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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.
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