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goobster  ·  398 days ago  ·  link  ·    ·  parent  ·  post: We made a video for Forever Labs -- I dig it.

    They will hate you.

Man, I have been in that position a LOT. You do some really hard work for someone, slave over a hot computer until the early morning hours, hack through hours of footage trying to carve a story out of all the clips, finally get it mastered with a soundtrack, normalized audio levels, exported via a shitty codec and downsampled to hell so you can post it anywhere without it being a 3gb upload...

... and the first person to watch it points out that you spelled the company name wrong. (Or whatever.)

I've been in their shoes. Many times.

HOWEVER, what makes a true professional, is the person who knows that there will be an iteration after it is "done". You have to test-run it against a hostile audience, to understand how it will actually "land" when released to the mass market. You, the customer, are too close. They, the producers, are too close.

Filmmakers, writers, car designers, architects... everyone knows this. But when you come to marketing video producers, people seem to think the production rules that everyone else knows, don't apply to them for some reason.

When I used to go into recording studios with my bands, I'd take a rough mixdown of our work and put it in the car tape deck, and drive down the freeway. It's amazing how different things sound when you aren't listening on reference monitors in an audio-neutral room!

So yeah. They'll hate me. They'll rage. They'll question my skills or authority to levy an opinion.

But in the end, after a week of these comments nagging in the back of their heads, they'll agree. Because, in the end, they are professionals. They have the same goal you have. And they know "good" when they see it. They just may need to back up a few feet to get some perspective first.

    Also, if you are serious about signing up for the procedure, PM me.

Will do. Thanks, my friend.