Join Ashley Kennedy for an in-depth discussion in this video Branding: Understanding product audience and intent, part of Final Cut Pro X v10.0.9: Commercial Editing Techniques.
One of the most important things to be very aware of during the process of …making a commercial is the product message, audience, and intent. …This unique information, which essentially identifies one sellers good …or service as distinct from others, is called branding. …As an editor, it's very important to take the time to understand why the product …you're working on is unique in the marketplace. …Often, when you're approached to make a commercial, the brand of the product has …already been largely designed, and it's just your job to communicate it.…
This certainly isn't always the case. Sometimes you'll need to help craft …branding information as well. However, in the case of this commercial, …we've got quite a lot of brand information provided by the client in the …form of a style book. Let's go over that now. …So this sports drink, H+ Sport, caters to a specific market. …Let's first take a look at what H+ Sport is. …As you can see here, H+ Sport is an electrolyte based sports drink that …
- What is commercial editing?
- Understanding the product's audience and intent
- Marking the best shots
- Laying out the visual structure
- Building an audio foundation
- Manipulating speed
- Adding transition effects
- Adding graphics, music, and voice-over
- Delivering the project and receiving feedback