If you attend one of our churches, you may know that we started a great new series this week called “Breathing Room” that is all about margin. Ironically, because our team was just getting back from Christmas and New Years with our families last week, we found ourselves with only 2 1/2 days to whip up a Title Package for Sunday. This is certainly the exception to the rule for us (we’re usually much farther out), but our creative process made it possible to churn this out in time! Here’s a quick glimpse.
• Creative Meeting
We piggybacked on a number of initial creative meetings that had led to the series title, the tagline, a teaser promo, and the art branding in the prior weeks. We wanted to create a Title Package that would build tension and strike a common emotion that Andy could use as a springboard. So, after getting together within our team and discussing the creative direction (both the do’s and don’t's), we found a great music track to start with.
We then created a text-only concept spot combining our ideas that could be used to evaluate the creative direction of the video before we began execution. This type of thing may feel like a waste of time in the beginning, but the confidence it buys can prevent a lot of wasted time in the end. Though rough, this concept video kept us on target!
• Shot list
We shot all of the elements in 1 day using a 5D Mk III and various objects around the office along with a couple extra items from Staples. The whole team lent a hand (literally) to help us write all of the “reminders” onto the whiteboard in Brad’s office, the calendar, and the dozens of Post-It-Notes that plastered Caitlin’s monitor. The biggest thing we wanted to make sure of was that the items represented a stressful balance of familiar routine and self-imposed overcommitment (which is key to the tension of this series).
• Motion GFX
These were created in about a half day in After Effects. None of the screen grabs are real; they are all vector duplicates meant to capture the “idea” of the sites without showing any logos or brands. Copyright compliance is a big priority of ours. This also allowed for suspension of disbelief with the growing numbers.
• End Tag
Andy Waddell spent countless hours building and tweaking the reflections, refractions, flares, and beauty represented in the end tag. It’s a hearty mix of Cinema4D and After Effects.
Thanks to the concept we began with, the editing was pretty straightforward. We literally built the edit on top of the storyboard in the same timeline in Premiere. The timeline got more complex after that, but the concept gave us a huge kickstart. From there we added some new ideas, played with pacing, and polished the visuals.
• Audio Post
Our studio engineer JJ Brummett took the video over the finish line on Friday by adding the tweety birds and peaceful ethereal atmosphere in the end tag using his ProTools magic. This video is a great example of the impact that audio post can have!