Post-production & Design
The Production phase includes developing scripts, working with a studio for production and post-production, pretesting, and sound design, as well as several approvals along the way. This phase is when the creative concept turns into the campaign!
Post-production & Design
How do we complete post-production make final design decisions?
By the end of this step, your team will have selected and assembled the best recordings, incorporating effective sound and visual design elements.
How to conduct this step and achieve its main objectives:
Complete Post-production
Post-production follows the same process as when preparing the dummy spots for pretesting, including reviewing the different recordings (“takes”), selecting the best ones, and using software to assemble them in order. These steps are performed by the production agency and your team before settling on a draft that adheres to the script. This “first cut” may be a bit long, but it is useful for soliciting feedback from the core design team. At least three additional rounds of feedback will likely be needed between the core design team and production agency before approving the final version.
Sound Design
Sound design is the process of creating and selecting audio elements, such as sound effects, music, and dialogue, to set the tone, enhance the listening experience, and support the overall message. Sound design should support a coherent execution across the spots, making them easily recognizable as a single campaign. This cohesion may be achieved by using consistent music or a jingle, just as visual effects are used in a unifying manner in TV and print campaigns.
Sound design is a final step, so to avoid unnecessary setbacks, do not proceed to this step until you are confident the spot is ready and you have received all necessary approvals.
Compare this first cut to the final cut. How many differences can you spot? [Answers]
Sound Design Brief
Suggested time:
1-2 days
Participants:
Core design team and production agency
Sound Design Brief
The production agency will handle the bulk of your sound design. This brief outlines key considerations to help you identify areas for improvement and offer effective feedback to the sound design team.
Effort required:
Visual Design
Visual Design is the process of creating, editing, and arranging video elements, including computer-generated imagery (CGI), to create aesthetically pleasing and effective visual content to communicate messages, evoke emotions, and enhance user experiences. It encompasses a wide range of elements, including color, typography, imagery, layout, and composition, all of which work together to convey information and tell a story.
By carefully considering these components, visual design aims to capture the audience’s attention, guide their understanding, and create a memorable impression. Whether in digital media, print, branding, or advertising, effective visual design plays a critical role in engaging viewers, reinforcing brand identity, and facilitating communication across various platforms and contexts.
Visual Design Brief
Suggested time:
5 days
Participants:
Core design team and production agency
Visual Design Brief
The production agency will also handle visual design. This brief outlines key considerations to help you identify areas for improvement and offer effective feedback to the production agency.
Effort required:
