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From Kickoff to Final Cut: How to make a killer B2B marketing video


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A summary of the key steps and deliverables we use to advance a creative video from kickoff to final edit.

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From Kickoff to Final Cut: How to make a killer B2B marketing video

  1. 1. From Kickoff to Final Cut How to make a killer B2B marketing video
  2. 2. “We need a video!” It’s a refrain we hear often these days. But with so many types and styles of web videos, figuring out what to produce can be tough. And then how do you create what you want? Our video production process is methodic and flexible. It allows us to push the creative envelope, yet still align with a client’s goals, branding, and input. The following presentation is a summary of the discrete steps, tasks, and outputs we utilize to move a video from kickoff to the final cut. © 2016 Tendo Communications | 4
  3. 3. © 2016 Tendo Communications | 3 Outputs: Creative brief • Identify who you’re trying to reach and what they care about. • Determine what you want them to do once they’ve watched your video. • Confirm where and how your video will be showcased. Goals Who What Where How Step 1: Define audience and goals
  4. 4. Step 2: Choose a type and style © 2016 Tendo Communications | 4 Outputs: Reference videos, mock-ups, production schedule • Decide what type and style of video makes sense given your audience, goals, and budget. • Develop a creative treatment—the overall look and feel, discrete visual elements, and mock- ups. • Identify your production needs and resources— shoot locations, talent, crew, and any media assets. How Style Type Production needs
  5. 5. Step 3: Develop your story © 2016 Tendo Communications | 5 Outputs: Outline, script, storyboards • Conduct research, interview sources, and gather background materials. • Create an outline, followed by a rough narrative, then distill it down and refine into a script. • Start thinking about ideas and concepts you want to communicate visually. Story Research Outline Script Storyboards
  6. 6. Step 4: Build animatic © 2016 Tendo Communications | 6 Outputs: Animatic • An animatic is a simple video that syncs your storyboard or visual content with your voice-over. • Evaluate how well your script and visual ideas work together; consider edits if necessary. • Examine the animatic’s pacing and whether the flow and sequence of content works. Build Storyboard Voiceover Video Audio + + +
  7. 7. Step 5: Finalize video © 2016 Tendo Communications | 7 Outputs: Final video • Smooth out all your edits and transitions. • Build in your animation and motion graphics. • Do color correction, incorporate music and sound design, and add required brand elements such as opening and closing frames, logos, CTAs, and so on. Finish Music Color correction Animation & motion Transitions z Brand
  8. 8. Want to see this process in action? Check out this video.
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