IT ALL STARTS WITH THE CONCEPT...
by Seth Berkowitz

The most important decision you have to make in creating a great video is the first decision… what’s the concept?

It’s also the decision to which too many people devote the smallest amount of time. Before you start choosing music and finalizing copy and picking shots, you should have a rock-solid foundation, a concept that will drive your piece.

One of the keys is devoting the proper amount of time to concept-birthing.

In this competition, you have over a month to complete the assignment. Having this much time is a rare opportunity. It can also be a burden, because we humans have a tendency to second-guess ourselves. But you’re less likely to second guess if you spend the time up-front, developing ideas, weighing them against each other and committing to the one that feels right.

Budget a chunk of time at the beginning to just thinking. And know that time is part of the overall plan. Don’t stress because somebody else is halfway through cutting their piece.

Take that time at the beginning to immerse yourself in the material. Know it forwards and back. Then spend time away from the project, allowing other thoughts and influences to enter your brain. Force yourself to think new thoughts. Try new things. Go see a movie you would ordinarily avoid, listen to music you don’t particularly like. Use an unfamiliar route to walk to a familiar place. Drink in all the data that’s out there and at the end of the day, sit down and think about what you saw and what you remembered and how that applies to the task at hand.

Your great idea is out there. Let it find you.

SETH BERKOWITZ is the Creative Director of Workshop Creative. Over the past ten years he has helped launch dozens of network TV shows and several feature films. He is the creator and producer of the “Making the Cut” competition.

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