Pixley Views: News and Reviews
Pixley Flix Productions
Don't Mistake the Tool for the Trade
August 10, 2009
The other day I got a call from someone needing help compressing a video for the Internet.
Apparently he had borrowed a video camera from someone, shot himself talking for ten minutes, cut it in Imovie and wanted to put this up on the Internet as a marketing tool.
This is an aspect of creative fields in general that greatly frustrates me. I've never heard someone say "Well, I've borrowed my friend's drill and I got a copy of this x-ray program, so I'm going to do my own root canal." Yet I've heard more times than I can count people say things like "I got a copy of Dreamweaver so I'm going to build my own website."
When people pay dentists, plumbers, electricians and the like to perform a service, they don't question what they are paying for. If they want the job done right they hire someone with good references and appropriate credentials. Most people don't ask what kind of tools are being used, and they generally don't consider hiring an amateur or going out and buying the tools themselves unless they are really wanting to learn a new skill themselves or they just don't really care that much about the outcome.
I am often approached by people who have already attempted to produce their own video either on their own or with the help of someone inexperienced. Generally this means that I am given hours of poorly shot video and asked to put it together into some sort of cohesive final product. This is an incredibly frustrating, tedious process. It usually means that I will have to begin the pre-production process in post-production. The final product will never be as good as if it had been properly produced to begin with, and the client will end up spending at least as much, if not more, than they would have if they just came to me in the beginning.
In speaking with friends of mine who work in creative fields, this seems to be the same across the board. Ordinarily sensible business people try to cut costs by doing things themselves or hiring someone for cheap that has very little experience, and in the end, giving up and taking a poorly done logo, ad, website, etc. to a professional to fix.
While good equipment and software are necessary tools in creating a website, video, photo, brochure, or advertisement, it is the talent and skill of the individual or team that makes the difference between something that is professional and effective, and total crap that should never be seen.
I cannot empahasize this enough. The human mind behind creating a piece of art or a promotional material is the most important component to the final effect, and it is the same process whether it is art or advertisement. An artist begins their work by thinking of the desired impact on their audience, and implements it using the tools that will best represent this. This process is vital to the effectiveness of the piece, and the thinking behind it cannot be outsourced or implemented properly by someone without the creativity, experience and education behind the process.
If you are in need of creative services for your business, please don't try to cut corners by thinking that you can buy or borrow some equipment and software and do it yourself. And please don't try to find a student or volunteer or your nephew who is taking a class at community college, and expect something professional for free or cheap.
It is important to realize that the image that you are putting out in the world through media is the image that your audience will percieve you as. You may be a hobby filmmaker, and that's great, but leave your home-movies for your friends on youtube, and hire a professional for videos that are going to reflect on your business.
~ tmpixley
News and Reviews from Taymar Pixley of Pixley Flix Productions.
"My ramblings about the world, mainly about media and self-expression."
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