In today's episode, we will be collecting all the ingredients for a satisfying plate of hot production communication:
2 Tbsp. of a clear description of the goal. 1 cup fresh ideas (think “outside the box”). 1/2 cup of a good presentation media. You may use CD/DVD, streaming audio/video, or MacroMedia Flash. 2 Tbsp. of an experienced production house. Add as much pre-production as your cooking time allows. Heat the ingredients in an oven-proof saute’ pan over high heat. Serve drizzled with enthusiasm.
One of the things that always amazed me about the post-production business is the lack of "communication" between the producer and post house. Ironic isn't it? We in the communication business seem to spend less time communicating our end goals and just plough headlong into production before giving everyone involved a clear idea of where we're going. That's why my first ingredient in our recipe is "clear description". Without it, we are going to spend a lot a time establishing a production “language” that we can both speak (not very productive).
The need for fresh ideas is always a given and they are probably the hardest things to find, next to really good mushrooms. That's why I like the old phrase "think outside-the-box". Production-wise, why shouldn't an automobile sound like a sweet little puppy? People like puppies! Silly idea? Well, the intention IS to get attention, right?
What a wonderful new world we live in! The outlets for our ideas are now countless. No longer shackled to just radio and TV, computer-based programs, internet applications and entire 'entertainment systems' are being offered by new Microsoft and Apple operating systems and manufacturers like Sony. Do you have time to research and understand how to technically employ these technologies? Do you even want to? Let a production house that specializes in knowing the “latest and greatest” guide you through this mine field to produce FOR the medium. Whether you’re producing an ad or cooking a soufflé, I cannot emphasize enough the importance of good seasoning. Without the experience of a “seasoned” production house, you may just spend half your budget wading though the mistakes to get to the final "dish".
I was once told the definition of a professional was not a person who was the best at what they did, but was the person who had made lots of mistakes and found a way to solve them. This is the person you want in your kitchen - the one who brings the most direct and innovative route to complete your project. Just like cooking, the more time spent in preparation BEFORE you light the fire, the better the product is going to be. Even if only a few hours before the project begins, give your production professional time to mull over the pitfalls and benefits of the project and bring his-or-her valuable experience to the table. We want to help you prepare your “dish” for success!
Best Wishes and Best Dishes from Sound Works to you The Sound Chef Mark Meyer
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