Episode 47 - We Are PROBLEM SOLVERS | Our Production Process

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in the Midnight Hour in the Midnight Hour in the Midnight Hour you cry more

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more more oh yeah yeah Billy Idol yeah

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that's right what's Billy ID Rebel Yell what the rebel Yale yeah she CED more

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more more wait does he say Midnight Hour or say with the rebel with the rebel Yale says in the mid out hour in the

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Midnight Hour she cries more more more with a Rebel Yell she cries more more more ah okay okay yeah so it's a Rebel

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Yell at the Midnight Hour bingo I think all asking for more all asking for more

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more of what I don't know I can't remember the rest of the lyrics uh listen somebody correct us intro to that

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song though is marvelous what musically on the guitar side

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things I can't hear the intro in my head right now it's it's pretty cool it's a cool intro is it fun yeah it's fun fun

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to play yeah welcome back good morning good morning good afternoon wherever you are

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it's afternoon for us we just ate morning food morning food at a

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local hole in the wall pops Place shout out little claps for that here on the Arn highway just down past Mountain View

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Bulk Foods uh also you may more so know it as its neighbor as The Farmer's

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Daughter little claps for that too I guess uh pops Place yeah come get you some grub uh also they close at 11:30

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more of a breakfast Hub now um I just had the big boy breakfast because I'm a

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big growing boy you had the breakfast of a big boy at lunch I'm a growing boy what can I say I went hybrid I went

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hybrid um listen you a breakfast Burger I did a burger that

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encompassed breakfast foods an egg on top of it which some would say bless the

1:50

Lord uh well some would also say that's uh nasty which is interesting uh I'm I'm

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going to go out on Lim and said the people who don't think an egg is good on Burger have just never tried it they've looked

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at it on the men lying they've looked at it on the menu and they're like no and

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they've never given it a try so that they can experience what is the goodness of a egg

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that bursts and runs runs a monk a burger

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with a egg on it is like the Boba Tea of burgers I don't know what a boba tea is it's the one's got the little bubbles in

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it when you when you drink the tea you get the Boba Bubbles and they they pop with Flor is this a hot tea no it's cold

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tea it's cold drink oh it's it's boba tea I'm familiar with it anyways burst

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with little flavors of like fruits and stuff like that that that's what an egg on a bur it's the Boba Tea of burgers

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okay I'm just staking that claim right there all right our tea drinkers you heard it here first um I drink most of

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my tea sweet and uh the only other drink I drink mostly is coffee water so I know

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nothing of this boba tea you speak of I know Boba Fett um which is Star Wars reference anyway

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so what we're going to talk about today is something that

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um it's basically an alias that that we go by that we go by

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so like when someone asks me what what do you do you know I struggle with how

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to say that because it's like oh we do a lot of things we photo we video we blah blah blah but at the end of the day I've

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almost just I've almost just like like fell back

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to we're problem solvers we are problem solvers yeah within a medium yeah I mean

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we use the medium of photo and video to do that but at the end of the day we are

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problem solvers and so we're kind of going to give you a look into kind of how that process looks with us the

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process of solving problems we're going to use a use case of one of our past clients and we're going to walk through

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that process of uh how from from start to finish MH we were constantly solving problems and

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it's not saying like problems were a bad thing but like that's that's what we do is is we we find a problem and we try to

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solve it from start to finish but first let's thank our sponsor sponsor for

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and taters get into the Mee and taters we are solving problems today and we are going back through a use case of an

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actual client of ours Sterling Wellness yeah so I don't know it was a year or so

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ago now um we had a company uh Sterling Wellness who approached us through

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basically a referral from from another client from another client that we had that we solved problems for this client

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reached out and their whole thing is what they do is they are on-site nursing MH and they also offer online Health

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coaching solutions for businesses who maybe have a large employee base uh

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maybe need nursing but looking to reduce some insurance claims doesn't necessarily need to have one on staff

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this is a third party entity yeah you can contract through them and have a nurse that is yours uh for that so

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anyway start going Wellness yes look them up uh they came to us with a need

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for a video MH right they needed a video to basically the the thing that we keyed in

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on on our first production Zoom call pre-production Zoom call with the with the marketing agency uh was they kept

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using and I don't know if they meant to uh but we key on keyed in on the fact that they kept saying we want to tell

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the impact of our services and how they can be a benefit useful all these other

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businesses so we basically dubbed the project impact right we literally wanted to show the impact that this service

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could have for any business watching well more specifically I remember on that call their their big goal was they

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wanted to be able to show this use case to other businesses to to to try to get

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them to make the decision to do business with them right so Serling Wellness

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uh has a client in our area the client was some Tor which we've shot with

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forever they wanted to Showcase Summers Taylor as a use case so that they could

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use it to be on their website other people could say oh now I understand

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this is who you are this is what you do and this is why I should care yeah so so they came and they gave us this initial

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concept and so what we did was we got on a zoom call with them and this basically our whole process you can break it up in

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a bunch of different ways but basically we break it down into three phases it's PR production production post production

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it all kind of revolves around production uh pre-production as you may be able to uh divulge

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is something that happens prior to produ We Roll which here's the thing I'm going

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to butcher this thisit this phrasing but it's basically proper planning prevents

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poor performance what I think there also some other variations that include more peas but we'll just leave iter popper

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picked a patch of pickled pepper basically we learned through a lot of

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error M uh when we first started out that we hated ourselves more in post-

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production and ultimately the final product wasn't what we wanted if we did

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not put the time in in pre-production goes back to old saying if you fail to plan you can go ahead and plan to fail

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yeah same thing there's tons of uh isms that can illustrate The Importance of

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Being prepared yes so production what that means with us is we generally will

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hop on either a phone call uh or very very common Nows like a Google meet or Zoom want see these ugly mugs for

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whatever reason if you want to um but sometimes you can help read body language so I like them um they're

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helpful so they reached out we said hey let's hop on a zoom call we hopped on a zoom call we started asking a bunch of

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questions and and basically on our end of things this is our opportunity to kind of understand what you need what

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you need so we're asking things like okay what's the goal of this piece MH and that's where in starling's case we

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figured out look they want to show the impact that their services can have for a business Okay cool so we know the

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mission right we're then saying okay who's the target audience you know

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because that matters uh how we ask questions matters who we have on camera matters who we have on camera for

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instance if your goal is to have other uh decision makers at other businesses

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your Presidents your CEOs those types of people which theirs was was and we found that out right so we had Executives on

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camera we had Executives on camera from Summers Taylor to explain some of the uh

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backend on the business side which is really what the decision makers ultimately need to see right they need

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to see like the brass taxes so to speak you know so we at that point knew okay who's your target audience so that helps

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uh we then started to ask questions like okay

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what's your distribution method and so for instance that just basically for Simplicity purposes like is this going to be on socials is going to be on TV

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yes it's going to be on TV Chang how do we color it all those things um website

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so then you've got uh your licensing and all that the big thing that is super

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helpful for what we do though and thankfully we already knew because we'd shot with Summers Taylor but we had the

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opportunity to ask okay what location do you want to film these in and they're like well we would

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like to film them on location Su Tor so that because we already knew and we'd been to the model Mill and J sites with

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Summers tayor all those things we knew what to expect but if we didn't know what to

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expect that was an opportunity for us to then do some literal location scouting

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which is very important and if you're afforded the opportunity do it truly sometimes you're not right you're not

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actually yeah time constraints may not allow for that right um but you can start solving problems with location

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before you ever show up before you even show up to hit play so that is kind of anshell a quick view as to like what

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pre-production might look like with us we're asking all these questions so that we can it's a call it's a zoom meeting

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sometimes it's an imperson meeting even depending on the client yeah so that all so that we can put together a plan right

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that point we're going to put together shot lists we're going to put together some motivational images like another

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question that we didn't really mention necessarily but like we would ask the people's like okay do you have a video

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of a competitor or anything else video that you like that you like right cuz if

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they have that then we know we've got some inspiration we've got a lot of things it's like okay well we like the look at that we know we know visually

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what we're trying to do love the pacing and the feel of this Etc so we ask for

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you know inspirational uh imagery again we're going now we're doing a shot list

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we're also able to because we've done pre-production know what gear we need to bring possibly rent gear if we don't

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have it crew in our Aral we need all those things so that kind of takes us all the way up to production yeah uh and

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and once we know all real quick I I don't mean to cut you off but all of those things point back to and and

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you've mentioned this many times here on the podcast and this is something that we consciously try to make an effort for

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we want to be in the trenches with you and your business like I want to

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same same direction mentally as what you were trying to go as a business which is why we ask all these questions why we

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have these meetings why we do location Scouts just again not to interrupt you but that's I want to be in the trenches

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with you and your business because your success dictates mine yeah or if we do

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bad then or like thereof yeah so absolutely so like their instance the the overarching problem the initial

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problem that was presented to us was they had a a difficult time they didn't have any media yeah to show someone

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passively what they do and what they're about and why they should ultimately you know become a client of theirs so that

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was our goal in comes production and in this case because of all the pre-production elements that we did we

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knew that we were going to knock all of our interviews out in one day on location we're going to film some b-roll

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from their screenings right because they do some biometric screenings for your insurance purposes um and we budgeted a

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second production day because we knew that we would need to to get some field yeah uh footage M of their nurse out in

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the field with some of the Summers Taylor work Crews because that's what she actually does that's what she does the field so we budgeted two production

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days um and again had we not known the

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model meal MH and been privy to that again some cases you don't get to

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location scout but the entire day of production is still solving problem after little

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problems even if you have location scouted yeah I mean something's going to be different the day you get there the

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light's going to be different so you you you you look ahead and you plan as much as you can but all that to say from

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start to finish with what we do that's all you're doing is is solving problems um so for instance the first day uh of

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production was the screenings and in interviews right well we knew that we wanted to

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hold two different interviews locations right okay so there's a problem right we're we're needing to set up a lights

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audio all this kit for one interview location right we also know that we're

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going to have to do it at a separate location uh just because we kind of wanted to to break apart our hero

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essentially well yeah we had infield interviews we also had infield interview interviews so again you it it even comes

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down to like when you're literally setting your interview shots up you're solving problems like okay I don't like that plant there so you're moving the

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plant or you're moving the tripod 6 in to frame this window out that is glaring

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or you know whatever all of those are just tiny little problems solving that you're doing on the fly so that you can

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have a good finished end product so in production we talked about how many days we talked about the location you're

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constantly needing to solve problems on the fly when you get to set up your interview angles but also the equipment

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right so we're hauling in tripods we're hauling in lights stands

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works that's that's where having a crew helps um is you can be a lot more

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efficient Nimble uh with moving all those moving Parts because there are a lot of moving parts that's something

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that everybody says every time they come on to be a guest here they're like oh wow there's a lot to this you have a lot of crap we do and we don't we do and we

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don't it looks like a lot comparatively speaking not so much we're pretty pretty simple um comparatively speaking but

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yeah so part of production is in this case was going to be heavy on

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the interviews right so because we knew who our target audience was we knew what we were trying to say we had

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pre-formulated four five six questions that we were going to ask these people so that hopefully we would lead them to

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give us the answer on screen that would help us to tell this story in the most impactful

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way um and so one of the big pushes I remember with Sterling was they wanted

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to explain how important their Pres screenings were yeah and what that is

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for people who don't understand is it's the yearly thing that you've got to go do you've got to go get your blood drawn

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basically you're yearly physical you're yearly physical and what may happen as a result of that is your numbers and your

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blood work May point to oh you've got a got a you've got a condition that you didn't know about

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otherwise it's it's uh early detection with a lot of things so anyways what we wanted to do we had drawn inspiration

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from a film a commercial piece from Mark bone Mark bone one of our

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Canadian director Heroes uh they did a fantastic piece for a cyber security

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company yes but the way they played it was beautiful they they tugged on my heartstrings right off the bat because

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they used Inver Rescue Mission and then pivoted into this being

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the solution and why they were able to do their mission all that to say what we wanted to try to do was tell a story we

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wanted to emulate that of someone who

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through screening and early detection was able to get ahead

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of some sort of condition and ultimately defeat that condition right so we had we

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had a person who was going to do that on camera for us and we had questions we were going to ask that person we knew we

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were going to ask specific questions to the executives that would be able to speak to again the business side of

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things yeah um I think the the goals if we if we go back a little bit to pre-production with them specifically

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big goals obviously were to get people to understand how they worked you know what they did yeah but to show a use

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case about a condition that they were able to catch and properly treat um at that point in time then on the executive

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side really it boiled down to how much money can we save the company on insurance claims yeah because that is a

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that is a benefit to concern yeah it's and it's a big concern with businesses you know if you've got employees that

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are misusing their insurance or not going to the proper doctors or proper heare like that cost the employee and it

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cost the company a lot of money too well so like specifically with construction I know a lot of the situations are are uh

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poor diet yep um and sigs and well yeah I mean so you got nicotine so there's

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there's big things that are present with construction that Summers Taylor automatically combats they've been able

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to drop a lot of those as a result of yeah uh Lauren who you'll see in the video uh we'll link that video in the

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description below by the way Wellness video watch um but I say all that to say we win in with a pre preset determin of

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question or a predetermined set of questions we're going to ask people I'll get it out at some point but what you have to be able to

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do is you have to know how to ask the questions and like say you ask it the

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first time they kind of give you most of your first answers are a

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little reserved yeah they give you 60% of what you're needing you you you may need to to to dig a Little Deeper yeah

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rephrase it a bit ask it a different way so that they will ultimately give you what you need on camera and you you

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learn those things through doing it yeah just try on eror we didn't know when we first started out we just thought

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interviews were a conversation yeah conversation asking questions and they can be but the trouble is is like if if

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if you don't capture on camera the dialogue bits that you need

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to tell the story in the fashion that you need them then the the pieces is going to be weaker at the end of the day

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I think one thing that we've learned too and I know me specifically cuz I I do a lot of the interviews um I had to get

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better at not reacting as much to answers because a lot of times what

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would happen is somebody would answer and I'm immediately firing back with you know my rebuttal because it's a

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conversation to me at that point in time I'm a conversationalist I guess you could say um a lot of the times though with interviews like you have to kind of

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give people a Blank Stare so that subconsciously they're encouraged to you more information yeah you know and so

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that's one thing just on the technical side of interviewing that that we've I feel like tried to improve on and get

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better at is active listening um and not necessarily being verbal with with our

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communication as the interviewer um but it does it prompts people to give them the answers that the piece needs uh to

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be effective yeah and so I guess that kind of takes us through most of the production the production

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was simple yeah literally set up lights do interviews tear down lights go home

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tear down lights go home and so now it moves us into the third phase which is post production

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which is is a daunting portion but it's

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also maybe the most important part because I you know I could I could make a very good use case and argument for it

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is literally nothing but images on an SD card until it's crafted into that

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finished story piece can agree with that um so until it's edited and edited well

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yeah effectively effectively right then you've done nothing other than record a bunch of cool shots yeah a lot of data

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to SD cards so brings us into prod uh post- production in which case the problem solving doesn't stop think this

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where the problem solving gets harder because decisions have to be made decisions have to be made so a lot of

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times like for instance if if we're only doing a social cut for somebody that we know is not going to have any

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dialogue a lot of times I I I I personally enjoy working kind of in Reverse like I will go ahead and know

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like okay we're gonna edit to this genre yeah I my music first I'll kind of have at least two three songs in my mind as

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I'm shooting uh so that I've kind of got the music in my mind I've Got the Beat you know like I know the style and the

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pacing yes well with this case when it's going to be narrative and dialogue driven you kind of can't do the music

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until you know what's been said right even if you have a great idea because you know like okay this person is gonna

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tell us this yeah they may not give you that or they may give you something that like you're like oh I didn't really

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expect that but that was gold well I know specifically with the Sterling piece um very early on you know we're in

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like Sterling is the hero mode and so I know subconsciously in in my uh

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pre-editing uh brain I'm like oh yeah this is going to be upbeat happy exciting corporate you know you're going

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to have the corporate happy feel basically cuz it's a corporate happy nursing video essentially um but plot

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twist one of our interviews we got a deep heartfelt story uh and you guys will see it it's literally the first

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person that appears on screen uh totally broke the mold for where I thought the edit was going to go just with her

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interview but but I and some people can do different things I personally I have to start with the song

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now whether I know the song the day I'm shooting or whether I just am searching for the song when I first start to edit

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the song for me drives a lot of things it does it does um

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so we'll often start by finding the music yeah at that point we remembered the day right we we make notes as we're

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or or make mental notes as we're on location with the interview like oh I think that was a good bit yeah um but

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now we know okay in this case we kind of need to slow it down for a bit yeah we need to be a little more

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heartfelt a little more emotional soft right the tone is soft it's not something like edgy club dancing music

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it just wouldn't fits which again you're constantly solving problems with editing and

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audio this is a point that I love to make I almost think all of the audio aspects of your

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video are more important than the visual aspect I can Overlook and forgive poor

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visuals yeah with good audio with good audio and and that includes sound mixing that includes sound effects the right

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music levels all those things I can Overlook a a lesser or a bad yeah set of

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images if the audio is good the inverse doesn't happen you can have beautiful

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imagery but if your audio is if your audio is garbage you're in trouble it's it's hard and that comes down to dialogue Music Choice sound effects

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Choice everything yes all of those things are GNA either bad audio is not an excuse to have great video no no the

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goals to have both but the goals to have both but like you better audio is better than having great video yeah so so all

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of those choices that you make those problems that you're solving are going to either help or Aid in telling your

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story yeah for instance literally with the exact same dialogue from our first

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uh first interview uh Patron Shannon yeah from

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Shannon we changed the song to a happy thing didn't work well it's not the

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impact like it's not it's not the same impact there was no build yeah so say all that to say we generally will start

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by finding the music now we did know through the day and through the goal of the Mi of the piece that we were

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eventually going to transition and basically position our client Sterling Wellness as the as the solution to this

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problem that other businesses are now realizing they have that was the whole goal well it goes this goes back to

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elementary school days where we learn about how the plot of a story works you know you have your beginning you have

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your climax you rising actions all those rising actions you have your resolution like we were able to play that in this

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video because we did the the beginning was like oh my gosh this you know person had a serious issue y so we were Rising

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that in the action and we introduce the hero at that point in time of Sterling and then how they were able to help

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Shannon um and then by the end we're like oh they were able to impact a whole company so then music changes the whole

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feel of the video changes and Sterling's a hero there you go um and you've got summer Taylor praising their or singing

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their praises essentially um so that that was the whole character Arc basically of sterling in the video and

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we accomplish that in sub five minutes well so the reason why that music is is

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such an important thing to start with uh is because that dictates so many things

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it does it's already you're you're you're invoking some sort of emotion let's say you're putting the mood

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somewhere it also affects the pacing of the edit uh for instance with star

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Fitness or gy client totally different than Sterling Wellness right it's normally yeah upbeat you know

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quicker transitions a little more we motivating we're trying to be motivational absolutely different goals

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uh require different genres and styles of music so we've got the pacing of the

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edit and then another problem that we solve uh on the post-production

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side is in the way of color grading mhm and that's not necessarily in the

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problem of like okay this image had problem but I guess the ultimately what I'm trying to say is our big problem that we

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were trying to solve was to uh show Sterling Wellness as this great service

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for businesses right and so the color grade is also a lot like the music going

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to impart some sort of emotion yeah it's going to invoke a mood it's going to invoke a mood um

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so we chose uh especially with uh the

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exterior a lot warmer yeah and that's that's when we started to show it at the end and so Sterling Wellness has been

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introduced as the as the as the hero and I mean we're frankly we're shooting outdoor construction so like typically

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sunnier days because you can't be constructing in the rain yeah it doesn't make sense right for for for this thing

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to look like well uh an old Netflix show Ozark Ozark or I'm I'm G to take it

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super blue super extreme here Sweeny Todd remember the movie Sweeny Todd I do not know the movie it's all desaturated

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and whatnot not it's oh Johnny Depp at his best anyways um we were invoking a mood even with the look of the footage

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with the look of the footage so ultimately again we've got

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pre-production production and post production but from the KGO all the way

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to the end it's just a series of solving problems it's it's a series of solving

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problems and and I would even say too like preventing problems and and one in one way that we prevent problems

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specifically in post production is uh one of our good friends Dylan uh he he has this saying sometimes in Showbiz you

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got to Kill Your Darlings like sometimes solving a problem is knowing when to not put a foot a piece of footage into the

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video um because it's just not necessary yeah uh for for what the mission is so

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again there's all kinds of ways that we solve problems present or prevent problems when it comes to our medium um

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and our service yeah and again that's that's literally what our goal is and and

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we are in my opinion I look at us as a failure if at the end of the thing we

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did not help solve that client's problem I feel as though uh whether the the

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elements were within our control or without of our control or without our

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control if the if the solution is not helped to be uh arrived

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at by our work feel like we failed oh yeah well I mean I tell this to people all the time on The Upfront like if if

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we can shoot you a Hollywood movie but if it doesn't accomplish your goal yeah

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doesn't matter if we don't in Sterling's case if we don't get more CEOs to reach out wanting your services for their

30:12

company we failed yeah at that point in time so your return on this investment is less at that point right you didn't

30:18

see as much you got pretty footage yeah and that's about it that's about it so you know that's that's another thing

30:25

that I guess we could probably round out with but it kind of starts at the beginning yeah if you don't have and we

30:33

don't claim to be experts on distribution right uh our wheelhouse is certainly uh in production in production

30:41

and the creation side of things um but if you don't have a good plan for

30:46

distribution for whatever this cont if you fail to plan you can plan to fail yeah then you just unfortunately here in

30:55

in today's climate of social media and the fast pace of all the media if you don't have a good distribution plan yeah

31:01

it doesn't matter if uh doesn't matter if Spielberg or deacons comes in and

31:08

shoot your commercial it's if it's not going to be distributed yeah if you don't know where to put it and at what

31:14

time to put it yeah and how often you should put it um yeah it doesn't matter

31:19

it's not going to be an effective piece yeah um so we often get asked again what do you do and basically I think from

31:26

here on out I'm just going to say will we solve problems we just to use ween to use cameras to do it um and

31:33

so I guess ultimately what I would like to say to you know anybody who does what

31:39

we do yeah uh or uh is maybe looking at doing what we

31:45

do just I hope you enjoy problem solving and truly like I I've looked at it on in the rear view and it's it's interesting

31:52

how we both ended up here because I have an IT background MH I have was always in

31:58

a support role I was always in a troubleshooting and a fixing role yep

32:03

nobody called me when their problem or when their computer was working great yeah and said hey dude my computer's

32:09

awesome thanks dude this thing is blazing fast right now they called me when there was a problem and I had to

32:15

attempt to solve it have you power cycled you came in insurance which that is it 101 yeah if you you can fix a lot

32:22

of problems just by giving it a good old Power Cycle but you came from insurance which yeah you sold insurance policies

32:28

but at the end of the day you were solving a problem yeah I was solving a money issue so that when somebody died

32:35

they had the money to fund a funeral so it's funny how we have those backgrounds uh and now we're doing nothing that is

32:41

related to those two Fields step solving problems but the common denominator is that we are still also we're both INR

32:48

twos so yeah we think we can help everybody right have a desire to help have desire to help so hopefully this

32:55

was hopefully this was helpful somewhat helpful it's just a glimpse a quick Glimpse we could go into far more detail

33:01

on all these elements yeah uh hey and if you're a small business that needs a problem solved with what we do um now

33:07

you know our process and you can plug yourself into that process we'd love to help you absolutely reach out uh let us

33:13

know if you do have a problem and uh you know what the solution may be as simple as a photo or video yeah there's also a

33:19

couple solutions that would help this Channel and this uh podcast out Jared what might those be uh ratings riew

33:26

ratings stars and bars uh leave us any of those yeah good or bad good or bad we read them all we like

33:32

them you're not going to hurt our feelings absolutely not you love us great if you hate us well I hope you don't hate us but if you do absolutely

33:38

not the end of the world not the end of the world on that note Jared here's the hard part yeah what's

33:44

that oh I guess we'll see you guys later see you guys in the next one yeah make that very hard see a little confusing

33:50

but not hard