Editing: Where the magic happens

Editing is a really interesting process; for the most part, extremely time consuming, requiring dedication and focus to produce quality results. Close the windows, shut the doors, turn off the internet and go into a dark cave. Look at the whole story that has been captured, then start carving it out from a lump of clay into something beautiful.  

This is where the magic happens - Where we transform the captured content into a collage that brings the strategic vision, the passion of your people and the way you meet the needs of your customers to life. 

From an initial interview, we rewatch the footage and segment out every worthwhile sentence. From these, we lift the reasonably good ones into another section and then stock pile the real gold, the very best bits.

This gives us our working pallet, which we roughly assemble into short and long segments, which highlights the gaps we need to fill with existing footage or stock footage which we will source. The focus is painting the picture of your company whilst moving people through your buying process, and bringing to life the strategic priorities of your organisation.

On a technical level, these short and long segments are considered the rough cut.

Then we do a fine cut, focusing on making things as seamless as possible so viewers ‘don’t notice’ the editing.

This involves transitions and dissolves between clips, removing audible gaps in speech and things like ‘ummm’ and ‘arrrrr’ from interviews, taking out words that aren’t relevant, then adding on screen titles.

You end up with a big, glorious, seamless painting where viewers don't notice the editing!

And you get to look amazing for the camera thanks to our hair and grooming artist.

Noel Condon, CEO of AIG Australia and Philip Bateman, founder of Bravo Charlie

The knack to it all, is crafting meaningful segments that engage, inform and inspire.

As an example for the 23 senior executive interviews we did for AIG, the following were some of the 60+ elements crafted from the raw footage, highlighting the variety of questions asked to illicit the responses, when we only had 30 minutes with each person!

• Institutional trust, opportunity and the future
• Getting noticed and finding your place
• Underwriters – do you know how to create the difference between AIG and our competitors
• Surprises and results from the engagement survey
• The nature of modern audit and developing your career
• Do you know the common link between all risks in an evolving world
• A technology vision for the future (or maybe today)
• What is the most important part of living with change
• Environmental remediation challenges and working in claims
• Russians, Nuclear Power stations and doing your job
• The key to doing effective work
• What are we building, by when and what does it do for you
• Advice for up and coming employees
• Factors and changes to Australasian gender diversity
• Mentoring, creating and being a future leader
• The opportunities in Corporate vs Private practice
• Becoming an educator and making the world safer for kids
• Improving, complaining, being scared and doing well
• Change and alignment – your invitation to the journey
• Breaking through the illusion of communication – a note to managers

Thank you for reading - if you learnt something, please give this article a like, click share and leave a comment!

Check back each Tuesday and Thursday as we move through this series on how you can transform your organisation into a story telling, profit-generating machine!

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Part 1 - How we bake your cake at Bravo Charlie - Initial Gap Analysis

Part 2 - Culture Design Day #1 - Exploration

Part 3 - Researching, Developing and Delivering Your Digital Systems and Marketing Strategy

Part 4 - Customer and Stakeholder Interviews, Competitor and Market Research

Part 5 - Photography - Do you know a good image?

Part 6 - Initial Filming of Staff, Facilities and Customers

Part 7 - How To Leverage Your proud customers

Part 8 - How long does filming take?

Part 9 - Editing; Where the magic happens

Part 10 - Colour Grading - Shaping Emotion & Controlling Communication

Part 11 - High quality audio - everything you need to know for better sound in life

Part 12 - The need for captions in modern delivery

Part 13 - Music, language of the soul

Part 14 - Implementing your New Sales Machine

Part 15 - Making an event out of your launch and generating twice your outlay in sales

Part 16 - How to turn your team into content creators - Culture Design Day #2

Part 17 - How to Achieve High Quality Regular Content Production that Drives Sales

Part 18 - Your total time commitment to go through a Digital Transformation

Part 19 - Translations and a global focus

Part 20 - Efficient Workflows - The Keys To The Content Castle

Part 21 - Turning Your Knowledge Into Sales Tools