What comes first in shaping a production – visuals , music, commentary or interviews? You could make a case for each one in different scenarios.

Of course a production can incorporate different approaches in combination. You could have a music/picture-led introduction to inspire and grab attention followed by more detail in script and interviews.

The key factor as you embark on a communication exercise is to be clear about your audience and the messages you want to give them. From that starting point the concept and storyboard can develop.

Visuals: If you want the video to convey emotion and/or inspire then you need to let the pictures “breath” enhanced by music and sound effects. On-screen words can add information but commentary or interview sound-bites need to be brief so the pictures and music/sound effects can dominate.

Music: Some like to pick a piece of music and edit the pictures to the rhythm, others do it the other way round and cut the pictures first and compose music to fit.

Commentary: Some clients like rigid control. First a concept is conceived, followed by a storyboard and a script. We’ve even seen quotes included to tell interviewees what is say. Personally we recommend a bit more fluidity. A shot-list plan before filming is a good idea so nothing is missed but things can change on location and the ability to accommodate the unexpected greatly improves a production.

In our experience a rigid approach may tick all the boxes, but there’s a danger of losing a production’s soul and hence its credibility.

Interviews: We specialise in interview-led productions. For many of our videos we compile a narrative by linking interview sound-bites, adding commentary as a narrative bridge between comments or to add information not said by the interviewees.

The documentary approach is accurate, personalised and the joining together of interview comments from different people has the effect of portraying collective agreement which is excellent in conveying partnership.