"Being busy does not always mean real work. The object of all work is production or accomplishment and to either of these ends there must be forethought, system, planning, intelligence, and honest purpose, as well as perspiration. Seeming to do is not doing." - Thomas Edison
Video Production Process
As a one-stop-shop for video (and all things creative) I have had to find creative solutions for video production. In healthcare, and without a budget most of the time, my resources are limited so I have to capitalize on every opportunity. When feasible and time permits, I generally follow the process shown below.
1. Initial Meeting
The first part of this meeting is establishing the primary purpose of the video. Are we educating? Are we entertaining? Is this production intended to last a particular period of time? Who is our primary and secondary audience? When is the video needed? Questions like this help form the boundaries and goals of the end product. Once we have the basics established I move toward identifying the resources available to accomplish the mission. For example, with an educational piece, there may be subject matter experts who can assist as we produce the video... similar to what you might see with military advisors on a war movie set. What talent is available to act? Where can we film? The first meeting is really all about making sure the end product will meet the intent. Keep in mind that the above is the ideal situation. Some video production has such a quick turnaround time that the 80% solution is necessary. In those cases I may not get to even have an initial meeting to spitball ideas. In those instances, it's all about keeping the end goal in mind throughout the project and not letting creative ideas pull you off task.
2. Storyboarding
Once the concept becomes visible in the mind's eye, I can create a storyboard. Storyboarding is helpful for everyone involved in the production process. With programs like Microsoft Teams, storyboards can be shared and viewed by everyone involved. They are especially helpful for those who need a visual to bring the abstract to life. I've included a sample storyboard from a project currently underway. The project itself has three objectives. The primary purpose is to be viewed by new employees during orientation, to both educate and inspire them to provide the best care to America's Veterans. The secondary goals are to provide a historical update connecting the legacy of the old soldier's home with the modern health care institution it has become for the general public. Each scene will be narrated by a Veteran from a different era, dating as far back as the Civil War. Using a combination of historical photos, simple animation, stock video, and locally shot video, I was able to create the introductory part of the history video to give my team an idea about where I wanted to take it. But without the foundation of a storyboard, the project could easily drift off track.
3. Project Timeline & Completion
Big projects need to be organized. Even small projects benefit from a structured approach. It ensures that all the objectives are met. I like to work backwards from my due date with built in space for situations out of my control (weather, COVID!) I also like to add in time for feedback and changes from my subject matter experts and clients. My job is to bring their vision to life. My job is to make my client look good. Ultimately, you're only as good as your last product so every new project is a chance to improve and continue to grow.
4. After Action
Again, when time permits, each project deserves a moment to reflect on what worked and what didn't. What could I have done differently both from a technical perspective and a directorial approach. Even if it's 15 minutes, time spent reviewing a project often reveals ideas and approaches that may not have been discovered any other way. Feedback is also crucial. Whatever tools are out there to measure the effectiveness of your product are incredibly helpful. Social Media has created a helpful array of tools to measure the reach and effectiveness of your product. Video is incredibly subjective and when you work on your own you have to be ultra-critical of the work you create. I always find feedback from the client, the end viewer, and other professionals extremely valuable.
