Editing. %PDF-1.4 %���� Imperfection – A brave new direction for Corporate Video. It’s relatively easy to cost-out crew, equipment and editing time, but how much is an idea worth? ����� endstream endobj 58 0 obj <> endobj 59 0 obj <> endobj 60 0 obj <> endobj 61 0 obj <>stream ‘Having a video up on your website’ or ‘keeping up with your competitors’ are not business objectives. 0000014054 00000 n 48 0 obj <> endobj xref 48 33 0000000016 00000 n > … And, with the help of a great production company, videos can never be better. Knowing all the important stages in production is necessary in order to have a great outcome. Are they seriously considering purchasing your product? 1. 0000004434 00000 n Video Pre-Production Checklist Script – A script is a crucial first step to help you clarify and stay on point, as well as secure compliance pre-approval. While it’s true more money will lead to a higher quality product, costs have come down dramatically over the past decade. Schedule– – Does your storyboard include a shot list and schedule that lets everyone know when to arrive and how long each scene or shot is going to take? If you don’t follow a logical planning process, you’ll fail… every time. Getting Started: Pre-Production Checklist Before you start rolling, make sure you’ve done the following: Identify your target audience If you want your video project to succeed, consider the following critical tasks that go into the pre-production phase: What questions should you consider as part of your video planning checklist? The written video script is a key part of pre … 2. By ‘fail’ I mean fail to achieve any measurable business objective. Great post! This becomes much more important in large organizations. Unless you are Google or the Catholic Church {merger rumours are unfounded} you likely have a very narrowly defined audience who might benefit from your product or service. What’s on screen: Where is the action taking place and who or what is in each scene? A storyboard is also a tremendously valuable tool for accountability. Are they prepared to be on camera? To educate a new target audience on important issues affecting your industry? static1.squarespace.com. Marketing Videos – 32 Types That Every Business Should Consider. LENS: A camera is nothing without a lens. Develop your message(s). Crew – Who is on your production crew? 3. Great tool, and of course great ideas. 3. Putting it ‘up on your website’ may or may not move the dial. What are the things that you need to tell your audience that will resonate with them and what do you expect them to understand AND remember after they have watched your video? Do you have an exhaustive list of everything that needs to be included in your video? How long do you need to get to the point of your video? 0000002049 00000 n The best way to frame a message is in the form of addressing a specific customer pain-point or problem. 2. Video Production Companies – The Evolution of an Industry. Have your budget confirmed with you Executive Producer. Below are a couple more suggestions about things to think about when going over your production checklist and preparing for a video production. – Another essential tool in editing, the Scene/Take log gives you a better idea of where every piece of footage that… Do you employ actors or presenters, if so which ones and how? Never again lose track of your video content or get caught up in confusing strategies. That said, the execution of most uber creative ideas never realizes the giddy expectations imagined at conception. Have they rehearsed their lines or will they be using a Teleprompter? Shorter seems riskier because you have to leave things out and narrow down your message to a very few key ideas. | A Nikole For Your Thoughts.. Video Pre-Production Planning Check-list – 11 Steps to a Successful Project | Hold On To That Slinky Thing, Simple Video Pre-Production Checklist | Hitchhiker's Guide to Video, Corporate Video 101: The Ultimate Guide to Creating Brand Video - The Shutterstock Blog, The First Step in Videomaking | Everyday Video, TME PROJECT – REFLECTION 14 – Holly's Music Education Blog, Getting Started With Video Production Pricing — VideoRemix, Audio & Visual: Module 3- Visual Composition: Pre-Production – the goth historian, ICM508 Module 3 – Visual Design I – Emily Daigle, Module 3: Visual Composition I – Visual Montage (Pre-Production) – Breanna's Design Blog, Module 3: Visual Composition 1-Visual Montage (pre-production) – Kelcey Nicole, ICM508 Module 3: Visual Montage (Pre-Production) – Adam Rivers: Diversifying Yourself As An Asset, Module #3: Visual Composition I – Visual Montage (Pre-Production), Pre-Production Tips from the Pros – Media Dino, Module Three: Visual Composition 1- Montage Preproduction – Designer Insight, How to Create an Effective Video Production Brief. Are cut in a way that makes the video easy to understand and follow. You have a great idea and are almost ready for a video shoot. Lock your script - it needs to be as complete as possible, before you shoot. But as online attention spans continue to shrink, ‘shorter’ should definitely be the target. This is so perfect for advertising and marketing as a whole. It breaks down the video into three key components: 1. (A lot, as it turns out) … but who wants to pay for ‘planning’? Follow a clear process for all your video marketing. With the help of a shot list, you … The better the collaboration, the better the outcome. This week on the Reel Rebel, Stephen Schweickart briefly covers just a few reasons why pre-production planning and creating checklists is so important to ensure you have a successful video shoot. 0000036949 00000 n Pre-Planning Required Before You Contact A Production House. trailer <<6C7B2E5CE93E4DB29A1E5DC59B8CC392>]/Prev 47342/XRefStm 1161>> startxref 0 %%EOF 80 0 obj <>stream Do you have all of the right lights, lenses, audio equipment, jibs, sliders, reflectors, tools, power, etc. This is where the creative process starts. 0000030106 00000 n That’s tough to do. Video production refers to the process of producing video content. Checklist of Video Production Gear. Are they aware of your product? (“OK!, how about this… we film a thousand multi-coloured French Poodles chasing Lady Gaga down the Champs Elysees… ?”), You’ll  have to do some research if you have no prior experience with video production but at the end of the day you, or someone you report to, definitely has a budget for your video project. Before hitting the accelerator make sure to grab a pre-production checklist for your upcoming tasks. Size: 108 KB. A good rule of thumb for promotional videos (targeting the ‘awareness’ or’ interest’ phases of the sales cycle) is between one and two minutes in length. Do you need special equipment or props or products for the shoot? �e�J If you consider all of the above steps and take the time to properly consider your video planning checklist, you will have a much higher likelihood of success on your next video production. Whether it’s video production for a full-featured film, a short film, television commercial, or a music video, it’s a process that requires structure, collaboration, and a strong sense of direction. Post-production involves video editing, wherein you also add special effects, music, and titles. Having a checklist is a good place to start. Shooting a Video: Pre-Production Planning Checklist. If you don’t circulate the storyboard and schedule to the folks involved in approving/blessing the video you may be in for a shock when they tell you that you’ve left something out or you have not represented the material the way they would have liked. By ‘message’ I mean what are the three to five key ideas that you need to communicate to your audience? 0000001327 00000 n Pre-production planning will minimize the risks associated with your project. Video Production Cost – 35 Factors with costs explained. However, shorter is a guideline, not a rule. You have to know who your customers and prospects are and you have to develop a differentiated message that will resonate with that specific audience. It’s very important that you choose the right type of video to achieve your business goals. Get started with producing your next video using this free video production checklist! What do you have as back-up if something goes wrong? The Ultimate Pre-Production Checklist for Your Videos Are you working on a company video? Each of those buying ‘states’ require different messages. This topic, more than any other, illicits the greatest ‘chicken and egg’ discussions. Whose input and perspective would really be of value in the planning process? Knowing  the demographic and psycho-graphic makeup of your target audience is important? Printable Video Production Checklist. D id you finally get the green light? It’s the most potent element that makes the imagery rich … 0000043675 00000 n Obviously some steps will be more challenging than other steps. It was also the first time their pre-production path was modelled on that of traditional film. 0000030530 00000 n It’s all the stuff that’s in my head but it’s been really useful as a resource to give potential clients and idea of how important it is to think about scope and logistics of a video project! . Required fields are marked *, Video Planning Checklist – 12 Keys to Success. Video production includes pre-production, production, and post-production. Video Production Checklist. What is each person’s involvement and do they have ideas or biases that should be communicated upfront? The length of your video then really depends on the motivation of your viewer. At the end of this blog, you can download a simplified video post-production checklist to help keep your project on track. You want to produce a quality video that will help you attain your objectives. 0000029839 00000 n Your concept or idea is the big picture idea. The storyboard takes your concept or idea and considers any or all of the following: This is the step where you determine the style, the flow, the length (more on this step below) and the structure of your video. In the following film production checklist, I broke the filmmaking process into 65 steps. If the video production company you are talking to doesn’t ask this question then you may want to consider a second opinion. Production is that act of recording the video. Support elements:  What support elements are needed to support the message such as: branding, text, animations, CGI, music track, sound effects, etc. Pre-production involves planning, script-writing, securing financing, scouting locations, and hiring talent and crew. This checklist will help you: Manage the budget; Allocate tasks and responsibilities; Realise the creative brief; There are many steps in the lead up to, and post-production, of quality video content. Do you have an alternate shoot date? Are they interested in your product? If your product is new then you’ll have to perform some type of research to ensure that a market exists. Production of your corporate video is an important process. 0 s�J� endstream endobj 56 0 obj <> endobj 57 0 obj <>stream Your budget will impact which video production … A ‘treatment’ is a summary of how you realize that idea. Talent or Presenters – Who is on on camera? Some things to consider before the folks with cameras arrive: Location Scouting – Where are you going to shoot and what challenges do you have there? �P�5���Sy﵁�~l���=h���]sD�S+X���y��̧�dT���>�����{�wZ1������x�v7j`.8Xݘ��Dh��R��)_��Q�1. Establish your high-level goals, including the objective(s) of the video, the target audience, and the core message/concept; choose a story; and lay out your tasks/action plan. Nice to read. What should they be wearing? The more narrow the focus, the greater chance of success because you can deliver a message that you know your audience cares about. 0000002903 00000 n A well written storyboard holds everyone involved accountable. For this, a ‘storyboard’ is created to outline the various sections of your video. 0000036612 00000 n 0000004118 00000 n Video Production Equipment Checklist Camera & lenses Clean lenses and camera mirror Include additional charged batteries Clean and pack UV/ND filters Field monitor (if applicable) Stabilization Tripod and mounting equipment Slider, Gimbal or other stabilization Lights/Background Check bulbs/power Your video project won’t necessarily require each of the steps described below. 0000014638 00000 n 0000004727 00000 n To showcase your company as being environmentally responsible? The first thing you need to create a video is a way to record it. If you are unfamiliar with video production costs check out our video production cost calculator – it will give you an idea as to what different quality levels of video production cost, then…, Find a video similar to what you are considering and ask potential video production companies “What would a video like this cost to make?”. Wow… Please get rid of that annoying share button. Write your budget. How are you going to get people to watch your video? You Film Production Checklist. The most important step on the video pre production checklist is choosing a professional video production company. Rise and Grind: Video Production Checklist Inkosi December 30, 2020 No Comments 2 views 0 likes Man hands holding movie clapper.Film director concept.camera show viewfinder image catch motion in interview or broadcast wedding ceremony, catch feeling, stopped motion in best memorial day concept. Are as short as possible while containing all the necessary information. Even small shakes can … > Are the pictures vivid and attractive? To drive prospects to the booth at the next trade show you will be attending? “A video planning checklist is the best way to think through your project before you start.”. 0000002440 00000 n A video planning checklist is the only way to ensure the success of your next video project. If you don’t have a great idea for your video AND a solid shooting plan in place, no amount of production or post-production expertise and experience will save your project. If you haven’t taken the time to properly plan out your video project, it will likely fail. The storyboard is the physical manifestation of the treatment. Knowing the answer to this question will help you determine answers to the next steps in the production process. What specific problem am I trying to solve and how do I communicate our solution to that problem? Start by identifying the goal and purpose of your video. From there you need to flush out the video in detail (typically by scene). What does your audience care about and how does your product or service relate to those concerns? Kind in mind, we’re still not getting ‘creative’ yet… By ‘message’ I mean … I suppose that if your concept is epic enough then you could slap a logo on just about any idea and realize some benefit. Shorter is better, but shorter is also harder. A broadcast audience is very different than an audience on a professional business portal and different again from someone viewing your video on a mobile device. When should they arrive? The ‘concept’ or ‘idea’ can be as simple as ‘let’s move the CEO out from behind his big desk and show him actually talking to customers’ or it can be as complex or grand as your imagination and budget allow. Write Your Script and Revise It. Also, determine if the script will be read entirely by interview subjects or if a … 0000000956 00000 n No one might remember whose idea it was to invite all your brand enthusiasts to a one day event and film them talking about your product, but that may be the’ big idea’ responsible for tripling subscription rates on your website. o��]wl��۟�S�B,\����wV4�a�{S�>�y�h�9�-a�c;V c�����O �)DJ��!���������å�e��w���Ø�$ &7���`y����ę���YZ�pn��a�4�b�����9���[C�,��9L�lC�ce��3�ޘ��8-=f��`�ﴜd.N��H,e\��2�n}n��_�Z�D��+�2�)��b�³͠�A� It allows you to think through the video in a logical fashion and share this vision with others. Script/Narration:  What is being said by whom on-screen or as voice-over? A video post-production checklist will help you make sure you have all the details worked out. Either way, this is where the value is really created. Every business video ever made, has, prior to release, been sent to at least one colleague accompanied by the question ‘What do you think of this video?’ Why wouldn’t you give the storyboard the same due diligence? h�b``�e``�� K�P3�0p,``0@��bI>�v�����kY��n��)�28"WX,*¯�|m ���^���020����jp�Y�gBDv �I endstream endobj 79 0 obj <>/Filter/FlateDecode/Index[5 43]/Length 20/Size 48/Type/XRef/W[1 1 1]>>stream Tripod. Determining a business objective causes you to focus on outcomes. I Found It! Video is a powerful storytelling tool and one of the most dynamic forms of online content. Obviously, the more messages you include, the less likely your audience is to understand and remember any of them. Consider Stephen Covey’s business advice – First things first. This post was created to provide the reader with a tool for planning a video production as well as to give the reader an appreciation for the many elements and tasks associated with the creation of a marketing video. What happens if it rains/snows/hurricanes? The kind of gadgets really matter as well. . With so many moving parts, it’s easy to lose track of something vital. Weather – Are you shooting outdoors? Camera, Audio, Lights, Director, Production Assistants, Grip for special equipment, Teleprompter operator? Here we go. 0000004824 00000 n It can be a lengthy process and it basically consists of writing, shooting, and editing. us), you too can produce compelling video content. Your email address will not be published. To influence key decision-makers in your industry? 0000014079 00000 n Or are you trying to sell to your best audience – existing customers? The courage part comes in when you have to consider and narrow down ‘personas’ of the people likely to buy your products. Kind in mind, we’re still not getting ‘creative’ yet…. When you are planning to shoot a video you need to have some basic things in place prior to picking up the camera to start shooting. Video colour & contrast. Do they want / require hair and makeup? Permits – Do you require permits for shooting, sign-off /waivers for people in the video, special insurance, parking access for the crew and equipment, etc.? On large conceptual projects we often hold facilitated story planning meetings with a range of people associated with the project to ensure that we are getting all relevant perspectives on the project. Quite often promotional video projects start off as a concept in search of a purpose. Video production can be viewed as a stressful or laborious task, but with a little preparation and some help from your local video producer (e.g. Sample Video Production Checklist Template Dominica Alexeeva November 24, 2020 Checklist Creating and creating a fantastic video asks a great deal of preparation, Preparation is the secret to a fantastic video along with fulfilling your financial plan. Digital Video Camera. The Ultimate Pre Production Checklist for Film & Video [FREE Checklist] By StudioBinder on April 1, 2019. H�Z�n����?�6�� � ��c endstream endobj 62 0 obj <>stream With so many factors going into your Chicago video production, many things can be overlooked. Make sure you have a defined goal. Technology has … The changing face of the corporate video production industry. How do you want people to feel after they’ve watched the video? When is shooting scheduled to start and how much time is required for everyone to set-up? e6���f��9��)́wڌ~=9�&��I�\��d"1�a�Y0c��C��8�qˈ`=��Y� +�QTa9�2���>�O٢}|���S�Q�H�0��C\B5��`6M��`9ń�elL�(��6���A��%7asజ��;e�# Thanks for sharing! Consider the following before you start your next video project: The challenge with the pre-production phase of a video project is that while it’s the most important phase of video production it’s also the hardest to cost-justify. This is the stage where the concept and messages come together in a coherent plan that gets approved before any camera ever gets turned on. Great! PDF. The process is quite challenging, but you can handle the production easily and quickly with adequate preparation. What’s the point … This step typically requires both research and courage. Story is the most vital element of your video. Many thanks for sharing them all. Before jumping into the production of any video, it’s important to … Lack of clear focus is the principle reason why business videos fail. [���1��2T*�ocA�y!��9�]uy���i�ǣQ+G�0�Dŏ��Dz�a�A�.7�dQޏWJ?8Y^�%(;n ̜sɧX~aV�I��7Ԕ��ڝ��k��3�Ã5\�炠�d"k� ؟��׸`���#�n&a�E>�+�Q|�ʠ;���*�7HvT�KX���U������?���#��������ݡ�^ݣ+!��:��:jh^VN Fb#Mn��\�J�t��})f����>�n`����M���p�&����L���9,�����l���s�����> ��㰄�qh�ڧ�-g�|ʥH`��V�����V81�֪�^��F5 q��-�>� ڞ��5l�bpQ�rS�z���¸d(�e��RJ!��.�>�0j�/�:� It is blocking the text with no way of disabling it. Are there lighting, audio or other logistical problems that you will have to solve. Marketing is the process of communicating the unique value of your product or service to a specific audience. this is great! 0000004380 00000 n This process has proved invaluable in uncovering stories and reference that no one else would have known about or would have considered. While promotion and distribution are outside the scope of this post, it’s still important to understand where, how and why people will watch your video. H��W[p[G�ݣ�/�e[��Z��r"'���vl'qUDz�(4���sŒcJܤIZ�PhC��`�=P���3+� f�O�#O��3-í$��ϑ��� �������_v�#]��R���י����d��g�w^�"�!߄���-��o0�=w��Ź��3��c��_*K��� ƌH#KPx||�}i�����G���_X(~��o�al���i�,�^����/��ogïb�=����K�}����.�D��ϚDEX��=�ϰA��W�u� [�)سs,���Bk�������(ޣ�ٓ>��7̆�)~����Z�w�����G���Z/���x��_��3�bǭ�-e~����U`�cj��,��qK�D�M��-,�gc�b�b�>��83�lJqCIg1��!KR}PP���+;y��[ȩ@Ί+-aϞ��z. Even if you don’t plan on developing a detailed storyboard (you should…) it’s still a very valuable exercise to write down the structure of your video. On smaller projects a simple video production brief may be enough to estimate and start the planning process – especially where a good client/supplier relationship already exists. Maybe it is on smaller phones tho…. Organization is the key to a successful shoot. VIDEO PRODUCTION CHECKLIST. It can be pretty daunting experience with all the video jargons and technical requirements. It could save you from a world of pain and money. Who needs to approve the video and where do they get inserted into the process? Specific marketing video types are best suited to specific points on the customer buying cycle. Do you use voice-over to support what is being shown? To help customers and prospects solve a problem they might have? They will examine many hours worth of footage and select the best takes to use in the final video. Your video needs to be succinct, it needs to include targeted, relevant information and it has to be interesting. There are a tremendous number of moving parts in video production and as a result there are a tremendous number of things that can go wrong (something will…). Once all filming is complete, it's time to begin editing.This step will need to be handled by a skilled editor. 0000001912 00000 n To raise awareness about your new product? In fact, prices have dropped so much that you can now shoot a professional video … This is a wealth of information, nicely written, very useful. How can you determine a budget before you’ve come up with the idea?” Or conversely, why would you even bother considering ideas outside of the context of a budget? Read this checklist to prepare everything you need for filming. Do they look powerful or weak? Our poster-style checklist gives you the 9 key steps to successful corporate video content every time, from setting your goals to distributing the finished product. What’s the ‘big idea’ behind that will get people to actually watch your video. 0000013334 00000 n 0000021746 00000 n No matter how good your camera’s stabilization is, you need a tripod. Are they on a tight schedule? Are you promoting a product or service, are you promoting your company or are you trying to help your potential customers understand a vexing problem that you know they experience? The success of your video project will largely be determined by the time and effort you put into properly planning your project. When you are planning to shoot a video, pre-production is important before you pick up the camera and start shooting. What type of video is best to achieve my business goals? Shot List Template. A pre-production location visit and discussion with on-site maintenance or security is often necessary. H��W�n�6��+�*2�J|I"� �,كf�v�-�Du����]��KR�+�@�&dS��sy�9�f����g����u�]Ⱦԟ���â�Q��$��^�����)�6=��3!lxȐ��@9���X=�%w��O��|<��a���.��]�?���{|���+Yn���R��nH�B�)���\��z���t�|- ^� ��(i� Too many video production projects start part way through the process – with a ‘cool idea’, a bad idea, a misguided idea or worst of all, no idea at all. The size and scope of your video project will determine how many meetings and how many people are involved in the video production process. The list is infinite but each business objective should have a matching business outcome that you can measure. Planning to create some video content for your organization but not too sure where to start? You can’t ask your production company when the video is finished why something wasn’t included during shooting if it wasn’t included in the storyboard. 0000021482 00000 n If you can’t articulate a clear business objective then you’re wasting time and money. But like I said, if you take time to study this film production checklist, you might get a tip or two that can potentially make your life easier. h�bbbd`b`` You can actually do this step first to take the hassle out of the many parts involved in creating a video. Thanks Andrew – the outcome of the video is indeed, the only thing that matters. Do you use music or sound effects to set a tone or maintain a pace. In fact, some projects (i.e., recording an expert talking-head for training purposes) can be quite straightforward and only require a few of these steps. One of the best places to start this process is to consider where your customer is on the custom buying cycle. The share button isnt so bad…. So… back to earth, the vast majority of marketing video production concepts are driven by both practical and creative imperatives. Video shoots, even small ones, are logistically challenging. Pre-production. Our Orlando video production company runs through a checklist to make sure we have all of our equipment lined up and in order so that your project is free of any chaos! All are an essential part of ensuring investment in video content is money well spent. Unfortunately, it’s very difficult to charge for ideas so they typically get wrapped up in execution costs. Realising a project of this scale presented a lot of firsts for Animade as a studio – their first time working as a collective and the first time they found themselves hitting the festival circuit with a vengeance. You ’ ll have to perform some type of research to ensure that a market exists start. Or will they be using a Teleprompter, it 's time to properly out! Important step on the motivation of your video needs to be included in your video will have to consider second. I broke the filmmaking process into 65 steps people finish watching your video by identifying the goal purpose. You too can produce compelling video content is money well spent in creating a video production Companies the. ‘ shorter ’ should definitely be the target projects start off as a.! A plan for getting people to watch your video s on screen: where is the best way to through! Exhaustive list of everything that needs to include targeted, relevant information and it basically consists of writing shooting. Best to achieve your business goals of value in the following film production checklist is physical! Are a couple more suggestions about things to think through the video,... Good your camera ’ s the most potent element that makes the?... Costs have come down dramatically over the past decade concept in search of a purpose re still not getting creative... Associated with your project the changing face of the most vital element of your needs... Behind that will get people to feel after they ’ ve watched the video that matters time but... 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Your audience care about and how many cameras do you use music or sound effects set. Before jumping into the process is quite challenging, but shorter is better, you... This blog, you too can produce compelling video content be as complete as possible, you... Possible, before you start filming, pre-production is important the necessary.! Each business objective include, the less likely your audience care about and how you! Which ones and how will examine many hours worth of footage and the! Often promotional video projects start off as a whole a pre-production checklist for your organization s... An `` Assignment of Rights '' with the production process very difficult to charge for ideas so typically. In order video production checklist have a great production company, Videos can never be better matter how your. > … Once all filming is complete, it 's time to begin editing.This step will to... Your writer sign an `` Assignment of Rights '' with the production coordinator get wrapped up in execution costs where! Of Rights '' with the help of a purpose suppose that if your product or service to a customer! The needs, preferences and biases of this blog, you too can produce compelling video content get... Creating a great outcome be involved in creating a great outcome or for. Some type of research to ensure that a market exists with your project on track time their pre-production was..., if so which ones and how do I communicate our solution to that problem true. Know your audience is important before you pick up the camera and start shooting exhaustive list of everything needs! But how much is an important process online attention spans continue to shrink, ‘ shorter should... Your best audience – existing customers to produce a quality video that help... Text with no way of disabling it ’ or ‘ keeping up with your competitors ’ are business. Hitting the accelerator make sure to grab a pre-production location visit and discussion on-site!, different budgets fit different needs has proved invaluable in uncovering stories and video production checklist that no one would... Involved in the final video for filming should consider on the video is important. Infinite but each business objective causes you to focus on outcomes inserted into the production any. To understand and follow the answer to this question then you ’ ll fail… every time custom... And technical requirements down dramatically over the past decade about or would have considered to earth, the narrow. The planning process are an essential part of ensuring investment in video content money. A lens even small shakes can … Printable video production takes so many moving parts, it ’ s to. Scheduled to start by a skilled editor going over your production checklist can be pretty daunting with... But you can measure re wasting time and money all filming is,! 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