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Interpreting a creative brief to establish goals

From: Documentary Editing with Avid Media Composer

Video: Interpreting a creative brief to establish goals

Embarking upon the art of documentary editing is definitely an exciting and challenging task. Just as with other type of video projects, documentaries can run the gamut of content, style, and perspective, but all share the common goal of recording real events, hopefully by revealing an intimate look into the worlds of people and places. Specifically, our task through this course is to approach a project from start to finish. Analyzing goals and evaluating our raw materials, then fashioning a game plan in order to prepare our project, and cut a solid rough cut, and then craft a meticulous fine cut through a thorough review process, and then deliver a product that ultimately pleases our client.

Interpreting a creative brief to establish goals

Embarking upon the art of documentary editing is definitely an exciting and challenging task. Just as with other type of video projects, documentaries can run the gamut of content, style, and perspective, but all share the common goal of recording real events, hopefully by revealing an intimate look into the worlds of people and places. Specifically, our task through this course is to approach a project from start to finish. Analyzing goals and evaluating our raw materials, then fashioning a game plan in order to prepare our project, and cut a solid rough cut, and then craft a meticulous fine cut through a thorough review process, and then deliver a product that ultimately pleases our client.

This project called the Farm to Table Project will be a short documentary of around five to six minutes, on the practice and delivery of sustainable agriculture in the Santa Barbara, California region. We'll be following one farmer, BD Dautch, along with the people in his life as he explains to us why local farming is so important. Our client, the Mayor of Santa Barbara, has delivered to us a Creative Brief, which is a basic summary of the client's desired message for this piece. So, let's take a look at this Creative Brief. Now, you can find the entire Creative Brief in the exercise files that come with this title, if you're a lynda.com subscriber, and I'll put a bit of it up on screen here.

But we won't read the entire thing, rather I'd like to draw out some key points to talk about, quickly, becoming the focal point of a movement that merges ideas from agriculture, cuisine, and ecology. Now, here we're getting the main thesis of the piece, explaining the major areas we'll be exploring in our documentary. Shoppers looking to support area growers, help the environment by reducing the need for shipping. Now, here we're delving into the importance of local growing, one of the preeminent messages of this growing movement.

Chefs and restaurants looking for a way to distinguish their offerings while providing flavor and nutrition are turning to local organic growers. All right, so here we're going beyond the grower/consumer component and are talking about restaurants. Getting across the point that this movement isn't just for the common consumer is important for our client. And the Farm To Table Project aims to support this movement towards locally grown, ecologically sustainable produce by promoting key local growers and the weekly farmers market.

And here we're focusing on the importance of the Farmer's market itself. There will be a lot of great footage of the Farmer's market, so it promises to be a fun scene to edit. But we are also tasked with the job of showing how important it is to the Farm To Table movement. So as you can see, we have about 5 or 6 minutes to find an interesting, educational, and creative way to focus our piece on these important points. We'll have many tools in our arsenal, everything from interviews, to video footage, to still images, to graphics, to music, the list goes on.

We'll have to take a look at these assets and our project goals in order to help start the process of defining exactly how we'll go about editing our documentary.

Show transcript

This video is part of

Image for Documentary Editing with Avid Media Composer
Documentary Editing with Avid Media Composer

39 video lessons · 3720 viewers

Ashley Kennedy
Author

 
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  1. 6m 12s
    1. Welcome
      1m 36s
    2. Using the exercise files
      4m 36s
  2. 10m 49s
    1. Interpreting a creative brief to establish goals
      3m 3s
    2. Examining project assets
      3m 43s
    3. Defining the project approach
      4m 3s
  3. 11m 52s
    1. Understanding the documentary postproduction process
      2m 15s
    2. Focusing on the preparatory phase
      3m 33s
    3. Focusing on the rough cut phase
      3m 27s
    4. Focusing on the picture lock workflow
      2m 37s
  4. 36m 51s
    1. Beginning a project
      10m 28s
    2. Screening and assigning qualitative information to clips
      7m 3s
    3. Looking for stock footage using the Avid Marketplace
      4m 27s
    4. Marrying high-quality audio with video
      4m 54s
    5. Using the Find tool and PhraseFind to search the audio in a clip
      5m 58s
    6. Understanding transcoding
      4m 1s
  5. 14m 11s
    1. Preparing a script for script integration
      4m 17s
    2. Syncing a script using ScriptSync
      5m 9s
    3. Manually syncing a script
      4m 45s
  6. 59m 56s
    1. An overview of the rough cut process
      3m 38s
    2. Making the paper edit
      3m 9s
    3. Using a two-column script
      3m 33s
    4. Assembling the radio edit
      7m 15s
    5. Building scenes with B-roll
      9m 30s
    6. Editing process footage
      6m 29s
    7. Using montage and parallel editing to manipulate time and ideas
      8m 20s
    8. Adding natural and environmental sound
      6m 11s
    9. Correcting audio
      6m 22s
    10. Putting it all together: Completing the assembly edit
      5m 29s
  7. 32m 52s
    1. Dealing with multiple formats in a project
      5m 2s
    2. Adding movement to static images
      6m 6s
    3. Stabilizing shaky footage
      3m 23s
    4. Changing and fixing portions of the video frame
      8m 7s
    5. Compressing and expanding time in video and audio
      5m 23s
    6. Repairing jump cuts using the FluidMorph plug-in
      4m 51s
  8. 22m 25s
    1. Getting feedback, making adjustments, and receiving approval
      3m 16s
    2. Creating multiple titles and lower thirds
      5m 39s
    3. Understanding the finishing process
      5m 46s
    4. Delivering the project
      7m 44s
  9. 1m 28s
    1. Next steps
      1m 28s

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