Have you ever had a run-in with Godzilla? This has happened to me on occasion. Recently I was meeting with a client, asking questions that would form the basis for a new web site design. An hour into the discussion the client stated that the questions seemed tedious and that he did not know why his project would entail so much research and preparation for what was merely a “site refreshment.”

I replied that he had contracted my firm to produce a new site, not a “refreshment,” at which point the client became Godzilla. He roared. He got angry. According to Wikipedia, “the most notable of Godzilla’s … abilities is his atomic breath: a powerful heat ray of fire from his mouth.” Cue special effects. I was feeling the heat ray. Ouch.

Frustrated, Godzilla jumped up and ran to his computer, where he tried to find emails about a “web site refreshment.” Instead he found a proposal, contract and questionnaires his staff had completed that were used to form a creative brief — also among the emails.

illustration by Val Bochkov

The paper trail was there. Godzilla backed down. Returned to his human form, the client and I resumed a discussion about the new site. We reviewed the creative brief together.

I should mention that I like this smart, committed client a great deal. But he juggles many projects and manages a large staff. The afternoon of the meeting, he was having a terrible day. Having them myself, I can relate. But the paper trail saved designer face. Had I not had the creative brief, as well as the contract and proposal, this busy CEO might have dismissed my firm. As it was, he and I reviewed the creative brief, and he added items for consideration. The project could get started.

The creative brief has that power. It ensures that you and the client are on the same page — and therefore stops any Godzilla eruptions in their tracks. So what is a creative brief, and why do you need one after you have the necessary proposal and contract?

The creative brief provides strategic direction for a project. It documents the key insights gained from the designer’s meetings with clients and the research phase.

The creative brief must be done before a designer rolls up her sleeves and sketches or jumps on a computer. In the case of a logo, for example, the brief directs the development of a new brand identity. It guides the designer. It is analogous to a word list that must be done before creating any logo.

Creative briefs can be many pages long but must include five elements: an overview of the organization; identification of target audience/s; identification of competing brands; positioning statement; and organizational personality.

1. Overview of the organization. The overview details the client’s mission, in the case of a nonprofit or agency, or product, in the case of a business. It details why the projects in the contract are desirable for the client. For example, you might state that an organization needs a cohesive identity. You acknowledge that the client understands the value that can be added to any organization by coordinating logos, color schemes, naming and taglines. You might continue and state that a new, more cohesive identity can then be translated through a web site and any marketing materials.

2. A target audience or audiences will be clarified. Audience identification is critical. For example, let’s imagine a client — we’ll call it the Maryland Medical Outreach Center. This nonprofit has two primary target audiences: the funders who support the services and the clients who use them. Other important audiences are the community around the center; insurance companies; and media that can influence funders and spread the word to potential clients.

For the purposes of achieving Maryland Medical Outreach Center’s goal of increasing financial strength, funders (including government officials) are the primary audience for a new brand identity — and therefore for the brief.

3. Competing brands will be identified and reviewed. Peers’ branding must be reviewed to ensure that designs created for the client are not too similar to their peers’ look.

4. A statement about positioning will outline the client’s role, especially in relation to its peers. Here is an example: For government, foundation and corporate donors concerned about access to health care services for low-income people, Maryland Medical Outreach Center is the only organization that offers a comprehensive, state-wide approach to solving clients’ health care problems, so they can give to one organization and be assured that they will have the greatest impact for low-income Marylanders in need.

5. The organizational personality equates a complex organization to a human being — making the organization easier to understand and the designer’s job easier.

For example: If Maryland Medical Outreach Center were a person, she/he would be a smart, hardworking professional with a passion for social justice, health care and equity. She/he would be a caretaker and nurturer by nature and a winner through skill and experience. She/he would be willing to fight battles and produce results.

A few other points might be mentioned in the brief, such as essential aspect; supporting points; and tone and feel.

The client will review the creative brief to ensure it accurately sums up the five elements. Without the client’s blessing on the creative brief (as well as a proposal and signed contract), a designer should not proceed with the project.

Once you have client approval, you’ve eliminated any opportunities for Godzilla to present himself. And you can get to work.

Read and learn more at KTD Creative.

Creativity is a funny thing. For that matter so is graphic design. It inhabits a weird netherworld of a profession where it looks really easy when done really well — I think of it as figure skating in that way — but is actually pretty demanding: requiring research, analytical thinking, discipline, constant practice, and ample amounts of intuition. All that before any knowledge of software.

Many clients have no idea, nor appreciation for, what we designers go through just to pull decent ideas out. We are an underappreciated profession, and thus our work is not valued as much say as a lawyer or dentist, but I think we are all savvy enough to know the value we creative types bring to a brand.

Nike gets it. For every item sold in a store a huge percentage of the cost of that running shoe covers design and marketing. Look at what Under Armor spends to compete with Nike in terms of marketing. Gobs of cash. A lot is at stake as brands compete for market share.

Who comes up with the design and marketing campaigns that support and promote products? Creative types such as ourselves.

The pressure to be creative on a consistent basis is hard. One week ideas are flowing and the next nada. Panic ensues as deadlines get closer and the pressure is on to stoke the creative fires. What to do when stuck? How does one feed and nurture creativity year round to keep ideas, and thus income, flowing?

I am sure anyone who is reading this article who is a creative has had moments when the Creativity. Just. Stops. It’s just that our methodologies sometimes fail us.

Design is this weird profession that for the most part follows a process such as writing the creative brief, beginning a word list, sketching ideas, getting on the computer, taking many coffee breaks, looking at design annuals for kernels of ideas that can be woven in to our design such as what we see in Communication Arts and Print magazine, coupled with intuition, whose cumulative effect will ensure a winning design. But sometimes none of that works.

If one has a tendency towards procrastination the instances of good ideas not coming to fruition are increased. Good design really does take time. No, really it does.

What happens when the ideas dry up? Thoughts cross our minds such as, my well has run dry and my damn muse has left, my ideas suck, I cannot believe anyone is actually going to pay me for this logo- I know I would not if I was the client, I stink- no really I do, I cannot believe I waited until three days before the logo was due to start sketching, and maybe now is the time to consider another profession. More self-doubt and recriminations ensue.

Thoughts of us not being able to support our families and entire lives destroyed occur. This line of thinking supports wine cellars nationwide called upon to assist at moments of creative crisis. I am not kidding here. I know of a Baltimore-based printer/designer who has wine cellar with the really aged, good stuff saved for dry times- no pun intended.

Thing is about creativity, as far as I can tell, as it has to be nurtured all the time.

I figured the summer might be a good time to write about nurturing creativity given it is the time of the year most of us take vacation and recharge those batteries. It is when I take a vacation with eleven other people I call family for a week to the Outer Banks and sleep kind of late, read, drink good wine, eat great food, swim in the ocean and watch bad television. God it feels great. When I come back to DC to design again somehow I am better able to do so.

This down time — or think time as my friend Kathie calls it — with no pressure to produce anything, save respond to a few client emails, gives my mind time to rest. This is where I think the both conscious and subconscious mind soaks up information and kind of meanders around ideas, notions, half-baked ideas, and well just plays a bit.

When I am at the Outer Banks my mind just soaks up Pop Culture such as random factoids about True Blood including the backstory behind Sookie- played by Anna Paquin- and the wisdom to insist upon the preservation of the gap between her two front teeth as a child which is a key component of her beauty, talk about the Tudors, Weeds, Angry Birds, Harry Potter, trivia about M*A*S*H including the notion that my own father was more or less the Radar of his Army battalion in the Korean War (am I dating myself here?), talk about Barbara Kingsolver’s last novel, how partying in NYC is essential — or so he thinks it is — to my young cousin’s career in art, and the sum effect of all of this absorption of the brilliant and inane is… well… filling the well of creativity.

illustration by Michael Glenwood Gibbs

I decided to ask a few local creative types to volunteer how they stay creative.

I am motivated by talking to strangers on the bus. I am inspired by being in a room of peers from across the country and discussing our work, sharing our work. Taking class with teachers from other places motivates me. I soak in as much art as possible; I seek help from friends to do this. Every few months, a group of us gather at someone’s house and watch dance on films and then discuss them. It is so relaxed and fun and stimulating. – Ilana Silverstein, Dancer and Community Organizer

Lots of concerts when I can. I also find books and comics do it for me. If I can get a good hour in that is great but rare (kids). On a day to day basis I go to the gym. It clears my mind of problems and allows me to focus on work. Lastly, I watch pro wrestling. There is something about watching an art else that people dismiss as silly and something everyone can do but in fact, they can’t. – Jeffrey Everett, Designer

To refuel and grow as a designer, I think trying new things and going to new places is probably the more rewarding way for me to expand my horizons and find new creative inspiration… going on road trips to new towns, visiting new restaurants and exhibits, participating in service work that allows me to explore new situations and meet new people, reading a book from a new author, trying a new recipe, etc. All of these new experiences give me a new toolbox of ideas, images, and thoughts. – Katie M., Designer

I go sketching and water coloring on Fenwick Island. What really charges me is going to a small Latin American city like Grenada in Nicaragua where everywhere you turn there are vivid people and colors. – Carol Higgs, Designer

Pop culture: TV, magazines, retail. Just keeping your eyes open and talking with people is a huge reference for the latest and greatest. TV believe it or not is very visually savvy these days. Production studios and advertising firms know this and are always pushing the limits not only for the awards but to attract and keep viewers interest. Social media also plays a big part. To get the audience to play along in a contest or follow a story line will create much sought after memories. A product like Doritos or Burger King has proven this “marketing dance” works really well. – Holly Morgan, Designer

To recharge my batteries I color and draw with my nieces, ages 3 and 9. I get totally sucked into the vortex of their world that I forget to be an adult for a while. I like how kids see shape, color and texture with a different perspective. And there are no rules: they are not afraid to go out of the lines, add things to the pre-drawn pages of a coloring book or color Barbie’s hair blue! – Stefani Manowski, Communications Professional

*****

Read and learn more at KTD Creative.

Through Better Said Than Done, Jessica hosts and performs in shows that revolve around storytellers sharing true and personal stories. Better Said Than Done has recently celebrated it’s 2 year anniversary, and was voted one of the “Best Performance Acts in Virginia” by Virginia Living Magazine for 2012 and 2013.

Over the past two years, Jessica has worked with many students of the art of storytelling in Better Said Than Done’s storytelling workshops. In each workshop, students learn the basics of good storytelling – from structure, to character building, creating drama, to figuring out where to start. Jessica’s background in screenwriting, fiction writing, and storytelling are all part of what make her a qualified storytelling teacher, and her experience conducting interviews for client videos make her a great coach.

Here’s what one student had to say about the storytelling workshop:
“I really enjoyed your class. It was so interesting learning about the nuances to storytelling. And the way you get us right into it was great! Great class for those that need a new hobby, or for those that want to increase their speaking impact!” -FD

Jessica will be leading a storytelling workshop on May 11th.

Spotlight on You – Telling the story of your life
May 11th, 2013
11:00AM – 3:30PM
2709 Hunter Mill Rd.
Oakton, VA
$75.00 (Lunch Additional)

A half-day workshop where you will learn structure, character building, and how to win the audience over, through our teacher’s method of storytelling coaching. For storytellers of all levels. Students should come with an idea for a story and will leave with a story ready to tell.
For more information, click here.
To register, click here.

Writing and producing tie together in more ways than you might think. A great video tells a great story. Jessica’s background in creative writing, and her experience as a storyteller, helps her find the best way to tell effective stories through video production. Teaching storytelling, as with teaching anything, means she’s always learning more about the art of storytelling, just as working in video production means she’s always growing creatively as a producer.

Or is it? How do you know?

You’ve come in with a plan and a general idea of what you want your video to be like. When we set up the schedule, you’ll get what you ask for to create the vision you have and what you believe you need. The question is, will the video you’ve envisioned do the job you really need done?

Pre-production services provide your company with professional guidance and understanding of the process beyond what is included in your free consultation. Pre-production covers fundamentals such as helping you develop a budget that will really deliver the finished product that you need, script consultation and writing, storyboarding, scheduling crew and equipment that may go beyond the standard one man camera package, or finding you the right on screen or voiceover talent, if that is what would be best for your end product.

How many people are going to be involved in the approval process before this video can go live? If you’re going to need the approval of a board or committee, how much money would ultimately be saved if the entire creative plan were developed and approved before a single frame were captured?

If your video production is going out to the public, think about the things you don’t know about video production and ask what pre-production services would be right for your project. Proper planning and design up front often saves money in the long run.

Capture Video expresses your brand and supports your goals. Our video services cover every aspect of new media production, from concept to final cut on DVD, Blu-Ray or the Web.

We provide video productions services for Northern Virginia and the entire DC Metro area. Contact us today if you would like to have an effective, professional video presence.

Details and Registration here.

In 2013, Capture Video Inc. celebrates 13 years of providing the DC Metro area with video production and management services.

Jessica Piscitelli Robinson is the owner of Capture Video, Inc., a media production company specializing in online video since 2000. During Capture Video’s first decade of business, Jessica has produced educational and promotional videos for such diverse clients as the U.S. Geological Survey, Georgetown University, Capital One Bank, Cisco Systems, and DC Superior Courts. She has been named one of Washingtonian Magazine’s best videographers through her wedding video venture Jessica Pi Productions. An accomplished writer and storyteller, Jessica is the CEO of Better Said Than Done, Inc., a Virginia based storytelling performance group voted one of the “best performance acts in Virginia” by Virginia Living Magazine 2012 – 2013. She was recently selected as a Finalist in the “Emerging Leader” category for the Fairfax Chamber of Commerce Outstanding Citizenship Awards.

Back when we first started producing corporate videos, some of them still went on VHS tape. DVDs were around, but not everyone was using them, and certainly, most corporations did not have DVD drives in their computers. THAT would’ve been crazy. So we made VHS tapes for conference rooms and trade show displays. These days, we produce a mix of DVD, Blu-Ray or all digital masters for our clients. The only VHS requests I ever get are for converting old VHS tapes to a newer format.

We have been producing video for online content since the early months of 2000, but back then, it was very important to keep file sizes down to 4MBs or there was just no way anyone would be able to download and view it on their computer. These days, companies need to have video on their website or a YouTube channel to be relevant, to the search engines at least, but also to their clients, sponsors, donors, and investors. And the file size is not so much of a concern anymore, thanks to high speed internet. It really is nice to not have to listen to that annoying dial noise while trying to “connect.”

Our very first camera was a Canon XL-1. It was a great camera, in 2000. Very advanced. It shot on mini DV, which was an early digital format. Now we shoot almost exclusively in HD on P2 cards, a form of hard drive. I used to have to explain to people that we were videotaping, not filming. Now, I am not even sure what to call it, as there’s no tape involved.

It’s been a fantastic 13 years. All of our clients have been wonderful. My favorite thing about this job is that all of my clients are so different. I have never produced the same video twice. From videotaping interviews for Success in the City, to creating a recruiting video for Cisco Systems, a live event video for Capital One Bank, a training video for the Superior Courts of the District of Columbia, an educational video for USGS or a promotional video for the Town of Leesburg, all of our projects have been exciting and unique and a great experience.

Very often a customer will intend to use in house people. This can be fine if it’s an internal training video. Trainers have experience in their expertise and adding a camera won’t really change their presentation. On the other hand, if the video is for external use, like to encourage donors and sponsors, or act as your marketing demo, real actors are worth every penny in the polished performance they can deliver.

Actors have experience in front of a camera. You’d be surprised how often people are intimidated by knowing a camera is recording them. It can change everything about their body language and their delivery. They are uncomfortable looking directly at the camera rather than at a person. If it is important that a certain person be on camera, such as your CEO, there are ways to make the process more comfortable. The session can be scripted as an interview, for example. Unfortunately, there is no way to know if there is going to be a problem until the crew and cameras are already in place, and being paid.

Real actors understand how long the process will take. If you’ve never made a video, you are only thinking about how long it will take you to actually say your 30 seconds worth of information. It is never that easy. It will always require multiple tries even for something simple. Try it this way…That word is awkward…Sorry, how does it start again?… there are always factors that will require multiple takes. Experienced actors are prepared for this and ready to do the job for as long as it takes to get it right. Informal talent aren’t always prepared for the time investment and potential frustration of multiple takes. And really, after the first few takes, people without the training have a hard time taking the process seriously. That’s going to affect your end result.

Even for voiceovers. Creating a voiceover is much more of a trained skill than it seems. Proper pacing of delivery, good clear diction, all those things are critical to getting the high quality result you are looking for.

It is surprisingly difficult to find the right talent for a specific production. Fortunately, here at Capture Video we have a lot of experience with this. We’ll take the time to do the research and find the people we know will do the job you’re looking for, so that you can confidently make the final choice. If we’re calling them ‘the talent’ there’s a reason.

Capture Video expresses your brand and supports your goals. Our video services cover every aspect of new media production, from concept to final cut on DVD, Blu-Ray or the Web.

We provide video productions services for Northern Virginia and the entire DC Metro area. Contact us today if you would like to have an effective, professional video presence.

Camera Operators- How many cameras will be recording depends on the number of people and locations that need to be shot and how much they overlap.

Lighting Director- Sometimes natural light or office lighting are sufficient for a production. But if you need a scene to create a certain feel, or if you want your interview subjects to stand out, in a good way, or you want to make a bland background look just a little nicer, you need a great lighting director.

Director- Do you need a director? It is recommended if you have multiple camera people who need to be coordinated. They can be critical if you’re recording scenarios with actors, or really any time your production is more complicated than individuals talking directly to the camera.

Sound Engineer- The sound engineer runs the sound mixer. When there are multiple audio streams, they’ll go through the sound mixer so that the volume of all the speakers is consistent, the background noise stays background, and the final product sounds clear, balanced, and professional.

Teleprompter Operator- People often think the teleprompter is completely automated. The operator is actually what makes the system work well. They can adjust the scroll speed or pause the text if the reader stumbles. It’s a bit like having a DJ over just running a mix tape, they can customize on the fly and adjust as the situation changes.

Talent- Usually this means actors or hosts, people who are experienced in delivering a camera ready performance. Sometimes, it’s the interviewer. People rarely realize what it takes to conduct a good interview. The interviewer has to be able to really listen to the responses given and then ask the right follow up questions to bring out the really important or interesting information. That’s what will make or break a daytime talk show, and sometimes it can make all the difference in the effectiveness of your video production. Give this some consideration when you are deciding who will do what for your corporate video.

In a really big production you might even have some of these people:

Dolly Operator- Most common in scenarios, they run the little rolling cart that moves the camera.

Jib Arm Operator- A jib arm gives you a ‘fly over’ effect or to create sweeping motion shots.

Grip- How often have you seen this in this film credits and wondered what this was? A grip is someone who carries and sets up the equipment. Not very exciting, but for a big production very necessary.

Capture Video expresses your brand and supports your goals. Our video services cover every aspect of new media production, from concept to final cut on DVD, Blu-Ray or the Web.

We provide video productions services for Northern Virginia and the entire DC Metro area. Contact us today if you would like to have an effective, professional video presence.

We recently produced a few videos for Miles Stiebel Band, a modern jazz band. We recorded several performances for Miles to review, and then edited a few separate videos to be used on the Miles Stiebel website as well as on YouTube.

This gives people the opportunity to see the kind of work that the band is capable of doing. It also gives the website an SEO boost, since it has video on it. Many people don’t realize that your website has a 50 times greater chance of being on the first page of a Google search if you have a video on your website. In other words, you will be found faster and sooner if your website includes video.

By having the video on YouTube, the band also has an advantage. First of all, they have created more links to their website, from their videos. But also, YouTube is the world’s second largest search engine, and it is owned by Google. So, if people don’t immediately find your services from searching on Google, the second place they look is YouTube. That’s why you need to have a presence there as well.


Capture Video expresses your brand and supports your goals. Our video services cover every aspect of new media production, from concept to final cut on DVD, Blu-Ray or the Web.

We provide video productions services for Northern Virginia and the entire DC Metro area. Contact us today if you would like to have an effective, professional video presence on the web.

Capture Video crew set up two cameras in an office of one of the ICF – DC members, and we videotaped three separate coaching sessions. Afterwards, Capture Video edited the video, incorporating feedback from ICF-DC on which sections best expressed their mission.

The ICF – DC has been showing the video both in their offices, to interested parties, and has also made it available for their members to use online, to show their member’s potential clients different coaching styles, and what happens in a coaching session.

The below is a shortened version of the 40 minute video, produced by Capture Video, Inc.

Next time you need to explain something to a potential client or partner, what better way than to show them? Video is the perfect tool for show, not tell.