Demystifying Video Post-Production
Image courtesy of Alex Haney via Unsplash
I chose the title Demystifying Video Post-Production for this post, because Demystifying Video Post-Production: Why Does My Footage Look Like That? or Why is There Timecode at the Bottom of the Screen? felt too long. I wanted to write an article for readers who might be unfamiliar with video post-production and what their roles are as clients and collaborators throughout the process. From the assembly edit to the final delivery, I’ll emphasize how clients can actively participate by providing feedback, even when they're watching an incomplete version (and why the video looks the way that it does).
Assembly Edit: Laying the Initial Groundwork
At the beginning of video post-production, the assembly edit sets the foundation for the entire project. Usually clients will not see the edit at this stage, although it does happen (that’s up to the client and the production company to work out contractually). And why wouldn’t the client see the assembly edit? Because this is the stage where the editor is simply trying to find the story. It’s a loose collection of sound bites strung together, which is why the assembly edit is also referred to as a string out.
Rough Cut: Refining the Narrative Flow
As the video progresses to the rough cut stage, clients get a glimpse of how their vision is materializing. Most likely, b-roll has been added to the edit at this point, giving you (the client) a more accurate idea of how the final video might look. However, it's crucial for clients to remember that this is still an evolving edit. The running time may be too long, audio levels will be all over the place, the footage may look flat and desaturated, or transitions may feel abrupt. Some scenes may be missing as the post-production team works on graphics and animations. And the music track may be temporary. At this point, clients need to focus on the overall narrative and pacing. Everything else is still a work in progress.
Fine Cut: Polishing the Visual Masterpiece
The production team will take the client’s feedback and start to fine tune the edit, getting closer to a finished video. This is the moment when b-roll selections are locked in and low-res footage is brought back online.
Color Correction: Enhancing the Visual Appeal
During color correction, clients witness the transformation of their footage as colors come to life. The flat, desaturated footage will have a natural tone and the color grading process will provide a mood and tone appropriate for the final video.
Sound Design: Crafting an Engaging Soundscape
Sound design is as essential as visual elements in video production. During this stage, audio is refined and enhanced, including the addition of background music, sound effects, and voiceovers. The goal is to create an immersive auditory experience that complements the visuals and enhances the overall impact of the video.
Visual Effects (VFX): Enriching the Visual Storytelling
For projects requiring visual effects, this stage is where the magic happens. From simple text animations to elaborate CGI elements, VFX elevate the production value and add unique elements to the video.
Titles and Graphics: Reinforcing the Message
Titles, captions, and on-screen graphics play a crucial role in conveying essential information and reinforcing branding. This stage ensures that the video is well-structured and communicates effectively with the audience.
Final Cut: The Culmination of Efforts
With all elements finely tuned, the final cut emerges. This version is meticulously reviewed both by the internal production team and the client before final approval, just to ensure nothing was overlooked.
Final Delivery: The Big Reveal
After approvals, the video is ready for distribution. It is exported in the appropriate format for its intended platform, whether that be a website, social media channels, paid digital, broadcast, or other outlets.
Throughout post-production, clients and the production companies are collaborators, so it’s important for clients to understand the process and know what to expect at each stage. That way, they can provide valuable feedback which will lead to the creation of a remarkable video that perfectly captures their vision and resonates profoundly with their audience.