Creative
Video direction
Video direction is the creative and technical direction of video content, brand films, product videos, social content, so it serves a specific purpose and audience rather than being produced for its own sake.
In practice at Covorn
We define what the video needs to make someone believe or do before scripting begins, then direct production against that, rather than starting from a concept that sounds good. Editing and pacing are directed for where the video will actually be watched.
Part of CreativeWhere this sits in the framework
- Design
- Build
When you need this
- Video content has been produced without a clear objective for what it should achieve.
- Existing video assets do not match the current brand or message.
- A launch or campaign needs video and there is no one directing it against the strategy.