You will know who your true friends are when you get sick or distressed. If one you thought was your friend keeps his distance from you during trying times then he should be considered a coward.” Yamamoto Tsunetomo, Hagakure: The Book of the Samurai
Besides a good Sound Editor, Colorists are what bring your video to the next level.
The key to success in any business is an understanding of psychology. This includes color psychology. Today, color psychology is utilized in marketing content and videos. For video, it is the Colorists that provide this crucial element. Often they are the last thing people think about on many lower-budget amateur videos. A Colorist is used in all professional high-end video productions and Hollywood films.
Purchase decision-making is emotionally triggered.
Colors create emotions. Emotion connect viewers to your business, brand and product.
The Role of the Colorist
They interpret the clients’ vision and aspirations. Colourists make sure that all shots in each scene match one another. They do this by balancing colour saturation and luminance from shot to shot. This way they make sure that no one shot stands out in the sequence. They look out for and correct colour differences and ensure consistency throughout the production.
They also offer original and creative solutions to any picture related problems. This might be under or over exposure or day for night corrections, for example. Colourists provide advice and creative input into the overall look of each production. They work closely with clients to interpret their ideas.
They also document, file and report any related project information to relevant Producers or Project Managers. They have to accurately document and file all information relating to specific picture related problems and corrections. They make sure that all work is saved and backed up in accordance with relevant procedures.
Below are some example productions and footage I’ve been involved with where the raw footage is shown before and after color correction and color grading.
Becareful of bad Colorist
Grading and coloring digital footage is extremely technical and time consuming. Thus, there are a lot of video agencies that claim to color grade, but they actually just throw filters on top of their clients video. This degrades the video’s resolution and overall quality.
Last week, I was excited to work with our clients from Denmark, AttentionFilm & Novo Nordisk. RONIN provided commercial video production & cinematography for Novo Nordisk‘s Global LEADER Results Meeting. Christian of, AttentionFilm.DK directed.
Novo Nordisk is a pharmaceutical company in based in Denmark specialized in fighting diabetes. It’s a public company listed on the NYSE and has a market valuation of about $100 billion. It is currently trading around $35.00 a share.
AttentionFilm is a high-end commercial video production company like RONIN. They do amazing work and their video production ethos is very similar to ours. AttentionFilm puts an emphasis on beautiful visuals, story telling and cinematography for their commercials. They don’t cut corners on anything and ensure the best product for clients. Check out one of my favorite commercials they produced below. Prepare to catch the feels.