Asking the Right Questions: How to Spot a Filmmaker Who Can Deliver
Glossy websites. Glowing testimonials. When you go looking for a filmmaker to create a video for your nonprofit, you’ll probably find a whole array of options that all look pretty good.
How are you supposed to choose?
I’ve written before about the different expectations that you and a filmmaker can bring to a project, and why it’s important to make sure you’re on the same page. Today’s post is a little more practical: how to decode the information that’s out there so that you can make the best possible decision.
From previous work to the way a filmmaker presents themselves, there’s a lot that you can glean if you know how to look.
Do they have the range?
The first step is to check out their body of work. Most filmmakers will make previous projects available on their website, so it’s easy to take a peek and familiarize yourself with what they do.
Bear in mind that no project is going to be exactly like yours. You’re unlikely to find anything that checks every box on your list. Instead, try to draw general conclusions, like:
Do you tend to like the style of their videos? Even if you don’t resonate with everything, is there a lot of variety, showing that they can be flexible?
What are the strengths of their videos? Do they have interesting visuals? Do they deliver a strong message? Do they have an emotional impact? How does this align with your current needs?
What kinds of organizations do they typically work with? Again, not all of them have to be like you. But do you feel like you fall generally within the scope of their clientele?
By breaking down their videos this way, you can move beyond, “I liked the look of it,” and really consider whether you’re a good fit for one creative over another.
Do they pass the vibe check?
Talking to a vendor directly can also give you a lot of meaningful information. The important thing here is to ask the kinds of questions that let you know how they operate.
How were their previous projects conceived? What were their goals in those cases? What were their contributions? This will let you know how they perceive their role and how things will probably go if they come to work with you. Did they film according to a plan their clients provided for them, or did they consult and develop the plan for the video themselves?
During the conversation, you can also make some judgments based on their manner. Do they sound confident and sure of their process? Do they take control of the conversation and tell you how they expect to work, or do they leave it to you to tell them what to do? This lets you know whether they have an established procedure and if you can expect similar results to their previous deliverables.
To learn about their problem-solving skills, ask: Have they ever had a project go over budget or overtime? How did they handle it? When did they let the client know that things were running ahead of their estimate? What options did they provide? This will not only tell you what to expect if a similar situation arises – it’ll give you a sense of how they see their division of responsibility with clients and how open and consistent they are in their communication.
What do the reviews say?
When you talk to a vendor, you can ask them for references, even requesting the information of specific clients (based on the videos you liked or that seemed most relevant to you).
They may not be able to provide you with exactly what you ask for, and they’re certainly unlikely to put you in touch with anyone who might give them a negative review. But it’s still really useful to check in with previous clients.
Ask similar questions to what you asked the filmmaker themselves and compare the answers you get: What was their process like? How did they handle setbacks or problems? How was their communication?
Making a decision
If it’s just a small project, you might not consider this level of due diligence necessary. But often, video is a significant investment. Choosing well pays off in fewer headaches and a more satisfying result.
For really big projects, you might even consider asking a vendor if you can start out just hiring them to make a roadmap, so you can see a detailed plan for the video before you commit fully.
This is a bit unusual for the industry, but it will give you a much more accurate idea than a standard proposal. You never really can tell what the dynamic will be like until you start working together, so it’s a great way to dip your toe in.
What kind of process do you usually go through when you’re choosing someone to work with? Got any tips that I missed? I’d love to hear them!