This is part of a continuing guest entry from Todd VanSlyck. Use these links to read his previous entry or learn more about Todd. (Also, be sure to check out his awesome stock footage on istockphoto.com)
So you’ve got all the parts, now it’s time to put them all together. The script, video, audio and graphics. Editing is a very powerful tool and I can’t really tell you what makes good editing very simply because it’s mostly feeling. To quote the editor of Indiana Jones, "I edit from feeling. If it feels right I go with it. If you try to edit from knowledge, you don't feel the scene, it becomes mechanical.“
Here are a few things to look at when all is said and done. Does the commercial “flow”? Does it say what you want it to say? Will it speak to your audience successfully? Would YOU shop at your own store based on the commercial?
When all these pieces are placed together successfully, you should have a great product. If any one of them is not done correctly, it could be less effective or not effective at all. While this all may sound very complicated, it really isn’t if you have a professional working with you. They will help guide you through the process and help you achieve your end goal!