Imagine you are a handy-person and you get a call from a client to fix their broken toilet. You arrive with all the tools needed for the job and have set aside the appropriate amount of time to get the job done. Once you finished the repair, the homeowner says “Hey, I have a few other things that need mending, do you have time to squeeze it in? Please!”. Sound familiar? Most of the time, the handy-person wants to help the client to show goodwill, but the job might require parts or time they don’t have. This dilemma leaves the homeowner disappointed that they will have to spend more money on a second visit.
Please, write a brief
Similar to the example above, the same applies to video. More often than not, many projects start before a brief is even written. I know that it takes time, feels tedious, and sometimes seems unnecessary, but it is important! The brief helps organize all the information and clearly communicates your expectations. More importantly, the process of filling out the brief allows you to see all moving parts of the project in one place which helps you maximize the time and budget spent. Simply put, it saves You $$$ and from a situation like below.
A week later: "Oh dang gammit, I wish the production team took some pictures of my staff wearing masks to make my customers feel safer" and I wish I these videos were formatted for IG! Why didn't I think of that?
Example of Two Dots creative brief
Understand the process before the solution
Say you are the owner of a local restaurant needing a video to help your customers understand the new online food ordering system you introduced due to COVID. You recently reopened after a few months of restricted business, you are short-staffed, and you do not have lots of cash to splurge. You are desperate to reach your customers and it feels like time is running up. The natural thing to do is to just hire someone and get it done. Yes, while that takes the weight off your shoulder, you are only focusing on the end result. It is important you understand the process that leads to the solution because the process has to fit your business needs and no one knows your business more than you. Carve out time to talk with the Producer and ask as many questions to understand what they propose and also why.
If you don’t have money, invest your time
Essentially time = money. If you can’t pay for it, do it yourself. I know this is the tough part as you already have a bunch of things to do. By carving out time to write a brief, asking questions about the process, and setting aside a budget, you have saved money by not hiring someone else to figure it out for you. Now here is how you can save more.
Think like a partner, not a client. Production costs depend on the time, equipment, and crew required to accomplish a project. Since the equipment and crew are non-negotiables, think of how you can off-set the budget with time. If you help save time, you could essentially get more done within your production day.
Here are some ideas of how you can save time and offset the budget: (*I am sticking with the restaurant idea as an example)
- Set dressing: Have the restaurant set ready for the shoot. This saves a whole bunch of time on the shoot day which could cut the crew’s set up time.
- Call Sheet: Most production shoots will have a call sheet that outlines the flow of the day. Ensure you have a copy of that so you can anticipate the needs of the crew. This leaves less time for guessing and more time to accomplish the shots.
- Talents: To keep costs low, reach out to friends and colleagues to be part of the video. Also, have all staff on set dress appropriately just in case the crew needs more fill-in talent.
- Behind the scenes: There is nothing more exciting than a film set. Whip out your phone and assign someone to capture some BTS footage. Posting it on social media will help build more visibility.
- Location walkthrough: Walk the production team through the location prior to the shoot day. If this is not possible, send them pictures of the space and areas they will be filming in. This helps the production team plan the equipment list, location access, and flow of the shoot. It could help the Producer cut back on unnecessary equipment or crew.
- Don’t call “Wrap” until you are sure: The Producer is your best friend on set. If the production team has covered the shots on the list and you have time to spare, don’t waste that opportunity. Think of things you could anticipate needing even if it does not seem important. A good producer will help you think ahead and explore alternate possibilities.
A little goes a long way
A good brand is like a good friend, you never want to stop hearing from them and engaging in conversation. To keep this two-way conversation going, you need to create consistent content.
I hope these simple steps help set you up for sustainable success. If you are looking for ways to stretch your budget, please feel free to reach out and I will be more than happy to help you create a sustainable way to create content.
Email me at aaron@twodots.studio