IT’S WHERE WE SPRINKLE IN THE LAST FEW BITS OF MAGIC
Whether you’re looking to train staff on or off-site, share information about your products and services to new clients or provide different types of support to existing clients, video can be an incredibly engaging way to do so. Video allows you to communicate in a way that is often more effective and also more professional. But it doesn’t happen overnight. Creating video content is equally technical as it is creative. We wanted to create a series of blogs to give you an insight into the processes happening behind the scenes when we undertake work for our clients.
We chose video editing as our first topic because it’s the one we get asked about the most! Video editing is the manipulation and arrangement of video footage. Technology has changed a lot over the decades, and video editing software is now available for personal computers and workstations, and is focused around a timeline, on which we add video footage and audio such as music and sound effects in a particular order to create a finished piece.
Video editing is known in the video world as post-production. This is simply because it happens after production, which is the bit where we film stuff. Post-production is where we pull the story together and sprinkle in the last few bits of magic to help show our clients in their very best light.
In theory, editing corporate video should be an enjoyable process. With the right planning, production should have been appropriately scripted, and post-production should come down to laying footage in to match a carefully constructed storyboard. There may be a few deviations to work through. Still, overall it’s usually a quicker turnaround than a documentary or narrative film editing, which has an entirely different purpose, more focused around entertainment than business.
The Story Stage includes all of our pre-production. We organise assets such as images, logos and fonts, compiling and reviewing footage, syncing audio and multiple cameras, and laying everything out to edit on our timeline. In this stage, we place the raw story pieces together as an outline of what we’ll work together later. While this layout isn’t sexy to share with our clients, it saves both us and our clients time by showing it to them early.
While it might seem strange to show our clients an unfinished product, it really helps us down the line. It’s much easier to change the messaging or move around some soundbites early in the process than trying to make the adjustments after we’ve added some more in-depth work later on.
We then share a story edit to get sign-off on the elements before adding in B-roll. B-roll is additional footage that helps to tell the story and is laid over interviews and other core elements. At this stage, we also add any cool transitions and other tricks and flares. Once we go back and forth and get these details ironed out, only then do we go onto the next stage.
In the Rough Stage, we’ll tinker to cover any cuts and awkward shots to give our clients video that professional shine. This is where our editing skills are put into work. Here we also make our decisions on takes to use (or which ones to stitch together). We can even begin our process of cutting out blank spaces and awkward pauses as we edit the story down into a tight video, edited in time to our soundtrack.
Ideally, we can lock in every moving part needed (that doesn’t require minor tweaks) to share again with the client. Our goal is to get picture and sound lock (get the edit to a final stage) before we start to add any complex colour correction of visual effects. These can be very process intensive and time-consuming to correct afterwards.
The Final Stage should be the easiest to complete because our client’s video will now be fully signed off for all practical purposes. This leaves us with the most fun bit, where we start to add in colour correction (where we correct, tweak and stylise the colour palette of the video), stabilisation (fixing any slightly wobbly shots – this can sometimes happen when filming live events), fancy lens flares or whatever else is we feel is needed to make sure our clients video is a solid 10.
While we occasionally make exceptions for clients to change core elements of the edit at later stages, we try to make sure this is avoided by using adequate review processes early on. This saves time and money for our clients and makes for a seamless and enjoyable process.
Well, that’s it for now! We hope you found this little post insightful. Keep an eye on our social channels for more content like this coming soon.