"Process--just as important as technology"

When we think of web videos, interviews, and in-person addresses we often think of the technology and equipment needed to create it such as: cameras, green screen studios, and microphones. An effective video production, like the one we made for Mayfield Agencies in Tucson, has a fair amount of production planning around it in order for it to become a successful video. We are going to take you though a step by step process on how we write, produce, and edit web videos at D'Mention Systems.


DISCOVERY

Many clients like Mayfield Agencies have a range of complex-sounding products, in this case financial, which are not always easy to understand. Our production process employs a 3-step discovery process with the client:
Step 1: Involves an initial interview to get a basic understanding of what the product is and what needs to be presented. This interview involves learning about the product and what a client wants viewers to understand about it. This gives us ideas that lead to step 2.
Step 2: We then compose a script based on what we learned in the initial interview. Depending on the product, the presentation may be easy or difficult to develop into a video concept. We keep in mind what the client wants but we also put in some of our own ideas when creating a script.
Step 3: We have a second interview with the client to present our script to them to confirm that we understand what the product is and what they wanted presented. This is where the client puts in their two cents on if we captured what they wanted. We don’t follow through the rest of the production until we know that the client is happy with the script.


PRODUCTION PLAN

Choosing the most effective type of production is very important. This is based on the complexity of the message content, time schedule, production budget, and the performer. In the case of Mayfield Agencies, we blended an in-person on-camera direct address with blended cutaways to slide-show elements. We utilized the three step process from earlier to develop a script, gather graphical elements, and produce a scene and animation time line.


PERFORMANCE

Even for an amateur on-camera performer, a good production plan can make a performance much easier. For Mayfield Agencies, performance was completed in about an hour and 15 minutes. Scripting was strategically broken into takes to reduce pressure. Coaching and preparation on basic breathing and intonation was also provided. These kinds of steps in production planning produces the best results because it provides a relaxed, focused environment for the performer.


PUTTING IT ALL TOGETHER--POST PRODUCTION

Finally--post production takes the audio, scene line, and performances and combines them altogether. Web animation software is used to adjust audio, video, and compile product down to web-ready formats. As you can see, the whole planning process is essential for an effective product. It’s more than just having the right equipment; it’s about having the right team behind the scenes to pull it all together.