Starting a commissioned video

On my website, I make great play of the importance of starting a project for a commissioned film on the right footing. But what do I mean by that?

Your project has a number of given objectives - usually to change your audience’s perception or attitude towards something. Whatever the business sector, whatever the actual subject of the film that audience will bring with it it’s own attitude towards your company and the subject matter of the film. Gauging that feeling and responding to it appropriately is, to me, the only way to begin.

Is the message of the film going to be welcomed by them, dreaded by them or be a matter of complete indifference; do they have to be sufficiently impressed to download it in the first place; have they been press-ganged with the rest of the department to watch it after hours with warm Chardonnay and crisps; are they busy members of the public walking past a screen display; will there be a facilitator present each time; are they cynical journalists looking for a reason to switch off; are they at a luxury conference centre in the sun being rewarded for a good year’s performance; are they doing some high level management e-learning alone in their hotel room; is their colleague who sits at the desk opposite going to be out of a job when the curtain comes down?

This is why the first questions I always ask clients are who is the audience, how will they react to what we’re about to tell them and in what viewing situations will they watch the film? Once I have a good understanding of these cornerstones I can start to think about the best creative approach.

Does this sound like a good way to start your next project?