Post-production in the world of advertising: The essence of editing, colour correction and sound
Post-production is a key moment in the process of creating an advertising spot. This is when almost every mouse click or slider move is decisive. But what exactly happens during this final stage of production?
Imagine that you have created a beautiful painting, but now you still have to frame it, adjust the colours and take care of every little detail to make it look perfect in the end. It's the same with an advertising spot. Once the shooting is complete, the material that ends up in the hands of post-production specialists is often raw and requires a number of modifications to become a fully-fledged piece of work.
1. installation - why is it so important?
What is editing? It's a process in which we create a single, coherent whole from different shots, often shot from different perspectives. We decide which scenes to use and which to discard. When the shots are juxtaposed appropriately, they create the film's rhythm, pace and tension.
Editing is not just about putting shots together. It is also the art of telling a story in a way that grabs the viewer's attention, builds emotion and conveys the main message. Editing makes it possible to emphasise important moments, speed up the action or introduce flashbacks. Editing is therefore essential to transform raw material into a final, thoughtful production.
2 Colour correction - is it necessary?
When a film leaves the camera, its colours may differ from what the director had in mind. This can be due to different camera settings, lighting or weather conditions. Colour correction involves adjusting the film's colours to achieve the desired effect, often giving the production a distinctive atmosphere.
For example, to create a mood of nostalgia, we can use warmer, more saturated tones. Cool, bluish tones, on the other hand, can help to convey an atmosphere of horror or mystery. Colour correction is therefore not just about correcting mistakes, but above all an artistic tool that affects the overall perception.
3. audio correction - does the film immediately after shooting require this intervention?
Yes, definitely. The sound is just as important as the image. Often, unwanted background sounds or distortions can appear on set during filming. Sound correction involves removing these imperfections, but also adjusting the soundtrack, adding sound effects or music in such a way that they harmonise with the image and enhance the viewer's emotions.
In summary, post-production is not only about the technical fine-tuning of the filmbut above all the artistic shaping of the work. It turns raw footage into a fully-fledged work that appeals to the viewer and stays in his or her memory for longer.