Join Ashley Kennedy for an in-depth discussion in this video What is commercial editing?, part of Final Cut Pro X v10.0.9: Commercial Editing Techniques.
Commercial editing is the interesting and challenging combination of part art, part sales. …Commercial editors have a very unique job. …They must tell a very concise story that sells a product in a compelling way. …Every single moment counts in a commercial spot. …If you lose your audience for even a moment, the prospect of sending the …appropriate message can drift away. Commercial editing is also unique and …that it is often one of the most collaborative positions within the …post-production industry. In many situations, you're working with …an entire team of people to create the brand and craft the message, and …ultimately gain approval as you deliver multiple rough-cuts, getting many levels …of feedback as you complete the spot. Seldom do commercial editors work in a …complete vacuum. In some cases you might be working …directly for a client that needs your services.…
And in other cases you'll be working with an ad agency that is been hired to create …the spot. And in those situations, you'll often be …
- 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