In April 2009, we started production on a short film, tentatively titled “If Only.” The production itself was set back several times due to bad weather and some issues with locations, but we finally wrapped in early July 2009. If you would like to see some production stills, click here. Since that time we have been trying to finish post-production and it has been a long process. One reason for the delay has been our conflicting schedules. It has been difficult for the editor and me to sit down and hammer out the cut. Another reason has been our approach to the story. When I first wrote the script, I had a certain structure in mind for the film. However, as the editor and producer looked through all the footage, they had a different take on how we should construct the story. We had several discussions on how we would approach the edit and I am very pleased with the approach we took. We have now completed the edit and currently the film is in the hands of our music composer who will score the film. Once we have the music in place we will due a final audio mix and some color correction before we submit it to this year’s Sidewalk Moving Picture Festival. The film has been officially renamed, “A Changed Man,” and centers around an emotionally distraught woman who struggles to put her past behind her and regain control of her life.

When your company decides to hire a video production company to create a marketing/promotional piece for your brand, you need to figure out right away who will be the final decision-makers. I’ve produced videos for clients with only one decision-maker in the mix, and I’ve worked for clients who have assembled a committee of about twelve people. Knowing who needs to be a part of the team working with the video production company is an important step, because it affects the overall production schedule. I’ve given some advice in a previous post about scheduling your project, so you might want to glance at that article (bear in mind that the production schedule defined in the post is simply a guideline; video projects can vary greatly in regards to schedules and deadlines).

As a video producer/director, I want the same thing you as the client want – an efficient production that results in a high-quality video delivered on time and on budget. I know how important a deadline is for you and your marketing team. I sometimes see scheduling problems occur when a client has several people on a committee, each of whom have a say in what the video says and how it looks. There’s no problem with forming a large committee tackle an important video project, but it’s important to remember that the more people that are included in the project means that more people need to see the video and provide feedback. This means that you need to pad your post-production schedule accordingly to accommodate revisions and approval meetings. The last thing anyone wants is to be right up against your deadline, only to find out that Bob has some last-second changes that he wants to incorporate.

Organize your entire team first and make sure everyone stays in the loop. Then, give yourself enough time in post-production and your company should walk away with a great video and a pleasant experience.

We all take pride in the work we do, but our self-confidence can be shaken in a heartbeat when someone responds negatively to a project that we’ve devoted so much time and attention to. The creative world is a subjective one. Someone might look at a video and deem it a masterpiece. Someone else might look at the same video and ridicule it. Criticism hurts, but its affect on our future work can be either positive or negative, depending on how we respond.

• Some clients will always be deconstructive. There might be some clients out there who will never be happy, regardless of what you present to them. If you find that a client is constantly tearing your work apart, without offering any suggestions for improvement, it might be time to end the relationship. Perhaps there is a personality conflict. Perhaps your style doesn’t mesh with their vision. Whatever the reason, it might be time to refer them to someone else.
• Criticism can help you improve. Some clients genuinely want to offer up their opinions to help you create the best work possible. Early in my career I had a client that took a chance on me. He saw my potential and hired me. I was excited to work on the project, but when I submitted a rough cut, I received a call from my client who said he hated it. I instantly felt sick to my stomach. The following weeks were difficult for me as I tried re-cut after re-cut. He responded to each version with a long list of changes. Although the project was frustrating and stressful, I can confidently say that the client helped me improve the quality of my work. Today, my clients are incredibly pleased with the videos I deliver.

Receiving criticism is never fun, regardless of the spirit in which it is given. But we need to use criticism in a positive way. Let it motivate you to view your own work from a different perspective. Let it encourage you to try new things. Let it challenge you to better yourself.