Hello everyone, I'm Ryan Sheffer and today, we're delving into a captivating aspect of content creation: editing. Contrary to common misconception, editing is not just a behind-the-scenes process. Rather, it's an underappreciated art form that often serves as the backbone of effective storytelling.
The Underrated Power of Editing
If you've ever been enraptured by the storyline of a movie, or felt an emotional connection to an advertisement, chances are, a masterful edit played a part in it. A classic example of this is the series 'The Bear'. Just like an intricately woven tapestry, each episode is a testament to how carefully chosen edits can create a captivating narrative. Despite the chaotic vibe and intense emotions evoked, the series hooks viewers and leaves them with a profound sense of immersion.
In the grand scheme of content creation, editing is akin to writing. It provides structure, flow, and rhythm to the narrative. Without it, even the best content can fall flat. When it comes to communicating your brand's story, editing isn't just important - it's vital.
Block Method: Building a Story with Blocks of Content
To create an engaging and efficient narrative, we often use the 'block method'. It's about shooting assets - whether they're live-action or animated - with the intention of reusing them. This method allows for flexibility and creativity when telling different stories.
For instance, imagine you're a jewelry company wanting to connect your brand to love for an upcoming Valentine's Day sale. Instead of shooting a new video for every holiday, you could repurpose the footage from an engagement ad you shot earlier. By carefully choosing and rearranging scenes, you can create a fresh narrative that still conveys the intended emotions and message.
From Engagement to Valentine's Day: A Tale of Repurposed Footage
Take a look at the engagement ad: a couple shopping for a ring, their joy when they find the perfect one, their passionate kiss, their peaceful walk on the beach - these scenes scream 'love'. The challenge, then, is to repurpose this footage to promote your Valentine's Day sale.
With careful editing, you could create an entirely new narrative: start with a close-up of the ring, cut to the couple kissing with the ring visible, and end with them walking down the beach. Add a Valentine's Day voiceover and some text, perhaps even tweak the colors to make it feel more 'Valentine's-y'. And there you have it - a brand new Valentine's Day ad crafted from an engagement commercial!
The Necessity of Upcycling Content
It's not always going to be a perfect fit. Sometimes, you might not have the ideal footage to work with. In these cases, consider using computer-generated imagery (CGI). You might need a solo shot of a ring, or a close-up of the man looking at the ring. These can be created using CGI, and integrated seamlessly into the edited footage.
While adding CGI might seem like a departure from pure editing, it demonstrates the innovative ways in which old footage can be repurposed. Creating a CGI shot might cost some money, but it's often significantly less expensive than organizing a new shoot. And that's the key: upcycling content is not only environmentally friendly, it's also cost-effective!
A Library of Assets: Your Key to Creative Freedom
Building an asset library is an investment that pays dividends in the long run. As your library grows, the possibilities become endless. Imagine creating a love-themed montage from multiple commercials, reminiscent of the heartwarming stories interwoven in the movie 'Love Actually'.
By valuing consistency and focusing on repurposing content, brands can save resources while effectively connecting with their audience. Whether it's engagement, Valentine's Day, Flag Day, or Halloween, a compelling story can always be told - and that's the power of editing. So next time you're about to discard a piece of content, remember: one man's trash could be another man's treasure!
