How do you balance your creative vision and client's expectations in pre-production?
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Balancing your vision and client's expectations begins with understanding clients' wants and needs from the project. What is their target audience, message, budget, timeline, style, and feedback process? Ask them as many questions as possible, and listen carefully to their answers. You can also do some research on their previous projects, competitors, industry trends, and brand identity. This will help align your vision with their goals and avoid any misunderstandings or conflicts later on.
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I thought I was reading my own notes here, absolutely ask questions - often clients have a clear view of what they want to achieve, but need help in putting that idea into a video format. Also often they are too close to their story and an outsider's view can be very useful. I always say there are no silly questions.
Next, communicate your vision clearly to your client and team. Use mood boards, storyboards, scripts, treatments, pitch decks, concept art, animatics, or any other visual or verbal aids that can convey your ideas. Explain the rationale behind your choices, and how they serve the project's objectives and requirements. Be prepared to answer questions, address concerns, and justify creative decisions that might be challenged or questioned by your client or team.
Remember to be flexible and adaptable to any changes or feedback that might occur during the pre-production process. Be willing to listen to different opinions, suggestions, or criticisms that might improve your work. Stay alert because you might have to adjust your vision according to the realities and limitations of the project such as budget, time, resources, or technical issues. Do not take feedback personally, or be too attached to your original ideas. Instead, perceive feedback as an opportunity to refine your vision, and to collaborate with your client and your team.
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Sometimes you’ll get a client that says “I trust you, you’re the expert”. That’s the guy that will change everything. Even if they don’t want to walk through the process, find a way to get input and share your ideas first. Makes the entire process better for everyone.
Finally, find a balance between compromise and conviction, where you can respect your client's expectations, but also stand up for your vision when it matters. You should always try to find a common ground, where you can meet your client's needs, but also express your creativity and style. Know when to pick your battles, and when to let go of some aspects of your vision that might not be essential or feasible for the project. Do not compromise on the quality or the integrity of your work, but also do not be stubborn or arrogant about your vision. Always aim for a win-win situation, where you can deliver a satisfying and successful project for both you and your client.
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