This presentation, by Clint Till of Red Fox Media (http://www.redfoxmediainc.com), was delivered to a Public Relations practicum class at Samford University. The presentation covers some general topics pertaining to the craft and business of video production; i.e. Creative Philosophies, Creative Conceptualization, Client Relations, Common Mistakes to Avoid, The Process of Video Production From Start to Finish, and Recommended Resources.

1. ART & STORY: THE VIDEO
PRODUCTION PROCESS
BY CLINT TILL

2. DOVE
• Problem: the definition of "beauty" has been distorted by the
advertising industry.
• Goal: produce a commercial that helps to create a healthy self
image.
• Target Audience: Women ages 13-25
• What would your approach be?
• What did Dove do? (Watch "Dove: Evolution")

3. For me, an effective video is part ART and part STORYTELLING.

4. Clear & Concise Message + Compelling Visuals

5. VIRAL TRIGGERS
(From Sarah Wood of Unruly Media)
Funny
Sexy
Random (Watch Sony Bravia's "Bouncy
Balls" commercial.)
Surprising (Watch the "Will It Blend" series.)

6. VIRAL TRIGGERS (CONT'D)
Illuminating
Shocking
Spectacular
Hyper-Relevant

7. CONSUMERS & ADVERTISERS
• Consumers want advertisers to speak WITH them, not AT
them.
•A disconnect has formed between Consumers and Advertisers.
• Consumers feel as though brands aren't listening to them.
• Consumers think that brands don't understand them.
• Consumers think that brands don't take customer feedback
seriously.

8. We have to shift our strategy.

9. INITIAL MEETINGS WITH YOUR CLIENT
• Find out how many people you must answer to.
• Of that group, who is the ultimate decision-maker?
• Keep everyone in the loop.

10. SAVE YOUR EMAILS
• when defining the scope of the project
• whenever certain aspects of the project change
• when the client sends materials for use in the project

11. RESEARCH
• Learn about the client.
• Research their customers.
• Learn about their competition.

12. QUESTIONS TO ASK YOUR CLIENT
• How do you plan on using the video?
• What's your time frame for completion?
• What action(s) should the audience take after watching?
• Who are you trying to reach?
• What are the main selling points of your business?
• What is your company's mission statement?
• What objections might prevent people from buying or using your services?
• What are your short and long-term company goals?
• How would you like your company to be perceived?

13. Online Resources

14. STORYBOARDING
• It clearly communicates your vision to the client.
• Ithelps you as the director formulate a shot list and keep
track of the day's progress.
• It helps the production crew all stay on the same page.

15. Cinemek Storyboard Composer

16. Let the visuals tell your story (Watch the
Navy Seals beach ad).

17. JOHNNIE WALKER
"THE MAN WHO WALKED AROUND THE WORLD"

18. Use a visual element
to communicate an
idea

19. THE PRODUCTION PROCESS
Pre-Production
Production
Post-Production

20. RECOMMENDED READING
Video Shooter by Barry Braverman
The Five C's of Cinematography by Joseph Mascelli
Hey Whipple, Squeeze This by Luke Sullivan
The One Show volumes

21. RECOMMENDED PODCASTS
The Accidental Creative
Duct Tape Marketing
Dishy Mix
Six Pixels of Separation
The Bean Cast
Creative Screenwriting Magazine

22. CONNECT WITH US
• www.redfoxmediainc.com
• www.twitter.com/
redfoxmedia_inc
• www.Facebook.com/
redfoxmediainc
• www.YouTube.com/
redfoxmediainc