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A studio note

A short guide to post-production for brand teams

A lot of brand films are well shot and then faintly disappointed in the last two weeks. The cause is rarely talent. It is usually an unclear finish, and a review process that cannot say what it wants.

Post-production is not a corridor a project has to walk down. It is the last chance to decide what the work is. Color, sound, typography and the cut will do more to set the tone than a location you already left.

Brief the finish as carefully as the shoot

Before editorial starts, write down:

  • The placements and lengths that must exist, not the ones that would be nice.
  • References that name a feeling with some precision — and what you do not want.
  • Who has the last word, and how many rounds you are actually willing to do.
  • Whether captions, typography, and product screens are part of the finish, or a later problem.

Review like a producer

Watch the work on a decent speaker and a phone. Take notes that a cutter can act on: “the second sentence is late,” not “it needs more energy.” Batch the notes. A film cannot be finished in a hallway of one-line messages.

If you are unsure what to ask for, ask what is still unresolved in the cut. A good finishing team would rather name a problem than decorate around it.

And leave time. A grade and a mix done in a day will look like a day. The calendar you protect at the end is part of the craft.

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