Process

Once you’re happy with the initial discussions, proposal and budget, we set up a production meeting where we really drill down into the detail of the project. We try to understand in far more depth who your customers are and the key messages. We want to establish what they want to hear, where they will be looking at the video (for example on Facebook or at an exhibition stand) and what you want them to do after they watch the video - the whole purpose of the project. We also get a much better understanding of your business and brand which means we can refine the visual approach.

After the production meeting we write the script (for projects with a voiceover), as all the visuals will revolve around the words that are spoken. If we need additional information on top of whatever is gathered in the production meeting, we usually ask for a briefing note, which is a page of A4 with bullet points on. From this we write the script ourselves in the first instance as often we're well placed to filter out unnecessary detail and focus on the messaging that will resonate with the intended viewer. The script is then passed back and forth for any amends to be made until approved. In some cases, such as exhibition videos, there is no voiceover and therefore no ‘script’ however often there will be text that shows on screen. As such this is the stage where we agree on those key messages which appear as 'on screen text'.

Once the scripting is completed, we work with you to find an appropriate voiceover artist to record your script. We have connections with artists and agencies to cover pretty much most bases in terms of finding a ‘voice’ to match your brand, and work with you to advise on what is best for your production. All of the artist liaison is done by us so you don't need to worry about a thing.

While the voiceover is being recorded we move on to the storyboard phase. The storyboard is a sequence of sketches and drawings which show in detail what is happening throughout the video. We base this on the initial agreed concept but really get down to the nitty-gritty of the action scene by scene. This is sent over in digital form allowing you to make any comments and request any amends through the software so everyone is working from a 'live' version. When all requests are actioned the storyboard is approved and we can move to the next stage.

The next step is to create the graphics that will actually be animated on screen. Anything visual that you see on screen has to be designed, whether that is in software like Adobe Illustrator or in the actual editing software - Adobe After Effects. In the first instance we send you a ‘creative’ which has a selection of some of the graphics on so you can approve the style and approach before we create the entire suite. With animation, everything on screen has to be designed and set up for motion which means that the assets have to be layered, so all the parts can move independently of one another. This is an additional level of complexity with motion design and why creating graphics for a video takes much longer than making graphics for a brochure or a website for instance.

The next stage makes all that hard work and planning really come to life, and that is obviously the process of animation. We generally animate in a sequential order, timing it to the voiceover and the audio bedding (soundtrack) so everything runs in time. The two key factors that effect the budget of an animated video are length and complexity. As a rule of thumb, we can animate between 20 - 30 seconds of footage each day depending on the complexity of the scene, the amount of assets on screen at any one time and the number of layers each asset has that need to move. The intricate nature of animation is significant, which is why it is so time consuming. But if corners are cut, it is very noticeable, very quickly.

When the production is finished we send it over to you using a piece of cloud software that allows you to watch the video and make comments at specific time-codes rather than mucking about flipping between YouTube and a Word document! We make any amends that you would like and then export the video in whatever format you need it, which is usually an MP4 which has been compressed for web use, but we’re happy to provide whatever you need.

The reason we have this process is because animated video can get very expensive very quickly if a sensible, step-by-step approach isn’t adopted. If we agreed to do a video and the next time that you heard from us it was complete (an extreme example we concede), there are any number of things that would likely be wrong - the script, accent of the voiceover, scenes that are inappropriate, types of graphics, length, audio….well everything. To change one, two or all of these things, has a knock on effect to everything else and usually means a significant amount of additional time to rectify and therefore additional budget... neither of which is ideal! By using this process, we can work to a fixed cost and ensure we’re on the right track - not imposing our vision on your business. This means you feel far more involved, (hopefully) enjoy the experience and not just the outcome and the video delivers the return on investment you need it to.

Filming a video is split into three stages: pre-production, production & post-production. The actual filming phase in many ways is the shortest element of production. But the success of the final video is really down to the foundations laid in the pre-production, and that is the stage that unfortunately many people overlook.

We start with a production meeting, where we discuss every element of the project and what you want to achieve. We nail down the purpose of the video, your target audience, how it will be deployed and the key messages you want to get across, so everyone is agreed on how and why we are doing the project.

The next stage is to put together a storyboard. What we must avoid is turning up on location and just wandering around filming stuff that looks interesting. You see producing a great video is like cooking a great dish. You decide on the recipe and then go and get the perfect ingredients to make it, as opposed to opening the cupboards and trying to hash something together with what you’ve got. That’s why having a storyboard in place is so important, it means we go and get the right footage to tell the story we’re trying to tell. We know what the video looks like, what shots, props and people we need before we even get the camera out of the bag.

Once the storyboard is approved, we put together a comprehensive production schedule. This is the document that everyone follows on the day of the shoot. It contains all the information on the shoot, including logistics, location, security, key contacts and even parking arrangements, so that there are no surprises on the day, and not a minute is wasted on avoidable delays.

The next phase is production, where we turn up on site to capture the footage agreed in the shot list and work to the timings in the production schedule, using all the professional equipment that we have in our armoury that is relevant to get the shots we want.

The final phase is post production, where all of the footage we gathered is edited into the final video. Our team lays out the production in-line with the the storyboard and decides which shots make the cut and which shots get binned. This process is really important creatively and can’t be rushed, as every piece of footage has to be watched and considered in the context of the whole edit so the right decisions are made. Most videos have a soundtrack which is over-laid at the same time, so everything fits together nicely. We also add lots of additional value in this stage, through colour correction and grading, and advanced post production techniques such as on-screen graphics, motion tracking and rotoscoping.

When we have completed the edit we send it over to you for your feedback and amends, and when all of these have been actioned we provide you with a final master version ready for you to push it out to your target audience and get it delivering a return on your investment.