I much prefer video production during the sunny months. In fact, it’s not just video production. I just prefer the warmer months. Luckily, it’s that time of year when the cold weather should be blustering away and heading back to the arctic or wherever it came from. It won’t be missed. I probably shouldn’t jinx it though because I’m pretty sure it snowed last March in Manchester and we had to reschedule one of our shoots. At least Spring brings hope of Summer and warmth. Even the thought of a little heat brightens the mood. That glorious feeling on a commercial production set on a sunny summer’s day (Yes, we sometimes get these in Manchester) when the sun is beating down on your face and warming your soul. That joyous, rarely experienced occasion for us nesh folk, when you actually get to wear shorts. Luckily for the Groundbreak team we managed to briefly escape the Manchester chill this winter and catch some winter sun on one of our latest commercial video productions.
We had a busy end to last year. The build-up to Christmas was a maelstrom of shoots, big pitches and idea development sessions for the Groundbreak team. With the odd night out at award ceremonies up against the best video production companies in Manchester thrown in for good measure. There’s nothing quite like a hangover to put you in a good mood and get the creative juices flowing on a stormy winter’s morning as the weather beats down on you like an avalanche as you arrive at the office with wet socks and hair stuck to your face. A good night out with the Groundbreak team is always welcome, but again, I’d prefer it in the warmer months.
Passion, Creativity & Detail
We were up all hours of the night perfecting our skeleton scripts and treatments in Winter 2019, ready for the New Year. This is crucial to ensure our concepts are clear for our potential clients. There’s nothing worse than having a great idea and not properly conveying it. This might have been an emotive director’s treatment for a commercial video production, an inspiring script for a corporate video or a storyboard for an absorbing 3D animation or VFX gig that truly pushes the boundaries with originality. Whatever the video production, the process remains the same. Passion, creativity and detail, just like the rest of the production process. We all love writing the scripts and treatments because we truly believe in what we do. We collectively love bringing stories to life.
“We believe in pushing boundaries, stirring emotions and inspiring audiences to take positive action by bringing stories to life through video.”
We are genuinely passionate about our ideas and the impact they can have. Telling stories and leaving a positive emotional impact is what Groundbreak is all about. To create powerful corporate video content the original concepts and ideas must be well rounded in order to give the rest of the production process a great start.
The Green Light
Fortunately, many of the corporate and commercial videos we pitched for late last year, be it live action or animation, got the green light. This has kept us going at breakneck speed ever since the new year’s resolutions began and helped us forget about the aforementioned Manchester weather (It is famous for it after all). Creating corporate video is a great distraction. It’s an absorbing process. Hours, days and weeks simply fly by. Especially when a handful of demanding productions are in full flow at the same time. The hours in days seemingly speed up when your attention is all consumed with creative processes.
VFX & Animation
We’ve been creating a large VFX project this winter full of liquid simulations and mind-bending ideas which will be going live in the summer. The great thing about VFX and animation video productions during the winter months is that you get to work indoors away from the elements and most importantly next to a radiator (whoever it was that created central heating is a marvellous person in my eyes).
After an exhilarating idea-shaping session with the team a significant amount of time is then spent in a darkened edit suite watching stunning particles collide and animals morph into racing cars. You can’t beat that harmonious marriage of stunning VFX, animation visuals and radiator warmth when it’s blowing a gale outside and the wind chill factor is minus 10. Creativity and heat combined. A delightful winter combination.
Capturing Stunning Natural Events
It may well sound like I don’t like shooting commercial video productions outside during the winter in Manchester. That’s just not true. Yes, I’m a fan of the warmth. However, there are stunning natural events that occur with the light in the winter that make standing in a snowy forest in January worthwhile. I’m all about capturing the perfect shot. It means the world to me. I take it very seriously. The buzz of knowing you’ve just captured something breath-taking is a natural high for me. That feeling when you’re driving home after a long but productive commercial shoot in the cold when you know you’ve captured that dream shot. It is indescribable really. Other directors, DP’s, producers and film crew generally will know exactly what I mean.
The Perfect Shot
Picture this. The sun is setting. You’re cloaked in a frozen tranquillity. Shimmering dusk rays of magical golden hues are cascading through the frozen leaves in the trees. The tree trunks are seemingly exhaling as steam drifts from the bark heavenward. Nature is relaxed but there’s an intense energy that’s felt but not seen. Your talent has delivered an overwhelmingly stunning performance in one take. This is essential as the light and the natural colours are a one-off and perfect in this moment. A few seconds later the light will change and this incredible scene awash with awe inspiring colours and serenity will be no more. You captured the shot and you can’t hide your smile. Everyone knows it. The crew know it. The client knows it. The talent can see from your face that it’s a wrap without you uttering a word. It’s a magical thing in the world of commercial video production.
I’m not a fan of the colder months in the year. That is certain. However, one thing is for sure: When a great brief for our next video production lands on my desk I instantly couldn’t care less if it’s minus 20 and I have to walk to work in an arctic blizzard. Nothing gets me more excited.
If you’d like to chat about your next video production, please get in touch.
Who doesn’t love a good promotional video production? My phone consistently pings into life with links to great promo video content. So often in fact that you’d think the entire workforce of video production crew in Manchester spend more time deep diving the internet for the finest video content than they do creating it. I get sent links to wildly varying styles of promotional videos; from 15 second, zany, viral promos to 10 minute, branded, narrative mini-docs and a plethora of productions in between. They are all pieces of great promotional video production for different reasons. Reasons that may be tricky to readily identify.
What Makes a Great Promotional Video?
We may not know exactly what makes the very best promotional videos so great, but we all know quality when we see it. Here are some of the contributing production elements that I’ve noticed about the best promotional video productions I’ve been sent recently. Spoiler alert! There are great promotional videos included in this post! Huzzah!
Brand Awareness Through Video Production
Promotional video, in its widest definition, is intended to market a product or service or raise awareness of a brand. Within that enticingly loose remit there are endless video production possibilities that allow production companies to create content that does not necessarily conform to the usual constraints of a 30 second Television Commercial (TVC). Runtime itself is huge variable in promotional video production. Generally hosted online with a view to being shared on social media, promotional video can be any length that the filmmaker desires, so long as it does its job. A great example of flagrantly flouting the 30 second rule in promotional video is the branded mini documentary.
A branded mini documentary is a video piece in the documentary form that follows a subject or narrative just as any other documentary would, generally over 2 – 10 minutes. The documentary subject can be loosely or directly linked to the brand that is promoting or not linked at all other than by a catchy tagline. The notion of a branded documentary promotional video production is to create content that the audience genuinely cares about watching and invests in, while the brand piggyback on that positive and genuine connection with the audience.
Credibility Via Creativity
Our Head of Production, Matt often talks about “credibility via creativity”, the idea that a brand or business showing creative flair and insight directly translates into an audience believing they are a credible and desirable brand. This makes a lot of sense.
If a brand creates promotional video content that you love, then you know that the people at that brand have a similar creative taste as you do. They find funny the same things you do; they’ve told a charming story that you would want to tell. They are cool, edgy, hilarious and handsome just like you are! You begin to recognise yourself in the brand. Now you’ve recognised yourself in a brand, that brand now represents you, and so organically their products and services are something you would naturally and instinctively be interested in. Artistic flair, whether or not it is intrinsically linked to the tangible offerings of the creator, is attractive. How many entirely ineligible bachelors, who happen to play guitar, have you seen struggle for romance?
This is not to say that brands who create promotional mini docs are masquerading their failings as brands with artistic prowess, this is just to stress the point of how alluring a display of creativity can be. In fact, the best branded mini docs come from brands that are so strong that they could, and do, wow us with incredible TV commercials but who also choose to create brilliant promotional content. This reaches a new audience who may not typically engage with traditional advertising.
Award Winning Video Campaigns
The below example comes from Stella Artois, a brand with stellar form in the world of TV advertising with a strong history of Cannes Lions Gold Award winning campaigns including 2002’s Reassuringly Expensive campaign. In 2010 Stella Artois commissioned filmmaker Malcolm Murray and creative agency Mother NY to create a piece of promotional video that was a world away from the glossy, chic, stylised TVCs they have become famous for.
Up There is a 12-minute documentary that gets promotional branded content just right. The focus is clearly on the content and not the branding. The documentary showcases the soon-to-be lost art of hand painted advertising, following the last few crews of artists who paint billboard scale advertisements directly onto the side of huge buildings. It’s an endearing story that is as emotionally provocative as it is informative.
Manchester Building Art
It is inspirational to hear of 10-year apprenticeships learning from a master of a dying art and fascinating to learn how the art itself is crafted. Especially for those like me who have seen the huge building paintings around Manchester and wondered quite how they manage them. Unlike the building art around Manchester City centre the crew in the documentary are not painting forlorn figures found in the Northern Quarter or the striking street art near Spinningfields. They are painting vast yet subtly placed advertisements for Stella Artois. Making the brand an ever present but undoubtedly secondary character in a narrative that woos you beyond considering this to be a piece of promotional video production. I don’t care or even notice that it is essentially an advertisement, it’s just a great watch. Thirsty work though.
Content First, Brand Second
At the opposite end of the branded content scale but still a very effective series of promotional video productions is the ludicrously haphazard and hilarious Will It Blend? This series of viral videos takes the same approach as Up There in creating content that they know an audience already desires for their branding to be applied to. However, they choose an entirely different audience in the disposable world of YouTube videos. They also do away with all subtlety. In fact, they openly spoof the pretence of branded promotional content by presenting their content as parody vintage infomercials for their product. Blendtec, the brand behind Will It Blend?, produce these videos and host them on their own YouTube channel. In each video a different object such as a glow stick or a football are placed in a signature Blendtec blender as we find out “Will it blend?”
Showing a deep understanding of the content that is consumed online, these promotional videos have become a massive viral sensation. This has opened up cross-promotional advertising opportunities where other brands will collaborate on the videos to have their products blended in a Blendtec blender by the famous host of the videos, Tom Dickson who is also the founder of Blendtec. Apple had an iPhone X blended to promotes the devices release. An Amazon Echo has been blended to promote Amazon Prime Day promotions, which included a sale on Blendtec blenders. The football mentioned above was blended as a promotion with Real Salt Lake soccer club featuring some famous footballers.
In Your Face
These promotional videos, unlike Up There, are not intended to subtly promote a brand. They are intended to be an in your face reminder of Blendtec. These videos are so popular that they will pop up on your feed as suggested viewing. I had never heard of Blendtec before Will it Blend? Now I find myself saying the host’s catchphrase as I finish blending.
I also find myself wishing I had a Blendtec blender every time I’m not satisfied with my food processor’s liquidiser function. “If it can blend an iPhone it wouldn’t have this much trouble with a bit of ginger” I think to myself. That is the triumph of this series as pieces of promotional video content. I have recognised their brand; I have recognised my own self-perceived hilarity in their sense of humour, and I have begun to desire their product as something more suitable for me. And learned who Blendtec people are and decided that I am also a Blendtec person.
Increase Sales with a Video Campaign
These blender videos have been running for around ten years and sit alongside genuine blender recipe and demo videos that Blendtec also produce, have already seen a spike in sales and have driven a huge expansion of Blendtec’s operation. However, one can only presume that the true dividends of this campaign will be reaped when the generation of 16-year olds that will have been watching and sharing these videos for a decade by the time they come to buy their first blender will have only one brand in mind, a name synonymous with high power blenders. Will It Blend? is a series of ironic infomercial promotional videos that could ensure that Blendtec becomes a brand that transcends the product. All vacuum cleaners are called Hoovers. All search engines are used for Googling. And I see a future where all iPhones are Blendtec’ed!
The final promotional video I have chosen is a piece that sits somewhere between the above two. Just over 2 minutes in duration, it is a mockumentary style so carries the wit of Will it Blend? but with the subtlety of delivery of the genuine documentary Up There. It has ever-present branding and parodies a common promotional video form, the client testimonial video.
Client Testimonial Video Spoof
The concept is that a promotional video production company is making a client testimonial video to talk about how someone uses business messaging software, Slack. The client in question however is the video production itself, who have become the reluctant subject of their own production.
The video pastiches the client testimonial style of promotional video and its common tropes. This works brilliantly as the video is able to extol the virtues of Slack without us feeling like they are contriving to do just that. There is only one scene where someone delivers a perfect soundbite about one of the brilliant features of Slack in a cheery upbeat manner. In the very next shot we immediately hear the Director’s voice – “Let’s try one a little less goofy” and the person who delivered the soundbite looks crestfallen. It’s a clever moment as we have learned about the great feature of Slack, we have learned that they are funny just like us and we have learned that all of those other client testimonial videos that we’ve seen from other brands are actually quite goofy, which is something Slack would never be.
Hip Talking Heads
The video features talking heads of actors who play the staff at the production company who are making this promotional video cut to b-roll of them using Slack to produce this exact same video. It’s a meta-joke that allows Slack to make a client testimonial video and deliver all of the messaging of a traditional client testimonial video while positioning themselves as a hip brand that would never actually make a client testimonial video. With all of the features being used with a comedic, ironic twist.
We see messages going back and forth on screen asking “where are we on the Slack script?” the response “coming along nicely” a third person messages “make sure you show me doing my magic trick”. Almost a full minute later in the video we see someone deliver an earnest message about how they love one of Slack’s feature rounded off with them quickly doing a magic trick before the shot cuts away. At every turn a neat soundbite teaches us something impressive about Slack and is then undercut by a joke. It’s a hilariously choreographed on screen battle between the messages that a marketing department wants in a video and the writers and filmmakers who want to make something cool.
As a piece that I’d describe as a maturely crafted medley of all of the takes that would usually end on the cutting room floor, it’s clear that this video came from both a marketing department and production company that know exactly what needs to be said and appreciate the value of finding new ways to say it.
If you want your promotional video production to make the audience recognise themselves in your brand, or if you want to find more videos of things being blended contact me or Groundbreak Manchester HQ today.
Working in the promotional video scene in Manchester and beyond I often get asked ‘who is your dream video production client?’ On reflection there are many things to consider when answering this question. I think the internal answer would likely differ from the words that spurt out when speaking to a Marketing manager. What really matters when considering the dream client? Is it a client who allows creative freedom in the concept? Helping you showcase your skills, which in turn helps you on your quest to be the best video production company around? Is it a client whose brief is so original and exciting it gets the entire video production team in our Manchester HQ salivating with enthusiasm? Or maybe something straight down the line, a client who settles invoices on time? How about a client who is just generally sound and part of a decent collection of humans? Is it a client who offers the big prestigious promotional video production gigs with world renowned brands or is it the start-ups who are contagiously exhilarating while dreaming big, which rubs off on you and brightens your day?
absolute freedom when developing an idea from a brief – work life utopia.
I would imagine the above quote would ring true in the mind of most creatives in video production. Idea shaping sessions are incredibly liberating affairs when our clients challenge us to come up with something original. It’s also enjoyable when a client pops into our video production hub in Manchester and drops a storyboard or finished script on our desks and utters a challenge, ‘Can you execute this? It needs to be amazing and knock people’s socks off’. Now that’s what I call fun. Of course we can execute it. On top of that, it’s a compliment in my opinion when a client essentially says with a knowing smirk, ‘can you make this happen?’ It’s worth noting that it’s a 3-month video production gig, but they need it delivered in 3 weeks. This isn’t unusual in video production; I’ve done many a night shift with the team in our Manchester office. This is all part of the gig. The lifestyle in this industry.
The Big Idea
Being part of the evolution of an idea before it gets to the storyboard stage as it’s shaped and moulded does wonders for the imagination. Letting the shackles off and allowing your mind to take flight and transcend the normal obstacles of a brief is joyous in my opinion. It is incredibly rare that you would have absolute freedom in every aspect, but that’s not the point. It’s all about the mental liberation of concocting an idea that not only sends your thought process into another stratosphere, but also the exhilarating challenge of developing the idea with a few tricky obstacles along the way. These obstacles often make you consider alternate angles which in turn helps the idea morph into a more rounded sphere of delightfulness. Landing on the perfect idea for a promotional video production is a special feeling. When you’re a creative filmmaker it’s kind of the jackpot. And only bettered when the polished commercial is broadcast, and both yourself and the client are proud as punch.
Big Brand or Exciting Start Up?
This is a hard one to answer because I suppose it depends what you’re in this game for. It’s unquestionably great for the reputation of a video production company if you’re regularly creating blockbuster commercial videos each month. It’s attractive and undoubtably draws other brands into the equation because you appear sexy and current. I’m certain the Groundbreak team enjoys this type of video production because they generally have larger budgets which often means more creative possibilities. Especially in animation and VFX. I mean this in the sense that bigger budgets normally mean more time can be spent on a commercial video production. More time tends to mean that an idea can be taken to another level in regard to high end post-production. Something that would have been great becomes flipping marvellous. Financial resources generally expand certain creative horizons in visual effects due to sheer labour time.
This doesn’t mean a start-up with a relatively small budget cannot have an incredibly creative production. Ideas are free after all. It’s all about talking to the right audience in the perfect manner and utilising the budget effectively. There are many ways of producing a video and the thing to always remember is how you will connect with, and affect the end user. This doesn’t come down to budget. It’s about the craft of the video production company. The skill of the team creating the video. It’s irrelevant whether it’s a promotional video production, a corporate video or a commercial. Live action or animation. It doesn’t matter. All that matters are who is creating it. Who is developing the idea. Shaping the script. Shooting the content. Producing the logistics. Directing the talent. Cutting the video. This is what really matters. How much do the team creating the video care? How much of their heart and soul goes into what they do?
Having mulled over the original question I’ve come to the conclusion that I already have dream clients and I’m very fortunate about that. I think my absolute dream client is not necessarily about a video production ‘thing’ but rather a life thing. I think the be all end all has to be that my dream client -just like my dream person or people – are decent human beings. People who care about others and are kind to one another. And people with a burning passion to do good and be the best at what they do. No matter what that may be.
If you’d like to collaborate with decent humans on your next promotional video production, then please get in touch.
The video production scene in Manchester is our home. Our passion and our vocation. If you’re fortunate enough to have worked on a video production, whether it’s a huge commercial, a creative corporate or a moving documentary, you’ll know it is an experience that you never forget. It is special. We do it every day here in Manchester and often the far corners of the world and it’s no less exciting to us than it ever was. There is something about the process of video production, documenting moments, lives or stories that feels worthwhile, even enthralling.
Life Before Video Production
On a red shutter over a large window of a small primary school in Northern England there is an inscription. In silver spray paint there is daubed “SW”. My initials. Every single time I went by that school in the approximately 17-year period between when I vandalised it and when my mum moved to a different area, I would check that my initials were still there. And occasionally after that period I would make a special trip to be sure.
I Did That!
As of late 2018 they are still there. The feeling I had each time that I saw my work is echoed now only when I see a film or video production that I’ve worked on. There is a bashful “I did that” pride. You can hear an actor saying lines that you wrote, a camera move that you suggested or a piece of music that you found, and you have something tangible that you can point to and think “that was me”.
Video Production Nostalgia
There is also a feeling of transportation back to the time at which you completed the work. In the case of the vandalism I instantly feel my face and arms awash in the fiery lavender sky of a summer dusk, lungs buoyed by the scent of a rival school’s greener grass. And presumably paint fumes.
I’m able to look at a commercial and remember that my daughter had just been born when I worked on it. She was tucked away in the car with me scouting for that location. Moreover, I often watch a video production I worked on and remember that the actor I am looking at was not originally cast and was drafted in at the last minute after the original actor pulled out. I can remember how apoplectic I became at that hiccough and reflect that now I am much more zen in my approach to problem solving.
Record Of Our Lives
In this way our work in video production becomes more than a brilliantly successful commercial or a mesmerising music video. It becomes a record of our lives. That was me. That was my work and that is who I was. For me that is why video production is so special. You give a little part of yourself to each piece of work, a script that came from a new place that you found in your psyche, an angry re-casting or a boyhood mischief. You are giving not only to the work but also giving it to be preserved for your future self. To learn from and to point to. That was me.
The Many Forms Of Video Production
I love all forms of video production. I love 6 second vines and I love Seven Samurai. Glossy commercials, stylized music videos, animated explainer videos, brand films, promotional video productions, beauty and fashion promos, corporate videos, your out-of-focus, hand-held, portrait video of your dog having a shower, you name it, I love almost all of it. I’ve worked with some of the biggest and best video production companies in Manchester and beyond and time after time I’ve heard that “corporate videos pay the bills”. I’ve never understood this apathy or, worse still, disdain. It’s almost cool to not particularly enjoy doing corporate videos. I unashamedly love corporate video production whether it’s live action or animation.
Wide Variety Of Content
Corporate video is a strange term as it refers to such a wide variety of content. Varied budgets aims and styles. Broadly speaking a corporate video is any video production that isn’t a traditional commercial advertising a product or service. You might want to make a video to welcome new staff to your business and teach them about their role. Or maybe you have a huge event that you’re delivering, and you want a highlight video for your website or social. You may want a hero video masterpiece to sit on your landing page to wow people. Whatever the production may be, corporate video makes up a big portion of the video content produced in Manchester. So, learning to love it should be high on the to do list of any good video production company.
Corporate Video Production
All of our corporate and promotional video productions kick off with a pre-production meeting at our Manchester HQ. In this meeting we get to know a client, their brand and what they want to achieve with the production. This gives us a brilliant opportunity to learn about their business and start to collaborate with the client about the look and feel of their video. There are also generally snacks and hot drinks provided which I find sufficient motivation to get out of bed on even the most frigid of Manchester mornings.
After the pre-production meeting we aim to set a shoot date as soon as possible. (Assuming this is not an animation which is a different process I’ll delve into later). This means we can start to schedule our crew, any cast and any specialist equipment we may need for the shoot. If the corporate video production has a voice over or scripted pieces, then we also work with our client to draft the script after the initial pre-production meeting. If you scroll down a little to see quite how far this page goes down, you’ll see that I like to write. Collaborating with clients on scripts is one of the highlights of my job which I’ll write more about later.
At every step of the production stage we check in with our client. To ensure key decisions such as casting of actors or VO artists signed off. So that our client has a great idea of where the production is up to and exactly what they’ll be getting. By the time the shoot day comes both us and our client have a great idea of how the finished video will come together. This helps us draw up a shooting schedule for the day to plan how we’ll get the shots that we need. Communication is vital during this stage. Our schedule will be designed for us to shoot exactly what we need as efficiently as possible and have time left over to gather beautiful bonus shots that could be used or saved for future video productions. Drinks and snacks will also feature heavily in the schedule.
Corporate shoot days are brilliant. They are usually a very early start which personally I find invigorating and not at all awful. I like driving to new places and particularly enjoy flashing and waving at crew members’ cars on the motorway only to discover that it was just a similar vehicle with an altogether different driver. We arrive on location, find the place that we’re storing our kit and start setting up. While the crew are setting up, I’ll usually take a little tour with our client and scope out the shooting locations that we’ve scheduled in for the day. The shoot day then consists largely of us consulting the schedule a lot, showing our client how good that last shot was a lot, packing and unpacking lights a lot and laughing a lot. Drinks. Snacks.
In post-production on a corporate video we will cut the first draft, mix the sound, and grade the video. We then ask our client if they have any notes or amends and begin the second cut. We don’t generally limit the amount of amend rounds that our client can request before signing the video off. Which means they can make suggestions and ask for changes confident in the knowledge that the finished film will be exactly what they imagined. I love seeing the film come together in the edit. It’s a highly rewarding part of the video production process. It’s very satisfying to see the planning and scripting and meeting and brainstorming come to a fruitful conclusion. While I do love pre-production meetings in our Manchester HQ, and shoot days and the edit. None of them are my favourite thing about corporate video production.
My favourite thing about corporate video production whether it’s an office tour, meet the team, event video or a massive VFX project to showcase a new brand is that corporate video gives me access that I would never normally have. I get to learn about a whole new business or industry and the people within it. I get to be an intrepid tourist in other people’s lives.
When I started working on video productions, I realised quite quickly that if you have a camera and a few gear bags or cases you can walk into most places. I’ve readied myself to show ID or to be searched at; Anfield, Old Trafford, Wimbledon and Twickenham all unnecessarily as I was given the “you’re alright mate” nod from security staff. I’ve walked on stage and backstage at countless events from rap concerts to barista competitions without anybody seeming to even notice.
Want to crash a wedding? Put a camera around your neck and carry a tripod. I’m reasonably certain I could get into the cockpit of a jet if I had a big enough crew. This is because you become part of the mechanics of the business or event. You’re behind the curtain. You’re invisible. There’s an innate understanding between the person with the camera and the people in front of it. You act like I’m not there and I’ll act like you’re not really excited that I have a camera. It’s a touching union of minds found only on corporate video shoots. Biologists have observed and endeavoured to study the phenomenon on research expeditions to Milton Keynes but alas not all magic can be bottled.
Eye Opening Corporate Shoots
With corporate video you get to see jobs, events and experiences without actually living them. It’s a lot of fun. To become a crane engineer who works on top of the o2 Arena I’d have to put aside quite a lot of time, mental application and skill before achieving that goal. Plus, I’m scared of heights. However, I do know exactly what it’s like to be a crane engineer. A specific crane engineer, named Matyáš. I know how many steps he climbs to his crane; I know he occasionally gets nervous when it’s windy and I know that he can only climb up and down to and from his crane twice a day. So, if there are health and safety meetings or nature calls too many times he gets to go home early. I know all of this because I made a video about it.
I’ve literally been involved in video productions of most topics. I will outshine the lay person in a pub conversation about any of the following subjects; dairy farming, Australian politics, raw denim, molasses, virtual reality, boxer briefs, Matyáš and many more. All because I made videos about them. Learning is exciting.
Know Your Subject
To make a great corporate video you have to learn about your subject in pre-production. You have to know who your client is, what they do and how they do it. Next time you’re in a meeting and somebody is giving you background information about their organisation or their job so that you can have a productive meeting, watch them closely. They gesticulate more. Consider their words with more care. Begin to emphasise and pause and intonate and study your reaction. They glow a little more brightly. Teaching is just as much fun as learning is.
Always An Interesting Angle
One of my favourite things about corporate video production is when a client begins almost apologetically that their job or business “isn’t the most exciting”. Then as they explain it to me realise that what they do is actually very interesting and we’re going to make a great video about it. This is because every business and especially the people behind it have a fascinating story to tell. Each corporate video production sets me off on a cycle of learning and teaching that I merrily carousel. I get to learn about a brand-new subject from a perfectly placed teacher. I then get to create a video that re-invigorates that teacher’s passion for their subject but also helps them communicate and glow brighter still to a much bigger audience. To me that is very cool, and that’s why I love corporate videos. Plus, the drinks and snacks.
Commercial Video Production
A love of learning is invaluable in all creative pursuits. And this certainly rings true in the world of video production. The ability to immerse oneself in a subject, to be enveloped by it and enriched by it is a huge advantage, particularly when writing and producing TV commercials. At any given time, I can be living 5 or 6 different lives in my mind. No, I am not a serial bigamist anymore, but I do cycle through different relationships in my head. My relationships with a product. The beginning of a commercial video production is like meeting a new friend. You meet a product, or a brand and you spend time getting to know them and learning about them. We first meet the product when Groundbreak receives a brief.
Receiving a new TV commercial brief is genuinely very exciting. Briefs vary wildly in terms of what information is contained in them. Maybe more so than any other genre of video production. Some clients come to us with a brief that is complete with a concept and image references of who they’d like to cast, maybe even a script and a good idea of what the finished video will be already formed in their mind, whether it’s live action, animation, visual effects or a hybrid.
We’ll always give a creative steer where we can see somewhere that the production can be enhanced. However, sometimes a client needs us to simply make their idea a reality. At the other end of the scale some briefs come to us with very little information. We can be presented with a product and a run time (not always) and nothing more. At both ends of this scale and everywhere in between, the first thing we do when we receive a new brief is share it with our creative and production teams, and an internal clock starts ticking.
We each start to mull the brief over ready for a meeting to discuss concepts and our proposal. This is the point at which the product starts to become a part of your life. In preparation for an idea shaping session I like to think about the story of the product. Not the story of how the product came to be but rather the story of how the product changes the life of the person who buys it. That is always my starting point and often the most absorbing part of the video production process. I want to feel what it is like to be made happier by this product.
Next I start to think about how a video can evoke that exact feeling. It’s like day dreaming about having a relationship with someone. Then endeavouring to explain how great your imagined relationship is, so convincingly that they want to make it a reality. The product becomes your best friend, your bed fellow, your gym buddy, your everything. There is something meditative about focusing all of your energy on one object and ruminating on all of its valuable attributes, it instils a positivity into your thinking that is refreshing.
Idea Shaping Sessions
When we get together for idea shaping sessions some of this poetry can be lost. Lost in a sea of puns. I am told that it is verifiably proven that the path to the purest creative expression can only be forged through a dense forest of puns. It’s an instinct that must be both exercised and exorcised before any truly great work can be produced. Once we’ve cleansed ourselves of punnery we begin to pick apart the brief.
When I first started putting pitches together for commercials I would lament the restrictions of the brief. My brilliant, expansive and, I’m certain, seminal concepts would be dashed for being; too expensive, requiring too much lead time or not at all what the client actually wanted. What I used to see as petty objections that restrained my genius I now realise are the real opportunity for us to show creative skill and flair.
Anybody can come up with a great idea. It takes very specific and not at all common skill to devise a genuinely great idea that also hits every single specification of the brief. The biggest challenge in video production. That is the game. Winning the game by ignoring the rules is much easier and nowhere near as satisfying as using your creativity to turn the rules to your advantage. The brief is the finite laws within an otherwise malleable universe of imagination.
Often, we have each had an idea or two about a route we could take for the commercial. The great thing about our creative team is that we all think quite differently. Moreover, we have different areas of video production that we particularly love. This means that we are guaranteed to have a variety of different approaches to the brief brought to the table. One thing is for sure – whatever your idea is when you enter that session, it will be better when you leave.
We discuss many concepts, even half-ideas or images and quite quickly we will land on a frontrunner. As with all things, it’s usually a simple idea that gets our attention and gets us excited. We’ll then turn our efforts to that concept and start to shape it. We may take aspects of another idea that work for a particular part of the brief and consider how we can incorporate it into our favourite concept.
With each of our individual personalities and approaches ideas form fully, as in our mind’s eyes. One of us might start to see specific shots, one of us begins to design VFX and one of us hears the beginnings of a script. Chipping away at an idea, refining it, adding to it and simplifying it is incredibly satisfying. Creativity in its many forms and harmonious collaboration. This is why we love video production. Especially when a concept emerges and evolves into something that will be visually stunning and exceeds the specifications of the brief. That’s when we start to get very excited about sharing the concept with our client. That is a whole other skill in itself. Writing a proposal.
Our proposal to a client is sometimes our only opportunity to communicate exactly what we’ve envisioned for the commercial. Oftentimes we will pitch in person or have meetings to discuss our proposal but even in those circumstances a proposal will often be what is sent on to other stakeholders in the commercial video production. Sometimes the key stakeholder who needs to sign off on the project will only see our proposal. As with the production itself our ideas can only ever be as good as our ability to communicate them.
We tailor each proposal to the specific client so every one is different – a marketing director will want to see different information than a sales director will want to see. We’ll write a treatment for our concept, this works like a prose version of a script, it’s like writing your commercial as a mini novella. The more vividly you can place your commercial into the imagination of the client the better.
Style & Mood
We’ll also include some style and mood references; this is some links to work we’ve produced before that might be in a similar production style (maybe an absorbing 3d animation we’ve previously created or live action commercial awash with awe inspiring visual effects) so the client can further visualise how our 30 second story will unfold.
Mood board images help the client to see the design styles and colours that will be in the commercial and why they have been chosen. We also include some information on how this particular commercial video production will impact their business in the short and long term. In essence we write a proposal with the intention of ensuring that the exact commercial that we have in our imagination becomes as close as possible to the exact commercial in the client’s mind. Then we know we have given our concept every chance of being signed off and produced.
The Green Light
When a proposal is green lit each stage of pre-production is essentially another step of ensuring that our creative team, production team and the client are in synchronicity of mind while planning the commercial video production. As we all carve away at one big rock, we do everything we can to ensure that we have each imagined the same end sculpture. This is the same process in all video productions but often stricter to form when creating a TV commercial. The blueprint for that sculpture starts with a script.
Love Of Scripting
Scripting is one of my favourite processes in TV commercial production. It makes no difference if it’s an animation or live action commercial. I simply love scripting. Taking everything from a brief, the concept you’ve devised to meet and exceed that brief and everything from a pitch deck – proposal, mood boards, style references – taking all of that and condensing it to a 30 second script is a beautiful challenge for your skills as a writer. More often than not your script needs to run around 25 seconds to at least accommodate a call to action at the end. Equally, the last thing we want is for an ad to feel rushed. Nobody wants to buy a product that makes you feel rushed. Unless it’s a Peloton.
The first draft of the script is nearly never the version that makes it to the final edit. The first draft script is the earliest opportunity that all parties have to give notes and suggest amends. And they do! It is their job to, after all. The first script should epitomise the essence and feel of the commercial and be very concept focused. This ensures that as we tweak and tinker we always stay strongly based in the original notion and idea that originally got everybody excited. The first draft of the script is the starting point of the video production so if that source material is the concept writ large then we can be assured that we have a strong foothold for the production.
The first draft of the script is a great place to take risks and be bold. The stakes are low. If there’s a risky, mischievous line of dialogue. Or a tricky overhead shot that we’d need additional resources to achieve then get it in to the first draft. Get it in to the first draft and add a note as to why it would work so well with the product and concept. If you save these suggestions until further down the line, then this specific video production will be too far along and wheels will have already been set irreversibly in motion. The worst that can happen is it gets taken out and nobody has lost anything. Best case scenario is that everybody loves it and you’ve just added a lot of value to a TV commercial production that you’ll be immersed in for months.
Tweaks and changes may be made to the script right up until the shoot day and even during the shoot day but that first draft sets our stall out and is an important opportunity to define the final edit. Commercial TV production is a landscape of hard deadlines, so even while the first draft is being written and reviewed, we will have already started to storyboard.
A storyboard is a shot by shot illustrated version of the final commercial. Storyboards are the perfect way to share with the client a visual version of the commercial. While still in the very early stages. You can pour over mood boards. Search and search for style references. And deliver the best treatment since Jesus’ for Lazarus. However, only when the storyboard is complete does everybody working on the project have a truly clear vision of the final product. We work with some very impressive storyboard artists and we are always excited to see our concept become a storyboard so that we can share it with our teams and our client. Storyboarding is a fundamental stage of most video productions. Storyboards are made up of illustrated shots complete with action icons showing the movements of the actors and set.
All In The Detail
Each shot also has notes for sound design, camera moves and script. Reading a storyboard is a lot like live editing the commercial in your mind. You have the shot which begins to move in your imagination in accordance with the direction. Your brain then layers in the atmosphere sound and sound effects. Now you’re in the place, you can see it and hear it. Then you read about the music and your brain presses play on your internal jukebox. Then as you read the script your voice morphs into the perfect voice over artist for this text and there you have it. The commercial is playing in your mind as you read it and cut it together internally as you go.
Frame By Frame
Once you have read and interpreted every frame of the storyboard everything about the commercial is more embedded in your psyche. You more readily remember exactly what happens in each shot, what is said, which actors are used and what camera moves are employed, because you’ve seen it. You remember the characters in each scene of a favourite film that you’ve seen, what they say, where they are and what scene comes next.
Storyboarding gives you that same embedded and visualised knowledge of your commercial. It allows you to see it before you’ve made it. It’s a powerful and integral part of any TV commercial production. Like the script it will be tweaked and perfected but will stay with us from the start of production right through to sign off. The storyboard will be at every pre-production meeting. Everybody will have a copy. It will be on set as the key source reference for literally everybody who is working on that shoot, with the exception of the single most important people working on any shoot, the caterers. It will be in the edit suite during post-production as the key reference guide for the post team. It’d be difficult to overstate how important a detailed storyboard is to a good TV commercial.
Creativity & Preparation
Good commercial production is about being creative and being prepared. A storyboard gives you the art of your commercial in the ultimate preview form which allows you to properly plan and prepare. Suffice to say storyboards and video production are a match made in heaven.
Another key area of pre-production where we have an opportunity to preview the final product is casting. Casting is not an easy gig. You have to find the people who perfectly represent the product and the brand. They must look and sound just right. And of course be able to act, which is not always a given. We work with a lot of very talented actors. I can tell you that if an actor has a good look that is versatile, will suit a lot of brands and they are a talented performer then they seldom struggle for work.
I may be underselling quite how much hard work and dedication it takes to have a successful career as an actor in commercial TV production. The key to my point is that an actor who looks great and performs well is gold dust in commercial video production. And we count ourselves lucky to work with so many brilliant actors. We find our actors through many sources, agents and casting networks. We write a casting call which can be very detailed. You can narrow your search right down to the eye colour. It is important to be detailed when casting as you are choosing someone to be the embodiment of a brand. A brand that has no doubt seen years, if not decades, of marketing expertise lovingly refining and evolving it. It’s a big responsibility.
The Perfect Talent
We put out a detailed casting call and shortlist the applicants and their self-tape auditions to be forwarded to the client for approval. This is another big leap of progression in video production process. When you see a self-tape audition that gets the delivery right, even if it’s only halfway to the performance you need, but it’s half-way in the right direction, you get rushes of excitement.
The director can push the performance to where it needs to be if the actor’s instincts with no direction already have the right feel. If the actor’s thought process is clearly in the right direction, then you’re on to a winner. And once you have a shortlisted cast that has great options for each role you start to see the commercial very vividly. You can now see and hear the performance exactly how they will be. The little live editor in your mind is whizzing and now you have real life characters to work with. You need somewhere to put them.
Whether you’re shooting in studio or on location, scouting for locations can be an arduous endeavour, but absolutely crucial in every live action video production. In studio you need to find the right technical specifications in terms of size, back drop, equipment available, access etc. You also need to find a studio that is available for your proposed shoot date, a pre-light, set-build and rigging day or days if necessary and enough time to paint the studio. The studio is home to a lot of people for a few long days of hard work during a shoot. Finding a studio that is well equipped and well-appointed for comfort can make a huge difference to morale on a shoot. A studio manager with a cheery disposition and “nothing is impossible” attitude can be a miraculous tonic on set too.
Shooting on location means scouting will take you further afield than the cosy comfort of studios. It also often means visiting breathtakingly beautiful places but only as often as you visit obscure places.
It means approaching people who have no experience and generally no interest in film making or commercial video production. Then requesting use of their land or facility. Often this request can mean upheaval that that person has no desire to welcome into their life. That’s all part of the fun of location scouting.
Location, Location, Location
The game is to find the perfect location for your shoot. The place that has been drawn in the storyboard, the place that you saw in your imagination when reading the script, the place that your mind placed those actors when they delivered their audition. That perfect place. That is no mean feat but that is, relatively speaking, the easy part.
Then all you have to do is convince the person whose permission we need that it will be the greatest thing that has ever happened to them. That they can simply not live without having 30 people carrying heavy and expensive equipment traipsing through their location, setting up lights, make up areas, generators, catering tables and needing countless things from them but also needing them to be perfectly silent on command when we say. Oh, and there’ll be about 15 cars and 3 vans to accommodate as well. Charm gets you so far in these negotiations, but I find it’s always good to budget for a handsome location fee. Once a location is scouted, negotiated and booked we’re ready to shoot.
The Night Before
Shoot days are incredible. I get a mini Christmas Eve excitement the night before a shoot day. Even after so long and so many it still has me exhilarated in anticipation. Part of the enduring thrill of video production. The start of a shoot is the culmination of a lot of hard work and collaboration manifesting itself ready to bear fruit. It’s harvest day. Weeks or months of writing and planning lead to a shoot. The opening of the studio doors or the arrival of crew on location marks the transition from pre-production to production. Those aren’t just arbitrary terms. That is a real and palpable shift of gears for our creative and production teams. We go from being writers and planners to being doers. We get to be hands on. This is where the creating starts in earnest. We get to perform.
The Big Video Shoot
Arriving on set and seeing the gear vans and set vans backed up to the studio or location with their doors open and crew members unloading with a calm, warm and focused air is something to behold. On a shoot day there is a sense that once the studio doors open or the second we gain access to the location an industrious machine that has lay coiled has been sprung and things start to happen. They start to happen quickly, deftly, cheerily and they don’t stop.
Film Crew Family
Working as part of a film crew has long been a great joy of my life. Film crew people always seem to be my favourite type of people. They are always confident but approachable, diligent but relaxed, focused but calm, fast but paced, talented but humble. I could wax lyrical for many more words about film crew people and how much I love being a part of that community in Manchester.
If you have collaborated with us on any video production whatsoever you will know that at Groundbreak we take great pride in putting together very talented, very impressive and very lovable crew. It’s remarkable to see how efficient and productive a team can be on a film set while having such a good time. I defy anyone to visit a set on one of our productions and not leave wishing that they did that every day for a living.
Appreciation Of One Another
The camaraderie on set is something that I have only seen rivalled as part of a theatre production or a Sunday league football team. The culture and repartee on set lies in the sweet spot firmly equidistant between the two.
The camaraderie on set, I believe, is born from each person or small team having a specialised job. Each person is focused on a specific task. Those roles are defined and, loosely, universal. This brings an appreciation of each other’s work that can be quite unique in a workplace. We each know what each other person’s role and specialism is and we each defer to that person in their area. Having clearly delineated roles and specialisms means that we all appreciate that without one of the people here we would not be able to perform as a team. This garners a culture of respect, acknowledgment and team spirit. That, despite there being a clear hierarchy when it comes to decision making, does create the feeling of a communal effort which requires every one person as much as the next.
Greater Good Of The Product
I may go as far as to say shoot days are a communist utopia. I also may not. If I were to use that analogy I would caveat it by saying that the communal labour of the workforce on set is for a greater good, but not the greater good of despot dictator but rather the greater good of the product.
It is quite sensational seeing a product, generally an object, becoming such a centre of attention on shoot days. There are tens of people contorting themselves to move lights. Position flags and bounce boards. Set up backdrops, build sets, operate jibs and countless other equally difficult tasks. All so that the product looks the best it can possibly look. It is someone’s job to watch a monitor for the whole day and make sure that not for one second does the product ever become slightly out of focus. That is an important TV commercial production job.
At The Ready
Somebody will be stood just out of shot ready to come on set at the drop of a hat or rather the drop of a speck of dust on the product. They must quickly clean it off and make sure the product is pristine before the next take. That is an important role in the world of high-end commercial video production.
Aiming For Perfection
It is a whole team of people’s job to make sure that the many lights trained on the product or pointed away from the product so as to bounce off it in the right way, look absolutely perfect at every second. That is an important commercial production job. Everybody’s job in one way or another on a commercial production is to make the product look perfect. The whole concept and exercise is to make the product look, feel and exude perfection. We are here to sell the product. Shoot days on a commercial are like the celebration of the product. No matter how big or small the cast is, the product is the star. It’s mesmerising to be a part of. We’re all partying but it’s the product’s prom.
Not all commercial productions have a shoot. Some are created entirely in a post-production studio in the form of 2d, 3d or stop motion animations.
It may seem dense to state this, but our Manchester based team of producers’ job is to produce. Produce whatever is needed for a project. If we need a rain machine, they will produce one. An airplane hangar is needed, they will produce one. If we need a helicopter, a re-write, 12 vegan meals, $100 million of insurance, a pelican, they will produce them. Like a band of magicians but with better people skills. Producers conjure up anything that is needed to bring a video production into reality. I think a good producer’s mentality can be neatly summed up in a quote from the inimitable Shawn “Jay-Z” Carter when he paraphrased a popular saying – “difficult takes a day, impossible takes a week.” However not all things are possible, even for a good producer.
For a world of truly boundless possibilities we don’t need a shoot, we need the magic of animation and VFX.
Animation opens up a world of opportunity for video creation that is limited only by the limit of one’s own imagination.
Think of something that does not, nor ever has, existed. Now think of another thing that doesn’t. Put those two things somewhere that can’t exist. Now have the two undisputedly impossible things whizz away from each other at inconceivable and entirely unfeasible speeds. While they whiz apart, expand your frame of view to keep these ferociously fast fictional things in your field of vision. Zoom and fly towards one of the objects. Catch up with it and circle around it as it flies. Orbit it once more then see the other object now flying directly towards you. Rise away from the objects and shoot up and away as they crash into each other and explode into a million pieces. Or 4 pieces, or no pieces. It’s completely up to you.
Anything Is Possible
Literally anything is possible in our Manchester animation studio. This may seem whimsical. Futilely fanciful. I’d never apologise for whimsy, but there are direct and incredibly impactful applications for being able to create absolutely anything in a TV commercial.
Service, Product Or App?
What if you’re selling a service rather than a product? Or you’re promoting an app? You could shoot people using your app or service. However, that isn’t really showing the audience the true value of what you’re selling. The true value is conceptual. A service or a software is likely to have a unique selling point. That is not physically tangible or aesthetically brilliant to represent with live action footage. It’s promoting saved time or a feeling or an interconnectivity. Using animation allows us to tell these stories and evoke these feelings in a very clear and very impressive way. From basic shapes simply and cleanly representing a process to vast intricate universes embodying a feeling. With a strong script and a great animation team, anything can be represented by anything. Animation is certainly the limitless creative hub of video production.
There are numerous forms of animation. Each type of animation is an art form in its own right, with different techniques and key principles.
Traditional animation (2D Cel, hand drawn) is a painstaking process. That always adds a layer of charm because it is hand drawn frame by frame. Another 2D form of animation is digital 2D animation which uses computer generated 2D vector graphics to create a digital animation. Next there is possibly the most known form which is 3D CGI animation which we often see in the cinema in Hollywood blockbuster animations. Stop Motion animation is another form of animation which is arguably the most time consuming but with wondrous results when executed perfectly. Finally, Motion graphics, animated logos and typography all come under the broad animation umbrella. There is undoubtably something captivating and magical about animation in all of its many forms. At Groundbreak we love animation and each member of the team has a different favourite form.
It’s a captivating enhancement of any video production to be able to use animation and VFX (visual effects) in commercials that are promoting physical products. We’re always selling a feeling or a concept.
All cars could be said to undertake largely the exact same function. They are carriages for transport. Practically speaking some have larger storage and seating capacities than others. Some have more advanced safety features than others. Some have more efficient methods for converting fuel into propulsion than others. But who cares? What we all really want to know is how does it make you feel? Does driving it make you feel like a cheetah? It does? Brilliant, so ideally, we’d like to see the car briefly then turn into a cheetah. Look at that cheetah so majestic and ferocious. I’d like the cheetah automobile please!
With animation and VFX we can sell a physical product or a service. While showcasing and evoking the true, resonant selling point. Which is the feeling and experience of the customer in a remarkably visceral, clear and transfixing way.
Art Meets Science
Video production has always fascinated me as the ultimate meeting of art and science. Artistic skill in video is entirely useless without technological skill to express it. Equally technological skill within video is an entirely apathetic and benign tool without artistic skill to utilise it as a craft. The art pushes the technology to evolve by demanding new ways to express itself. And the technology pushes the art to evolve by opening up new frontiers to be explored. For me the ultimate meeting of art and science in any video production is in VFX and animation. The skill of creating a world entirely from one’s mind using illustration and digital design is a thrashing, harmonious dance between art and technology.
The Long Game
Watching the progress of an animation production requires more patience than watching a shoot day progressing. Days can be spent perfecting a few frames. It’s magnificent to look at a storyboard and chart the progression from there to a completed animation or VFX sequence. In fact whether a video production is an animation or live action, the most satisfying thing about a shoot day or seeing a VFX project progress is seeing shot after shot go into the can. Knowing that the little editor in your head that has been building this commercial ever since the first idea-shaping session now has some real toys to play with in the edit.
All of the writing, preparation and planning in pre-production and all of the focus and hard work of the shoot would all mean nothing without the edit. This is where the story truly takes shape. I love working on a TV commercial edit. It can be a mammoth task, sometimes completed by a junior or assistant editor, to collate and organise all of the rushes before even starting the edit. If we’ve shot for a few 10 hour days there is a lot of footage to compile and cut together. Here again a good storyboard is a massive help.
Working with a great editor can leave you in awe. Some of the best editors I’ve worked with don’t ever touch the mouse of their computer in the edit suite. They have custom keyboard shortcuts for everything. I’ve seen an editor’s keyboard, it was a split keyboard, with keys missing where they’d prised away keys that they didn’t use. Working with a great editor makes putting a first cut together a lot of fun. Seeing the different options for each shot and how they will cut together in montage gives you a spike of joy and motivation. You can see exactly how great the ad is going to be and you can see the final stretch of the race to the final video on the horizon.
Usually on TV commercial shoots you may have a person on set whose job it is to make notes for the editor. To keep track of which takes were good and which take of each shot the Director particularly loved. This set of notes, the storyboard and an editor’s brief become the post-production bible. This wealth of information plus the Director and creative team sitting in on an edit ensure that the cut is a well-executed real life version of the commercial that has been bouncing around your collective heads since the brief first arrived on your desk.
A huge part of an edit being perfect is the music and sound design. I first started working in video production making music videos. And i’ve never stopped being moved by an edit that’s cut in complete harmony with a perfect piece of music. It feels like a dance between the shots and the sounds. When they perfectly synchronise it is very special. When one drives the other in pace and tone and the other pushes back and they ebb and flow and intertwine to a resounding crescendo there are few things in the world more captivating.
Sound design is the designing and mixing of all of the sounds in the commercial with the music and the edit to make a complete orchestral chorus of music, sound effects and cuts. Incredible sound design can be profound. You probably won’t even notice it. The next time a commercial gives you goosebumps go back and watch again focusing solely on the sounds. Now imagine the same video with just the dialogue, or just the dialogue and the music. It’s nowhere near as powerful.
It Sounds Great
Very few sounds that aren’t dialogue or atmosphere are captured on the shoot. They are designed, created wholesale, and mixed into the audio of the video along with the music. A truly great commercial can never be something that just looks great. It has to feel great. For that to happen it must sound as wonderful as it looks. As well as a lot of the sound not being captured on the shoot day. The full and vibrant colours you see in the final ad are not created on the shoot day either. They are created in the grade, which is the finishing touches of the video production process.
One of the final stages of post-production is colour correction and grading. Colour correction is fixing and balancing all of the colours so that they are all in harmony. With the intended look of the video and look true to life with no strange colours on the timeline. Colour grading is the skill of enhancing each shot by adjusting an almost innumerable number of different parameters to change the colours within the shot. It is quite wondrous how powerful a good grade is. There is a real science involved at this stage of video production. Footage does not come fresh out the camera looking like a Wes Anderson movie. Footage comes out of the camera flat. The camera captures an abundance of information in each shot that can then be drawn upon and explored in the grade.
Mood & Feel
Colour grading is not just to enhance the look of each shot. After all what looks “good” can be very subjective. It is another design tool to create a mood and feeling in the commercial. In pre-production we decide on a colour palette for the commercial. This can be a colour palette that compliments and embeds the brand palette of the product. Or a palette that evokes the emotion and sensation that we want the audience to associate with the product. Happily, it is sometimes both. The colour grade is where we can make this colour palette live and breathe. It is one of the final and most integral parts of the TV commercial production process. We have painted our picture, and this is the final shading.
And just like that, with the punnery and focus of the idea shaping session. The tailoring and storytelling of the proposal, the feeling and finding of the script. The visualisation of the storyboard, the hunt of the casting. Endeavour and persuasion of the location scouting, the electric, frenetic, granular focus and community of the shoot. The playing and searching of the edit. The dance and magic of the sound design. And the breath of life of the colour grade, there you have it. A masterpiece. A 30 second TV commercial. All that’s left to do now is getting it cleared for broadcast. Then delivered to the media agency and one final thing once it is all entirely signed off. Drinks and snacks.
I Played My Part
All of that hard work is worth it. For the drinks. And the snacks. And the knowledge that one day I will be able to watch the commercial and know that that was me. We made that and that’s who we were at that time. This blog is who we are right now. We are the joy of learning and the enticement and challenge of a new brief. We are the commitment to finding the perfect story to tell. The writers who take the perfect story and tell it to the perfect audience in the perfect way. We are the thrill of a storyboard jumping into life. We are the dedication to finding the exact people to be the heroes of your story. The skilled and driven family on set. The pride of the final cut. We are video production personified.
We are a team of passionate creatives and producers. All from different professional and personal backgrounds with different areas of video production that we each adore. A team of individuals whose unique strengths we appreciate, respect and embolden. Who come together every day to share and work with each other’s talents and passions. All for the singular shared goal of telling your story, selling your product and making your video masterpiece.