This is the start of the Project Analysis phase of the job, and is the most critical piece of the entire puzzle.

• We ask about the product, service or idea that the video is going to feature, and ideally play with it a little.
• We ask about the audience or market for it, and try to evolve a picture of the typical prospective client, and the ones at either end of the spectrum.
• We ask why they might be interested, what makes them targets, what is the little bell that will go “ding” when they see the piece.
• We ask about their habits and beliefs, their level of exposure to other videos, what might stop them acting and how we can get around that, their backgrounds, socio-economic status – anything that might clarify the picture to provide a path that will work.
• Then we do the same about the client and the product, about perceptions now and what they should be changed to.
• And finally we ask about other pieces they have made, what worked and what didn’t do so well, and try to get a general idea of the budget range and level of sophistication they are comfortable with.

Thinking outside the box is great for conceptual work, but in the real world of film and video production what we are trying to setup in this phase of the process is the exact opposite… we are trying to build a box that dictates what is feasible and what our goals for the piece should be.  After all it is wonderful to say “and then the herd of 3,000 buffalo come over the ridge, each painted in our branding colors” but the reality is likely to be more like two cows with ski masks on!