A Personal Approach to Creating Video Content
November 14, 2017
“A filmmaker’s most important tool is humanity. You want to able to capture humanity in your stories and bring out humanity in your characters.”
-American film director, Ryan Coogle (Creed, Fruitvale Station)
HighRock is always looking for the opportunity to push ourselves; incorporating new technologies and tools to help our clients achieve their vision and tell their story. At the same time, we want to keep humanity at the center of it all. So, we’ve developed a process revolving around that goal. We take a personal approach to the video creation process, starting with a thorough discovery phase and ending with a unique, marketable message being communicated with beautiful and effective visuals.
We begin with a meeting with you, in order to better understand what you're passionate about and what makes you unique. This initial meetup should establish project goals, feasibility, and budget. We want to find out who you are, what you represent, who your target audience is, and - most importantly - what drives you. The Discovery phase is an important part of the process and allows the video concept to form organically while achieving your goals.
Once we've agreed on the direction, many moving parts come into play. This phase is known as Pre-Production. We'll determine the best way to bring the project concept to life, whether through interviews, visuals with voiceover narration, graphics and text, or any combination of the above. A scriptwriter and storyboard artist will work together to create a visual and contextual guide for the project. Once these assets are finalized and approved, we'll schedule the production dates, which includes lining up the location, gear, crew, talent, and anything else needed for a successful production.
No matter the size of crew or amount of gear, we'll arrive to Production and capture original content the best way we know how. With a detailed pre-production phase as our guideline, production should be a smooth operation. All of the details are provided to you and the crew ahead of time so everyone involved can be prepared and feel confident on the big day.
Post-Production is where all of our plans and hard work come together. We'll match the script and storyboard with the best shots - like fitting the pieces of a puzzle together. For the first draft, we'll just be looking for approval from a "content" perspective. Typically, music and graphics aren't included at this point. In the meantime, we'll create or choose original music to evoke emotion and develop graphics that will communicate clearly. Once the content cut and a couple follow-up versions are worked through and edited, the final steps include mastering audio levels, perfecting animation and graphics, and adjusting final color.
With the project now complete, our last phase is Delivery. We'll format the video to industry standards and provide proper guidance to get your new video in front of the best viewing audience - from national TV to social media to your company website.
At the core of our process, we hope to keep the humanity. We strive to create original content that is relatable and long-lasting. Through it all, our goal is for you to enjoy the journey as much as our team enjoys collaborating and brainstorming with you to produce cinematic visuals that can be shown confidently among the best commercial content in today’s media-driven world.