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The Ad-Makers by Tom von Logue Newth

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Chapter 4

Post-Production

Although the process of creating a commercial allows for little radical change after the decisions of preproduction, the whole process from start to finish is characterized by a constant eye to how the commercial can be improved. Editing and other post procedures are no different in this respect.

Image

Image

VFX elements for Guinness “noitulovE” (Abbot Mead Vickers BBDO/Kleinman Productions, d. Daniel Kleinman, VFX by Framestore).

Editing

The involvement of the director and the production company varies at this stage. In America, ...

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