We speak with Rocío Oliva, video editor at Balance Productions, TV, advertising, and film producer of beon. Worldwide, who highlights the role of music in video editing, almost half of her daily work: “It is crucial that the rhythm really suits the images”.
How would you define your style when it comes to perform your daily projects?
I endow my work with mucho of my personality: I am a very meticulous, organized person, and this is basically the treatment I give to the material I am working with. I consider myself very decisive too, so I generally proceed very quickly and efficiently. In fact, I enjoy projects that pose any type of challenge.
Though we should never forget that the most important thing is to get there and get excited about what we professionals do, so each project requires of different part of yourself. You have to adapt your style to each job and client.
Knowing both context and particulars is crucial when facing a new project in order to accomplish a good work. How do you usually undertake the documentation process?
This varies greatly depending on the project we are working on at that moment, since each video is a new adventure. But we always try to do a little research before we get into it.
The first thing is to know the client, if we have already worked for them, research their market niche, type of audience, etc. Another important step is to get in touch with the account executive responsible for the project, as this professional will be our link with the brand. Then, if that project has assigned a creative who has been working on a script, or idea that we can capture in our video.
Which role has photography and image processing in your work?
The image processing varies depending on the project, as it is not the same to work the image for a corporate video, a TV spot, or a music video clip. Depending on the client and final audience, we will retouch the images to enhance a given emotion or to integrate very different shots recorded in different lights and colors conditions under a homogeneous style.
Generally, we try that photographs -and videos- represent a scene as truthfully as possible.
How is the process of choosing the right audio clip or song for the images you are editing?
This is almost a 50% of a video production. It is very important that the rhythm suits the images to perfection, that is, that both music and video are perfectly synchronized. In addition, the music tempo music must mark the editing pace. In sum, you have to devote all the time necessary until you get the sound that really works.
Prior to this search, it is mandatory to review all the sequences and know the material you will be working with, the target audience, the final product’s market, etc.
It will be also super important to match the visuals and shots with the adequate sound effects.
Could you briefly describe the evolution of corporate videos? What is the client searching for right now?
Its evolution has been skyrocketing, becoming more and more an avant-garde idea with a more digital aesthetic. We have a much more diverse offer in this area, besides. The positioning of a company’s brand image ranges from typical traditional videos, testimonials, or team and workplace presentations to motion graphics.
The development of new technologies has led companies to adapt themselves to the digital world in order to become visible. This is why brands and other clients increasingly ask for this type of videos. Nowadays having a good corporate video has become the key to success for any organization.