It’s the time of year when everybody starts giving up the resolutions they made a few days ago. It’s some kind of routine we humans seem to need to go through at the coldest time of year.
But I want to talk about a resolution you need to keep – a resolution about resolution. “Full resolution” to be precise. And, it’s a subject that is crucial year-round, so don’t switch off if you are reading this at another time of year (any more than you should ignore those good new year’s resolutions just because it’s summer!)
Make the 'resolution' resolution stick
You need video and design assets at “full resolution” – you need to ask for that, build it into your negotiations with your producers and designers, and keep the assets safe and backed up in your own archive.
So why?
Well, let’s start by asking you a question. A video producer has made you a video. So what, exactly, do you expect to get from them? A designer has designed you a logo. What do you expect from them?
And I mean the actual physical thing – what is it you want or expect to get? Will it be a tape, a data file to download, an external drive a shiny metal disk? Does it matter which it is to you? Will you just accept whatever file they send you?
Say you commissioned a firm to create a video to go on your website. It’s a Flash file, probably, could be others, but probably a Flash file. You get a copy of the Flash file by data disk, download or memory stick. Are you happy? Is that the end of your dealing with that firm until next time?
Perhaps you don’t get anything. Someone uploads it to YouTube or one of the other services for you – it gets embedded into your site. It looks shiny and new. Everybody’s pleased. Great stuff.
You are happy with the video, but sometime later something crucial needs changing – perhaps you realise there are things that need tweeking or improving? Maybe crucial information has changed – legal stuff or contact details? Maybe you just want to add some more?
So you turn to your Flash copy of the video. Is that going to be useful to you? Are you going to send that to a video editor? How well will they receive that?
You have a logo that you can put on your website and send via email. Then your video producer asks you for the ‘full resolution’ version. You scratch your head for a while. Send them the version by email. Yep, that happen to us video producers a lot. Designers seem wary of releasing full resolution copies of anything, or maybe clients are just very good at losing the full resolution copies they get sent. I don’t know which. So, yes, we can make do – but even for video use, let alone print use, the low resolution version that works for the web is not a good starting point to re-use or re-edit.
The point is that the Flash copy, or even the DVD copy is a good asset for the purpose it was designed for – for viewing on a webpage or in a DVD player. They are not robust, full resolution versions that can easily be re-edited. They are highly compressed. The ‘real’ or ‘full’ frames occur only so often. The screen size is often much smaller. There are problems with the visual and audio synch with Flash files. They are not an editing format. Sure, they can be re-encoded back and re-edited, but you are going to be disappointed with the results and wonder why there’s a quality loss.
You need to keep a full resolution version of your film. You might like to consider the raw footage as well.
And this bit is where I make myself unpopular with my colleagues and with designers. There’s a very good reason why they are wary of giving you the full resolution version of the end result. Don’t worry, we’ll keep an archive for you. If you want changes, just come back to us. The whole point is that it locks you into a relationship with them. If you want changes you will need to return to the same provider.
Of course, there is absolutely nothing wrong with developing a good relationship with a provider. Hopefully you’ll like their work, their price point, you will develop a relationship with them and return for further work. But you shouldn’t be tied into that relationship.
Just like photographers do, designers and video producers keep ‘copyright’ on their work, and give you the ‘right’ to use a particular edit or asset for a certain amount of time in a certain context. That is fine. As long as you are clear that’s the arrangement, and there ought to be a cost-saving. I have no problem with an arrangement like that – as long as you are clear what the arrangement is.
But you should not be tied into a relationship without realising that is what you are doing. Personally, I want to build a relationship with my clients based on the quality of my work and on how we work together. I actively want you to keep full resolution copies of the end results. I will keep an archive of the work and the footage as well. That way, we can almost guarantee that the material will be available a month, year or decade later.
So – make getting and keeping a full resolution copy of any video or design work that you commission part of the initial discussion you have with your provider. Then keep it safe.
Keep a copy on at least two separate devices and be able to find them again when you need them. Losing data isn’t an accident, it’s an intentional but subconscious intention to shoot yourself in the foot. 😉 Yes, we’ve all done it. But to do it twice is a bit criminal in these days of cheap hard drives. Remember also that replicated DVDs have a shelf life of ten years. Duplicated disks (the ones you get when you burn them yourself or commission short runs of below 100o copies) have an even shorter shelf life. Never keep anything on one disk only. All data can be copied. No medium is ultimately safe. Always have more than one copy of everything.
Here endeth the resolution about resolutions. Make it one to keep!
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