Quite the production

handling multimedia assets from brief to delivery

Photo by Alexander Dummer on Unsplash

Sometimes we are so busy with running a DAM we don’t take the time to think about how everything it contains is produced. For some assets - it’s clear, like 3rd party logos and stock photos that are delivered from the client and not modified. For others, a bit more involved since they are made by our internal teams to populate the website. But when assets are the result of a production, getting involved in the steps to prep, run and deliver the images, videos, animations or print pieces is worth getting involved early and often.

Silos might not be your friend here. Unless you manage the creative team, you will need to pair with someone outside your group to influence the production. In my experience this is where your interpersonal relationships are key. Ask yourself what is the current process? Who is involved? What information is needed before production begins? What would help enrich the finished assets? How can you improve the reputation of the team producing these assets?

My experience has been generally positive when I share the discovery, documentation and planning responsibilities instead of just relying on the creative or marketing team to handle those alone. By crafting a mission statement for not just one aspect (for example photo shoots) but one that can apply to any production, you can center the whole team, as well as outside people, on the why behind the what. Here’s an example:

Our mission is to amplify the voices and ideas of Company, to educate, inspire and connect our people and communities. By sharing on-brand, effective, beautiful assets, from print to digital, podcast to video, we strive to support Company in effectively delivering value for our clients.

-Multimedia strategy mission statement

How multimedia drives brand

Multimedia strategy is how we can plan, create and share on-brand video, podcast, photo, illustration, animation and event (live and virtual) assets across our company and out to the world. By devising this plan, we can simplify repeatable processes, easily onboard new teammates and clarify approvals.

Production process steps, no matter the medium

1. Creative brief

2. Copywriting request

3. Production plan

4. Production

5. Review and approval

6. Output and delivery

A real world example

An example most DAM pros have experienced is photo shoots.

Whether for people or products, the information you capture before and during the shoots can simplify and clarify the steps afterward - which means better assets for the DAM. The creative brief should contain the reason for the shoot along with any technical requirements. The copywriting request would include the proper names of the people or product, which you could use to create tags ahead of time. As for the production plan, make sure it has time for the photo tech to name and label the photos using those names as well as the location and date of the shoot - both important tags for you. During production (or before!), model releases & SKU numbers can be collected and stored in the DAM along with the photos later, attached to the assets themselves. Once the creative team has worked with the photographer to art direct the shoot, the finished photos are reviewed and approved, you will have done as much pre-work as possible before adding the selects to the DAM. Now tagging these photos will be as clear as selecting from the correctly-spelled and structured tags matched to the naming/itemizing the photo tech did on set. The output and delivery varies by project, but a folder structure within your DAM containing only the best photos in the correct formats that you made into searchable, branded assets means they are ready for print, online or social use.

In my experience, helping guide these steps through documentation and discussion results in a much smoother production - whether its photo, video, podcasts, live events or any other media - and more valuable assets in the DAM.