Problem: the deﬁnition of "beauty" has been distorted by the advertising industry.• Goal: produce a commercial that helps to create a healthy self image.• Target Audience: Women ages 13-25• What would your approach be?• What did Dove do? (Watch "Dove: Evolution")
For me, an effective video is part ART and part STORYTELLING.
CONSUMERS & ADVERTISERS• Consumers want advertisers to speak WITH them, not AT them.•A disconnect has formed between Consumers and Advertisers.• Consumers feel as though brands arent listening to them.• Consumers think that brands dont understand them.• Consumers think that brands dont take customer feedback seriously.
INITIAL MEETINGS WITH YOUR CLIENT• Find out how many people you must answer to.• Of that group, who is the ultimate decision-maker?• Keep everyone in the loop.
SAVE YOUR EMAILS• when deﬁning the scope of the project• whenever certain aspects of the project change• when the client sends materials for use in the project
RESEARCH• Learn about the client.• Research their customers.• Learn about their competition.
QUESTIONS TO ASK YOUR CLIENT• How do you plan on using the video?• Whats your time frame for completion?• What action(s) should the audience take after watching?• Who are you trying to reach?• What are the main selling points of your business?• What is your companys mission statement?• What objections might prevent people from buying or using your services?• What are your short and long-term company goals?• How would you like your company to be perceived?
STORYBOARDING• It clearly communicates your vision to the client.• Ithelps you as the director formulate a shot list and keep track of the days progress.• It helps the production crew all stay on the same page.