Online film brief in? Get your producer involved now
Brands want to get new ideas and messages in front of online audiences as often as possible.
They’re demanding more online branded content, in less time and for less money than ever before.
No surprise then that things can sometimes get a tad fraught at the agencies tasked with delivering this content.
Too often, for example, great ideas are cast aside because there’s not enough time or money. For the people who come up with and drive these ideas, the inevitable compromise is stressful and deflating.
Avoid all that by getting your producer involved in the project from the word go. The minute the brief comes in, alert your head of film. As soon as there are ideas in the mix, be sure to have your producer in all the creative reviews and relevant meetings. If they can’t make it in person, have your project manager or account manager update them as soon as possible afterwards. It needn’t take long – a desk drive-by or a succinct email will do the trick.
Your fully-appraised producer is now in a position to help shape the brief and evolve the idea.
They can talk to creatives about how to bring an idea to life and suggest all sorts of tweaks. They can tell you what type of animation, if any, will work or whether you need an A-list director or an A-list cast. If the idea is all about the music, the producer can start researching composers and artists. They’ll tell you if the idea will work for Instagram AND cinema. The list goes on.
And whatever creative direction you follow, your producer can keep your project managers and account managers informed as to how much time and money each idea is likely to need. They’ll talk you through any changes that may be necessary to make an idea deliverable for the time and money you have available.
Finally, your producer can provide constant feedback about the project and help you keep it on track.
So, having a producer involved from the start will help you maximise your creativity and put great work in front of your client, however tight the timeframe.
Without the deflating, stress-inducing compromises.