Once the shooting of your promotional film is complete, a new crucial phase begins: post-production. This is where the assembly of all the footage captured during filming truly brings your video to life. Through a process of selecting the best shots, editing, sound design, and aesthetic adjustments, post-production transforms raw footage into a professional film that will effectively convey your message and captivate your audience.
A. Footage review
After completing the shooting, our team of editors undertake a process of selecting and organizing the footage. This step aims to extract the best sequences of your promotional film and arrange them to optimize the final video editing.
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B. Video editing
Video editing is the stage where your promotional film truly comes to life. It is often referred to as the “third writing” of the film. It is a time of compromises and sacrifices, as not everything can be included. Editing must be precise and concise. It involves organizing visual and sound elements, cutting scenes, adding special effects, transitions, and music, all while respecting the original chronology or script. Just like combining flavors in cooking, the way images are combined in your video is crucial to creating engagement and emotion.
Video editing is above all a matter of sensory experience. The rhythm of a video is very important. A one-minute edit can feel very long, while conversely, a ten-minute edit can feel short if it is well-paced, impactful, sharp, and concise. The art of video editing is, therefore, primarily a question of feeling! There is no need to censor yourself based on duration. Imposed (except when there are duration constraints related to cinema or social media distribution, for example). Often, our clients impose a duration for their promotional film without a specific reason or constraint. In reality, it is the video editing that sets the pace and length of the video. This is where our expertise comes into play. A promotional film you initially estimated at 2 minutes may work better at 1 minute 45 seconds or 2 minutes 30 seconds.
It is also at this stage that, in certain types of videos, infographics, texts, and other elements are added.
B. Video editing
Video editing is the stage where your promotional film truly comes to life. It is often referred to as the “third writing” of the film. It is a time of compromises and sacrifices, as not everything can be included. Editing must be precise and concise. It involves organizing visual and sound elements, cutting scenes, adding special effects, transitions, and music, all while respecting the original chronology or script. Just like combining flavors in cooking, the way images are combined in your video is crucial to creating engagement and emotion.
Video editing is above all a matter of sensory experience. The rhythm of a video is very important. A one-minute edit can feel very long, while conversely, a ten-minute edit can feel short if it is well-paced, impactful, sharp, and concise. The art of video editing is, therefore, primarily a question of feeling! There is no need to censor yourself based on duration. Imposed (except when there are duration constraints related to cinema or social media distribution, for example). Often, our clients impose a duration for their promotional film without a specific reason or constraint. In reality, it is the video editing that sets the pace and length of the video. This is where our expertise comes into play. A promotional film you initially estimated at 2 minutes may work better at 1 minute 45 seconds or 2 minutes 30 seconds.
It is also at this stage that, in certain types of videos, infographics, texts, and other elements are added.
C. Sound design of a video
Music and sound effects have a significant impact on the emotion of any promotional film. Our videographers add an appropriate soundtrack to the video to ensure an auditory experience as immersive as the visual one.
1. Music
Our editing team places great importance on the selection of music. The tracks must perfectly match the mood, message, and objectives of your promotional film. After thorough research, we present you with up to three musical options. When the budget allows, we have the network and experience to collaborate with a professional composer to create custom music for your video.
2. The Sound Design
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Sound design plays a crucial role in enriching a professional video, making it “tangible” by fostering greater engagement from the viewer.
Many videographers limit themselves to using music alone, without adding other sound elements to their promotional films. This approach can create a certain distance. A clear example of the importance of sound design is illustrated by the ASMR phenomenon. What we appreciate about sound design is that it can generate a unique sensory and emotional response, fostering a sense of closeness with the video content.
Discover our work with our promotional film “Ecotourism”: Sound Design only.
Discover our work with our promotional film “Journey in the Alps”: a blend of Sound Design and music
3. The Voice-Over
The voice-over in a promotional video is the audio narration. which accompanies the visuals. It is very useful for conveying a lot of information. We work in collaboration with professionals and can offer you various types of voice-overs in different languages, both male and female.
Sometimes, we come across films where videographers have used the client or a member of the video agency to record the voice-over… Don’t fall into this trap! It’s a false economy that will undermine your video by making it look “cheap,” even if the visuals are stunning.
Example from our video for Métro featuring a voice-over:
C. Final touches of the video
1. Digital effects
We can use digital effects to create elements that are difficult to capture during conventional filming or simply to enhance an image.
For example, here are images from our documentary project “Anatomie de la Forme,” where we added the appearance of the sun behind the tree:
Discover our work with our project “Anatomie de la Forme,” a promotional film by the artist Jean-Marie Fondacaro, shot in the style of an artistic documentary.
2. Color grading
When our videographers shoot, the footage they capture is called “Flat,” meaning it hasn’t been processed yet: it is raw and somewhat dull. Color grading concerns the image of your promotional film and serves two main purposes:
- To adjust the color, contrast, and brightness of the images to achieve a uniform and coherent visual appearance. Our videographers correct potential variations in brightness between different scenes or shots to create smooth visual continuity.
- To create a lighting mood or atmosphere, with an image that may be either richly saturated or very cool-toned, tinted blue, and so on.
Below is an example of an image before and after color grading:
3. Mixing
Mixing concerns the sound: it involves adjusting volume levels, sound spatialization, adding sound effects, and precise synchronization with the visuals. This ensures that the music and added sounds are audible and harmonious within your promotional video.
D. Video delivery: the grand finale of post-production
To optimize the delivery time of the final version of your video, we carry out a number of feedback rounds, agreed upon in advance with you depending on the number of decision-makers within the client’s company. If two feedback rounds are approved, here is the typical schedule:
- Delivery of Version 1 to the client
- Receipt of the client’s feedback consolidated in a single email
- We make the requested changes
- Delivery of Version 2 to the client
- Receipt of a second round of consolidated feedback (if necessary)
- We apply the client’s remarks and deliver the final version
That’s all there is to it!
This is how our video agency operates. Every phase of post-production is meticulously coordinated to exceed your expectations.
Video production is our art, and we are delighted to invite you to join this creative journey.