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Interpreting a creative brief to establish goals

From: Documentary Editing with Final Cut Pro X

Video: Interpreting a creative brief to establish goals

So, you've just been handed a pile of media to edit which you will explore in the next movie. Since your job as editor is to make something specific out of this media, you have to ask yourself a few questions: What do I have here? And why do I have it? Who or what is this project about? What do I need to make from it? When is it due? And where does it need to be delivered? You'll find the answers to all of these questions in the Creative Brief for this project. If you're a lynda.com subscriber, you'll find the Creative Brief in the exercise files for this project.

Interpreting a creative brief to establish goals

So, you've just been handed a pile of media to edit which you will explore in the next movie. Since your job as editor is to make something specific out of this media, you have to ask yourself a few questions: What do I have here? And why do I have it? Who or what is this project about? What do I need to make from it? When is it due? And where does it need to be delivered? You'll find the answers to all of these questions in the Creative Brief for this project. If you're a lynda.com subscriber, you'll find the Creative Brief in the exercise files for this project.

The title of this project is Creative Brief is the Santa Barbara Farm To Table project. From the letterhead you can see it from the Santa Barbara Farm-To-Table Commission. Think of this creative brief as your job order. It's a statement of intent. It represents the sharpened focus from a general curiosity to a very specific interest. When you read the brief you'll learn some background and the overall project goals. Because of Santa Barbara's climate and culture, it's becoming the focal point of a movement that merges ideas from agriculture, cuisine, and ecology.

These are key points we'll need to address in the documentary. And here's another important point we need to make: Shoppers want to support local growers to help the environment by reducing the need for shipping. Another key point is that locally grown organic food is not just a consumer trend. Chefs from local restaurants are eager to offer locally grown organic food. So who are the characters? As you learned in the previous movie, when Robert Flaherty wanted to create documentary on the Inuit people, he chose a single family and a primary character, Nanook, to tell the story.

The Farm To Table documentary has a main character, BD Dautch of Earthtrine farms. BD is a farmer that grows organic produce in the Santa Barbara area and sells it at the farmers market and to local restaurants. Let's listen to a few seconds of BD. (BD Dautch: Okay, my name is BD Dautch, and I have Earthtrine Farm, and we've got about 10 acres in Ojai and 5 acres in Carpinteria that we're--) So this is BD. As a local grower, he represents the voice of agriculture.

There are other characters that we'll hear from. The next character is John Downey who owns the Downey's restaurant in Santa Barbara. (John Downey: As I said, we opened this restaurant in 1982, and in about 1983 BD came through the back door.) So he has a part of the story to tell, too, how he uses BD's produce in his restaurant. Then we'll also hear from other people, patrons, people who just simply want to buy locally grown organic food and people that might be also involved in other restaurants.

So the target audience, then is going to be for those people who have an interest in purchasing organic food or to raise visibility about that as an option. And what do you need to deliver? How will it be used? Well, you need to produce a 1- to 3-minute mini-documentary suitable for Santa Barbara County publicity kit or web delivery, and we'll talk about that more in a later movie. Creative Briefs are a great way to share the vision of a documentary project with other team members without you being at the production shoot or even knowing the director of this project.

As editor, you'll become an integral part of the creative team, and by following the creative brief you will deliver your work on target.

Show transcript

This video is part of

Image for Documentary Editing with Final Cut Pro X
Documentary Editing with Final Cut Pro X

32 video lessons · 9414 viewers

Diana Weynand
Author

 
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  1. 2m 12s
    1. Welcome
      59s
    2. Using the exercise files
      1m 13s
  2. 11m 21s
    1. Understanding what makes a good documentary
      3m 38s
    2. Interpreting a creative brief to establish goals
      3m 32s
    3. Reviewing the project's media assets
      4m 11s
  3. 24m 5s
    1. Organizing and screening footage
      4m 12s
    2. Importing footage
      3m 37s
    3. Organizing and screening interview and B-roll footage
      6m 53s
    4. Annotating and renaming clips
      5m 1s
    5. Filtering and searching for clips
      4m 22s
  4. 25m 26s
    1. Make preliminary editing decisions
      6m 38s
    2. Creating mini-storylines to contain groups of clips
      5m 42s
    3. Syncing audio tracks from two different cameras
      5m 32s
    4. Deciding what you don't want in each segment
      7m 34s
  5. 25m 31s
    1. Combining primary story segments into a primary storyline
      6m 43s
    2. Clarifying the story
      5m 42s
    3. Identifying and marking project needs
      5m 32s
    4. Adding cutaways from B-roll footage
      7m 34s
  6. 25m 14s
    1. Evaluating the project's pace and timing
      6m 57s
    2. Tying up loose ends
      7m 49s
    3. Smoothing the project's story content
      4m 29s
    4. Retiming clips
      5m 59s
  7. 15m 17s
    1. Editing still images or creating a montage
      6m 8s
    2. Animating still images
      4m 11s
    3. Incorporating sound effects
      4m 58s
  8. 31m 29s
    1. Adding titles and lower thirds
      7m 37s
    2. Smoothing out the rough edges with transitions
      5m 23s
    3. Combining and mixing sound sources
      10m 45s
    4. Matching and correcting color in clips
      7m 44s
  9. 10m 21s
    1. Sharing the movie
      5m 13s
    2. Archiving the project
      5m 8s
  10. 51s
    1. Goodbye
      51s

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