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[ The Video Agenda ]
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It's all about appearances
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by Mark J. Pescatore
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Don't judge a book by its cover. The lesson in the old fables is that appearances can be deceiving - it's what's inside that's important.
Appearances don't mean much in a fairy tale world. In the professional world, however, appearances can mean the difference between getting the job and getting your resume buried in the stack. And in the video world, appearances extend to the crew.
Case in point: Take a look at the large photo on this page. I shot it on location in the press area at the Kennedy Space Center in Florida. I don't know who this guy is or what newsgathering organization he works for, but if he was part of a Government Video video production crew, he would have been sent home.
Look, I'm old school on this one and I admit it, but this type of attire has no place in professional video production. Just because you're not in front of the camera doesn't excuse you from maintaining a professional appearance.
Certainly your production crew should not be wearing their Sunday best for an afternoon of equipment transport and setup. But that doesn't mean your department should be represented by guys in faded concert tees and shredded acid wash jeans from 1986.
Honestly, I don't have a problem with shorts or jeans, provided they aren't torn up or too short. Sneakers? No problem at all. Sleeveless T-shirt with flip-flops? Sorry, that's a bit much.
First, before you try to make excuses for this guy, don't even try to tell me about the heat. I'm a native South Floridian, so I know hot. As a West Palm Beach area resident, I live hot. And when I attended the shuttle launch in long pants and a collared shirt in the middle of July, I was hot.
Second, don't try to push some sob story about how tough production can be, because I've been there. I've pulled and wrapped my share of cables in the hot summer sun. In fact, I've done every grunt work assignment on the list, from unloading equipment racks to holding parabolic mics on the sideline. And yes, suit and all, I still wind up on the floor taping cables every year at GVExpo.
I'm the first to admit that most video production work is far from glamorous. In fact, once you leave the comfort of an air conditioned studio with pre-lit, permanent sets, things get really tough. If you're on the crew and you're not dirty and sweaty by the time you're ready to roll, chances are you didn't do your fair share during setup.
But that's not an excuse to dress like you're headed to the beach. It's unprofessional and dangerous.
Let's tackle the dangerous part first. Sandals might be a lovely fashion choice for the beach, but they aren't an ideal selection on a working set. If you've ever had equipment fall on your foot during a shoot, you know what I mean. If you have not enjoyed that particular experience, trust me when I say it's worse when your foot has no protection. Sandals on the job are a worker's comp case waiting to happen.
Why should you care how the production crew looks? My answer is simple: Because someone should. And like it or not, your clients, your competitors, and the audience on site will make judgments about you and your organization based on how your crew presents itself.
One of the best investments that a video department can make is in shirts for the crew. Don't underestimate the power of a free T-shirt to improve morale and team spirit. T-shirts, polo shirts, sweatshirts, hats - they all help identify your crew and enhance your brand in the community, on campus, or in a crowd of reporters waiting for a shuttle launch.
Have a dress code and enforce it. It makes you and your crew less likely to be confused with a bunch of slackers by the public and, more importantly, your boss.
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