“iPhone; i-ncredible! Delivering on what you say and the difference of a cut”

Apple did what everyone hoped they would and rolled out the iPhone at MacWorld Expo. This is no small feat on many levels. Check it out on the Apple website and have a look at the keynote if you have time. It is way cool. As a technology device it is revolutionary, evolutionary and by no means ordinary. It does things leaps beyond current rival phone based devices and has that trademark killer Apple design style.

But this is not necessarily what I’m referring to by “no small feat”. I mean that Apple was able to not only live up to the massive rumor mill surrounding its potential launch; it went beyond.

Rumors are often dreams (and nightmares) that people conjure up when they speculate about something. They put their own wishes and desires onto something but base in somewhat in reality. In the case of the iPhone, rumor spreaders were all over the board. But when Steve Jobs took the stage and pulled out that phone there must have been a simultaneous “wow” chi-like vibe from audience. I think I felt it.

To be able to deliver on the theoretical it very difficult. In the creative field I deal with this challenge all the time. I present ideas and creative concepts in written and verbal form but I work in a visual medium. I have the experience to know how to speak about the end result so I can get the client on-board but visuals always help. This is why I always present related project examples where possible and offer a clear treatment outlining the idea and timeline of the visuals.

As a project develops, I usually craft a script with corresponding audio and visual timeline to outline production elements, refine budget and clearly communicate how the final product will look. That “wow” factor doesn’t usually show up yet and will need a few more stages to be revealed.

The “wow” is a great thing. You know when you hit it when the client is very excited and can’t wait to see it shown to an audience. I always have to remember that the “wow” factor doesn’t show up usually until the fine cut stage and with some projects it’s only on the final cut version that you feel it.

Describing the different stages (rough, fine, final) early and repeatedly to the client is a valuable communication tool. For my uses I describe the rough-cut stage as a baseline. This version is designed to be changed, built on and to see if we are on the right track to match the concept.

The next stage is the fine cut. This is where things start to really come together. All of the main elements have been added. Musical score or soundtrack and voice-overs have been synced and the video should look very close to the final product. This is a big step from the rough cut. You can see and feel the tone of the video. This viewing is meant to ensure that changes requested from the rough-cut have been done and that those changes work. Sometimes you can only see if things work by seeing them. I often will create a few versions of specific elements to show differences and possibilities of how elements work within the whole tone of the video to save time and compare options.

The fine cut version is not meant for dramatic changes. It has been crafted to take into account the client’s comments and make the video into a cohesive story. If major changes are requested at this stage the scope of the project will need to be changed as a reworking of the project will take more time than initially projected. When the fine cut viewing has been Okayed, the last tweaks can be made to create the final cut.

The final cut is essentially the final version of the video. I say essentially because this viewing is to ensure that all visual, audio and spelling elements are correct. This should take several viewings and I typically let the client have it to view over a few days to review it without distraction. If changes are requested, and it would not be uncommon for there to be a few, then another final cut viewing will be needed after the changes are made. Once that final cut version has been signed off then the video is complete and is ready for duplication or formatting. This is the most important viewing as if anything is missed the responsibility lies with the client once they sign off so give them enough time and guidance of what need special attention (name spelling is a common concern for final review).

Communicating the timeline progression and the expectations at each viewing make a much more productive experience for all involved. This knowledge aids in my ability to deliver the goods and achieve that “wow” result. Not every product is going to have the anticipation and delivery like the iPhone did but each one should have a little “wow”-power.

CM
www.cmcreative.ca