How can you communicate your film vision to a client who lacks film knowledge?

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As a filmmaker, you have a unique vision for your project that you want to share with your client. But what if your client is not familiar with film terminology, techniques, or aesthetics? How can you communicate your film vision to a client who lacks film knowledge, without compromising your creativity or losing their trust? Here are some tips to help you bridge the gap and create a successful collaboration.

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Kit Williamson

Emmy-Winning Producer, Writer and Director
Bhuti Mopai

Producer: Medicinal Media | Storyteller | Video Editor, | +1000 Episodes For SuperSport, Mzansi Channel & ETV | 1X…

1 Understand your client's goals

Before you pitch your film vision, you need to understand what your client wants to achieve with the project. What is their message, audience, budget, and deadline? How do they measure success? What are their expectations and preferences? Asking these questions will help you tailor your film vision to their needs and avoid potential conflicts or misunderstandings.

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Bhuti Mopai

Producer: Medicinal Media | Storyteller | Video Editor, | +1000 Episodes For SuperSport, Mzansi Channel & ETV | 1X Start Up Builder "Ijima JC" | 2nd Start Up "G Super Races" Incubated by FasterCapital.
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A film is nothing but a story, for us to carry our stories we should be storytellers, it is important to know how to relate stories, color the characters, have the knowledge of pacing it, when to give the juicy bits and when to hold on to them as cliff-hangers. The setup or establishing should always be monumental, the characters, events, and plots should remain interested and hooking. Once we have done this, we can easily unbundle them, also keeping in mind the interested of those watching. As we unbundle, it should not be obvious, boring, and un-relatable.

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Kit Williamson

Emmy-Winning Producer, Writer and Director
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The first step in creating successful branded content is to listen to your client's needs, and to craft a pitch that resonates with their audience. Ask questions, review their past campaigns and consider how you can continue and deepen, rather than change the conversation.

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2 Use references and examples

One of the best ways to communicate your film vision to a client who lacks film knowledge is to use references and examples from existing films, videos, or other media. You can show them clips, images, scripts, storyboards, mood boards, or any other visual or audio material that illustrates your style, tone, genre, or technique. This will help them get a sense of your vision and how it relates to their goals. You can also use references and examples to explain any film terms or concepts that they may not be familiar with, such as lighting, framing, editing, or sound design.

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Kit Williamson

Emmy-Winning Producer, Writer and Director
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Avoid technical jargon and speak in simple terms. A picture is worth a thousand words, so pull together reference photos and videos to help articulate your vision. When it comes time for approvals, it's always beneficial to make sure you are in alignment by sharing a short creative brief, before jumping into a full script or treatment.

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3 Simplify your language

When you talk to your client about your film vision, you should avoid using too much jargon or technical terms that they may not understand. Instead, you should simplify your language and use clear and concise expressions that convey your ideas effectively. You can also use metaphors, analogies, or stories to make your film vision more accessible and engaging. For example, instead of saying "I want to use a shallow depth of field to create a sense of intimacy and focus", you could say "I want to make the background blurry and the foreground sharp, so the viewers feel closer to the main character and what they are doing".

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Kit Williamson

Emmy-Winning Producer, Writer and Director
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Make sure you are describing your ideas visually, rather than using technical jargon. That said, remember that every client is unique and you should tailor your language to their experience level. A company that regularly produces video content may feel reassured knowing how you plan to execute your vision technically.

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4 Listen and adapt

Communication is a two-way street, so you should also listen to your client's feedback and questions, and be ready to adapt your film vision if necessary. You should respect their opinions and concerns, and try to address them in a constructive and respectful way. You should also be flexible and open-minded, and be willing to make changes or compromises that suit both your vision and their goals. Remember that your film vision is not set in stone, but a dynamic and collaborative process that evolves as the project progresses.

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Kit Williamson

Emmy-Winning Producer, Writer and Director
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It's important to check in at every stage of the project, to make sure you are still in alignment. The worst case scenario is learning that you're off track after it's too late to change course.

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5 Show your passion and confidence

Finally, you should communicate your film vision to your client with passion and confidence. You should show them that you are enthusiastic and committed to your project, and that you have the skills and experience to execute it. You should also show them that you trust and value their input, and that you are looking forward to working with them. By expressing your passion and confidence, you will not only communicate your film vision more effectively, but also build a stronger and more lasting relationship with your client.

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Kit Williamson

Emmy-Winning Producer, Writer and Director
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Sitting at the intersection between art and commerce can be a tricky needle to thread. You need to serve the client's specific campaign needs, but keep in mind that the client also needs to feel your passion for the project. Keep things professional, but your work will always be improved by putting yourself into it, and sharing your personal connection to the idea.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you communicate your film vision to a client who lacks film knowledge?

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1 Understand your client's goals

2 Use references and examples

3 Simplify your language

4 Listen and adapt

5 Show your passion and confidence

6 Here’s what else to consider

Film Industry

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