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Corporate and industrial: pre production When we work with you we start first by clearly defining your aims and objectives and identifying your target audience. Printed below is the briefing form that we give to clients before we start a production.
You will have seen on the briefing form that Q5 asks about a deadline for completion. This could be an exhibition or a conference where the programme will be beneficial to the company, or it might coincide with a planned mail shot so that the video can be sent out to serious enquirers. Having a deadline is useful because it means that the production can be concentrated on for a fairly short period of time and the investment can be realised quickly. Now that we have identified your target audience, budget and aims and objectives it is time to produce a treatment. This defines the structure of the programme, what you intend to show, in what order, how you propose to present it and forms the basis for the script. We draw up a storyboard, rough sketches or even photos of the basic things you want to show and write alongside them the key points they are to portray. Once you are happy that it follows a logical sequence and contains all the information you want to put across, we are ready to write the script. Here are a few guidelines which we find useful. 1. Remember that the written and spoken word are not the same thing. Spoken English is far more relaxed and can be less formal than say brochure or manual language. 2. Don't get bogged down in minute detail (unless you are making a technical programme for technical people), it's far better to present an overview of the subject which will give your viewers a flavour and encourage them to talk to you. 3. We speak at a rate of 2-3 words per second so this should give us an idea of run time, bearing in mind breaks and pauses. 4. Remember that every word has to have pictures to cover it. Will we have enough visual material? Wild life, training and industrial process videos can get away with long video sequences, but most other programmes need to be pacey with 2-5 second cuts. 5. Always keep in mind the target audience and make sure that the script remains specific to them. Once filming has been done it is quite easy to re-script and re-edit the footage for other audiences. Don't compromise. How long does it take? The production schedule below shows the processes of making a video and the sort of lead time that is comfortable. This is only an example and by no means sacrosanct. We have, for example, produced a programme in a week (one very long hard week!) for an award presentation and we have equally produced one over the course of a year. You will see from the schedule that we recommend that our client elects an executive producer to work with us. It's important to have someone to liaise with who has the authority to make quick decisions throughout the production. |
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| Tel: 020 8671 7071 Fax: 020 8674 2258 Email: us@screne.org |
| 126 Norwood Road London SE24 9AY |