I’m a Libra. I can’t think of a better zodiac sign for me because I enjoy balancing sports like mountain biking and snowboarding. I enjoy balancing my family, social and work life. And recently, I have discovered a new places here balance can be beneficial to everyone involved: video production. Of course, it would be great if we could tackle every project with all the budget, resources, and time that we could effectively use…and for a long time, that was how I tried to tackle every project. I would scope, price and plan for a project to be as “good” as it possibly could be and be hesitant to take it on if I was lacking in time, money, or resources. But with the help of my production team, I’ve discovered that there are different levels of production that can be done to meet the needs of clients with different budgets, timelines and overall expectations. That said, we have started referring to types of video projects we do as Honda, Acura, or Ferrari. I don’t think I have to explain the distinction, but I will explain a few of the nuances that took us some time to understand and define. A Honda project is not necessarily lower quality than Acura or Ferrari projects…they are just useful, reliable, and get the job done. The difference is not so much in the execution of the actual project as it is in assessing the client’s needs for the project. We have found that not everyone needs a high-performance, high-end production and, in some cases, the lower production value and “efficiency” of a Honda gives that project more credibility than a higher end project would have in the same circumstances.
So how do you approach video production from a balanced point of view? The biggest thing is to ask your clients questions. Who is the audience? What’s the lifespan of the project? Does it fall in the realm of marketing, education, or somewhere else? What is their vision for the production value of the final piece? By asking these questions, you can quickly determine what kind of project you have on your hands and help your client balance their budget, timeline, and production value. One other way to approach this is to look at pre-built assets that you can leverage to cut time, reduce costs, and still deliver a killer looking project. This may include using stock compositions, repurposing ideas from previous projects, or simply shortening the duration of the final video…since shorter videos are generally faster and less expensive to produce. Production “shortcuts” are not always a bad thing if you are honest with your clients about how you achieved your final product.
Striking balance means giving your client exactly what they need, no more, no less, on the budget and timeline they have. Or, in some cases, telling them that what they are asking for is not possible. In my experience, clients appreciate that kind of candid, professional guidance. And a balanced client is a happy client.