This week we shared a coffee with Laura González, head of production at beon. audiovisual company Balance Productions, who talked about the ideal profesional profiles when starting new projects, and how this industry has evolved towards digital transformation.
What is what you like most about your job?
The diversity of projects which we meet daily. The audiovisual industry is constantly undergoing deep transformations changes with the arrival of new formats of dissemination and technology, so professionals need to adapt the contents and the way of working to this evolution. This allows each product to be different and we are immersed in continuous learning, facingever changing scenarios, unexpected situations, unforeseen and new problems to solve to get the best results. In all, it is a constant professional challenge, and I love it.
How is the documentation process during the starting of a new project?
The most important part is to compile all the information possible to be able to shape the project and get the keys to the kingdom towards what the client needs.
From the first momento we need to know about the video typology, format, duration, dissemination, if it needs of filming & shooting sessions, if the images will be stock footage or provided by the client, if they will feature music or voice-over, and of course deadline. The more information in this respect, the better, as it is the surest path to success.
What is the role of creativity in this area?
Creativity is one of the most important elements in each audiovisual project, and it is there during all the process. From the very moment the idea arises in the mind of the creative until it is developed at the editing room.
What profesional profiles are essential to build a successful work team?
The work team also depends on the project in question, as each one requires of specific profiles, but always with some figures who are present from start to finish: production, to put into operation all the work tools complying with the budget, direction/filmmaking leading the project at a technical and creative levels, and the rest of the team is shaped according to the specific needs.
How has this industry evolved? Are brands aware of the importance of the audiovisual?
The audiovisual industry is immersed in a deep digital transformation. Social media have become the perfect resource for the dissemination of audiovisual material, which allows companies to use this media as a marketing strategy for their advertising campaigns or simply to publicize their company or products. One of the main changes is that we had to adapt contents to the social media formats… Who would tell us that recording videos vertically would be a trend today? It was unthinkable before.
What was your biggest profesional challenge until this day?
All projects, regardless their size, pose a challenge. From a simple video to which you have to adjust to the minimum budget to offer the highest quality to an advertising, video clip or a documentary production where the process becomes more complex: coordinate shooting sessions, equipment, editing stages… The greatest challenge is always posed those productions, in which, as a producer , I am allowed to collaborate from the beginning in the creative, art, styling, casting, filming locations, or even in the edition processes, but it is a very rewarding professional challenge.
