New Type of Creative Professional: Thoughts on Being a “One-Man-Band” in Video

–Angie Alpizar

A new kind of creative professional has emerged in the video production world over recent years. As cameras and software have become cheaper and more user friendly, the face behind the equipment has begun to change. Previously, anyone involved in film or video production would have a solo discipline. If you were the cameraperson, operating the camera was your only job due to the complex nature of operating such large and expensive equipment. Rarely, if ever, would you venture into another role, on set or off.

Today, that is no longer the case. The creative professionals who make up the world of video must operate as a “one-man-band.” The knowledge and skills for all things video are expected to be – and need to be – a mile wide and a mile deep. Not only must videographers be creative, they must also be technically literate and able to use both sides of their brain simultaneously.

As the video department grows at Buchanan Public Relations, I’ve noticed just how many hats those working in video need to wear. My main job, as well as my supervisor Amanda’s, is to execute our clients’ vision in video. The road to the final product is often a long and winding one, and the journey to the end can feel like a marathon. Whether our client has a clear idea in mind or a vague concept for her video, the steps to reach the final product are always the same.

Pre-production

Pre-production is the foundation for any and every project. Organization is key as it can make or break your entire production. If you are looking to get into the world of video, I would suggest learning  about effective video pitches, project organization, storyboarding, creating and maintaining schedules, budgeting, and location scouting to name a few necessary competencies. Good communication skills are vital, as well as being a good listener, having an eye for detail, and the ability to balance multiple projects at one time.

Production

An effective, creative video professional needs to understand basic camera operation for correct exposure such as aperture, ISO, and shutter speeds. Having a grasp on cinematography, including framing, camera movements, and set design, will separate your work from that of an amateur. Lighting is an important element that dictates what the final picture will look like, so knowing how to light specific scenes is a must. Proper sound recording techniques, effectively directing talent and making them feel comfortable, having a running knowledge of the various equipment on set, as well as the ability to stay on a tight recording schedule will make you a valuable member of any team. (Even if the team is just you.)

Post-production

You’ve made it through pre-production and your project has been shot. Congratulations, you’re almost at the finish line! The only step left is post-production (my personal favorite). But, don’t be fooled. Post-production is a frustrating and time consuming process that can get the best of even the most seasoned professionals. Similar to pre-production, organization is imperative. Asset management will be your best friend when dealing with the hundreds, if not thousands, of video and audio files you need to sift through for editing. I suggest creating a strict file organization system early on and diligently sticking with it. To the layperson, editing footage may seem like an easy task where specific shots are placed together on the timeline, but it’s much more involved than that. Editors are storytellers and good editing is often invisible editing. To be an effective editor you should know how to craft an interesting story, make connections through your edits and edit for continuity. Other skills an editor/post-production supervisor must possess are sound design and audio mixing, color correction and grading, graphics and animation, along with the various software and applications that make all this post work possible. On an even more technical side, knowledge of video codecs, compression, storage, encoding, and appropriate delivery systems will round out your skills nicely.

As in any profession, having multiple skills makes you a valuable resource. The more versed you are in various production roles, the better equipped you are to develop videos for clients. So if you’re interested in becoming a creative video professional, be prepared for a lifetime of learning and adapting. There is never a boring moment!