60 Seconds – Chapter Twelve

Chapter Twelve: Feed It Forward, Feed It Back


When we work with clients, the most essential step in our process is the continuing exchange of feedback: whether to hone down the script or change some of the messaging, or to rethink and refine the visuals.

If a client has a very clear, creative idea going in and can communicate it effectively to us, that’s great. But sometimes, it’s more of a struggle to get it out of them. We often need to teach our clients how to speak to us in creative language, especially when it comes to visuals. We do this by showing them different examples and asking, “Exactly what is it about this that you like or dislike?” And that dialogue keeps happening throughout the entire process.

In some cases, we’re basically giving our clients a crash course in video production, as well as a primer on brain science, which is not always the most efficient way to work when it comes to time. But it is the most effective in the long run because an educated client is always the best client.

As our company continues to evolve, some of the most incisive and compelling feedback we’ve heard from our clients is, “Push back on us more through the process and tell us when we’re wrong.” That’s a really tricky thing to do and it’s often hard telling someone that’s paying a lot of money for a video that you disagree with his or her ideas. But when the work keeps improving, you build a sense of trust, knowing you’re both pursuing the same goal.

The way we keep script and visuals together is through ongoing brainstorming sessions, so at different intervals in projects we meet with a small team of two to four people to discuss the relationship between the visuals and the script. And we have a very intimate office environment. Everyone’s just a stone’s throw from everybody else, which makes the collaborative work going on in the production studio much more fluid.

We did a fundraising video for the Collingwood General Marine Hospital Foundation that demonstrates how the animation review unfolds. This project is a great example of combining video with brain science.

In Canada, people assume that everything in our healthcare system is publicly funded because they aren’t presented with a bill at the end of their treatment.

But it turns out that hospitals have to rely on private donations in order to provide a lot of the equipment and services they have. For example, national healthcare funding does not cover seventy percent of the equipment used in emergency rooms.

So we set out to show what it would be like if you visited an emergency room that only offered the remaining thirty percent.

The executive director of the Collingwood General Marine Hospital Foundation had been telling that same story for twenty-three years and it was only when it was turned into a video that the message actually resonated with potential donors. She’s told us it’s made their fund-raising efforts so much more successful.

They had a great story. It just needed a transfusion.

A majority of businesspeople surveyed by Forbes in October 2010 said they watched more video currently compared to last year. Virtually 60% of respondents said they would watch video previous to reading text on the same web page, and 22% said they generally liked watching video more than browsing text for examining business information. – eMarketer.com


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