If a picture is worth a thousand words, a video is worth a million. Video allows you to tell stories with sights and sounds that reach your viewers emotionally, intellectually and viscerally.
Video is, quite simply, the most powerful media around. That’s why roughly 100 million hours of video are watched every single day on Facebook. It’s why 4 out of 5 of today’s shoppers say videos explaining products and services are important for brands to have, and why 7 out of 10 Millennial consumers will pull out their phones to watch brand videos while out in the real world shopping.
In fact, mobile video viewing is rapidly overtaking desktop viewing for online video, and a growing number of advertisers are shifting away from TV to digital video spots. As video is becoming more accessible in our always-connected world, its power is only growing.
Video’s power as a tool for brands and as a way to create value for consumers is precisely why the Fridge built its own full-service video production and postproduction studio. The creative and technical demands of quality video production need to be met in order to deliver what today’s brands need. In-house integration assures consistency and the ability to quickly turn around high-quality video — an absolute necessity in the Digital Age.
Our studio and in-house video production team provide efficiency, accountability and affordability while maintaining the high standards our clients have come to expect in everything we produce.
Creating captivating videos doesn’t start in the studio. We begin with the concepting process, working with our clients to develop narratives that engage viewers in the unique qualities of their particular brand. From simple and sophisticated to elaborate and off-the-wall, we’ll sit down and figure out the perfect approach to your†video before we fire up the cameras.
Once we have a solid idea and storyline laid out — and yes, even the most basic video commercial needs to have a storyline — it’s time to start the previsualization. This will typically include a storyboard to map out the vision we’ll be executing, so we have a plan in place to produce a product we know you’ll love.
Chances are we’ll also be looking at fonts, graphics and some preliminary animation examples where applicable. The previsualization stage makes sure we all know exactly where we’re headed, allowing us to make adjustments before we jump into production. That means better results with shorter timeframes and lower costs.
Next, we dive deep into the preproduction waters: casting onscreen and/or voiceover talent, scouting locations, discussing music, gathering any props or other technical elements we’ll need, finalizing the script and everything else we need to make the intensive production processes flow uninterrupted.
Production needs can vary considerably from project to project and this is where our in-house studio and production team really has a chance to shine. Whatever approach we’re taking for your video, we have the experience and the equipment not only to handle it, but to go above and beyond on quality without going over budget.
Live actors, multiple sets/locations, and lots of action? Production might take a few days. Nothing but animated graphics, still photography, voiceover and text? Production might only take a few hours before merging into a postproduction phase where all the creative work takes place in front of a keyboard and a computer screen. We have the equipment and the skill to handle either extreme and anything in between.
Postproduction takes the raw material created during filming and transforms it into a compelling story with a clear message and a solid narrative. It’s here that the great ideas dreamed up during preproduction take shape in a way that will truly resonate with audiences.
Of course, editing video footage together is a vital part of the process. Deciding which footage to use, where to cut from one shot to the next, how long to let each moment play out and how to create the desired emotional response in the viewer is an art-form in and of itself, and we’re proud to have some of the industry’s most talented and passionate editors on our team.
Postproduction is also where we add motion graphics, animation and other visual effects. Again, needs in this area can vary significantly from project to project; extensive animation might add a few days to the process, while projects that only require minimal graphic intervention may only take a few hours.
Then there’s the sound design and mixing, including stock or composed music, getting all the levels right for playback and controlling/correcting anything we couldn’t achieve during production. Finishing services like color grading, conforming and other technical details add the final touch of polish and take a video from looking merely good to full-fledged professional.
Then it’s just a matter of quality control and compliance when it comes to encoding (i.e. more technical stuff) to ensure top-quality playback no matter what the viewing platform. When we say full-service, we mean it. You start with a blank slate and end up with a video that not only achieves your vision, but exceeds your marketing goals.
Rick Nelson, Senior Video Editor
A Few Samples of Our Studio’s Video Creations