Pro Video Editor Breaks Down A Viral Commercial

Today I’d like to invite you into my edit suite as I share an in-depth look at my process for editing a viral commercial that was created with today’s latest technology and effects.

The spot was directed by veteran commercial director Scott Rice and was shot by Emmy-nominated cinematographer Jimmy Lindsey. It was filmed on a virtual production stage and the main character is 3D animated.

Let’s get started.

After importing the raw footage and synching with the recorded audio, I organize all of the takes into a single sequence that I call a "string out".

I organize the shots in story order and add screenshots, labels, and markers for each section so I can quickly scan through all of the shots.

One tip I’d like to share: for each shot, I organize it last take first. If you think about the process of shooting, the takes typically get better as you go so I like to start with the later takes.

Another tip: when prepping your string out, don’t trim the clips too tightly. Every piece of recorded footage is fair game for the edit, so look out for usable moments from before the director called action, or after they called cut. Every now and then those extra frames can save your edit.

 Once your string out is organized, grab some popcorn and watch through it a few times, taking notes. I find that if I’m organized and familiar with the footage, I’m already 70% of the way to a great edit.

Let’s get into the edit.

In addition to the footage captured on set, a voice actor was hired to play the voice of the 3D-animated character.

The challenge with this spot is that I’m editing an invisible main character because the visual effects process starts after picture lock.

One trick that I use all the time, but was particularly helpful with this spot, is to mute the visuals and just listen to the audio (almost like you’re editing a spot for the radio). If it’s working as a radio spot, odds are it will work with visuals. Conversely, I often check a scene with the sound muted. I want to make sure all of my visual cuts are solid and can stand alone. Try this on your next edit. If visuals can stand alone, and audio can stand alone, odds are you have a solid edit.

Now this starts getting fun. The team recorded the face of an actor performing the part while lip-synching to the audio performance. Not only does this start to bring the edit to life, but it gives the animator a big head start when animating the dialogue and facial expressions.

Notice in the video how I place the facial capture in the scene, and I even use keyframes here to simulate blocking. If you’re ever working on an edit like this, don’t be afraid to simulate motion to start to get a feel for the blocking of the scene.

It’s always a treat to cut in the final animation. You can see the detail and artistry of the 3D-Animator, Greg Omelchuck, in the video above. Also, I must say that this is one of the most believable interiors I’ve seen that was captured on a virtual production stage.

If you’re wondering why the image looks flat, it’s because we’ve gone back to the raw, log color in preparation for the color grade. In previous edits I used a LUT, which stands for look-up-table, that translates the raw color into something more similar to what the final will look like. Not only do we have raw color here, but the 3D-Animator rendered separate layers to allow for great flexibility in the final color grade.

And finally we get to delivery. You can check out the final spot in the video above. You will see the sound design has been replaced by a tidy, stereo sound mix, and all of the shots have been replaced with final color renders. 

I want to give a huge shout-out to executive producer/director Scott Rice for allowing me to share this project with you, as well as the ultra-talented post team including animator Greg Omelchuck, colorist Brandon Thomas, and sound mixer, David Bewely.

Austen is an ADDY award-winning film & commercial editor with over 20 years of experience. He has worked with global brands like Meta, KPMG, SAP, and Christianity Today. His PSA work has championed causes like school safety (with Matthew McConaughey), driving safety, and anti-tobacco. A thought leader in the editing field, his online lessons quickly amassed over 100K views after launch.