This is an example of running interference in ballet slippers on a muddy field. The Golden Rule of the client service playbook: Always serve the best interest of a client.
This was a precarious situation whereby my PoC wanted to user her videographer and declined my offer to provide a brief and direct the shoot. When I saw the first cut and client feedback, “Looks great,” I realized that she didn’t know, what she didn’t know. The event video was an important content piece of our integrated campaign. To serve their best interest, I diplomatically stepped in to improve the final outcome.
In speaking with their videographer, I discerned that he had not received a creative brief and had minimal direction from the PoC who insisted, “Keep the camera on the speaker.” I am a stickler for a good brief – especially for video. Proper briefing, in general, is increasingly overlooked. Design and content editing cycles have become informal in our digital age because so much can be instantly fixed and/or evolved. Not so with easy with video. In my client’s case, the missing brief, lack of planning and direction resulted in tough editing constraints: no camera movement or B-roll, lighting fluctuation and an unattractive subject background.
I created a style guide and storyline for the videographer with suggested cuts (marking in/outs for a slightly longer piece) and provided visual assets. We worked through the edits together to achieve the client’s “voice and vision” and tell a better story. There was no finger pointing or bruised egos. And, the client gained knowledge to improve their internal process in future projects.